Content

What Is Copywriting? What Does A Copywriter Do?

Team Pepper
Team Pepper
Posted on 9/12/2117 min read
What Is Copywriting? What Does A Copywriter Do?

Table of contents

  • What is Copywriting?
  • Who is a Copywriter? 
  • What Does a Copywriter Do? 
  • Who Uses a Copywriter
  • Basic Questions Asked for Interview of Copywriters
  • Why Content Writing and Copywriting are Two Different Things
  • How Does a Copywriter Work?
  • Work Opportunities for a Copywriter
  • Skills you Need to be a Copywriter
  • Tools to Excel your Skills as a Copywriter 
  • The Role of Copywriting in Sales
  • Key Takeaways 
  • Conclusion 
  • FAQ

You need to promote any business or service to ensure that you get the desired outcome. For example, if you are looking for sales, you need to market your product or service. This is where copywriting steps in. These include promotions that are published online or written in print. You need to understand what is meant by copywriting when you are trying to write promotional content. Spoken words, such as in videos or commercials, are both copywriting methods. 

If you are trying to be a copywriter or want to hire a copywriter, you need to understand what does a copywriter do before you start the process of writing, promoting, marketing, and selling. 

What is Copywriting?

Copywriting is an essential element of advertising and marketing. It is the process of writing persuasive promotional and marketing materials that motivate or inspire people to take some form of action. The actions can range from purchasing, clicking on a link, donating to a cause, to scheduling a consultation. It is known as copywriting since this material is known as a ‘copy’. Hence, the word comes from combining the two words ‘copy’ and ‘writing’. 

You may not realize this, but you can find copywriting essentially everywhere. Promotions for catalogs, restaurants, sales letters for various products and services, fundraising letters from charitable organizations are all forms of copywriting.

When you go through a magazine and see pages filled with advertisements selling watches, perfumes, clothing, or anything, the words on those pages are all results of copywriting. Even when you go online and visit a website, you might bump across a situation where it gives you a prompt to buy something. Hence, copywriting is almost everywhere around you, and you can listen to or see its forms every day if you look closely. In fact, if you start going through your emails right now, you’ll find some examples of copywriting right away. 

Take the example of Pepper Content below, a website that specializes in providing content writing services. The site offers a wide range of freelance services. You can obtain content for practically anything on Peppercontent. 

Most web pages that you read and any free reports you sign up for are also copywriting. You will even find copywriting on the television and the radio. This is what copywriters do!

Who is a Copywriter?

As the name suggests, copywriting is an art that copywriters craft. Copywriters are people who professionally write the copy or text that is used in marketing and promotional materials. Copywriters are trained to craft words to connect with their target audience and persuade them to take action. Many businesses hire in-house or contractual copywriters who help them communicate with their audience and grow. 

Many people believe that writers are born with writing talent and that you can’t ‘learn’ how to write. Maybe you might have heard the opposite; there’s no skill involved in writing, and anyone can do it. However, both of these myths are untrue. Professional copywriters have practiced and learned their craft. They try to perfect their writing through constant training and learning. Copywriters are not born knowing how to craft or write excellent copies, but they learn the skills that just about anyone can learn with a bit of patience, persistence, and consistency.

Copywriting is a skill that professionals possess, and it is not something everyone can do. It is somewhat of an exclusive profession, just like any other skill-oriented profession. Good copywriters are hard to find as they are not readily available, and copywriting is a real art. Copywriters write excellent copies and help businesses grow through persuasion. They are paid well for their contribution to the growth of a company. Imagine a business without marketing through communication. You will not be able to imagine it because it is just not possible. Copywriters are essential in the growth of a company. 

Please keep in mind that copywriting and copyright are separate things. While copywriting entails writing copies to grow businesses, copyright is a legal term that entails protection by the law to anyone copying your original work and attaching their name to it. 

What Does a Copywriter Do?

