Copywriting

Copywriting is a type of content writing that uses human psychology and marketing tactics to persuade people to take action.

What do copywriters do?

A copywriter's day can vary a lot, depending on whether they are a freelancer or a full-time employee. Regardless of their employment status, however, here are a few things they all do:

• Research... a lot. Copywriters have to understand their client's unique selling point (USP), their target audience, their objective for each copy request, and which keywords they want optimized (among other things).
• Express thoughts briefly and precisely. In many cases, copywriting basically amounts to winnowing vast reserves of information down to a few sharp lines. After all, why use eight words when only four will do?
• Connect brands with customers. It's true that copywriters often have technical skills, like optimizing content for SEO keywords, embedding links within the copy, and so on. But at the heart of their work, copywriters make connections between companies and customers — and many of those connections ultimately lead to sales.

What’s the difference between copywriting and content writing?

On the surface, they look similar. They're both using words, and they're both trying to attract interest in your business. However, there are a few key differences between the two specialties:

• Their overall objective. A typical goal for copywriting is to persuade consumers to take a certain action (e.g., "sign up now," "contact us today," or "schedule a free consultation"). Content writers, on the other hand, are usually more concerned with educating, engaging, and entertaining their readers — and building their brand's reputation in the process.
• The length of their content. In most cases, copywriters write short-form content and content writers write long-form articles. Copywriters are focused on keeping their text short and snappy to hold the reader's attention. Content writers are focused on explaining a specific topic in-depth.
• Their tone of writing. Copywriters often use a very conversational tone when appealing to their audience. They usually try to make their copy as simple and relatable as possible. Content writers tend to go into much greater detail when composing their articles, which means their vocabulary is often more complex and their tone more formal. (Think Bill Nye the Science Guy vs. Albert Einstein.)

That said, many writers (and we know a few!) can do both. Which brings us to our next point...

What are the different types of copywriting services?

There are many different kinds of copywriters, from those who specialize in different industries to those who focus on digital, email, or print. When it comes to finding one for your business, however, here are the three general buckets of copywriting services:

• Freelancers: Whether it's that recent college graduate who's looking for a side hustle, the veteran who cut her teeth on Madison Avenue, or the guy down the street with the blog about alien abductions, freelance copywriters are everywhere. (Just choose yours wisely.)
• In-house copywriters: One advantage of using in-house copywriters is their familiarity with your business. Whether or not you can afford someone with the writing skills you need, though — and whether you have enough work to keep them busy full-time — is another matter entirely.
• Content creation platforms. Reputable content creation platforms offer businesses the best of both worlds: Skilled, highly vetted copywriters + unbeatable flexibility. They can craft the punchy headline in addition to writing the full, in-depth article, giving you both copy and content in one convenient platform.

Why is copywriting important?

Here's the simple answer: Not everyone can do it. 

It's true! Many literate, well-educated, highly intelligent people have trouble expressing their thoughts in writing — and even more trouble writing catchy, compelling copy.

Good copywriting is part art form, part calling, and 100% essential for your business. One typo or clunky sentence can ruin a customer's perception of your brand. In contrast, exceptionally well-written copy can turn prospects into leads, leads into customers, and customers into a loyal brand advocates.