What does a copywriter do?

What does a copywriter do, and everything you need to know about copywriting and content marketing for aspiring B2B businesses.

Content is the answer to a question, the key to a puzzle, the information station on the road to progress. More than this, content is the backbone of inbound marketing for the B2B world.

‘Okay’, I hear you say, ‘But why is content so important? And why should anyone pay a copywriter to write it?’

Put simply, people and businesses use content to educate and entertain themselves, and to connect with products and services. The people responsible for this content are likely to be marketing copywriters, a.k.a. those mysterious types who write the internet. It’s no small task, trust us.

Let’s help everyone find what they need, shall we?


Table of Contents

Chapter 1: How we work: what does a copywriter do?

Chapter 2: The key facts about inbound marketing

Chapter 3: Why B2B businesses should invest in content

Chapter 4: Top 3 content marketing strategy mistakes

Chapter 5: How to get started copywriting for business blogs

Chapter 6: The best content research tips on the internet

Chapter 7: What matters for content editing and steps to follow

Chapter 8: How to share blog posts (and get others sharing, too)

Chapter 9: Quick tips to optimise your blog for UX and conversion

OR, download this page as an ebook (PDF):


How we work: what does a copywriter do?


01-Chapter 1- How we work- what does a copywriter do?

Definition of a copywriter:

A copywriter is someone who writes for the internet. They create informative content for businesses that is designed to guide the reader’s own research.

There we go. Sorted. Or is it…

To those of us in the game, the following exchange will be all too familiar:

– So, what do you do?
– Oh, I’m a marketing copywriter. For example, I write for B2B 
tech companies.
– Oh wow, great.
…Twenty minutes after the conversation has moved on…
– Sorry, can I just ask – I mean, what is it that you actually do? I mean what does your job actually involve?

Let’s start with a little catharsis

copywriter's facepalm moment

This guide is for all sorts of people. It’s for those totally out of the know; it’s for those looking to get into the know; and it’s for those in the marketing profession who think they know, but probably make quite a few false assumptions. It’s content 101. It’s copywriting in a nutshell. It’s for B2B businesses and copywriters and marketers and people who staggered onto this page someway, somehow. Welcome.

(This first chapter of the guide is also for the copywriters in Team Articulate, because we all shed a little internal tear every time the above exchange takes place.)



Misconceptions and misnomers

First thing’s first, let’s address a few misconceptions:

  • Not all copywriters are advertising copywriters. This in itself causes some confusion, as the latter is the more famous (especially after the phenomenon that was Mad Men).
  • Medical copywriters have their own special niche, which we don’t pretend to know about or comment on here. Technical copywriting can (often) also be put in this box.
  • Copywriting has nothing to do with copyright law.

Ironically, one of the big problems in communicating what copywriters do is a lack of clarity around the definition of the word itself. Turns out, like a doctor that smokes, copywriters aren’t very good at communicating the nuances of their role.

Jesse Forrest, for example, distinguishes between copywriters, who write to get people to take an action, and content writers, who write to inform. But who’s ever heard of a content writer? Here at Articulate we do both of those things, so are we just plain old ‘writers’?

No. Because the minute you say ‘I’m a writer’ people think of novels, poems and perhaps even journalistic articles. It’s a linguistic minefield.

We rather like Iain Broome’s answer:

To be a copywriter is beyond definition, but it’s fair to say that one thing binds us together: we all work with words on a daily basis.



So, what DOES a copywriter do?

copywriter - a model copywriting

[Warning: reality may differ from advertised image]

Well, to name a few things, we:

  • Write (obviously)
  • Research
  • Interview
  • Edit
  • Proofread
  • Manage projects
  • Source images
  • Plan and implement marketing campaigns
  • Measure the wider impact of our work

But, there can be a whole lot more to a marketing copywriter’s role, such as SEO strategising, social media planning and even making videos (we do a lot at Articulate Marketing). A marketing copywriter is a sort of dual role. A copywriter creates content; a marketer takes content and uses it as a tool to generate site traffic, and, hopefully, leads. Leads, of course, meaning  potential customers who have provided some of their information to the business, such as an email address.

