What is copywriting?
Being able to write great copy is without doubt one of the most important talents to have in today’s internet and careers in writing now take many forms. The key rules of good copyrighting apply to both the offline world of Copywriting and the online world
What is copywriting? At the most basic level it is simply the process of writing e.g. contents for a book or a newspaper however leading internet communicators understand that effective copywriting is a great deal more than that.
The term “copywriting” is typically used to describe activities associated with promotion. Promotion could be of ideas, business products, opinions etc. and is not limited to the internet or printed word. All routes to market must be considered here such as video scripting, TV or radio. Copywriting encompasses everything from “one liners” or short blog posts to lengthy technical guides.
Is it an art ? – yes of course …. however in today’s internet age it also has elements of “science”. Talented copywriters understand the technicalities of the internet and adapt their style accordingly whilst not losing site of the ultimate aim of engagement with the reader.
Copywriting job salary rates
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Why is copywriting so important?
Great copywriters get among the audience to tell your story. They engage that audience, grab them, hold them tight and don’t let them go until your message is delivered. They understand how that audience thinks, can read their minds and anticipate their every move… OK … if they were that good they would be on the stage ! … but you get the picture?
The internet has brought a technical dimension to writing that demands a special blend of art and technical knowledge. “SEO writing jobs” or “web writing jobs” are just two of the new terms to describe this skill-set.
Put simply, it is becoming crucial to the success of many online ventures – so why do some organizations still look to cheap outsource resource and fail to value these skills highly enough? ….. probably because they don’t really understand today’s internet – a great opportunity for their competitors.
How to be a copywriter
Like any job, if you really want to succeed over time then a basic enjoyment of the core skills (in this case creative writing and communication) is a great start !
There are people with excellent verbal communication and expression skills. They may be entertaining, interesting and persuasive – but can they create the same effect using just a pen and paper or keyboard?
Most people have heard of the saying “less is more” and if you are looking for a career in copywriting then saying more in fewer words is a great trick to learn. Search engines are increasingly rewarding high quality content that delivers value for the readership. Recommendations and social activity are vital for recognition and rankings.
Could I become a copywriter? …. Why not try this little exercise for fun…
Please sell the virtues of Boston as a weekend break destination in my newly renovated hotel…and here are the key facts:-
– I am offering free airport transfers, complementary breakfast, wi-fi, and a 4 nights for 3 offer.
– I want the article placed in a number of leading travel blogs ( I would like the SEO benefit of the backlinks)
– Could you make sure you research keyword phrasing and weave this text in to the article
– This is a very competitive market – the article needs real “punch”
– I need you to reflect the creative designer’s ideas
– ….and please keep everything to no more than 150 words…….!
And so even the simplest of copywriting jobs requires a real mix of skills and talent – is that you?
Online Copywriter Job Description
Job Descriptions for Copywriters have evolved with the internet – here are a few suggestions:-
- Able to capture the essence of key message(s) in as few words as possible (e.g. key differentiations, brand, key facts etc.)
- Ability to work with a design and creative team to create a consistent and high-impact message
- Understand how to distil complexity into simple and clear messaging
- Tell a story that engages
- Think like the audience/customer (ability to step into their shoes and see things as they see them)
- Maintain structure, logic and integrity – but still manage to create interest and demonstrate creative flair
- Adapt style to fit the purpose ( e.g. Web pages v Facebook v Twitter feed v Blog post v FAQ’s v Technical product document etc ….)
- And finally the tech points e.g.
- Text links and anchors
- SEO considerations both on and off-site
- Identification of relevant tags and core data