It’s Copywriter, Not Copyrighter

People often mistake copywriters for copyright lawyers. Here are five things we actually do.

Every professional copywriter has experienced the same tedious conversation. 

“What do you do?” They ask.

“I’m a copywriter.” We say.

“Oh, so you make sure people don’t plagiarise, like a lawyer?” They ask.

“Ugh, sure.”

We have given up on correcting the uninformed as we know that most people still don’t have any idea what SEO is and how a business’s website ends up on the first page of Google.

But, as if to remind myself I’m not actually a copyright lawyer, I’ll explain what a copywriter does here:

1. We engage with clients

We don’t just pull words out of our you-know-whats. We take the time to carefully consider our clients, their brand and their goals. We engage with our clients to develop a content strategy that perfectly aligns with their brand and the success they want to achieve. 

We understand the difference between a new business looking to promote brand awareness and an industry mainstay looking to help their customers to a purchase decision. Once we understand our clients and their goals we then go to work on developing world class content.

2. We research keywords

Copywriters typically enter the profession because of a love for the written word. But we were destined to apply our craft to the digital world and this requires a myriad of technical skills. One of the most important technical skills a copywriter can have is the ability to research keywords and distribute them evenly throughout the content.

Because Google doesn’t go for well-crafted sentences alone. The search engine needs to be able to index a website’s content through its keywords. Otherwise, it might not have any idea what, exactly, the website is about. Therefore, we must know how to research keywords and place them strategically throughout the content for search engines to appreciate.

3. We write awesome content

Like this blog (obviously!). Once we have engaged with our clients and researched keywords we then develop top quality content that our clients and their audience adores. We got into the industry to create and we take our craft seriously. What’s more, we hold a self-taught masters in pretty much every subject we write about, but that doesn’t mean we write about everything. 

Yes, we are experts in crafting fun, engaging and exciting content that guides the customer towards a purchase. We know the difference between content formulas and which ones are perfect for different digital strategies. Do we go the AIDA method, in which we create awareness before bringing the customer to a purchase decision?

Or, do we go the PAS method, where we create a dire problem, expand on the problem’s pitfalls and finally provide a winning solution? The decision is ours and we are masters of implementing them.

4 We publish the content

Because any professional copywriter should have skills in content management systems. What’s more, we need skills in publishing for when we work directly with our clients and without the help of a digital marketing agency to do all the technical work. Therefore, we are also Adobe acrobats, Squarespace superstars, WordPress wizards and whatever other cliche alliterative titles you can conjure up.

5. We analyse the content’s success

Any passionate copywriter will revel in the opportunity to analyse their content’s success. We evaluate content analytics like an influencer checks their videos for likes. We conduct content testing and change whatever isn’t driving our client’s online success. We develop, define and refine world class content that optimises your brand’s ability to win customers and retain them for future purchases.

We do it with pride.