What is the point of a copywriter?

Posted by Kathy Lawrence on 28th September 2016 at 02.23 PM.
Content creation, Marketing communications.

Why use a copywriter?

Many people write these days. Content is a massive thing. So why pay a professional copywriter to create the words for your marketing programmes? Here are five reasons why they can bring real value to your business.

  1. They don’t work for you. Well, not all the time anyway, if they are with an agency or freelance. And because they are independent, they’re not immersed in your culture or your products and services. So they don’t get it. You’ll have to explain to them. And then they’ll put that in writing in terms your customers will also understand.
  2. They recognise jargon when they hear it. Every skill has its own language. Copywriters can cut through the tech-speak, the marketing talk and the insider conversation that takes place between professionals. They are translators from jargon to the outside world. In the IT world I’ve come across more than one company that not only talks tech, but its tech language doesn’t match up with any other tech company. Its marketing and sales people and its engineers live an existence in a bubble that doesn’t understand anything other than its own technology. Heaven help the integrators.
  3. They’re not afraid. Well, within limits of course. But copywriters have to nerve themselves to ask questions at any level of your company. Because without a full understanding of your goals, strategy and offerings as well as your market, they can’t produce the words that tell your story to the world.
  4. They can teach you stuff. Freelancers get around. Different organisations in different industries. Different marketing approaches. They take in the good and the bad of what they see and use it to refresh and refine how they work. And they can’t help but put all that learning on the job into practice when they’re working for you.
  5. This is their profession. Good copywriters will have a history of writing good copy.


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Kathy Lawrence

About Kathy

As a one-time journalist and long-time copywriter, I'm all about using words effectively to communicate and encourage. Here you'll find news, ideas and experiences around good writing for business. Do join the discussion. And if you'd like professional help with your marketing writing, please get in touch.

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Recent Comments
  • Kathy Lawrence Posted: 3rd July 2013 at 09.29 AM You're right Anneve, it's tough to find something else to say of you're just going for a single word. Passionate is easier is easier to avoid I think. I wouldn't describe myself as passionate about copywriting, for example, but I'm pretty good at it, and I'm fascinated by some of the subjects that I cover, such as ways to help people enjoy their later years. Inspirational? Well, there are alternatives in the thesaurus. But what I would really like to see is a richer explanation of what people do that earns them these descriptions., rather than just plonking the word in and expecting readers/listeners to get it. Does that make sense?

    Posted in response to "About those words passionate and inspirational"

  • Anneve Hutchinson Posted: 24th June 2013 at 10.34 AM Great article Kathy. They're really tricky words aren't they because as you say, they are so overused, but I really struggle to come up with equally powerful alternatives! Are there any that you prefer to use that you can recommend in their place? Thanks!

    Posted in response to "About those words passionate and inspirational"

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