How Does Copywriting Work?

This is a question that comes up all of the time in my classes, on Social Media and in Google searches- how does copywriting work? Right now, content is the most significant part of Marketing strategy because the customer has changed from a consumer, to an empowered decision maker.

As a result, businesses need quality copywriters to write a range of materials in order to better communicate with an audience to produce results that are beneficial to everyone involved.

So, it’s time to answer it once and for all!
Here is all that you need to know about copywriting.

What do you do?

I was at a function the other day, and someone asked me the stock-standard question that always follows asking for your name: “What do you do?”

To which I replied: “I’m a Copywriter.”

The person replied with: “Oh, I have an Aunt who wrote a cook book, and she put the words ‘copyright Aunt May’ on every page.”

“That’s copyright with an R. I’m a copywriter with a W.”

“What’s the difference?”

What Is Copywriting?

So, let’s sort this out first. Copyright (with the R) is a legal principle designed to protect property. It is different from Copywrite (with the W), which is about using the written word to communicate messages to an audience.

Quite simply, it is writing for publicity and/or advertising to reach a customer.
Copywriters are responsible for the text on brochures, billboards, websites, emails, advertisements, catalogues, and much more. This text is known as “copy.” It is everywhere, and is part of a trillion-dollar industry worldwide.

The paradox there is that, while we Copywriters are all about getting a message across to an audience, it seems as though we have done a poor job in explaining the definition of the profession itself. So let’s set the record straight.

Copywriting: An Art and a Science.

In my copywriting classes, I always refer to the profession of Copywriting as the art and science of delivering words to an intended audience for a strategic purpose.

By “art”, I mean that everyone has a particular style and form to write in. For example, if I was to give three writers the exact same brief for a project, it’s highly likely that all three would deliver back three very different pieces. One may use more adjectives, one may be more blunt, and the other may be a little off-centre in his or her style. That’s the beauty of an art form- it’s always different from person to person, which means that you need to find a copywriter who best suits your brand. That’s why a quality copywriter is often hard to find: because it takes a real skill to get the practise just right.

By “Science”, I mean that a copywriter’s projects always lie in strategy. In other words, behind every copywriting task is a specific objective, usually set by a Marketing team, to achieve with each piece. For example, this blog is to inform and educate you more about my profession, and associate my brand with this message so that, if you were to need Copywriting in the future, you would remember me! That means, there is a goal that underpins this blog, just like there is with every copywriting project.

I have written Marketing collateral that is designed to help the sales team convert during a pitch. I have written social media posts that are designed to get a certain number of clicks. I have written eBooks and website pages where the goal was to convert visitors into potential leads. Do you get the reoccurring them? Each execution is used to produce a response from an audience.

A copywriter doesn’t write in a vacuum: there is always a specific result intended. This is the difference between a fiction writer and a copywriter: a fiction writer produces works of fantasy and imagination to entertain for leisure and enjoyment, whereas a copywriter writes product descriptions on the back of product packaging to encourage a customer to purchase it. That’s the science behind it: it’s usually business related with a strategic purpose.  ​

What Kinds Of Projects Do Copywriters Work On?

To give you an idea, here’s a list of services that I offer. This will give you a little perspective on the scope of tasks that a Copywriter works on for all types of clients.

Advertising Content
- Advertising
- Brochures 
- Collateral materials 
- Direct-Mail
- Flyers 
- Fund-Raising materials 
- Radio and TV promotional scripts
- Sales Letters and communications
- Sales Presentations
- Telemarketing scripts

Corporate Copy
- Anniversary Materials
- Internal Communications 
- Policies and Procedures
- PR materials 
- Certain instruction manuals
- Speech Writing and Presentations
- Rewrites to Consumer Brochures
- Medical Information Booklets for Patients
- Fresh SEO Content for Client Websites
​- Media Adverts and Marketing Plan Documents

Individual Needs
- Résumé Writing and Editing
- Proofing

Product and Service Copy
- Catalogues
- Conferences and trade show materials
- Product launch material
- Manuals and Instructions
- Packaging Copy
- Restaurant reviews
- Retail materials

Publications and Media
- Articles and Magazines (Print and Online)
- Critical Reviews
- Newspaper feature writing and reporting
- Greeting-Card and with compliments
- Travel reviews
- Website content and copywriting

Review and Editing
- Blogs
- Editing current documents
- Ghostwriting and collaboration 
- Newsletters
- Letter Writing
- Press Releases 
- Proofreading
- Proposals
- Scripts and storyboards
- Speeches scripts

I’m sure that this isn’t even the entire list. But the reality is, while words are the main output of a copywriter, writing isn't necessarily what we spend all of our time doing. There are a lot of other related tasks, such as considering word choice and sentence structure, research and tonality, creativity, editing, tweaking and even formatting. All of this, just to get a message across to you, as an audience.

How Does Copywriting Work?

Right, so let’s get to the mechanics of it all.
While other copywriters may have a different approach, for me, I do the following:

1. A client contacts me and explains their specific project.
2. I will take notes, ask questions and get an overall understanding of their needs and goals
3. Next, I provide a quote for my service based on the specifications, and if they accept, I commence work.
4. I immediately begin in-depth research, open up a blank page, and get creative.
5. After I complete the first draft, I read over it again and again until I am happy, then I send it to the client for their review and acceptance.
6. After this, you get paid for a job well done!
   
   

This is obviously a very simplified version of my process, however it demonstrates the typical flow of a writing project. If you offer great service and quality writing, it is very likely that they will spread the word and hire you again in the future.

Who Are We Copywriting For?

Well, the obvious answer is the audience. Always always always write for your intended audience. If you get this right, everything else falls into place.

But as a copywriter, you have several other ‘audiences’, the most important of which is our client. If we are hired to write particular pieces, we are required to learn all about their project from their brief, and then produce the material they want, in the style they want it. They also often have an approval system which can include legal, compliance, medical and other departments who also need to approve our writing before it gets out into the public domain.

Naturally, we always offer our suggestions and our professional opinion, as that’s why they hire us, however in the end, they have the final say. As mentioned about, there is a science to copywriting, and that lies in the client’s agenda. If they need a piece of material to sell products, boost website visits, or capture data, then that’s what the writing must ultimately do.

A good copywriter must be able to adapt quickly to each new project, and be flexible in order to meet the objectives of the original brief. Copywriters may be the unsung heroes of the copy that everyone sees every day, but it’s a fantastic feeling making a client very happy!

How Can Melotti Media Help You With Your Copywriting Needs?

At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So focus on what really matters, while we take care of all of your copywriting and marketing needs.

If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.

I can sharpen your words to achieve your goals, today!
 
Christopher Melotti
Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
TheCopywritingBlog.com.au