When networking with other business owners, they often ask me to explain what I do as a copywriter. “Do you just sit down and start writing? What else does a copywriter do?” The answer surprises them.
Put briefly, copywriting involves quite a bit of work. I also imagine that each copywriter works differently. Some also offer to analyse your results once the copy goes live or gets sent. My clients tend to do this themselves because they have someone on the team to do this for them.
So, what I’m sharing here may not be the same as what another copywriter would do.
What else does a copywriter do?
The amount of work involved varies when I’m improving copy that you feel isn’t working. However, I always first review your copy and how you’re using it. This is so I can work out why it’s not bringing the results you expected.
Say you tell me you’re getting a lot of questions from timewasters. The fact that I look at whether your copy is targeting the right audience will do you a huge favour.
I also look at whether the copy is communicating persuasively and showing clients that you can meet their needs. And I look at your calls to action to see whether they’re making readers do exactly what you want them to do.
If I think the copy could be improved, then I edit it. If I think it would be better to start with a blank slate, then I write from scratch.
I don’t just write whatever I want!
I write based on research, and by this I mean I will help you look closer at your target audience to get an understanding of who they are, their values, what they care about, how they make purchasing decisions, and so on.
Whether I’m writing copy to help raise brand awareness, reach and engage a specific target audience, or improve conversion, or all of that, the work involved usually starts there.
And I do my best to ensure that the copy I deliver will help you achieve your marketing goals, such as:
- bring more traffic to your website
- raise your brand profile to create a preference for your business
- position your business as the thought-leader of your industry
- find, connect and engage you and your team with your audience
- attract the right audience – those likely to make a purchase
Whatever I’m writing, whether that’s website copy, blog posts, articles, autoresponders, sales emails or advice on content marketing, I highly recommend that you know your goal before you ask me to write for you.
Not only that but also to know who we’re targeting. I don’t write copy that targets “everyone” under the sun.
So there you go, that’s just a brief summary of what else copywriters do. We do some homework to find out the best way to influence and persuade your ideal customers into buying what you’re offering.
If you have any questions, please get in touch.