What is Copywriting? What a Copywriter Does and How to Find One

Advertising your products and services doesn't always get you the results you need.

Most of the time, it's because the words on your website,在你的营销邮件, or on your social media platforms are poorly written or ineffective at getting people to take the final step of making a purchase.

This is a huge factor for success in any industry. Whether you sell DIY home tools or offer insurance services, the way your written content is formulated matters more than you think.

Enter copywriting. It's a fancy word for writing that you usein marketing strategiesto improve sales and conversions.

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What is copywriting?

Copywriting involves creating compelling text that effectively markets a product, service, or concept to a target audience. It aims to persuade readers to take desired actions, like buying a product, attending an event, or subscribing to a mailing list.

Understanding copywriting

Copywriting is one of the most important elements of advertising and marketing. It's the process of writing persuasive words (known as copy) that inspire or motivate people to take a specific action. It’s different from content writing. A content writer produces longer, well-written material for company blogs or publications. Some examples of copywriting:

• When you open a magazine and there's a full-page advertisement selling perfume, the words on that page are the result of copywriting.

• When you go to a website that prompts you to buy something, the words on that page are the result of copywriting.

You can find copies in print, online, and even being read on television or over the radio. Copywriting is almost everywhere you look and listen.

Behind every piece of copy is a copywriter. Copywriters are individuals who are trained to craft words in a way that willconnect with the target audienceand move them to do something. Some may also useAI content writing toolsto help spark their creativity.

Most businesses hire an in-house copywriter or on a contract basis to help them communicate with the world and grow.

What are the benefits of copywriting?

Being a business owner doesn't mean you're an expert copywriter. It takes specific skills and the right frame of mind to create copy that will accomplish the right goals in the right place at the right time.

Business must sell products or be hired for services to succeed. Good copy helps. Whether it's ads, landing pages, or social media, the goal is for people to take action. Good copywriting converts leads into paying clients.

There's a progression of positive things that good copy does for your business:

1. First, it makes an emotional impact on potential clients with words.

2. This emotional impact makes them feel like they can relate to your brand.

3. When they relate, they will feel like your brand can solve their problem or pain point.

4. The call-to-action helps motivate them to make a purchase.

5. This leads to increased sales and conversions for your business.

Hiring a copywriter can also help you:

• Write powerful, effective copyfor your specific business needs

• Ensure your copy is free of grammarand spelling errors

• Release the tensionof having to write the copy yourself

• Save you and your employees timedestined for other tasks

As you see, copywriting has an important role in the success of your business. That's why it has to be done strategically. Refreshing the copy for your business in the right direction can improve conversions considerably.

What exactly does a copywriter do?

A copywriter writes words that move an audience to take action. There are many different types of copywriting, however, at the base of all of them is the act of studying a specific audience and understanding their needs and desires.

Then, a copywriter strategizes a way to best connect with the audience, shows the audience their problem is understood, and presents a solution.

The top skills a copywriter for the US market must have are:

1. Strong writing abilities:Craft clear, concise, and engaging copy with proper English grammar and punctuation.

2. Understanding target audiences:Analyze and empathize with readers to tailor content to their needs and desires.

3. Persuasive storytelling:Use storytelling and persuasive techniques to motivate readers to take action.

4. Adaptability:Write for various industries, formats, and platforms, adjusting tone and style accordingly.

5. Research and analytical skills:Conduct research and analyze data to create informed, accurate, and resonant copy.

Depending on your needs and budget, you can hire a junior copywriter or someone who specializes in a particular type of copy or a certain industry. You can hire anAI content writing specialistto handle all your copy needs on Fiverr.

Do copywriters make good money?

Copywriters can make good money, but the income largely depends on their experience, industry, location, and the type of projects they work on.

The U.S. Bureau of Labor Statistics (BLS)reported the median annual wage for writers, including copywriters, at $69,510 as of 2021. The lowest 10% earned less than $38,500, and the highest 10% earned over $133,580.

Freelance copywriters have the potential to earn more depending on the rates they charge, their client base, and their workload. Highly skilled freelancers can earn between $50,000 and $150,000 per year, with top-tier copywriters earning even more.

What does a copywriter create?

