Forget everything you might have heard about copywriting unless you heard it from folks who are current copywriters. Although it is quite a popular term in the Internet nowadays, especially in the sphere of online marketing, the general idea of copywriting remains rather blurred.
Nevertheless, in the world where information runs the show a really good copywriter takes an extremely important but hardly noticeable place. Well, actually, the most successful advertisements you can see in magazines or in the web, the most frequently viewed articles you can read on highly ranked websites owe their popularity or even fame to copywriters.
So, who are these guys? What do they do? Our team are here to answer these and many other questions. Let us start!
What Is Copywriting?
No, no, it is not simply about rewriting documents or editing journal articles. Advertising is what stands behind copywriting. So, the first and foremost task of such specialist is turning, say, a neutral, blank text into an attractive ad. Or into a polite business offer aimed at involving partners or investors into the boss’ project. Or into whatever is expected to increase the sales and, consequently, the income of your company.
Who Are or Were the World’s Most Famous Copywriters If There Are Any?
The 21st century can be said to revive the term itself as well as the official profession of copywriter, though it is unlikely to be written down in your college or university diploma.
Nevertheless, it is considered that full-time copywriting career takes its roots from the 19h century. John Emory Powers (1837-1919) is considered the world’s first and most influential, for that time, copywriter. Besides, he is regarded as the father of today creative advertising. He worked for such US companies as Lord & Taylor (the luxury department store, founded in 1826) and Wanamaker’s (one of the first department stores in the US, built in 1902).
If you want someone more modern, meet Zach Slovin. He has copywritten for such advertising agencies as MRY, Arnold, Digitas and Grey. Besides, he is well known for his ad works for Amazon, Visa and the Nissan Cube. Quite an experienced guy to learn from, is he not?
Who Needs Copywriters and Why?
Do not associate this job with freelancing merely. Check out the following list of companies that may be looking for a good copywriter at the moment.
- Copywriting agencies. They need such specialist to provide various types of services, from editing and proofreading to SEO and social media.
- Advertising agencies. Here a copywriter is usually an honorable member of a creative team, working on an advertising project.
- Public relations agencies. As they can promote both a company and an individual client, they need copywriters to work on press releases, pitches, blogs and the like.
What Skills Should a Good Copywriter Have?
Obviously, it is not enough to be able to write flawlessly. Get a plus if you have learnt some grammar book by heart, but it is not enough to be a pro. Let us see what else you need!
- You should know how advertising works in our world and influences people’s minds.
- You could also look through some book on PR or human psychology.
- It would be nice if you were good at marketing, predominantly at B2B marketing, and analysis. Plus, maybe, stats.
- You need to understand how Facebook and Twitter works for sales.
- You should know the difference between different types of texts: press releases, advertorials and just whatever you will be said to write.
- Oh, I have almost forgotten to say that your communication skills will also play significant role in your success, as you are likely to contact your clients directly.
What Should a Smart Copywriter Not Do?
Creativity and writing talent should have no limits, that is for sure. Still, they should fit into certain patterns, according to the purpose of their use. Now when you know which knowledge you are expected to demonstrate, let us consider the main don’ts of copywriting.
- Do not insert your own awesome metaphors and hilarious jokes unless you are sure the audience will get what you mean.
- Do not be boring: educate and entertain your readers at a time.
- Do not speak about the skies when you mean the earth: stick to your idea and develop it.
- Do not limit yourself with what has been already copywritten. Do research yourself.
If you feel you are really interested in copywriting and would like to learn more about it or upgrade your current knowledge, you are welcome to choose from multiple guides, blogs and other both physical and online resources. Our experience shows that each of our team copywriters, editors and bloggers prefers different literature to get the knowledge from.
That is why we would not risk recommending you some certain books or websites devoted to copywriting techniques. You are free to choose the ones you like the most provided that the information you get from them is really helpful and works for your own benefit.
Good luck with this!