What’s important to understand is that, while words are the main output of a copywriter, writing isn’t necessarily what we spend most of our time doing. We have to do a lot of research and thinking, tweaking and formatting, and a bunch of other seemingly peripheral tasks. And, a marketing copywriter will do a whole lot more on top of that.

In fact, we often say here at Articulate that for a writing project you should spend half your time researching, a third editing and only a sixth actually writing. Despite what some people think, copywriting is a lot more than just ‘wordsmithing’.

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Who do we ‘copywrite’ for?

Who do we 'copywrite' for? A group of young people gather round a laptop screen.

Unlike fiction writers or journalists, copywriters usually write with an agenda: the client’s agenda and, in turn, their customer’s needs. It might be to promote a product, but it might also be to educate an audience or demonstrate expertise.

Written content is used in all sorts of ways by companies, especially with the advent of inbound marketing, which is all about talking to and about customers, rather than pushing a product or service.

This means copywriters have to be versatile, quick learners and have very little ego. You’ll rarely recognise the name of a copywriter – our work usually goes out under the client’s name. We also have to make edits that not only keep the client’s marketing department happy, but their legal, sales and c-suite happy, too.

We copywriters care about the quality of our work, but we certainly can’t be precious about it.

A copywriter’s voice

5 essential steps to better business writing-01


A copywriter will be whoever you want them to be.

What we really mean is that, while every copywriter certainly has their own voice, it is secondary to that of the client. We must adapt our writing style and tone depending on who we are speaking as and who we are speaking to.

There are certain golden writing rules that particular copywriters or agencies will try to adhere to – we have an Articulate writer’s guide, for example – but if the client has their own, that comes first.

And while not every client has a tone-of-voice document, they all have a tone of voice. Write something that doesn’t sound like it, and they’ll soon pull you up and call for edits.

Copywriters have to ask questions and delve into existing collateral to immerse themselves in the voice of the client to write the right project.



What do copywriters write?

If you want to talk nitty-gritty, the type of things we write include:

  • Blog posts. These can range from around 400 to 1500 words. They’re usually a bit more informal or opinionated, but it varies from client to client.
  • White papers.Not like the government ones though. White papers tend to be 1,500-2,500 words and are informative, educational documents that explain the origins of a problem and how it might be solved. Often that solution will be linked to what the client sells, but the majority of the white paper will be objective and useful. These tend to be gated behind a form, and are used for lead-capture.
  • EmailsEmail campaigns are there to pique interest, raise awareness and prompt an action. They have to be short, enticing and informative in order to help nurture leads into customers.
  • Social media posts. Those limited-character tweets and witty Facebook updates don’t write themselves, you know. Social media requires copywriting, too.
  • Case studies. These are short articles that explain how a company helped its customers. Case studies often have a formulaic structure, but a good copywriter can find the story inside it.
  • Industry reports. Sometimes we have to get a bit heavy and write some hardcore reports. These are based on real research that expands upon a certain issue, industry or trend.
  • Website copy. Writing for the web comes with its own set of rules and guiding principles: it’s a whole other skill set, but one many copywriters have up their sleeve.

Of course, aside from all that copywriting magic and mystery, we also do a bunch of job stuff that everyone else does: admin, management, emails, training, client wrangling and looking at Facebook when you’re, ahem, between deadlines…



Copywriting tips for B2B companies, from professional copywriters

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Whether you’re a seasoned copywriter, new to the job, or someone who’s just trying to improve their business’s website copy to get those clients in through the door, why not take some advice from the experts? Here are ten tips to instantly improve your online content.