文案是一个人提供了佛r a variety of assets including:

• Webpages

• Blogs

• Ads

• Social media posts

• Emails

• Posters

• Billboards

• Case studies

They use the medium of writing to inform, engage, impact, and/or persuade audiences. They may also useAI content creation toolsto help bring these assets to life.

The goals can vary from raising brand awareness to positioning a business or organization as an authority, to closing sales.

The copywriter job description

Copywriters, in general, do a little bit of everything, including:

• Writing content with the intent of informing, educating, or inspiring an audience

• Writing copy to move readers to action

• Researching to find information, statistics, keywords, topics, and brand information

• Editing and proofreadingto refine grammar, style, readability, accuracy, voice, tone, and punctuation

• Working as a project manager, which involves ideating topics, working with other creators, writing, editing, revising, and publishing

It's a demanding role that requires a high level of hard and soft skills.

Who needs copywriters?

Every business or organization that plans to communicate with its audience needs a copywriter. From sole proprietors to large enterprises, no company is too large or small.

Copywriters can find work with:

• Solopreneurs:Individuals who start and run their own businesses independently like interior designers, writers, party planners, graphic designers, and coaches.

• Marketing agencies:Companies with teams that help a variety of clients with the many aspects of marketing.

• Small businesses:Small businesses that are privately owned and generate less annual revenue and have fewer employees than guidelines set by the Small Business Administration. Those limits vary by industry.

• Enterprises:Large corporations with hundreds or even thousands of employees.

• Fortune 500 companies:The 500 largest U.S. companies ranked by Fortune magazine.

• Brick-and-mortar retail stores:Traditional street-side businesses offering products and services.

• Startups:Companies in the early stages of operations, founded by one or more entrepreneurs developing a product or service.

• Non-profit organizations:Organizations that don't operate for a profit such as public charities, foundations, trade organizations, and social advocacy groups.

• Online retailers:Companies thatsell goods or services through the internet.

The need for copywriting persists no matter the business type or niche because a fundamental part of running a business is driving a specific action from an audience.

To drive action, you need people to be aware of your company and need toguide them down the pathyou want them to take. Crafting words that effectively show what an organization is about while influencing the audience in a specific way requires knowledge and skill. Each piece of copy created should fit into the larger puzzle of the brand's identity and overall strategy.

Copywriters understand the big picture, includingthe brand identityand the buyer's journey, and then craft many types of copy that work together to achieve the business's goals. They help to properly articulate everything including:

• The fundamental components of a company's brand like the mission, vision, and core values.

• The words that will appear on the company's fixed assets like their website and social profiles.

• And the pieces required on an ongoing basis like press releases, social media posts, blogs, and video scripts.

If you're looking for a place to find copywriting work, you'll have no shortage of options. From mom-and-pop shops and investment firms to dentists and doctors, take your pick.

The key is finding a niche you enjoy writing about that is profitable and in high demand. Then, you can become an expert in the area, earning higher rates and more inbound business.

Long story short, everyone in business can benefit from hiring a copywriter.

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Types of copywriting

Marketing

一个营销文案背后的创造性思维every word a business writes that intends to move people to action.

In the '50s and '60s, copy took the form of catchy jingles, slogans, and ads. While copywriters may still be behind those creations today, many write in various forms that are published on the internet as part of digital marketing campaigns.

These campaigns often include writing brand identity guides, website pages, product descriptions, whitepapers, blogs,social posts, emails, and other marketing materials. A marketing copywriter is even behind the content you are reading right now!

While a product description or website's About page may seem simple enough, there is a lot that goes into it. Copy must speak to the desired audience in the right tone with impactful words that drive tangible action.

See howToyFight, a creative agency, uses their About page to become relatable to the reader. You can see from the copy that the founders are fun, down-to-earth, and creative.

Marketing copywriters often:

• Have years of experience

• Are creative thinkers

• Have strong research skills

• Have strong time-management skills

They should also understand marketing fundamentals and psychology, and may have a college degree in a related field.

These copywriters are always on the lookout for new trends and insights. They will understand things likeAI in content marketing, benchmark conversion rates for campaigns, and more.

