What’s the difference between you and a copywriter?
When I introduce myself to people I tell them I’m a copywriter. Although this is just one of the services I offer, I find copywriting to be the most straightforward response to the question. I’m not seeking an easy way out, it’s just a great way to kick off a conversation.
As a result of this introduction, the follow up question is usually along the lines of “so what’s the difference between copy I write myself and content a copywriter produces?”. People genuinely seem interested to know the answer, as if there’s some kind of myth surrounding the art of copywriting and content creation.
This blog is my attempt to dispel that myth…
Most people think they can write their own content, and if you have a good grasp of the English language, you probably can. You’re passionate about your business, know your products and services inside out and talk about them on a daily basis (and no doubt in your sleep too!).
Where a copywriter can add value is through objectivity. Business owners are naturally emotionally connected to their business, however this can often make you blinkered and unable to consider it from someone else’s perspective. This bias can render any content you produce ineffective.
To quote the character Atticus Finch in “To Kill a Mockingbird” by the late great Harper Lee:
‘You never really understand a person until you consider things from his point of view’
I confess I loved that book, and the quote still resonates with me today. A good copywriter is impartial and has a unique ability to look at your business, services and products from a customer perspective, producing copy written in language and tone of voice that reflects the personality of your business and speaks directly to your customers. This content can sell your products or services and help you to grow your business.
What does a copywriter do that you can’t?
A skilled copywriter will start by getting to know your business and profiling your target customers. They’ll walk around in your customers’ shoes and start to build up a picture of how they behave, speak and feel. This understanding can benefit you as a business owner too.
A copywriter can help you to define a voice and style of writing for your business, so whichever channel a customer chooses to get in touch with you, they will see, hear or read a consistent message. This will build trust and confidence in your business.
A great copywriter will convey your messaging using storytelling for maximum impact. Your customers will begin to feel an emotional connection with your business.
Anyone can write, but writing clearly and concisely is a skill, don’t let anyone tell you otherwise. An experienced copywriter won’t use words for the sake if it.
If you’re looking for online content, for your website or a blog perhaps, a professional copywriter will incorporate keywords to help optimise the content for search engines like Google and Bing. Don’t forget that Google loves regular updates to your website!
Did that answer your question?
Next time someone poses the question, I’ll back up my response with a quick plug to this page.