More and more organisations are waking up and discovering the value of generating great copy. I hadn’t really understood why until I indulged in a book called, ‘The Sales Acceleration Formula’ by Mark Roberge. In chapter 4 it details ‘The Demand Generation Formula’ saying:
“Have you been cold-called in the past six months? Did you enjoy the experience? Did you engage with the sales person? Did you buy the product?
“Have you recently received an unsolicited piece of direct mail or email? Did you open it? Did you like receiving it? Did you buy the product that was promoted?
“Have you conducted a Google search to research a product in the past six months? Did you enjoy the process? Did you make a purchase?
“Have you heard about a product in social media from people you trust? Did you look into the product? Did you end up buying it?”
Finally, I understood why the world is going crazy for content. Now they appreciate what I saw right back at the start of my career – that people are actually clever and have the ability to consume the information they need in order to make a decision, so you don’t need to sell to them, you just have to provide them with quality content.
If you’re currently sat at your desk screaming, “I need a copywriter”, this is the blog post for you!
What’s a copywriter?
Sounds like a basic question, but just because you can write, it doesn’t make you a copywriter. A creative copywriter has the ability to transform your vision and the technical intricacies of your product/service and translate it into marketing copy that resonates with your target audience.
When asked in The Professional Copywriters’ Network’s annual survey, it’s members described copywriting as:
“Making words work harder.”
“Taking woolly thinking and turning it into silky threads of clear communication.”
“It’s the strategic use of language as a tool to engage, inform, inspire and persuade.”
“Using words to get the right message, to the right people, in the right way, and at the right time.”
“Customer focused, persuasive writing that guides readers through the buying decision-making process.”
What copywriting skills do they possess?
According to the survey, freelance copywriters have an average of 11 years’ experience and 87% are educated to degree level or higher. It’s this knowledge and experience that enables copywriters to craft simple, engaging copy that leads your customer to take action.
But again, a copywriter is about more than just writing copy. The best copywriters will be able to:
- Advise you on tone of voice to reflect your brand within you content.
- Assist with editing content that you’ve developed in-house.
- Provide training.
- Offer guidance on how to design / layout your content.
- Help develop style guidelines.
- Create a content management strategy.
- Support your user experience.
- Proofread your in-house content to ensure consistency.
How do I choose the right creative copywriter for me?
When you choose to engage a freelance copywriter, that person really needs to fit in with your organisation and start delivering results quickly. They must:
- Be flexible to work the way you want.
- Drive the agenda to make things happen, rather than sitting back and waiting for busy people to do things.
- Deliver work that’s perfect (or near perfect!) first time.
- Ask the right questions in the briefing, so they don’t need to keep bugging you.
But above all, they just have to ‘get it’. They have to understand and embrace your brand, your product/service, your market, your customers and your culture. If they can’t, they’re not the right copywriter for you.
Fancy a coffee?
If you’ve enjoyed this article, why not see whether I’m the copywriter for you? I love coffee (and cake!) so invite me over, or take me out, for some delicious java and let’s see whether I’m the copywriter you’ve been shouting for.