In many cases, they work together with founders, marketing strategists, designers, and developers to bring a company or organization's vision to life. Further, they may specialize in a particular type of copy likeemail marketing campaignsand may not offer other types.

At the end of the day, marketing copywriters do much more than just write words. They understand how to analyze a business and its product or service to identify its differentiating factors. Further, they can step into the shoes of a brand, and craft words that will engage, inform, educate, and inspire the target audience.

SEO

SEO stands for search engine optimization, and some copywriters specialize in this type of copy. SEO-optimized copy is carefully crafted to appeal to the human audience while also sending all the right signals to the search engines.

Why? Because then your content will appear higher on search engine results pages, driving more traffic to your page. More traffic means more opportunities to close sales.

Optimizing copy for search requiresin-depth knowledge of SEO best practices including using the right keywords in the right places, properly using headers, and matching the copy to the reader's intent. SEO copywriting is needed for web content, product descriptions, service descriptions, articles, and blogs.

Sales

Sales copy is directly focused on closing the saleat the moment. Sales copywriters must understand the target audience in-depth and how a product or service could benefit them.

They need to dig into the subconscious of the audience, understanding why they really buy.

Then, they walk alongside the audience, addressing their pain points, empathizing with them, and showing how their problem can be resolved in a way that’s relatable and engaging. Nobody wants to feel like they’re being sold.

Some places you'll find sales copy are on:

• Websites

• Sales pages

• Direct response letters

• Email marketing campaigns

• Social media ads

• Google ads

• Product pages

• Service pages

• Sales letters

• LinkedIn posts

• Print ads

• Billboard ads

Creative

Creative copywriting requires not only getting the information across, but getting it across in a way that’s attention-grabbing, interesting, and memorable. It requires strategic, out-of-the-box thinking.

A great creative copywriter can get an idea and feeling across in just a few words that stick in the reader's mind. You'llfind creative copywritingin slogans, ad headlines, jingles, tv commercials, and email headlines.

For example, Ricola launched an advertising campaign with a series of statements that included a (cough) in the middle.

One of them read, "She's (cough) just a friend." It gets your attention, might make you chuckle, and leaves an impression of the brand's personality in your mind. As a result, you may just grab Ricola next time you're choosing a cough drop.

Email

Email copywriting is the process of creating persuasive and engaging written content specifically foremail marketing campaigns. It aims to capture the reader's attention, convey the intended message, and encourage a desired action, such as making a purchase, signing up for a webinar, or downloading a template.

想象一个护肤品牌launching a new product line. They want to create an email campaign to promote it to their subscribers.

The email copy could start with a captivating subject line like "Unlock the Secret to Flawless Skin." The body of the email would introduce the new product line, highlighting its unique benefits and features.

It could include a brief customer testimonial for social proof and end with a strong call-to-action (CTA), such as "Shop Now" or "Discover the Secret," encouraging readers to click through and explore the new product offering on the brand's website.

Copywriting examples

Let’s explore a few copywriting examples to add to your swipe file.

Mortal Kombucha — copywriting with personality

The homepage forMortal Kombuchais a great example of copywriting with personality. It’s a brand that understands its audience 100%. It uses simple language and is funny and creative, making a Mortal Kombucha brand that’s hard to duplicate, which is hard in ecommerce.

David Ogilvy’s Rolls Royce ad

David Ogilvy, also known as, The “Father Of Advertising”, nailed great copywriting when writing this Rolls Royce ad.

The headline communicates what makes the car so special, using words and ideas from people who know the Rolls Royce brand best, its customers.

The headline expresses luxury. The car is so well-engineered that it’s quiet, comfortable, and joyful to drive. When you think about it, Ogilvy isn’t even selling the car itself, he’s selling the driving experience.

The Unofficial Shopify podcast

Great copy is helpful in every aspect of business, including podcasts. OnThe Unofficial Shopify Podcast’shomepage, the copy communicates the true benefits of listening to each episode.

For instance, the copy mentions that you’ll learn from successful ecommerce entrepreneurs and experts, get insights and tips, and grow a successful online store. The last sentence communicates the biggest benefit of all, “LETS GET PAID.”

Covering a variety of benefits helps paint the full experience people will get from your product or service.