  1. Prioritise information.  It’s widely known that humans are about as useful as goldfish: we only have a few seconds’ attention span before we want to click on. So, position your main point at the beginning of your content or your audience may never get to it.
  2. Highlight important information. Make key words and phrases noticeableby using bold text. Ensure your headings stand out. Emphasis helps readers decide if you are giving them what they want, and it helps them scan.
  3. Remove extra words. You could say: ‘Our program coordinates services to create a continuum of progress that will empower small business owners.’ Better to say: ‘Our program gives power to small business owners.’
  4. Speak plainly and remove jargon. You might write: ‘The company has commenced a period of formal consultation on its proposals to establish two new amalgamated branches.’ Consider saying: ‘The company is considering the proposal for opening two combined stores.’
  5. Shorten paragraphs and add white space. Learn how writing and design work together. Make sure you have one paragraph per idea and a proportional balance of text and images. The design of each page deserves extra thought. You want eye-catching, scannable content.
  6. Give readers quality and quantity. Don’t duplicate words to build up your content. Readers abandon ship if their time is being wasted. If you write an article on ‘How to lay the culture foundation for digital transformation,’ your article a couple weeks later on ‘How to avoid culture pitfalls when implementing cloud technology’ must contain new information.
  7. Make peace with SEO. You want to stock your website and blog with great keywords for search engines. That said, you want to avoid SEO mistakes so make a strong SEO plan. Make readers a priority.
  8. Replace descriptions with images where you can. Say your small business offers storage solutions. Don’t describe how you organise items on shelves and in boxes (that makes for pretty dull reading). Replace those words with a before and after photo of your work.
  9. Check grammar again. It might seem like common sense, but it’s important to check your copy again. Misspelled words and typos change the perception a customer has of your business. So do other writing mistakes.
  10. Make titles honest. Clickbait isn’t what you want to go for. In fact, the easiest way to lose a customer’s attention is to fail to deliver on a promise. Make sure the content matches your title on each page.

Don’t let your content be anything less than outstanding. These ten simple improvements enhance the experience of your readers. But, remember: however many clicks your page gets, what really matters is the number of people who actually stay there.

Of course, copywriting and content is part of a bigger picture, so, let’s talk about inbound marketing as a whole.  As a writer or as a business leader, you need to understand how content fits into the grand marketing scheme.

The key facts about inbound marketing


What is inbound marketing?

Inbound marketing is about answering questions and connecting people to the right information. It’s targeted and – ideally – not annoying. Unlike outbound marketers, we’re here to inform, educate, entertain, inspire and solve problems. It’s not sell, sell, sell.

‘Inbound content marketing is the worst form of marketing,’ to misquote Churchill, ‘apart from all the others.’ Although, of course we would say that because  it’s what we do at Articulate.

It’s not just us, though! Research shows that inbound content marketing is cost-effective. HubSpot reckons that it costs 61 percent less per lead than traditional techniques. That’s all well and good, but what exactly is it?



Inbound marketing vs content marketing

Some people differentiate between inbound and content marketing. Usually, these are the kind of people who gleefully point out the one spelling mistake in a blog, as if that invalidates the message of the whole piece. We’re looking at you, comments section.

If you absolutely must put neat boxes around these terms, think of it like this: all content marketing is inbound, but not all inbound marketing is content marketing. Inbound is the overarching term for attracting and converting site visitors into leads. Although content marketing is a big part of that, other things, like technical SEO, are part of inbound but are not exactly ‘content.’

We tend to use ‘inbound marketing’, ‘content marketing’ and ‘inbound content marketing’ interchangeably. So far, no harm has come of it.


The inbound marketing framework

There are three steps to creating content for inbound marketing:

Step one: create

Create consistent, high quality, engaging, and educational content that solves your personas‘ problems (more on that later). If the content is targeted, your ideal leads will find this content through search engines or social media and, in turn, visit your website.

Step two: convert

Convert those visitors into leads by asking them to fill in a contact form in return for free content. If the content is of a high enough quality, they will be satisfied with this exchange, and will look to answer more of their questions on your website.

Step three: nurture

Nurturing those leads into more qualified leads via email, social media and more content. Once a good deal of trust has been established between the lead and the business, they will be far more likely to be show interest in your product or service when they receive a call from your salespeople.

This process allows you to not only outflank your competition by positioning yourself as a thought leader in your industry, but to also take control of your customers’ research and evaluation process. You attract more traffic, create more leads and build trust between you and your audience (or your client’s audience), which is crucial. After all, when’s the last time you bought something from someone you didn’t trust?

