What Is Copywriting, and Do I Need It for My Business?
Usually, when I tell people that I’m a creative copywriter and designer, they only understand half of my job title. Most people kindly respond with the question, “what is a copywriter, and what do they do?”
And no, it’s not as simple as, “I ‘copy’ things and ‘write’ them down,” but good effort. Thankfully, this is a safe space to ask questions and get answers!
Do you feel a bit clueless about what copywriting is and if you need it for your small business? Well, you’re about to find out.
Keep reading to learn more about copywriting services, what copywriters do, and 3 benefits of copywriting for small businesses.
What Exactly is Copywriting?
To begin with, copywriting is not an unnecessary add-on service to web design. It is a crucial part of marketing your business online and offline.
Believe it or not, you write “copy” for your business every day when you respond to emails, post on social media, or write a blog.
But copy without a purpose accomplishes nothing; that’s where the art of copywriting comes in.
Let’s break down the two:
Copy
The written words on your website, print collateral, email marketing campaigns, social media posts, proposals, etc.
Copywriting
The art (and science) of purposefully promoting your products and services through a brand narrative that speaks to a specific niche and strategically encourages readers to take action (i.e., make a purchase).
In short, copy is the words themselves, while copywriting is the art of marketing your business through strategic brand-aligned messaging to a target audience.
One of the best examples of copywriting is website copy. Most people think website design is how you convert website visitors.
Not so fast.
You can have the most beautiful photos on your website, and yes, on-brand visuals are very helpful. But, if you don’t clearly communicate your product or service’s value to the reader, you’ve just lost a sale.
“Visuals appeal, but copy sells.”
Most times, businesses that don’t invest in copywriting tend to focus more on a product or service’s features instead of its benefits.
Newsflash: People are more interested in how your products or services benefit them, not how great you are.
In case you’re a bit lost in the weeds, here’s the basic difference between features vs. benefits:
Features vs. Benefits of Copywriting
A feature is something your product or service is.
Example: “leak-free lid.”
A benefit is the value or solution your product or service provides to a customer's pain point.
Example: “Running late for work, again? You’ve got enough to worry about; spilling hot coffee in your car shouldn’t be one of them. Safely take your coffee cup to-go with [insert product name].”
Great copy leads people to take action, not just consume information.
Effective copywriting talks less about the company/product/service and more about the benefits a buyer will receive post-purchase. As humans, we’re more likely to buy out of subconscious, emotional impulses rather than sound rationale.
Not so great with words? No problem.
Copywriter to the rescue!
What is a Copywriter, and What Do They Do?
Now that you know what copywriting is, we can dive into the details of what copywriters do.
A copywriter's job is to inherit the brand voice of every business they write for and infuse purpose into every word on a page.
Copywriters translate your brand to your target audience through consumable content such as blog posts, sales pages, social media captions, email marketing campaigns, and ebooks.
Do you know what the common denominator is for every successful brand? They communicate content using a distinct tone of voice as if the brand were a recognizable person. The people behind that voice are none other than copywriters!
Examples are always helpful, so let’s use Mailchimp’s voice and tone style guide. Whenever email marketing company Mailchimp writes copy, it wants to communicate content with an informal tone that is:
Plainspoken
Genuine
Translated (“It’s our job to demystify B2B-speak and actually educate.”)
Humorous (dry)
Brand strategists usually specialize in developing brand voice style guides like this one, but creative copywriters can, too. Brand voice guidelines are instrumental to copywriters, enabling them to to inherit a brand’s voice and tone easily.
Clarity around copy ensures that your content is consistent with how you want your brand to be perceived and understood.
I like to think copywriters, like myself, are equal parts poet and engineer. They write emotive, informative, and, most of all, action-oriented branded content.
Questions Copywriters Ask Before They Write
What pain point or problem does your product/service solve for a buyer?
What questions or reservations might a potential buyer have about your product/service?
How does your product/service make people feel?
What is the end result of someone working with you or buying from you? (i.e., How does a person’s life look different after purchasing your product?)
What’s the next step you want a reader to take after consuming your content?
These are the kinds of questions copywriters ask and analyze to craft copy that converts.
Now, how does copywriting benefit a small business? I’m glad you asked.
3 Benefits of Copywriting for Small Businesses
Copywriting is just as essential for small businesses as it is for corporations. Consider these three benefits of business copywriting before you write it off as a “non-essential” investment.
Copywriting ensures brand consistency.
Hiring a copywriter who understands how to creatively and distinctly communicate your brand will enforce your brand’s positioning across all platforms. A consistent brand voice and tone will keep your business recognizable in a sea of digital noise.
Copywriting creates an intentional connection with potential customers.
When you invest in copywriting for your business, your copy will connect with customers on a much deeper level. Instead of writing with the wind, your content will speak directly to your customer’s pain points and how your service(s) can solve their problems.
Website copywriting helps customers find you through search engine optimization (SEO).
Website copywriting is probably the most important form of copywriting for small businesses. Before your website can rank on search engines, keywords must be strategically laced within the web page copy and code. Copy crafted with SEO in mind helps your website display specific queries that your ideal customers are searching for online.
Copywriting for Creative Businesses
Now, I hope you better understand what copywriting is and how it’s more complicated than typing words on a page! Business copywriting is the unsung hero of website SEO progress, sales page conversions, and email marketing wins.
Remember, you entice potential clients with visuals, but you sell with words.
Copy that doesn’t connect (with your brand or audience) converts no one.
Keeping that in mind…
Do you need a copywriter to audit or write your website content?
Are you a small business or individual who needs help honing your brand voice?
If you’re interested in creative copywriting to clarify your brand and empower your business by giving it a voice, let’s get in touch!
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