What is copywriting?

Copywriting is the skill of writing texts that encourage and motivate the reader to take a specific action. Whether it’s buying a product or starting a service that a particular company offers, this concept is an essential part of successful marketing and advertising.

The origin of the term

The very etymology of the word, if we literally translate it from the English language (because the term itself has become an established Anglicism), can lead to an oxymoron. If we know that writing is a kind of original process, then how can the word copy be next to that verb? However, the interpretation of the origin of this neologism should be sought in the Latin language, where the word copy comes from the noun copiae, which in translation means abundance of writing. Taking into account the aforementioned information, the word copy finally reached its modern usage, and it means written information that aims to teach, persuade or entertain an audience. 

Communication channels and examples of this activity are extensive, and are expanding day by day, they include promotional catalogs, charity fundraising appeals, flyers, newspaper ads, posters, billboards, TV commercials, bumpers, newsletters, social networks, blogs… They all belong to different types of communication, with the same purpose.

Why do most people who want to do marketing start with copywriting?

Copywriting as a comprehensive profession occupies a special place among the jobs of the new generation, and as it actively contributes to the production of content in printed and digital format, an individual who decides to take this step has the potential to work in many sectors. 

It represents an easy and quick realization of the client’s desire to reach consumers and the target audience, given that we live in the so-called the internet age, where information is transmitted with one click. Another advantage of this profession is the possibility of doing work online, i.e. from home or from the office, and the individual can often work independently of the institution. Working within this business model is called freelancing. 

Since writing itself often does not require full-time commitment, for many this is an additional source of income, or a hobby. Today, the value of writing such content has begun to rise, and digitization has progressed even faster due to the pandemic. Thus, the scope and possibilities of this work have increased.

What does a copywriter do?

A person who does copywriting is called a copywriter. He first starts his work by researching the topic he will write about, then creates original content that meets the needs of the employer, based on knowledge and experience, i.e. writes shorter or longer articles for marketing, promotional and advertising purposes, paying attention to spelling and grammar rules. 

In accordance with marketing strategies, he makes sure that the texts are suitable for the target audience, he tries to connect with them, showing an understanding of their problem and offering a solution. He carefully chooses the words that will encourage them to take action. There are many different types of this business, but they all involve studying a specific audience and understanding their needs and wants.

The difference between a copywriter and a content writer

Although at first glance they seem to have similar meanings, the words content and copy, express different concepts when it comes to advertising.

Content writer

A person who writes longer text with the goal of providing interesting content that will stay at the top of the list in search engines for the longest time. To do this, he chooses topics that he knows will remain relevant for a long time and uses keywords to attract the attention of as many readers as possible. Long sentences, detailed explanations and articles that seek to inform the reader are somewhat reminiscent of journalism.

Copywriter

On the other hand, a copywriter writes shorter but impactful texts about a particular product that are published/pronounced in print or digital media. For him, quality is important, not quantity. 

His goal is to present the product he is writing about in the best possible light in order to win the sympathy of potential customers.

Conclusion

In short, a content writer informs, promotes and recommends, while a copywriter directly encourages the audience to take action. As they serve the same purpose in different ways, it is clear that together they can cooperate very well and strengthen product recognition and brand quality.

What should a good copywriter know?

A good copywriter:

● analyzes the target audience (knows exactly who he is addressing), 

● produces unique and original content in accordance with marketing strategies – storytelling, analyzes and evaluates, 

● uses writing tools and features of social networks on which it advertises, strives for continuous improvement and adaptation,

● respects ethical principles and professionalism, he is impartial, objective and responsible for deadlines, uses writing tools, 

● knows the language of social media, he is open to communication, cooperation, criticism and suggestions, 

● focused on the wishes and demands of the customer, has an advanced ability to observe the world around him, knows grammar, 

● manages time efficiently, has work discipline, 

● can simplify complex thoughts and ideas in order to express them in clear language that others can quickly and easily understand.

Most of the above characteristics are acquired over time and improve through practice.

For whom and where does a copywriter work?

There are two paths in the career of a copywriter. Work for an agency/company/organization or so-called freelance. Which further implies working from the office, and in second case, working from home. Moving from one sphere of work to another is a common practice during the career of a copywriter.

Advantages of working for the employer

An individual who works in a collective has the additional option of networking, i.e. creating new contacts, social rights and benefits. These can take the form of private health insurance, food allowance or a pension plan. A person who works for an employer has a better reference, so in this way he can more easily access different employment opportunities in the future.

Advantages of working for yourself – freelance

Freelance is an independent practice of working from home or in a rented office space, where the individual determines the place, time (flexibility of work) and scope of work, which means earnings, depending on his ability to promote himself.

Advantages of working from the office

Possibility of consultation and learning from colleagues. Office workers can more easily access resources and technologies offered by the company. This allows them to do their job more efficiently and effectively.

