WHAT DOES A COPYWRITER DO?

‘Are you one of those blokes who does copyright, then?’

‘No, mate. That’s not it…’

It’s a common kitchen conversation at parties, you see.

I get introduced to someone and we do the usual small talk.

‘So, what do you do for a living, then?’

It was easy when I was a journalist. Particularly when I was a sports writer.

Now? Not so much.

I mean, how do you explain the intricacies of SEO copywriting to a bloke in a kitchen without him glazing over?

I love it, of course.

I could talk about keywords, breaking grammar rules and blog sentence structure for SEO all day long.

But I also know it’s guaranteed to bore the pants off people at dinner parties, so I just tell people I’m a writer.

That way they probably think I’m some struggling author, who sits at home day after day in an itchy jumper trying to come up with the next best-selling work of erotic fiction.

Which is fine by me.

Anyway, copywriting…

Copywriters, like me, promote stuff through words. It really is as simple as that in its purest sense.

But, as a skill, it’s not usually something Tanya from accounts, or greasy Bob from the IT department can do ‘at a push’.

Good copywriting is about selling, but without the ‘selling’ bit.

Because a good copywriter doesn’t need to sell – their words do that bit for them.

And good copy draws people in so deeply, and on such an emotional level, that they don’t even know they’re being sold to.

What about ‘content writing’?

Copywriters are content writers. I am anyway.

Why over-complicate things? Content is marketing. Copy is marketing.

Yet, marketing folk consistently try to split the two up, like some kind of angry father who’s just discovered his daughter is dating the local crack dealer.

Let’s keep it simple, shall we?

You need copy to speak to your customers and your potential customers online and offline.

That copy needs to resonate and make those people feel something, so they become fans, remain fans and buy from you time and again.

Your website needs to build authority and good copy is how you do that.

Your marketing materials need to be professional, accurate, well researched and written in a way that your customers understand.

That’s what a copywriter does. That’s what I do…

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