What Does A Copywriter Do?
Let’s start with this time-tested truth: Most busy people do not have the time or inclination to write copy for their or their clients’ marketing initiatives. Writing is just not something you can do while you are doing something else.
So while you may have thought about or even looked for a copywriter, you may still wonder, “What does a copywriter do?” Well, I am here to tell you.
A copywriter can be a great business asset, but many businesses are in the dark about what they actually do and how they can actually help and support marketing, sales or executive teams.
A copywriter has one job in mind – to use words that will sell. By creating web copy, blog posts, emails, social media posts and other written assets (even video and podcast scripts) they can persuade your target market to buy from you, register for an event, make a phone call or send an email, or just share their email with you.
The best copywriters know how to do the following effectively:
1. They understand your target market. The first step that any copywriter will take is asking you about who you are trying to reach. They will develop a target profile for your website and copywriting so they can create assets that speak directly to that profile. That way, they can be sure your product or service is highlighted in the right way for the right people at the right time and in the right places.
2. They help craft a unique messaging statement. No matter what you’re doing, you’ve got competition. And if you want to stand out in the marketplace, you need to make it clear why you’re different and how you’re different. A copywriter will help refine this statement and help your audience understand why buying from you is the best choice.
3. They make your web and other online marketing search engine-friendly (or “SEO-friendly”). Working in important keywords and helping format text so it’s scannable (I call it “web-friendly”) are essential parts of a web copywriter’s job. Today that also means writing clear, original, well-organized content that AI-powered search features and assistants can understand and cite. When this work is combined with help from a search engine optimization (SEO) professional, you’ll likely see an increase in search visibility.
4. They make AI work for you, not against you. Lots of teams now start with drafts from ChatGPT or another AI tool. A good copywriter knows how to turn that raw material into something that sounds like you, checks the facts AI tends to get wrong and adds the experience and perspective that generic AI copy is missing. (Here’s more on how we edit AI-generated content.)
Let’s talk more about what a copywriter can do for your organization. Contact me to schedule a free copywriting consultation.