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There’s a (de)light at the end of the funnel

Inbound marketing helps you engage with people much earlier in the sales cycle. And, it allows you to extend the sales cycle beyond the actual purchase decision. The right content can empower your customers to get more from your products. It also encourages repeat business.

If you can delight customers as well as close leads, you can turn them into advocates. Word of mouth endorsement is a very powerful sales tool.

With inbound marketing, the traditional AIDA model of the sales funnel gives way to the Attract-Convert-Close-Delight model (thanks, Hubspot).

copywriting - inbound methodology

Inbound by the numbers

Research shows that inbound content marketing helps at every stage of the sales cycle. Here’s how it works:


Inbound marketing will deliver 54 percent more leads into your funnel. Long-form content such as ebooks are particularly effective at attracting potential leads as they provide the most value. Furthermore, calls to action promoting them get almost twice the click-through rate as emails promoting webinars. Blogs are also an essential element part of enticing people to your site, with B2B companies that blog generating 67 percent more leads and B2C companies generating 88 percent more leads.


Landing pages with persona-targeted copy are a smart way to convert leads into customers. And the more you have, the better. Businesses with 31 to 40 landing pages get seven times more leads than those with only one to five landing pages.


Lead-nurturing emails and a drip feed of relevant content helps to convince leads to buy. In fact, nurtured leads make 47 percent larger purchases than non-nurtured leads. What’s more, relevant emails drive 18 times more revenue than broadcast emails.


Social media monitoring and how-to guides can turn customers from ‘users’ into ‘champions’. These evangelists will hopefully be satisfied enough with your services to offer reviews or feedback for case studies. And, of course, they may even become long-term retainer clients.


Quality, not quantity

Successful inbound marketing means spending the time to give your audience content that they want to read, listen to or watch for free, before asking them to buy.

But you can’t crank the reel in too quick – you’ll lose them and they won’t come back. so, if a visitor downloads their first eBook or white paper, don’t immediately bombard them with emails about how they should contact your sales department and what products of yours they should buy. That’s likely to turn people off. Instead, you might simply suggest another couple of pieces of useful, relevant content via email.

It’s about nurturing the relationship before and after the sale to build trust, delight your customers and encourage repeat business, so consistent, high-quality content that maps to each stage of the sales cycle – awareness, evaluation, purchase, post-purchase – is key.

This isn’t a one-off sale; it’s a long-term relationship.

Compound interest with content marketing

And it’s a long-term relationship that pays dividends.

Inbound content marketing is measurable, meaning you can  sharpen your tactics as you go, giving you more control over your sales and marketing spend.

But, more than that, it has a cumulative effect that makes it more cost-effective over time.

A study by Kapost and Eloqua found that content marketing delivered over three times more leads than paid search efforts over a period of 36 months. Additionally, their cost-per-lead reduced from $111.11 from paid search to $32.25 for content marketing.

Once you create the content, it’s yours and it’s there forever. It gives you a back catalogue of useful material for your audience to read and share, and a growing keyword footprint that boosts your search rankings. You’ll get a steady trickle of sales-ready leads rather than a flurry of unsuspecting strangers that contribute to nothing more than vanity metrics.

Create great content and you’ll be patching up the leaky funnel and nurturing a more receptive audience that’s ready to talk. Done right, it creates a smoother sales process and a bigger boost to business growth.

Why B2B businesses should invest in content


Rebirth of a salesman

Today’s customers aren’t waiting for companies to tell them what they need to know; they’re doing the legwork and seeking out the information themselves online. (Way to steal the sales department’s thunder.)

But this isn’t something to fear. This just means businesses will have to adapt by investing in a solid content marketing strategy. Marketing copywriters everywhere – rejoice! It’s your time to shine.

Content marketing isn’t ‘arts and crafts’ anymore, if it ever was, in the same way that IT isn’t ‘fix my computer so I can get on with the real work’ – it’s a key part of the business strategy. Content marketing is the next generation of selling. So, reshuffle some of that budget and give the new kids on the block a try.



