If there’s one phrase that sends a copywriting professional from naptime to the debate stage in five seconds flat, it’s this:
Anyone can write copy.
That phrase is almost accurate. But because we love to play with language (and because it’s an occupational hazard), we’re making a small edit:
Anyone can write words. And many people are very good at it.
Crafting a message that speaks directly to the pain points of a target audience, though, that takes some practice. During the copywriting process, we spend hours getting to know our clients: what makes them tick, what their goals are, whom they’re trying to reach and what they’re trying to say. It’s a nuanced art, and especially challenging when you need to maintain an overall brand voice across multiple channels while speaking to multiple audiences.
Regardless of how many discrete messages we craft, however, our goal is always to persuade those ideal customers to scroll past the competition and choose our client. And we have only words to spur the desired action, whether it’s making a purchase, signing up for a service, or simply engaging with the content. If we’re not persuasive enough, we turn people away, but if we’re too persuasive, we also turn people away.
Finding that sweet spot is a true superpower.
To say we need to be creative as copywriters is an understatement, but that word has a million definitions depending on a client’s marketing objectives. Sometimes creativity is exactly how it sounds: brainstorming fun new headlines, taglines, writing cheeky copy, or coming up with the perfect pun. Other times, however, it means finding a way to write about (plain/dull/boring/indistinct/common) features and benefits in a way that’s (relatable/compelling/exciting/irresistible) to the target audience. Sometimes, it’s working an awkward SEO phrase into website copy to improve search results. And sometimes, it’s distilling a complex thought into one or two sentences—or less.
Perhaps one of the most important things that sets copywriting apart, however, is a writer’s ability to work through revisions and feedback. Often, what makes sense in a writer’s head might not come across clearly on paper, so it’s also our job to see our words through someone else’s perspective and refine for clarity, impact, and accuracy. It requires a helping of patience, thick skin, and a continued focus on the final goal.
At MarketSmiths, we’re a team of writers that know how to combine creativity, strategy, and an understanding of human psychology into words that woo, wow, and win. Let’s talk.
