When it comes to writing copy for a website, a blog or anything else, it pays to hire a professional copywriter because, as experts in their field, they know what works. An experienced writer can create sparkling copy which is specific, to the point and easily read. The problem is, by making it look so simple, everyone assumes they can do it.
The art of copywriting…
I like to describe copywriting as an art form, as someone who writes for a living has honed their skills over years (yes, years of writing every day!) to be able to produce clear and concise writing. It could also be called a science, as it requires carefully considered words and key phrases to ensure it really works for your business.
But what is copywriting?
Well, the Oxford Dictionary defines it thus: ‘A copywriter is a person who writes the text of advertisements or publicity material.’
More specifically, a copywriter:
– Crafts excellent headlines and sub-headings
– Optimizes for internet search engines (that’s your SEO)
– Creates compelling content woven with keywords
– Writes clear calls to action
– Produces informative content which appeals to your target audience
And that’s just for starters… A copywriter also edits (a lot) and rewrites. They spell-check and proofread. They ensure grammar is correct (no-one appreciates a business that can’t spell or uses poor grammar online… it screams incompetence and implies they don’t think their content is worth the effort, or that their readers deserve quality material).
Copywriters revise material. They research. They do all this in a much quicker timeframe than the non-experienced copywriter and they make it look easy. That succinct content which anyone can read? That’s skillful writing. Oh, and they’re creative with all of this as well!
Words are words, but words from a professional copywriter really work for you.
So, what is copywriting? It’s writing, but it’s also a heck of a lot more 🙂