  • Copywriters write textual content for the public to consume. 
  • Excellent copywriters are efficient and accurate who generate high-quality and original copies.
  •  A copywriter crafts words that can move an audience to take any action. 
  • There are numerous types of copywriting, and the base of all of them is to study a specific audience and understand their needs and desires. 
  • Copywriters strategize to best connect with their audience, show that their problem is understood, and present a solution for their problems. 

Who Uses a Copywriter

Copywriting is a core function of many businesses. Businesses would not be able to share their messages without copywriters. This would mean that they would not be able to grow and expand their market share. The businesses would not even be able to keep their current audience engaged. Retention of customers is as essential as getting new ones. This is what copywriters do.

These businesses include:  

  • Websites 
  • Non-profit organizations (NGOs)
  • Service providers
  • Brick-and-mortar stores

They all need copywriters to promote and grow their business. Take Beats by Dr. Dre, for instance, read descriptions or promotions of their products, such as this one:

The product description is crisp and short. It is the copywriter who has written this. You can see a couple of links beneath the description that entices you to buy or learn more about the product. 

This can give you a fair example of how important copywriters are for any organization. Imagine what kind of impact this copy has and how many gains this copy brings for Beats. 

Like Beats, other companies use copywriters extensively as well. Big companies have substantial marketing budgets, and an appropriate portion of these budgets is for good copywriting.

Many other organizations, both small and bigger ones, use copywriters extensively. 

These can be:

  • Investment firms and financial institutions
  • Food manufacturers
  • Medical supply and pharmaceutical companies
  • Authors 
  • Speakers
  • Supplement producers
  • Dentists 
  • Medical doctors
  • NGOs
  • Mechanics
  • Hair salons
  • Fitness coaches

This is only a rough presentation of who needs a copywriter. Essentially, every type of business requires a copywriter. You can rest assured that you will find a copywriter for your business or organization no matter which sector or industry you are in. 

Basic Questions Asked While Interviewing Copywriters

You need to ask precise questions if you want to hire the perfect candidate for the role of a copywriter. You need to understand how the right copywriter can bring value to your organization and what does a copywriter do. It is essential to understand your candidate’s skills and create and maintain a professional and positive working relationship. The communication with your copywriter should be excellent overall, and this would give you an initial indication of whether the candidate is a good copywriter or not. 

You can find a list of questions below that are essential for a recruiter to ask their candidates. These questions will help you gauge whether a candidate is a good fit for your organization or not. Let’s dive in! 

1. Do you have any experience in writing for our industry?

This question will show you if your candidate has any experience in your industry. A prior experience in the same industry will indicate that the candidate knows something about your industry, and it can be easier for the candidate to write good copies. Prior knowledge also demonstrates that you do not need to explain the fundamentals of your industry to the candidate. This will save a lot of time, and you can get the work started as quickly as possible. Ask your candidates which companies they have worked for earlier. 

If the candidate has not worked in your industry before, ask them if they would be willing to take it as a challenge and learn or not. If the candidate is willing to work and learn about the industry that you’re in, it is a good sign. 

Suppose the candidate is not interested in learning more about your industry. In that case, it is simply a futile exercise to hire the candidate as they will not be able to produce high-quality content that will engage your audience. This will result in lesser conversions, lesser brand value, and a not-so-good brand image. The candidate will not be able to connect with your audience or with you. 

2. Can you provide us with your writing samples?

Ask your candidates for their work samples to show you how they write and are a good fit for your organization. You will be able to understand a lot with their writing samples. You will be able to understand their way of writing, what tone they use, how engaging their content is if the content is suitable for your organization, and if their content is original or not. 

3. Do you have a specific style of copywriting?

Asking this question will tell you whether a copywriter follows a specific method of writing or not. Most copywriters have a way of writing that they follow. One copywriter might be into storytelling, while another might write in a conversational style. 

You will understand their style and if their way of writing is suitable for your audience or not. 

4. What has been your favorite project? Why?

This question will show you your candidates’ experience. You will better understand how much work they have done previously and their favorite project. You will gain insight into their personality and what type of work makes them feel good. 

