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What Is A Copywriter?

By Ciara Sarkar

Republish: EasyPublish™
Published: 21Jan2012
Word count: 798
Viewed: 223 time(s)

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Copywriting is one of those professions that usually leaves people a little perplexed. You know, the kind where you state what you do and you are left with a little nod and a rather confused look. More often than not a copywriter is confused with copyright. 'Oh so you trademark stuff?' Err no! See, that's where the grammar comes in. In its most basic form a copywriter writes copy!

A certain type?

A copywriter can be involved in a whole variety of things. If you think about it, a copywriter's work can be seen everywhere. From a radio commercial to a newspaper ad or a glossy brochure to website copy. A freelance writer has their fingers in many pies!

Like a designer who creates images with pictures a copywriter or freelance writer creates images with words. The gentle art of persuasion if you like. As Leigh Cooke Southampton says, "Words are just as powerful as pictures, so a copywriters job is not just about writing words but to help a customer create an image in their head." Words can create moods, feelings and even stimulate the senses.

Copywriters that work for big brands and well known advertising agencies will write copy for television ads or slogans for brands. Think of brands you know. What copy do you think a copywriter would have written for them? Their ads? Their marketing collateral? Their strap-lines? Nike, 'Just Do It', 'The car in front is a Toyota' and Loreal, 'Because we're worth it' are all the art of a copywriter.

There are different ways in which a copywriter may work. You can have 'in-house' copywriters that work within a business. They will often work solely for a specific client and work as a content writer for that particular brand or business. Copywriters can also work for advertising and design agencies. A copywriter may also work as a freelance writer.

A wordy background

A copywriter or a freelance writer will often have a background in English or journalism. They tend to be very creative people with some being more arty than others, but creativity is certainly key to their work. Nothing worse than a bland copywriter. For example, Leigh Cooke Southampton has a BA in Creative and Professional Writing as well as a CIM Professional Certificate in Marketing. Some copywriters, like Leigh Cooke Southampton, will have done specific degrees or courses in order to get where they are today but the main aspect of a copywriters success is their experience. Whether they started off as a blog writer, an article writer or enhancing copy with SEO, a copywriter will aim to enhance a product or service with words. A careful ability to construct words that persuade their reader!

www - words on the worldwide web

As mentioned before a copywriter will work on a variety of different things. In some cases they need to be extremely adaptable. As Leigh Cooke Southampton points out, blog writing is very different from writing a press release. "Blog writing is very conversational for example. It flows and appears to be more friendly. Like having a cup of tea and a chat. Whereas a press release needs to be extremely informative, concise and often quite formal." A good copywriter will be able to adapt their writing style and tone of voice to suit each type of writing.

On or off?

Copywriters can often write for different purposes. Online writing is very different from offline copywriting. Offline focuses on brochures, magazines, press ads and packaging. An online copywriter will focus on website copy, be a blog writer, article writer and also a well trained SEO writer. Leigh Cooke Southampton highlights how online copywriting is a "real art". Understanding the key tools that can be utilised online means that you can offer more to your client than just words on a page. As Leigh Cooke Southampton says, "Online copywriting can enhance a business and its products by using words in a well thought out and creative way. Careful use of SEO copy and tools should be part of an online copywriters ability."

A good freelance writer will provide content that is positive, helpful, informative, interesting and gets the features and benefits across in a clear and succinct manner.

As Bill Bernbach, an advertising director at Doyle Dane Bernbach, states, a copywriter needs to be, "As simple and as swift, and as penetrating as possible. And it must stem from knowledge. And you must relate that knowledge to the consumer's needs."

salt. creates really brilliant words for your business. Website copy, marketing material, Tweets, blogs, press releases … And not just any old words. We write things that get people interested in you. From one off projects to great big campaigns, salt. is the essential ingredient. Pop along to salt.

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