It has been 6 years now since I started off as a copywriter in a digital agency. During this period, I have seen the industry evolve substantially, dealt with many types of clients and honed my craft to deliver the best service I possibly can. If you're at all interested in a career in copywriting, digital marketing or online business, read on and I'll share my wealth of experience with you.
There is a huge gulf between a good writer and a great writer. And likewise, there's a difference between being a great writer and a great copywriter. What's the difference? Well, as a copywriter it's important to focus on results.
Here's what you need to know to write excellent copy: most clients aren't that interested in your writing.
That is to say that they want your writing to be exciting, engaging, entertaining and informative, sure – but ultimately this is a means to an end. What's most important to them is that your writing makes their business sound professional, thereby leading to increased sales of their products or services. If you've been hired through a digital agency, this applies to an even greater extent.
So when you start writing for any new client, the question should always be: what are they trying to achieve with this copy? How does the brand want to portray itself online? What's the right tone to go for? If you get these right and can show to the client how professional copy for their campaign means more profit, then you will have no shortage of business. In essence, you need to earn your keep by offering solid ROI for the client.
Once upon a time, copywriting meant writing the copy for television and magazine ad campaigns. These days though, copywriting is much more commonly a part of digital marketing and that means the job is a lot broader: it means that you'll be writing for blogs, for social media marketing, for websites and more.
What's more, digital marketing itself has also changed in recent years and that has impacted on copywriting too. For instance, there was a time when most copywriting for a digital agency would require the heavy use of 'keywords' (these are search terms that clients want to rank for on Google).
But then writers began 'stuffing' their articles with keywords. The result was that the content became unreadable and that it was written 'for' the search engines and not 'for' the reader. Google bit back and updated its algorithms and now the best form of copywriting focusses on natural language aimed at real people. As a copywriter, this is a very good 'rule of thumb' but at the same time, you need to ensure you are staying up to date with the latest in digital marketing, SEO and business.
As a copywriter working for a digital agency, you will come across clients of all shapes and sizes and your jobs will be many and varied. This is of course all part of the fun but do be weary of clients that aren't sure of what they want. Sometimes as a good copywriter, your job is to help explain to the client what the best type of copy for their site might be and to show them how you can meet their goals together.
So remember, focus on what the client wants – but remember that the ends in most cases are more important than the means. Help them to get there and you'll have some happy customers!