It will enable you to gauge whether your organization will provide the candidates that kind of work or not and whether the candidates will be able to sustain in your organization. 

5. Which project has been the most challenging? Why?

 This question is an extension of the previous question. It will tell you more about the candidates’ experience and what kind of work they find challenging. You will be able to understand whether the kind of work you need your copywriter to do is a good fit for their skill set or not

6. How do you research any topic?

This question will show you how the copywriter operates and their approach to any work. You will understand their method of operation and whether they do the right things to follow up with their work or not. It might be possible that the candidates might not have knowledge or adequate information about your industry or business. 

The candidates must do their due diligence to understand the ins and outs of your industry and business. It is only then possible for the right copywriter to produce high-quality, engaging, and effective copies leading to actions. 

One thing to note is that if the candidate only says that he needs a brief to get the job done, the candidate might lack in the research department and not produce what you want. 

7. Do you have any preference in the industry that you want to write for?

This question will tell you whether the candidates want to work in a specific industry or are comfortable working in different industries. If a candidate only prefers to work in a particular industry, you need to see if he is the right fit for your organization. 

If the candidate is ready to learn more about your industry, assuming that he doesn’t already know, then it’s a good sign. Not all copywriters can know everything about every industry. 

8. What is the biggest problem you have faced as a copywriter, and how did you resolve it?

This question shows the problem-solving ability of your candidates. You will be able to understand how the candidates perform when they are in a fix. You need someone who knows how to navigate challenges and is a self-improving individual. A candidate who improvises and finds solutions with minimal help can be a great addition to your team. 

It also shows what kind of accountability the candidates are up to take. Candidates that take accountability are responsible, and you can put your faith in them to get the job done. These people are self-starters and aim to get the job done instead of waiting around and expecting someone else to guide them or do their work for them. 

9. Have you seen our content? What can be changed?

This shows whether your candidates are prepared for a job at your organization or not. It shows the candidates’ dedication and preparation. You will also have an insight into how the candidates think, and they might be able to give you some valuable advice on how to improve the content on your online or offline presence and image. 

Once you are done with the interview questions, the next thing to do is to conduct a writing test and see whether the candidate is suitable for your organization or not. The test will help you see all the facets that you need. You will be able to understand perfectly whether the candidate will be able to help you grow your organization or not. 

Why Content Writing and Copywriting are Two Different Things

Source

Content writing essentially means writing content. The content might be educational, informative, technical, or persuasive. Copywriting is the method of promoting and selling through marketing copies. It is safe to say that content writing is different from copywriting because copywriting is only used to invite a call to action. At the same time, content writing is any writing done for any reason. 

For example, it is not copywriting if someone writes a blog informing you about clothing and does not invite you to buy anything or perform any action. This is an example of content writing. 

On the other hand, if someone writes content that invites you to buy clothes, then it is copywriting. 

There is a fine line between the two forms of writing, but there is a clear distinction between the two as well. 

How Does a Copywriter Work?

Copywriters are essentially marketers as well as writers. They generally do a little bit of everything concerned with writing and selling, marketing a business, service, or their products. The following is a list of things that a copywriter does: 

  1. A copywriter writes content to educate, inspire, inform, or sell to an audience. 
  2. The primary intent is to write content that will invite the reader to perform some action. 
  3. Copywriters research the organization and understand the message that the organization wants to convey. Their next step is to craft copies to give out the required message. 
  4. It is up to a copywriter to analyze and decide which topics to write on and how to write them. 
  5. Copywriters research and find keywords, brand information, and other information required to produce any copy. 
  6. Editing, proofreading, and presenting content that has precise readability, grammar, tone, voice, accuracy, and punctuation is something that a copywriter excels in. 
  7. A copywriter is also a project manager as it is their job to research and produce content. The copywriter does it all independently and manages everything from start to finish. Ideating topics, working with others, editing, writing, revising, and publishing make a copywriter a good manager. 

