- Aug 16, 2019
- Posted by: Claire
- Category: Copywriting
Sometimes you can get by with a freelance writer, but there are times it’s critical to hire a copywriter.
That’s because a copywriter is focused on sales and marketing and skillfully weaves those elements into the copy they write, in order to achieve your marketing goals.
In this blog post, we’ll take a look at what you need to know before you hire a copywriter, what to look for, and the 3 times you need a copywriter instead of a writer.
Let’s do this.
What is a copywriter?
A copywriter is a writer who compiles content for marketing purposes, usually copy for advertising or publicity.
However, when a website wants a blog post written that also gently (and without being sale-sy) educates the reader on products or services provided by the website, they will require the services of a copywriter.
So for clarification purposes, a writer just writes. A copywriter writes to achieve a marketing purpose. We’ll now go into more depth about the differences between a writer and a copywriter, and when to hire a copywriter instead of a writer.
What you need to know before you hire a copywriter
The value of a copywriter
First up, you need to know that unlike those who call themselves a writer, a copywriter, in addition to writing skills, also has skills of persuasion.
An experienced copywriter will compile content that not only adds value to the reader, but also persuades them to take one particular action. For example, their copy will persuade the reader to:
- Click a link
- Connect on social media
- Tweet a quote
- Subscribe to a newsletter
- Download an e-book
In this blog post, the copywriter must attempt to get readers to click on the link that will take them to the products the company sells.
However, the copy must always provide value and never sound sale-sy, so it takes some skill to weave the persuasion into the content. A copywriter knows how to accomplish this.
Search engine optimisation
It’s vital to understand that a copywriter possesses three primary skills. These are:
- They are research-savvy
- They are good writers
- The have skills of persuasion
But…not all copywriters are able to compile content that is optimised for search engines, because that’s a whole other skill on it’s own…
However, SEO (Search Engine Optimisation) is vital for online content because while all high quality content is good and will work towards boosting your search ranking, the same copy can achieve better and faster results if it’s optimised for search engines.
Another concern is that some copywriter’s idea of SEO is different to what SEO really is, so without intending to deceive, they may say they write content that is SEO friendly, but is not really.
Be aware of this, because SEO skills make content more effective in terms of the amount of people coming to your website via search results.
Side note: as a copywriter, I also have SEO skills that I use to compile content that gets optimal results in terms of marketing. Get a quote here.
Understanding your audience
Before copywriters begin to compile copy, they will conduct research around their client’s target audience, because it is understanding the audience which gives the copywriter her power of persuasion.
A writer on the other hand, will not usually research their audience first, but for a copywriter, it’s critical, because without knowing who they are writing for, how else will they manage to capture the attention of the people they hope to attract?
Lastly, a warning: not all copywriters are made equal. When you want to hire a copywriter, you usually get what you pay for. Not everyone who calls themselves a copywriter will be effective.
Copywriters charge more than writers; this is because they have more skills than a writer.
In addition, when you want to hire a copywriter, make sure the person’s character is one of excellence. It’s no good hiring a brilliant brain when they are unreliable!
Now for the reasons why hiring a copywriter for some writing jobs is vital…
3 Critical reasons to hire a copywriter
If your plan is just to add content to your website, hiring a freelance writer will do the trick, but if you want to optimise your content so that it not only provides reading value, but also acts as a marketing asset, that’s when you’ll need a copywriter.
#1: A copywriter has marketing know-how
Many people have the ability to write well, but not everyone has the ability to write so skillfully that readers take the action intended. If you want your copy to achieve a goal that involves some kind of action on the part of your reader, then hiring a copywriter is key.
A copywriter will achieve your marketing goals. And if you hire one who also has SEO knowledge, you will have hit gold because in addition to them achieving your marketing objectives, their copy will also work to increase your search ranking so more people see your content when doing searches via the internet.
Hire me as your next copywriter; not only do I have marketing experience, but I also compile content for search engines in order to get your site more visitors.
#2: A copywriter can make boring topics interesting
No matter the niche, if you get an experienced copywriter, he or she can make boring topics sound interesting.
#3: A copywriter will make your goods compelling
A copywriter can weave into their copy content that includes your services or products, in order to educate and advance your brand, and they do it naturally so that it doesn’t come across as a sales pitch.
In conclusion, before hiring a copywriter, decide what you want to achieve, then make sure the copywriter of choice is experienced, has passion, and comes with all the skills necessary.
Don’t make the mistake of thinking that all copywriters are good; they are not.
The most critical times you need a copywriter is when you want to achieve a marketing objective via content, or to make boring topics pop.
Was this blog post convincing?
That’s the power of copywriting.
Hire me as your next copywriter.