I recently had new business cards designed as part of a re-branding exercise. I've been eagerly handing them out, not just to business associates but to friends and family too. The question I've been asked most frequently is "What does a copywriter do?" I have to confess it's not just family members that have been wondering how I spend my time.
Pithy Prose
Copywriters, historically, worked in advertising. They developed snappy phrases, attention-grabbing headlines and catchy jingles that would help the consumer identify and remember a particular product. A good copywriter could ensure the success of a product or service. Think of "Melts in your mouth, not in your hands", "Just Do It" or "You deserve a break today". M&M candies, Nike and McDonalds all benefitted from the services of talented copywriters.
Business Workhorses
Today, copywriters work in a wide range of industries. My focus at Global Copywriting is on case studies and white papers. Both documents require a business focus and good writing skills. The finished product must represent a company, product or service fairly and honestly. My clients are going to insist that they also portray the subject matter in a favourable light. I certainly don't write advertising but I'm not writing objective reports, either. My work falls somewhere in the middle. My work educates, persuades, and does it without marketing hype.
Benefits to Working with a Copywriter
Copywriters are doing more than writing copy. Part of my job is figuring out how to promote or advance the "brand" of my client. As a freelancer, I'm working with many different clients in many different types of business. This allows me to spot trends and observe what works well and what doesn't. A good copywriter is going to provide you and your business with invaluable consultative advice.
A Brief Case Study
I recently finished a project with a company in Subiaco called Balloons plus Basket. As the name implies, they are a balloon gift company. I didn't know much about balloons but I could spot some areas where they weren't capitalising on business opportunities.
The owner, Jenny Allen, is an expert on creating balloon decorations. When asked about her company, her face lights up. "Fun! We're all about fun," she says. After 21 years in business, there's nothing Balloons plus Basket doesn't know about throwing a party or creating a festive atmosphere. The only problem is that in an economic downturn, there aren't as many parties. Balloons aren't an essential item when the budget is tight.
I started digging for information. Jenny told me that one of her biggest clients is a local funeral home. I was surprised to hear this. On further questioning, it turns out she does regular business with more than one funeral home. She has a reputation for creating tasteful decorations, a talent in short supply regardless of the medium. Funeral homes like her because her service is excellent, she's never late with a delivery and her balloons are beautiful. Not all funerals are sombre events and not everyone likes to give flowers. Balloons, for example, are an excellent gift for children to give when an elderly member of the family passes away.
It hadn't occurred to Jenny that she should promote her work in this area. She felt like it detracted from her image as a "fun" business. As a copywriter, I could provide sensitive wording to help people understand how Jenny can help them in a time of sorrow. I also spoke to her web designer and suggested that he tweak her website Search Engine Optimisation (SEO). Jenny is now ensuring that when people look for funeral gifts, her business is being presented along with the florists operating in the same market. She hasn't changed a thing about how she operates. Employing a professional copywriter has ensured that her business is a little more recession-proof than it was before.
Wait! There's more (to come)
That's one example of what a copywriter does. I have a lot more. Look for them in future blog posts. I've got a white paper on branding and rebranding I need to get back to.
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