What Does a Copywriter Do? (And Why Your Brand Might Need One)
It happens almost every time. I'm chatting with someone at an event, they ask what I do and I tell them I'm a copywriter. There's usually a brief pause before the follow-up question arrives: "What's that?" Despite the fact that people encounter copywriting dozens of times each day, from websites and emails to advertisements and product descriptions, the profession remains surprisingly misunderstood. Most people don’t know what copywriting is or what a copywriter does.
So, What Does a Copywriter Do?
It’s not uncommon for people to think of writers as those who pen novels, poems and news articles. So I don’t say I’m a writer. But saying I’m a copywriter often doesn’t help either. What helps is explaining what kind of copywriting I do. I also point out that websites, subway ads, billboards, product descriptions and TV commercials are all most likely written by a professional copywriter. And then they (sometimes) get it.
As a professional copywriter, I help brands communicate their value through words to attract, engage, and persuade an audience. Depending on the project, a copywriter may write website copy, blog posts, email campaigns, advertisements, landing pages, product descriptions, social media content and more.
So what does a copywriter do? More than you might think. We:
Write (well, obvi)
Research
Interview
Edit
Proofread
Strategize for SEO
Manage projects
Measure the impact of our copy
For freelance copywriters, add pitching new clients, managing existing clients and marketing your brand to the list.
To put it plainly, if you’re reading it, someone had to write it and she was probably a copywriter. There are plenty of misconceptions about copywriting. Based on my most frequently asked questions, here are five facts you may not know about copywriting.
Copywriting has nothing to do with copyright law
While copyright law involves legally protecting intellectual property, a professional copywriter uses words to promote or sell a product or idea through a creative campaign. These could be ads on the subway, social media posts or direct marketing emails.
Modern copywriting goes beyond advertising
Advertising copywriters are more famous, in part thanks to the success of Mad Men, but today copywriting takes on many forms. Instead of ads, catchy jingles, and slogans, think of owned media like websites and blogs. Instead of print ads or TV, think digital.
Copywriters write with an agenda
A copywriter’s primary role is to write with the client’s goals and customer's needs in mind. This could be to promote a product, educate an audience or establish authority in a space.
A copywriter can be whoever you need her to be
Sometimes I’m asked to describe my voice as a copywriter. My response is that it always comes second to that of the client. Professional copywriters adapt our writing style and tone to reflect who we are speaking as and who we are speaking to.
You'll rarely recognize the name of a copywriter
While copywriters are behind some of the most iconic taglines—think Diamonds are forever and Just do it—we often take on work in a ghostwriting capacity. Whether it’s website copy or copy for other forms of media, our clients are the ones who receive the credit.
It is the copywriter's job to help brands and business owners turn their ideas into compelling content. As consultants, we listen to our clients’ needs, then write copy that communicates first clearly and where possible, creatively.
“Your brand’s story deserves to be written in the best way possible.”
When Should You Hire a Copywriter?
The best time to hire a copywriter is when your business is evolving. Perhaps you're launching a new brand, refreshing your website, investing in SEO, building an email marketing strategy or preparing for a new product launch. Whatever the occasion, a copywriter can help translate your ideas into clear, persuasive messaging that attracts the right audience and inspires action.
As a luxury copywriter, I help clients worldwide convey first-class approach across all brand touchpoints. Whether you’re the head of marketing for a heritage brand or a solopreneur with a dream, I am at your service. Get started today!