It is a professional role that requires an amalgamation of different skills. Any copywriter with all these skills and sincerity can succeed in their career. 

Work Opportunities for a Copywriter

Copywriters can find work in a variety of places. From solopreneurs to large organizations, everyone needs copywriters to market their products and services and sell them. Copywriters can find work in the following places mentioned below: 

  • Enterprises: Large corporations with hundreds or even thousands of employees working for them.
  • Fortune 500 companies: The largest 500 companies ranked by Fortune magazine. 
  • Solopreneurs: Individuals who work independently from start to finish and manage everything on their own. For example, lawyers, architects, etc.
  • Marketing agencies: Companies that help and manage marketing for various clients. 
  • Startups: Companies that are in the early stages of their operations. Founded by the entrepreneur(s) offering one or more products or services. 
  • Non-profit organizations: Organizations that do not work for profits, such as charitable trusts and social advocacy groups. 
  • Online stores or retailers: Companies that sell their products or services online. 

The requirement for copywriters will never cease to exist. All business types or niches require their audiences to take certain actions. Copywriters are good at persuading the audiences to take action that benefits their employers. 

The way copywriters do this is by knowing the intricacies of their organization and explaining the benefits and all the other things that need to be told to the audience. Crafting such copies effectively drives the general public to take certain kinds of actions by influencing people in a particular way. This is the professional skill that copywriters possess. 

Each copy that is created fits into a giant puzzle of any brand’s identity and overall strategy. 

Copywriters are good at understanding the big picture, including the brand’s identity and the buyer’s journey. Copywriters craft different types of copies that work together. The goal is to achieve the organization’s goals. 

Copywriters properly articulate the following: 

  • The core components of a company’s brand such as the mission, core values, and vision.
  • The words that should appear on the company’s website and social profile(s).
  • The copies required on an ongoing basis like blogs, press releases, video scripts, and social media posts. 

You will have no shortage when it comes to options for copywriting. Take your pick from all the various options at your disposal. The key to finding a good copywriting job is to find a niche that you enjoy and then write about it. Make sure it is profitable and has a high demand. You can then become an expert in the area, charging higher fees and receiving more business.

Skills you Need to be a Copywriter

Professional content creators, like copywriters, integrate and develop different types of copies across a large variety of mediums. If you are interested in a copywriting career, you will need many skills to be successful. For example, a copywriter who creates digital media mostly relies heavily on technical skills on top of their writing skills. 

Copywriting skills can be hard and soft, and the writers who create advertisements and other written content need to possess these skills to excel in their field. 

The following are some skills you need to be a copywriter: 

1. Impeccable Writing

 The most important hard skill that copywriters have is a flair for writing. Copywriters craft various copies that range from long forms of content to short advertising slogans and product descriptions. All copywriters should have the skill to convey ideas that finally persuade any audience to take action.

2. Creativity

Creating written content is the end product of massive creativity. A copywriter should possess vivid imagination and creative thinking. A copywriter should do very well to bridge the gap between ideas and tangible products to promote brands and services. 

3. Research Skills

Copywriters need to have a strong research interest. Whether it is to find out what is trending, what their audience likes, understanding their own organization’s needs, or researching about any specific topic, copywriters need to have a research-oriented mindset. Research helps copywriters craft original and engaging content that appeals to the masses. The copywriter can also strategize and build outlines for their work. 

4. Technical Skills

Copywriters work on marketing and advertising. These professionals need a variety of technical skills and computer knowledge. Any professional working in the digital spectrum needs digital skills and qualifications. For instance, creating web pages, formatting, using content management systems are basic requirements of this job role in a digital space. 

5. Interpersonal Skills

Building, maintaining, and growing relationships are vital in copywriting. This communicative role is essential to communicate with clients, listen to their feedback, and resonate with others. Copywriters need to appeal to the audience and, hence, need interpersonal skills.

6. Communication Skills

Copywriters need to have excellent communication skills that range from written to verbal communication. The ability to collaborate with colleagues and clients and speak up during meetings should form the core of a copywriter. Initiating sales pitches is another quality that a copywriter should possess under this umbrella. 