On Running

On Running addresses a problem many customers identify with when buying gifts: Complicated running language. The brand uses compelling copy to ease buyer’s fears. It informs the reader that even if you don’t know the lingo, we’ll help you find the best running shoes possible.

Kanban Tool

Kanban Tool is an excellent example of SEO copywriting. Why? Because it ranks on page 1 in Google for the keyword “kanban software”. This phrase receives 2,400 searches per month, as per Keywords Everywhere.

This is an easy win for Kanban Tool. If someone is looking for a visual management solution, they’ll find the brand right away and can explore its features. To achieve this, Kanban Tool has to write copy that’s both captivating and optimized for search engines.

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Top techniques for effective copywriting

1. Headlines matter

A strong, attention-grabbing headline is crucial for capturing your audience's interest. Spend time crafting a headline that is clear, relevant, and appealing to your target audience, as it can be the difference between a reader engaging with the content or moving on.

2. Focus on the customer

Always prioritize the needs and wants of your target audience. Good copywriting should address the customer's pain points, desires, and motivations, presenting your product or service as the solution to their problem.

3. Clarity and simplicity

Use clear, concise language and avoid jargon or unnecessary complexity. Your message should be easily understood by your target audience. Remember that people are more likely to engage with and remember content that is simple and easy to digest.

4. Be persuasive

Use compelling storytelling and persuasive techniques, such as social proof, scarcity, and authority, to build trust with your audience and persuade them to take action. Always focus on the benefits of your product or service, rather than just listing its features.

5. Analyze Amazon reviews

Analyze Amazon reviews to identify customer needs and preferences. Emphasize praised features, benefits, and use testimonials as social proof. Address concerns from negative reviews by offering solutions or clarifying misconceptions. This tailored, data-driven approach creates copy that resonates with your target audience, effectively engaging and persuading potential customers.

6.测试和迭代

Good copywriting is a continuous process of testing and refining. Experiment with different headlines, content structures, and persuasive techniques to find what resonates best with your audience. Use data and feedback to optimize your copy for maximum effectiveness.

Good copy should always be edited by a good editor. Hire anAI content editing serviceto perfect your copy on Fiverr.

How to become a copywriter step by step

Looking to improve yourwriting skillsand become a professional copywriter? Here’s how:

1. Develop a strong foundation:Begin by understanding the principles of marketing, advertising, and human psychology. Read classic books on copywriting, such as "Ogilvy on Advertising," as well as works by other advertising legends like Claude Hopkins and Eugene Schwartz. You can also take a copywriting course to learn the basics.

2. Practice your craft:Write as much as possible to refine your skills. Experiment with different styles and formats, such as direct mail, print ads, and digital content. Learn from the masters by analyzing and dissecting successful ad campaigns.

3. Build a diverse portfolio:Create a collection of your best work that showcases your copywriting skills and versatility. Include examples of headlines, body copy, and calls-to-action across various industries and media formats. Your portfolio will be your key to attracting potential clients and employers.

4. Seek mentorship and feedback:Look for experienced copywriters or industry professionals who can provide guidance, critique your work, and offer valuable insights. Join copywriting and advertising communities to network, learn from others, and share your knowledge.

5. Gain real-world experience:Start by freelancing or interning at an advertising agency or company with a strong marketing focus. This hands-on experience will help you learn the ropes, develop your skills, and understand the challenges and opportunities of working with clients.

6. Keep learning and adapting:Stay informed about the latest trends and best practices in advertising and copywriting. As the industry evolves, so should your knowledge and skills. Attend workshops, conferences, and courses to continuously sharpen your abilities and stay ahead of the curve.

7. Promote yourself:Network with professionals in your target industry, attend industry events, and actively engage on social media platforms. Develop a personal brand that showcases your expertise, and use your copywriting skills to create compelling content that promotes your services.Sign up for Fiverrto promote your skills and land more clients.

8. Cultivate long-term relationships:Once you've established yourself as a professional copywriter, focus on building lasting relationships with clients and colleagues. Deliver high-quality work consistently, communicate effectively, and meet deadlines to ensure your reputation remains strong and your client base continues to grow.

How to interview a copywriter

In order tohire the right copywriter for your project, you have to ask the right questions. Establishing a positive and professional relationship with a copywriter is essential.

