Why do I need a copywriter?

I’ve learned from family and friends that it’s not self-evident what a copywriter is or what they do. And I know from speaking to colleagues across the industry that copywriting means different things to different people. If you’re not entirely sure what a copywriter does, how do you know if you need one?

It makes some sense to start with ‘copy’. Copy is basically ‘words’, but to be more specific, copy is words that help you sell a product or service. The Cambridge Dictionary puts it like this:

written text that is to be printed, or text that is intended to help with the sale of a product

Back in the day, copy meant words for print advertisements like billboards and newspapers. Of course this is still relevant - print is not dead despite the rumours. But in the age of the internet, there are so many more places to promote your business and your brand. As well as any online advertising, your website, your social media profiles, your search engine and directory listings - your whole digital shopfront - need the right words. That’s before you even think about sending out any email marketing and before we get to what I mean by ‘content’.

Some people use ‘copy’ and ‘content’ interchangeably, but there is a difference. A content writer tells, and a copywriter sells. That’s not to say that content won’t help with sales, however. Content helps educate and inform your audience so they’re in a better position to decide if they want or need your product or service.

A copywriter, then, is someone who writes copy (and quite possibly content). Fair enough, you might think. That sounds like a lot to think about, but it’s only words. How hard can it be to write words?

Copywriting and content writing is a professional service, just like accountancy or design. Of course you can give it a go yourself, but you can save yourself a lot of time and effort that could be better used elsewhere in your business by paying someone who’s specialised and experienced to do it instead. And you should also get a more polished, professional end result.

If you have a project - like a new website or a brochure - or a small amount of work each month - like maintaining a blog or writing a regular email newsletter - you might not want to hire someone. By the same token, you may not have the capacity or skill to plan and write it in-house. A freelance writer can fill the gap.

Got a project or task you need help with? Get in touch to find the right words.