Tools to Excel your Skills as a Copywriter

1.  GRAMMARLY – To check for grammatical errors and proofread your written content

2.  SEMRUSHContent marketing and SEO tool 

3.  LONGTAILPRO – To find long-tail keywords

4.  COPYSCAPETo scan whether your content has any plagiarism

5.  THE HEMINGWAY APPTo remove unnecessary jargon from your copies

6. READ-ABLETo check how readable your written content or copy is

7.  GOOGLE DRIVETo save your work online for quick access and saving storage

8.  COSCHEDULE HEADLINE ANALYZERTo analyze and write search engine optimized headlines

The Role of Copywriter in Sales

A stellar sales copy focuses on how the customers will benefit from what is being sold. It is directly focused on the sales part or closing the sale. Sales copywriting includes in-depth research of any product or service and explaining to their audience how it would benefit them. A sales copy needs to be carefully promoted. For instance, you cannot place a sales copy in a blog. A blog reader might click away as soon as he understands that it is a sales copy. A sales copy is more valuable as a landing page at the end spectrum of the funnel. 

Some places you’ll find sales copies are on landing pages, websites, direct response letters, social media ads, email marketing campaigns, Google ads, product pages, service pages, print ads, and billboard ads.

The copywriter needs to dive deep into the audience’s subconscious, understand what they want to buy, empathize with them, address their pain points, and show how their problems can be resolved. A sales copy convinces the reader to purchase and take action. Hence, it needs to be creative and engaging. Copywriters need to use the right tone, language, and voice to persuade their audience. Sales copy aims to convince the audience to buy a product or service. It needs to present what a business is selling in an attractive way that the consumer does not say “no.” 

You need to hire a copywriter when your primary goal is to convert leads to sales. This traffic may be organic, from social media, paid ads, newsletters, or direct traffic. A few instances where you need a sales copywriter: 

  • Billboard Ad
  • Product Pages
  • Landing Pages
  • Print Ads
  • Google Ads
  • Facebook/Instagram Ads
  • Sales Pages

Key Takeaways

  • Copywriters are people who professionally write the copy or text that is used in marketing and promotional materials.
  • Many businesses hire in-house or contractual copywriters who help them communicate with their audience and grow. 
  • Copywriting is a skill that professionals possess, and it is not something everyone can do. It is somewhat of an exclusive profession, just like any other skill-oriented profession.
  • A copywriter crafts words that can move an audience to take any action.
  • There are numerous types of copywriting, and the base of all of them is to study a specific audience and understand their needs and desires. 
  • You need to ask questions precisely and the right ones if you need to hire the perfect candidate for the role of a copywriter.
  • You can find a list of essential questions in this article for a recruiter to ask their candidates. These questions will help you gauge whether a candidate is a good fit for your organization or not.
  • There is a fine line between content writing and copywriting, and there is a clear distinction between the two. 
  • Content writing essentially means writing any content. The content might be educational, informative, technical, or persuasive. 
  • Copywriting is the method of marketing and selling through marketing copies.
  • Copywriters research their organization and understand the message that the organization wants to convey. Their next step is to craft copies to give out that message. 
  • Copywriters need to have excellent creativity, communication, research, technical skills, and interpersonal skills. 
  • Grammarly, SEMrush, Ahrefs, Google Drive are some tools you can use to excel in copywriting. 

Conclusion

 Copywriting does not need to be mysterious or complicated. All it takes is research, skills, and a broad understanding of your organization’s needs and goals. There is a need for copywriters in every business, and their need can simply not be overlooked. 

Hiring a copywriter will be essential if you need a persuasive individual who works to get those final calls to action to convert potential customers to leads and leads to sales. Copywriters are professionals, and not everyone can write marketing or sales copies. 

Copywriters’ role in an organization is essential as they are a front-end cog in its wheel. These people talk directly to your audiences through their copies, which gets you those sales. 

