What do copywriters do?

Copywriters write the words that you see on web pages, email newsletters, TV commercials, billboards, tweets, newspaper ads, condom packets, Ikea instructions, and those enraging 404 error messages you get when you follow a broken link on a shitty website.

Most copywriters work in some sort of advertising agency, in-house marketing team, or their own freelance business. Don Draper was a copywriter. And so was Peggy Olson.

To clarify a common myth, copywriting has nothing to do with copyright, which is about boring legal things.

Copywriters are trained in how to write copy, and more importantly, they have a lot of experience in doing it. Writing is kind of like public speaking. Anyone can do it, but not everyone can do it well. The first time you do it, you'll probably suck. But if you've been doing it for years and making a living from it, you're Tony Robbins.

Fun fact: copywriters actually do a lot more than just writing the words on your blog post or milk carton. A good copywriter will also do stuff like: 

  • get to know your brand's tone of voice and write in a way that matches your other marketing material
  • make sure your copy follows your company's brand guidelines and style sheets
  • understand who your audience is, and write in a way that engages those people
  • find the most compelling thing about your product or service, and make that a BIG EFFING DEAL in your copy
  • brainstorm ideas for tag lines, blog posts, eBook topics or whatever floats your (audience's) boat
  • make sure your online content is optimised for search engines and digital best practice
  • recommend the best way to publish your content

Copywriters often write for different brands, so they're adaptable at getting to know new clients and writing for different mediums, tones, subjects and formats. 

Are you looking for a freelance copywriter? Drop me a line for a friendly, obligation-free quote today.