• Daryl Charman

What is copywriting?

Updated: Oct 1, 2019

What is copywriting? What does a copywriter do? Does your business need to hire a copywriter? Here’s everything you need to know.

Despite the copywriting profession being recognised as an integral part of B2C and B2B marketing, there still seems to be some confusion as to what the job entails.

One of the most amusing conversations I’ve had occurred back in 2018 when a new LinkedIn connection asked me how much I’d charge to copyright his product design.

While I happened to have written a couple of blogs on UK copyright laws before, I don’t think I’m the best person for the job!

To give you a better idea of what copywriting is and how these services can help your business, read this handy guide.

What is copywriting? (In layman’s terms.)

Copywriting is a term used to describe someone who writes advertising and marketing collateral. This can range from blogs and flyers to email campaigns and website content.

A copywriter’s job differs from an editor or journalist, as the purpose of copywriting is to nurture prospects and encourage them to take action. Whereas the art of editing and writing pieces for printed publications is to inform and entertain.

However, it’s worth noting that some copywriters do branch out into the world of journalism and vice versa. I’m a prime example, having written content for the Swindon Advertiser, the Global Franchise Magazine, Dive Magazine and the Chicago Tribune.

I’ve even started taking on ghostwriting projects, whereby, I’ve written a published book for a client.

Which leads me nicely onto my next point.

What does a copywriter do?

The type of copy or content a professional copywriter can create boils down to their level of expertise.

Some freelancers will focus on blogs and creating SEO website content, while others will write the copy for just about any piece of digital or printed marketing collateral but specialise in a certain industry.

It’s similar to how a recruitment agency only advertises jobs from a handful of industries. Your job is to find a copywriter who’s a perfect fit for your business.

An experienced copywriter will be able to write compelling copy for:

  • Blogs/articles

  • Websites

  • Email campaigns

  • Social media posts

  • Direct mail campaigns

  • White papers

  • Case studies

  • Press releases

  • Video scripts

  • Flyers

Ultimately, it depends on what your business wants or needs.

Does your business need to hire a copywriter?

If you want to grow your business, generate leads and build brand loyalty, then hiring a copywriter is an absolute must.

Allow me to give you a few examples of how investing in quality writing can help your business thrive:

  • Marketers who prioritise blogging efforts are 13x more likely to see positive ROI.

  • Content marketing gets three times more leads than paid search advertising.

  • Small businesses with blogs get 126% more lead growth than small businesses without.

  • Content marketing rakes in conversion rates six times higher than other methods.

  • Businesses publishing 16-plus posts a month get almost 3.5 times more traffic than businesses publishing zero to four articles.

You can hire a copywriter on a permanent, contract or freelance basis. The plus side of hiring a freelance copywriter like myself is that I can work remotely or on-site. This flexible way of working means you aren’t tied into any contracts, there’s no pensions or work perks to think about and you can use me as and when.

Whether you want me to complete weekly projects or just a one-off campaign, hiring a copywriter on a freelance basis is a more resourceful way of getting the quality words your business’ marketing needs.

To find out more about my freelance copywriting services, get in touch for a free quote today.

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