Disadvantages of working from the office

A higher rate of competition, and therefore a more difficult path to stand out in the workplace. Situations such as overtime may also occur. The biggest disadvantage in the office is the noise, which can cause short-term inefficiency in the work process. 

Less flexibility: Working from an office may require a tighter work schedule and offers less flexibility for employees. This can be especially challenging for employees who have family responsibilities.

Office Politics: Working in an office environment can lead to exposure to negative social interactions such as office politics, gossip, favoritism of certain workers. This can negatively affect employee satisfaction and motivation.

Limited workspace: Working in an office environment often requires employees to work within the limited space they are assigned. This is especially a disadvantage for employees who need creativity and a comfortable workspace.

Advantages of working from home

It is an ideal option for all individuals who don’t tolerate the authority of the boss and the presence of colleagues. As they choose their own jobs, they are not tied to just one sector, but have the opportunity to try themselves in different fields.      

An individual who works from home has a chance for a better balance between work and private life activities, because he allocates his own time, and doesn’t spend it going to and from the office. As a result, he also saves money, is less tired, and isn’t exposed to stress due to potential traffic jams that may happen on the way to work. Also, people who choose this type of work can apply for a job in different cities or countries, regardless of their geographic location.

Disadvantages of working from home

A freelancer needs to find new jobs and clients for himself, so the amount of work and earnings can be meager at the beginning, and the lack of fixed income can lead to demotivation and giving up. He needs a longer period of time until he finds clients, until he becomes able to choose jobs just within his niche in which he specializes.      

He has to deal with potential fraud regarding the payment, while the agency, as an institution that stands behind its employee, performs transactions on his behalf.

He is exposed to a greater degree of distraction, because he is in an environment that can easily lead him to start more leisurely activities instead of work (watching TV, talking to friends on the phone, playing with his pet, tidying the house, preparing meals, taking care of children…). Therefore, it is less productive.

Why is it important to know our audience?

A good understanding of the customer, and thus satisfying his needs, is one of the key factors for success in this business. First of all, this implies good communication. 

Every text written by a copywriter, in order to establish a connection with the audience, and to be interpreted in the right way, must cause a certain reaction/emotion. Therefore, it must be interesting, inspiring, with a clear goal and purpose, in order to be convincing and encourage the audience to take action. 

What precedes these steps is the trust that the reader acquires when he encounters the text. For this reason, it is desirable that he has, among other things, accurate and relevant information so that the audience believes in what they read. 

Articles that make people think, yet are consistent with the style that the writer creates and the arguments that the text defends, encourage the customer’s sympathy and his desire to return to the same source of information.

What is an SEO copywriter?

In order to properly understand this term, it is necessary to first define the term SEO itself, which stands for Search Engine Optimization. Search engine optimization is a general term used to denote all actions taken to make a specific web page easier and more visible to someone searching for a specific term. 

An SEO copywriter is a person responsible for creating SEO compatible content for websites. In order to rank high in targeted words and phrases, it is necessary that the keywords are included in the content, and the text itself is interesting to the readership. 

The duty of these experts is to check the content shared on websites in accordance with the rules of the algorithm. As this industry is an integral part of the internet, which is constantly developing and changing, SEO copywriters must constantly research new rules in order to keep up with current trends. 

In the early stages of marketing, search engines focused only on the used words and phrases and not on the quality of the text itself. However, the development of search engines and their content scanning has positively changed the mentioned situation. 

Nowadays, it is important how to logically place the given words in a well-prepared content. Search engines have now developed to such an extent that they can understand whether a concept quality is good or bad, whether it’s worth showing to the user or not.

Copywriting service rates

The price of the service is formed depending on whether the text is written by a copywriter employed in a certain institution or a freelancer, their level of experience, area of ​​expertise, writing style, the platform they use, the programs they work on. 

In addition to writing costs alone, affordable web copywriters differ from experts in several ways. Writers who offer their services at a low price usually pay less attention to syntactic and spelling errors, do not have an extensive vocabulary and writing expertise, their text does not cause an adequate reaction in the reader, i.e. doesn’t lead him to action. An individual who possesses the characteristics mentioned above, has the right to charge more for his services.

Also, the use of SEO techniques affects the formation of the price. A copywriter who uses paid tools because he considers them necessary for text optimization allocates between 100 and 200 euros per month, so he will charge more for his services because of this cost.

What do you need to become a copywriter?

Although you don’t need a special degree to become a copywriter, but most of those who work in this field are actually people who have been educated in the field of literature, communication studies… In addition, anyone who has a computer, internet, basic professional qualifications and good will can work as a copywriter. 

First it’s necessary to research the topic, target the audience, find out your own and then the interests of the audience for whom you are writing, master the basics of grammar, spelling and punctuation. 

After finishing the work, it’s advisable to return to the text and approach it from the perspective of the reader, because in this way the shortcomings and mistakes are more easily visible. It’s also crucial to respect the given deadline for completing the work, not to use already written content and always be open to constructive criticism and correction of the text.