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What Does a Copywriter Actually Do and Should You Hire One?

October 26, 2022

As a business owner, you may have considered hiring a copywriter at some point to help with your marketing and advertising efforts. Maybe you needed help creating an ad campaign, or perhaps you wanted someone to review your website copy to make sure it’s effective. 



Copywriting is the art and science of crafting persuasive, compelling, and interesting marketing materials. And a good copywriter can take a boring or complex subject and make it not just easy to understand—but enjoyable to read too.



But what does a copywriter actually do? 



And the bigger question… is it worth the investment to hire one?



The Basics of Copywriting


Copywriters work in various industries, including advertising, public relations, market research, and politics. When it comes to what they write, they can specialize in a particular type of copywriting, such as copywriting ad copy, web copy, blog posts, social media posts, case studies, industry reports, or email marketing content.



A copywriter’s job is to persuade the reader to take the desired action. This could be anything from buying a product to signing up for a newsletter. To do this, the copywriter must craft a compelling message that speaks to those who need it and motivates the reader to take action. And not only that…



It pulls them through the copy strategically the entire time. 



In fact, it’s what we’re doing right now.



Now, a quick side note: Good copywriting is not about tricking people into taking action. Instead, it’s about providing them with the information they need to make an informed decision. Therefore, it must be clear, concise, and easy to read.



For example, let’s look at how Heinz created an excellent ad for their new pasta sauces. It’s a campaign made for the UK, where they publicly admitted that they were late to the game of pasta saucesーprecisely 150 years.



Photo from Adage



With this copy, it absolves them of any guilt as it suggests that they took 150 years to perfect 7 ridiculously good pasta sauces. Conceptualizing and writing this Heinz campaign in less than 15 words would be challenging without the help of a copywriter.



The Role of a Copywriter


Writing is only one piece of the copywriting puzzle. Although there’s no one-size-fits-all strategy to how copywriters strategize a project from start to finish, there are several things on a to-do list of a copywriter.


  • Strategy: The copywriter will first meet with the client to discuss the project. During this meeting, they will learn about the company, the product or service, the target audience, and the project’s goals. The copywriter will also ask questions to better understand what they need to do.
  • Research: Once the copywriter has all the necessary information, they will begin their research. This might include competitor analysis, target market research, and even conducting interviews. The goal is to get a better understanding of the industry and what needs to be done to create an effective message.
  • Writing: Once the research is complete, it’s time for the copywriter to start writing. This is where they will take all the information they have gathered and craft it into a compelling message. The copywriter may also work with designers, illustrators, and other creatives to bring their vision to life.
  • Editing: After writing, it’s time to edit the work. This includes proofreading for errors, ensuring the tone and style are consistent and making sure the copy is clear and concise.
  • Testing: When the content is already up to the standards of the copywriter and management, it’s time to test it out. This might include A/B testing, sending out surveys, or even conducting closed focus groups. The goal of the testing process is to see how effective the copy is and make necessary changes before it’s released to the public.


Now, the copywriter might not do all of this in the beginning, especially if they’re a novice. But an expert copywriter isn’t just a writer—they’re also a marketer. Because you can’t write effective, high-converting copy without a strong understanding of your target market. 



The Benefits of Great Copywriting for Your Business


In today’s digital world, copywriting is more important than ever. With so much content being created, businesses must have a way to stand out from the crowd. Copywriting can help companies to achieve this by creating compelling and persuasive content that drives results.


Good copywriting can help businesses in many ways, such as:


  • Generating leads: Copywriters can help businesses generate leads through a well-written call to action that encourages readers to take the next step and contact you about your products and services. By providing a clear and concise way for them to get in touch, you can generate new leads and grow your business.
  • Fostering relationships: Good copy can foster relationships by building trust and credibility with potential and current customers. Because if you’re always always selling, you’re not nurturing your relationship with your audience very well.
  • Boosting sales: Good copywriting can persuade customers to buy your products or services. By clearly explaining the benefits of your offerings and using persuasive language, you can increase your conversion rates and boost sales.
  • Improve brand awareness: Effective copywriting can help raise awareness of your brand and improve name recognition. By using keywords and phrases that potential customers are searching for, you can ensure that the right people are seeing your materials.



Should You Hire a Copywriter?


If it’s within the budget, hiring a professional copywriter is a great way to ensure that your marketing materials are effective and well-written. A copywriter can help you create persuasive, engaging, and on-brand content. They can also help you save time by taking on the task of creating content so that you can focus on other aspects of your business.


If you’re not sure whether or not you should hire a copywriter, consider the following:


  • Do you have the budget to hire a professional?
  • Do you have the time to write compelling copy yourself?
  • Do you release many marketing materials for your products?
  • Do you need help creating compelling content that drives results?
  • Do you have low conversion rates with your existing funnel?


If you answered yes to any of these questions, hiring a copywriter is probably in your best interests. A professional copywriter can save you time, money, and stress by creating high-quality content that helps you achieve your business goals.



Write Your Way to Success


Copywriting is a strategic process that involves research, planning, and creativity. It’s more than just writing content. It’s about creating content that speaks to your readers and connects their problems to your solutions. That’s perhaps the most effective sales formula.



If you’re unsure whether or not you should hire a copywriter, consider your needs and budget. If you need help creating effective content that drives results, hiring a professional is probably your best bet.



Don’t know where to find an expert copywriter? Look no further. At ScalesUpSales, we help businesses craft the best content that engages lead magnets to generate more revenue while improving their credibility.



Hire professional copywriters and see yourself climb the ladder of success. Contact us to see what we can do for you.