Filling the funnel: a top CEO priority

CEOs have always kept a close eye on sales, but their attitudes about how to target their audiences are changing. What’s new is their use of words like ‘audience’, ‘content’ and ‘proving ROI’, which means they’re all looking towards the marketing department now.

If you’re a business owner and you aren’t opening the marketing team’s monthly analytics reports, then get on the bandwagon and dive into the data.

Tell your boss: traditional marketing strategies don’t deliver

Think about your own experience. Would you prefer a noisy intrusion into your day or useful, relevant information when you wanted it? What would you think of the companies that used these different strategies?

Again, the evidence supports the argument for inbound. Intrusion fails spectacularly.

If you use online advertising, you already know the pain of keyword competition, rising costs and falling conversion rates. Worse, you practically need a PhD in Google Adwords to run a campaign. It’s the gift that doesn’t keep giving, unless you are clever enough to use it as part of your inbound strategy. Instead:

  • Go to where people are – social media, search engines etc.
  • Talk about things that matter to them.
  • Use their language, not yours.
  • Become a trusted advisor.


Cheap content will kill your SEO

Content is important for SEO, right? Yes. The more content the better, right? Yes. But not just any content. And not at any price.

The temptation to trim costs to fit a limited budget is understandable (if short-sighted). Times are tough, yada yada. You’re either investing enough money, or you’re not. If you’re not, you might as well not bother. So, make sure you pay your copywriters well, give your marketing team the resources they need to actually make a difference.

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Take this example:

One company pays a content mill to write ‘keyword-optimised blog content’ at bulk rates because ‘it’s good for search engine optimisation’. They get a load of cobbled-together blogs that attract the attention of 50 people per blog, converting the odd one into a lead. But hey, they’re doing content marketing, right?

The other company, whose website gets comparative traffic, goes to an industry-experienced marketing agency. This agency provides them with data-driven insights into the best strategy for producing SEO-optimised content, with background work on copy length, tone-of-voice, personas (we’ll still get to that later), keyword research, and much more. This supports the creation of extremely targeted, thought-out content written by professional copywriters.

And, better still, these pieces of quality content drive thousands of visitors to the site every month.

It’s about creating some of the best answers on the internet, not a bunch of answers that sit on page four or five of Google. What good does that do?

copywriting the best blogs

blog marketing statistics that will blow your socks off

Cheap content could be killing your brand, destroying your search engine rankings and annoying your customers.

Google is very clear about the importance of good quality content. In its best practices guidelines it says:

copywriting principles - SEO tips from Google

Lazy copywriting and cheap content will annoy your customers

More importantly, how likely is a cheap blog post to be a good showcase for your business’s products or services?

Website visitors – yourself included – have very finely-honed bullshit detectors. We form almost instant judgements about websites. Why? Put simply, we’re trained to spot typos, badly-written copy and waffle because there is simply so much of it about. On the other hand, we’re drawn to useful, relevant, authoritative, remarkable articles.

Research into readability by the Neilsen Norman Group shows that if we aren’t valuing copywriters and good content, then we’re missing out:

‘Content rules. It did ten years ago, and it does today. People don’t use things they don’t understand. Writing for the Web is still undervalued, and most sites spend too few resources refining the information they offer to users.’


How to cleverly invest in content marketing

Here’s a note for business owners and CEOs: invest in inbound.

But, you can choose to invest wisely. Here’s some tips on making the most out of your budget:


Sometimes, you just have to bite the bullet and hire some new talent to plug a skills gap or enhance your business’s marketing efforts.

If you don’t have the resources to take on someone full time, consider hiring freelancer copywriters with the specialisms you need to create the campaigns and content you want. Just be careful and pick the right people for the job. And give them a good brief. Please.


What if you just can’t take anyone else on, or can’t devote any more time internally to marketing? Try outsourcing some of the work to a marketing agency. You might outsource a specific sort of content to the agency – say, blog writing, infographics or video – if you lack the skills internally. Or you might want to outsource entire campaigns/channel if you require an all-inclusive strategy that’ll create a bigger impact.

