THE COPYWRITING FACTSHEET

The Copywriting Fact Sheet
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A GOOD COPYWRITER...

  • is a specialist: someone who has been trained and has significant experience in developing content to match the audience and format required
  • helps your brand develop a voice and maintains that voice consistently across all channels and media
  • ensures a professional approach by examining grammar and punctuation, tone and voice
  • reduces jargon and breaks down complicated ideas into easy to understand ideas
  • supports the client but is also focused on the reader they write for
  • is digitally savvy and considers things like content optimisation, Google ranking and has a basic understanding of SEO (search engine optimisation)
  • creates a strategy for how copy should be developed,  where copy sits and how it aligns with other content created

WHAT DOES A COPYWRITER DO?

A copywriter is someone who specialises in writing text for the purpose of advertising or to support marketing efforts.The writing produced is often called copy (or sales copy) and is developed to increase the reader’s awareness of a business’s products or services.  

Ultimately, the goal of the copywriter is to elevate the business’s brand,  create a sense of interest and excitement, and compel the reader to take specified action.

THE CALL TO ACTION

The action, often called call-to-action (CTA), may differ depending on the goals of the business and where the copy sits. Examples of CTAs include:

  • Buy
  • Register
  • Try
  • Watch
  • Learn More
  • Download

HOW DOES COPYWRITING DIFFER FROM OTHER WRITING?

Content writing seeks to inform readers. Copywriting, however, seeks to persuade or compel, and typically includes a CTA at the end.

WHERE CAN THE COPY APPEAR ?

  • Websites
  • Landing pages
  • Google, Facebook or Linkedin ads
  • Print ads
  • Advertorials
  • Emails
  • Brochures 
  • Pitch decks

WHAT BENEFIT DOES A COPYWRITER BRING?

In marketing and communications, words are critical. It is how businesses and brands connect with their audience. Copy may be used in a script for a video promotion, an email campaign, a media kit or a pitch deck.

  • Writes a strong lead to grab the reader’s attention
  • Finds a unique angle to write from, so that the reader is continually drawn in
  • Helps a business develop and strengthen their voice
  • Writes in a way that increases credibility and creates a sense of professionalism
  • Is focused on the reader’s perspective: where does the reader come from, what are they concerned with?
  • Knows how to format the copy – sharp headlines, subheadings and quotes, bullet points and lists 
  • Works with the subject matter expert to create distinctive, persuasive communication

THE ULTIMATE GOAL

Good copywriting builds awareness, increases interest, maintains audience attention, and finally, increases conversion rates and sales.

WHEN DO YOU NEED A COPYWRITER?

  • Developing or revamping a website
  • Creating a sales landing page
  • Developing a product or service brochure or catalogue
  • Creating a corporate profile or media kit
  • Developing a print or digital advertisement.

WHERE DO YOU FIND A COPYWRITER?

  • Referral or word of mouth –  recommendations from trusted sources or other professionals
  • LinkedIn – the #1 business platform where you can search for suitable professionals filtered by job title, keyword or location
  • Google search – an excellent way to find a copywriter who maintains a digital presence
  • Freelance websites (such as Fiverr or Upwork) where freelancers or solopreneurs may list their services

WHAT TO LOOK FOR WHEN HIRING A COPYWRITER?

  • Get clear about how much experience your copywriter should have. The more experienced they are, the higher their rates are likely to be. This helps you narrow your search
  • Review the copywriter’s digital presence and how they present themselves. A copywriter relies on their words to promote other businesses and brands.They should be able to do this for their own personal brand. Check their social media and online presence to review how they describe themselves and the services they offer
  • Examine the copywriter’s portfolio for quality of writing, tone of voice, range and depth
  • Find out whether the copywriter has a niche, or specialise in something specific. Hire a copywriter who has experience in your industry. Niches, while not entirely necessary, are useful for honing into a topic in greater detail with skill
  • Clarify how the copywriter approaches their projects. Discover their work process, communication plans,  and how many drafts you can expect to receive
  • Look for recommendations and reviews. Get a sense of the experience of other clients and the subjective feedback they may offer.

HOW A CLIENT CAN PROVIDE A GOOD BRIEF

Provided by a client, a brief ensures a meeting of minds between the client and the copywriter.  It helps create the right expectation, sets out parameters for the job, and avoids confusion. 

What should a good brief include?

  • Client background: Provide your corporate profile, website  or other information that sheds light on your business
  • Requirements: Outline details about the challenge and where proposed copy should sit together with the brand guide and tone of voice
  • The goal: What do you want the copy to achieve and what are your key intended outcomes? Share mandatory requirements any inclusions
  • Time frame: Get clear on important deadlines for drafts, revisions and the final document
  • Change management process: Develop a plan for how change is to be managed and what constitutes change
  • USP: Identify the unique selling proposition that sets your business/product/service apart from the competition
  • Target audience:  Clarify who the intended recipient of your message is
  • CTA: The call-to-action is one of the most important features of copywriting and should be clear
  • Assets and information: Provide relevant documentation and collateral necessary for the copywriter to understand the business background and context necessary to achieve the desired results
  • SEO: Identify appropriate search engine optimisation elements such as supporting hashtags, taglines and keywords
  • Agreement: There should be a simple written agreement in place to outline the parties, pre-conditions, services provided, how change is managed, time frames, commercials, dispute management and more.