When increasing your bottom line (profit) is the goal, copywriters do an excellent job for you!

FAQs

1. What is copywriting?

Copywriting is an essential element of advertising and marketing. It is the process of writing persuasive promotional and marketing materials that motivate or inspire people to take some form of action. The actions can range from purchasing, clicking on a link, donating to a cause, to scheduling a consultation. It is known as copywriting since this material is known as a “copy.” Hence, the word comes from combining the two words “copy” and “writing.” 

2. Who is a marketing copywriter?

A marketing copywriter is a creative mind behind every word a business writes that intends to move people to action. This action can be from scheduling a call to purchasing something. In simpler terms, marketing copywriters are the people who write the strategic words that move audiences to action.
 
A marketing copywriter markets the organization’s products or services and tries to persuade or incite their audience to do something. They communicate with their audiences directly and are essential in the positioning and reputation of their organization.

3. What is SEO copywriting?

SEO means search engine optimization. Some copywriters specialize in SEO copies. SEO copies need to be carefully crafted with the right keywords and headings, amongst other things, so that the search result shows your content. The copy or your website must gain a place in the search engine and move up the table. SEO or search engine optimization is essential if your website shows in search results and rank. This allows your website to have more traffic as more people find the link. More traffic means more sales or conversions. This further means that you have more actions than you desire in the first place. 
 
SEO requires deep knowledge, and some professionals excel in this copy type. This copy is generally required for web content, blogs, articles, products, and service descriptions.

4. What is creative copywriting?

Creative copywriting is using one’s imagination and creating something unique, original, and something that catches the eye or heart of any individual. Creative copywriting helps to speak directly to the consumer by strategic, out-of-the-box thinking. Creative copywriting includes putting together ideas and thoughts with words. The words need to have substance and should engage your audience. 
 
If you look closely, you can find creative copywriting all around you. For example, “She’s (cough) just a friend.” This statement directly captures your heart and your smile, laugh or chuckle. 
 
This is a classic example of creative copywriting. Ricola launched an advertising campaign promoting their products, and their copywriter did an amazing job with it.

This induces the audience to buy Ricola as they can easily resonate with it as this is something the audience experiences every day amongst friends or colleagues.

5. What are the benefits of hiring a copywriter?

Being a business owner doesn’t mean you’re an expert copywriter. It takes specific skills and the right frame of mind to create a copy that will accomplish the right goals in the right place at the right time. Publishing copy without a strategy can harm your business and will take time and money to fix.
 
Hiring a copywriter can help you: 
1. Save you and your employees time destined for other tasks
2. See your business from a new perspective
3. Release the tension of having to write the copy yourself
4. Write powerful, effective copy for your specific business needs
5. Ensure your copy is free of grammar and spelling errors
 
Depending on your needs and budget, you can hire a junior copywriter or someone who specializes in a particular type of copy or a certain industry.

6. What is a sales copy?

Sales copy is directly focused on closing the sale at the moment. Sales copywriters must understand the needs of their audience and educate them about how any product or service can benefit them. Copywriters need to dive deep into the subconscious of their audience so that they truly understand what the audience wants and how their organization can provide it. Sales copies are engaging and persuasive!

7. Is copywriting a growing industry?

Copywriting was always and still is an excellent industry to work in. All businesses require marketing and selling of their products. Marketing is incomplete without copies. Copywriters are required by essentially every business out there. This profession will never cease to exist as marketing will never go out of fashion, at least for the foreseeable future.
 
If you are thinking of becoming a copywriter, don’t think twice about it. If you are already skilled, then you should start right away. Suppose you are in two minds about whether you should start learning more about copywriting or not. In that case, you should understand what is copywriting and what does a copywriter do before you start your journey in this growing industry.

The latest from Pepper Content, right in your inbox

From our latest podcasts and articles, to the detailed guides and extensive resources. Follow the evolution of content.

By subscribing, you agree to Peppercontent’s Term of Use  and Privacy Policy.