One of the most frequently asked questions I get as a copywriter for creative entrepreneurs is what exactly is copywriting? And how about what a copywriter is? So if you’re wondering this, or why you need a copywriter, or what truly is the difference between regular writing and copywriting…. then you’re in the right place!
A copywriter is a marketing writer who crafts the actual words (text) and messages for a brand. Copy (words/text) is what you read on a product label when you are drinking from a soda can, the words you read on that coach’s website and more. In short… copy = words that sell.
I’ll break down what copywriting is all about in this blog post, from marketing to storytelling! So grab your beverage of choice, pull up a chair, and let’s dive in!
So… What Exactly Is Copywriting? Copywriting is Marketing
First and foremost, copywriting is a form of marketing… in fact, if you ever encounter a copywriter who doesn’t have a solid background and understanding in marketing… run! 😂
In all seriousness, the term ‘copy’ refers to words designed to sell. Copywriting is not creative writing or content writing; it is strategic writing designed to drive sales. This does not mean that your copy cannot also be creative, soulful, engaging, storytelling and empowering! It’s that it must have a strategy.
As a copywriter, every single word I include in your website or sales copy has a very clear intention, strategy and purpose. It can be frustrating to those trying to DIY their copy, as this sounds like a lot of pressure. But I want to encourage you because you can absolutely do this too with a bit of knowledge and training. That’s why I’m so passionate about helping empower you to become your own best copywriter with my content (and my upcoming course! WOOO!)
The best way to ensure that you’re making your copy strategic is to take the time to plan before rushing to write. Too often, I see fellow entrepreneurs and business owners in the online space putting pressure on themselves to write the copy directly in their website builder, then make themselves sit there until all the blanks are filled in.
This isn’t the way to write copy, my friend. I’m not one for hard and fast rules, but this is a recipe for disaster, as it’s important your copy has a clear direction and plan and that you give yourself adequate space to consider this before jumping in to write.
Now, if your beautiful head is already filled with ideas and you want to get them down on paper, go ahead and do that with a good old-fashioned brain dump now, before you go into the planning process of your copy. Then, when you’re ready to start planning your website, check out my free workbook, 5 Questions to Ask Yourself Before Writing Your Website Copy.
Here are some of the best posts + resources for you to get up to speed on the marketing and strategy behind copywriting and help you begin your own plan:
Copywriting is Storytelling
I love copywriting so much because storytelling is an incredibly effective way of marketing, and this is where your copy gets to shine! Storytelling copy allows you to share and inspire others with your story, empowering others to take action to work with you. This right here is the heart and soul of intentional marketing. I’m all about helping you see that the best way to write copy is to ensure you’re empowering the reader to action, especially if you’re a soulful creative.
Unfortunately, in the online space, the high-pressure sleazy marketing tactics are still rampant (and even more unfortunate… they work). But if picking hard on others’ pain points, sending cold DMs, or other of these tactics don’t align with you, then storytelling copy is an excellent approach for you!
Join me in trying things differently. Honing and sharing your powerful story is the best place to start when it comes to standing out online, attracting ideal clients, and marketing yourself in the online space.
Copywriting is Conversing
Bottom line: copywriting is how you’re going to be driving conversations and conversions in your business. While the design is gorgeous and essential to conversions, your copy is what takes the cake. Copy is what will take the prospect to the client by making them feel abundantly seen and heard.
So how do we do this? By writing in a conversational form… which simply means talking to your people as you usually speak!
Your brand voice is all about harnessing how you truly speak and infusing that with the verbiage and vocabulary of your dream clients!
Far too often, entrepreneurs overthink their brand voice, when in reality… it’s really within them! Your brand voice is all about harnessing how you truly speak and infusing that with the verbiage and vocabulary of your dream clients!
If you’ve ever felt like you have to write “more professional” or in a “more authoritative” voice to stand out… I invite you to consider that the most effective way of converting the dream clients you desire to serve is by being yourself.
It’s also so important that you write the way you speak, so you’re creating a seamless experience for your prospects and clients. How weird would it be if you wrote in one voice, then when the prospect got on a sales call with you, you spoke like an entirely different person? This makes it challenging to build trust with your audience.
BE YOU… WRITE AS YOU.
Copywriting is Attracting
Copywriting is designed to attract our dreamiest of dream clients, users or buyers… and equally important, it is the key to repelling those away from your offers who are not the people you want to attract to this offer (aka your nightmare clients).
The words we use are incredibly powerful. That’s why I always recommend to entrepreneurs DIYing their copy to be sure to infuse their copy with the actual language and moods that your ideal client is experiencing.
The best way to do this is to begin (like now!) your own brand voice dictionary, where you can record the actual phrases that your ideal client uses to describe their experiences, their troubles or concerns (aka what they are looking for a solution for), and more. Then, build this slowly over time as you observe your ideal clients on social media, have sales conversations with them, or hear their objections.
You can begin your own brand voicebank on either a spreadsheet, document.. or of course, good ol’ pen and paper! Add the following columns and begin to jot notes on the following…
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What words, phrases, or sayings do I use all the time?
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How do I describe what I do?
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What is(are) the ultimate transformation(s) I provide?
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What would I never say?
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What words do my ideal clients and I hate?
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What are the common objections I receive (in their words)?
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What is my ideal client struggling with (in their words)?
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What motivates my ideal client (in their words)?
Is It Time To Hire A Copywriter? Should You DIY?
The Pre-Copy Playbook is a free resource that allows you to answer a few questions that helps you determine if you’re ready to DIY your own copywriting or if it’s a good idea to hire one for your business. Download now for free.
Other Copywriting Posts You’ll Enjoy
6 Simple “Rules” of Soulful Copywriting
My 3 Top Copywriting Tips For Entrepreneurs Who Hate Writing
Copywriting Tips: The 5 Website Copy Must-Haves
Homepage Copy Checklist for Creatives
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