There needs to be good communication all around. That way, the first job will be a success and then you can move forward with more projects afterward.

Below you'll find a list of suggested questions to ask your potential copywriter. As you can see, these questions are great steps towards a positive conversation.

1. Do you have experience writing for my industry?After asking some questions to get to know the interviewee start asking punctual questions. Start by asking if they have experience in your particular industry. If they say yes, ask for what companies they've worked for. If not, ask if they could see it as a problem, or are they willing to take upon a challenge.

2. Do you have an established research process?Next, ask if they have a research process when starting a new project. Copywriters should be able to dig deep into a company to find out the UVP. Pay attention to what they say their research process looks like. If they say that all they need is a brief, then they might not be the right fit.

3. Can you show us some writing samples?Ask to see some of their copywriting work. Most will have a selection of their best work on hand. If there is any of their work live on the internet at that time, ask to see it. Ask a few more questions about those projects; are they successful? are clients seeing good results?

4. What is your preferred style of copy?Ask the candidate if they have a preferred style of copywriting. Some copywriters prefer a storytelling angle while others lean towards a more technical approach. Either way, it's highly likely that they have a preference.

5. 你有喜欢的产品或服务类别吗to write for?Following the previous question, ask about their preferred category or industry. If it doesn't match your company, don't worry, that doesn't mean that they won't do a good job. If they answer that they prefer a challenge over something they know a lot about, that's a good sign.

6. Are you familiar with keyword research and Google results analysis?Some copywriters offerkeyword research and analysis, but not all do. In some cases, a copywriter may have some content marketing knowledge and can offer a deeper analysis of different types of keywords and how they perform. Ask if they are familiar with Google results analysis to see if they can make a good assessment as to where your current copy could use a refresh in the right direction.

After interviewing a few candidates and choosing the top one or two, conduct a test to see if they fit the bill. The most efficient process is with a two-part test that will determine how suited the candidate is for the job.

Ask them to write something

The best way to know if a potential copywriter will write exactly what you need is to ask them to write something as a test. If what you need isa set of product descriptions,不要让他们写an email copy.

Task them with a project just like the one you need or closely related. You'll probably have better results if it's a paid test. You can offer a lower rate than what they ask for just for this process.

The copywriter will do their best work if they feel that your testing process is honest and standard practice. Let them know it's something you always do with candidates. Don't diminish their work and ask them to prove themselves. Make sure to be transparent in the process.

Give feedback and analyze their response

But wait, that's not enough. Conduct a second part of the test for better results. Send the copywriter feedback about their work and offer suggestions about how they can improve the copy.

Analyze their reaction and see how they go about editing the work with your feedback. This process will show you how they confront constructive criticism.

From the results of this test, you can make a decision if the copywriter in question is right for the role. Base it on the actual work they produce and on the answers to your interview questions to determine the best fit for your business.

Hire the best copywriter for your business

文案不一定是神秘或惠icated. It takes research, skill, and a deep understanding of your business needs and goals, but the benefits of hiring a good copywriter can not be overstated.

Hiring a copywriter to help your business saves you time and brings expert skills to your business to have the best impact on your bottom line.

A skilled copywriter who is armed with all the information they need can amplify your marketing efforts and ROI to new heightsand curate your brand imagefor your target audience.

Copywriting FAQ

What is copywriting with an example?

Copywriting is the art of crafting persuasive written content that promotes a product, service, or idea. An example would be creating a compelling email campaign to convince customers to buy a new skincare product.

How can a beginner start copywriting?

A beginner can start copywriting by studying the fundamentals of marketing, advertising, and human psychology, and practicing writing different types of copy. They can also build a portfolio, seek feedback from experienced copywriters, and gain real-world experience through internships or freelancing.

What are copywriting skills?

Copywriting skills include the ability to write clear, concise, and engaging content, understanding target audiences, crafting compelling headlines, using persuasive techniques, and adapting to different formats and industries.

What is the difference between copywriting and copyediting?

文案涉及创建原始书面反对tent to promote a product, service, or idea, while copyediting focuses on reviewing and improving existing text for clarity, accuracy, grammar, punctuation, and style, ensuring that the final copy is error-free and consistent.