Why You Need A Copywriter
Anyone familiar with the story of Cyrano de Bergerac will know that even if your heart is bursting with passion, it’s not enough if you don’t have the words to express that.
Soldier and poet Cyrano de Bergerac is in love with Roxane but he's too ashamed to admit it because of his appearance. When Christian falls for her as well, he asks for Cyrano's help in sharing his feelings. So Cyrano writes love letters signed with Christian's name, and Roxane marries Christian, not realizing that it's Cyrano's words she falls for …
It’s not enough to have a great product or service. It’s not enough to have a great idea.
But put that product or idea into the hands of a copywriter and they can start to craft a message around it, something that will connect with your customers, and bring it to life.
Who Are You Writing For?
Although that’s still only half the story.
Who is your message for? And who are you for that matter!? New kid on the block, offering something innovative and exciting? Or safe pair of hands with a wealth of experience?
How Are You Getting The Message Out?
Once your copywriter has established who they are writing for and to, the next step is deciding how you’re going to get that message out. Perhaps you already have a platform, whether that’s in print or online. Or maybe you’re just starting out with a blog or testing the waters with social media.
These days your copywriter is unlikely to be limited to strict advertising copy - directly converting that to sales. They will also be familiar with content marketing - creating content to inform or engage customers - and search engine optimisation (SEO) - online writing aimed at maximising the visibility of web pages for search engines.
A Good Copywriter
A good copywriter is part researcher, part marketer and part storyteller. A good listener. A thorough researcher. An avid reader. Able to cut through the muddle that can arise when you're too close to an issue and instead provide vital clarity. A copywriter is often working independantly and yet an active team player, when called upon. And probably scattered across a number of projects, whilst remaining singularly focussed on yours.
Whatever the challenge, a copywriter is there to solve a specific communication problem. So what's yours?