Marketing automation

Marketing automation software, like HubSpot, integrates your website with your blog, social media, search engine and email marketing. These tools use landing pages and CTAs to nurture leads more effectively and convert them into customers. Integrated analytics allow you to accurately measure the success and ROI of your marketing campaigns, as well as tweak them to improve conversions. Ultimately, this allows sales and marketing to work together more closely, setting and assessing goals based on hard data.

So, if the going gets tough for marketing, don’t give up on your team. Identify what the problems are and start working on the short-term and long-term solutions. But on that outsourcing point – why should you consider using professional copywriters and marketers?


Copywriters are professional writers; they’re specialists

‘If you have budget to invest in your website, I would say, “hire someone to write for you.”’ – Rebecca Churt, HubSpot

We do have to make a stand somewhere, right? As an agency full of copywriters (I’ll be honest, a copywriter is writing this right now. I know, spooky), we believe in the power of our work. Professional copywriters help you cut through the noise. They write pithy, persuasive, remarkable content that resonates with your customers and drives up sales. Good writing is at the heart of great brands and it is the engine of great campaigns.

And with the average web user leaving a web page after less than 20 seconds and reading only 20 percent of the content, first impressions really do count. Therefore, you must get across what you want to say, fast, and say it better than anyone else.

A good copywriter will help you to clarify what you’re trying to say and tell a story that connects with your customers.

There, that’s the quality vs quantity argument sorted. While we’re at it, let’s debunk some more content marketing myths, shall, we?

Top 3 content marketing strategy mistakes


You hear that? That endless fuzzy murmuring? That’s content. Like background radiation and beards, content is everywhere.

1. Thinking ‘it’s just writing’

Anyone can write, but not everyone’s a writer.

It can be tempting to strike out on your own and write your own copy. But if you try to do everything yourself, you’ll burn out.

Effective copywriting is more than just stringing syntactically correct sentences together. It’s about distilling the features of your product or service into benefits that your customers care about and finding the right style and tone of voice to get the message across. And, it’s about doing that within a strategic framework.

Delegating some of your content creation means giving a writer the opportunity to bring your vision to life, letting you focus on growing your business. Each part of the process, then, is handled by an expert.

2. Leaning on the Apple defence

With 16 years of video uploaded every day on YouTube, 1,879 blog posts published every minute, and 500 million tweets posted a day, you’d be tempted to say we’ve hit peak content. So, what does this mean? Have we entered a post-content marketing world?


copywriting - lego

Decriers of content marketing will often invoke ‘the Apple defence’. It goes something like this:

‘Apple doesn’t do any content marketing and look how successful they are!’

If you have a die-hard fan base, your products are an omnipresent status symbol, and you have a market cap larger than most countries, then, yes, feel free to not worry about content marketing.

But even given all that, ‘the Apple defence’ still doesn’t stand. Apple does do content marketing; it’s just far subtler than their other efforts to get noticed. They focus on showing what you can do with the product, not what it can do.

Apple is selling the benefits not the features. Like Fight Club, the secret to selling technology is not to talk about it.

A copywriting strategy isn’t a sales strategy in a different form. Rinse. Repeat.

Practise less is more. Content should be a like a good waiter – conspicuous when needed, but not pushy. Some of the best newsletters and promotional emails are sent only once a week, or even just once a month. And you’ll know when someone’s spent some time crafting it; it’ll feel more considered. On the other hand, getting sent an email every day feels impersonal, robotic and spammy. A little bit of absence does make the heart grow fonder.

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3. Creating content without building up the right foundational strategy

94 percent of B2B small businesses use content marketing, yet only nine percent think that their efforts are ‘very effective’.

Your customer has a need or a question and your content allows them fulfil the need, provides the answer and builds trust. Start with your customers and buyer personas (Yes, we’ll get to those – there’s a lot of foundation to get through!). What do they need? What are they searching for? Map out their journey. Search common questions they might ask on Google and try to answer them.

Only 27 percent of B2C small businesses have a documented content marketing strategy. The other 73 percent need one. So start by identifying your goals. For example, if you want to increase website conversions by 20 percent, you’ll need to find the most efficient way to get there and track your progress. Use marketing automation tools and editorial calendars to help you plan. Have a look at what your competitors are doing and understand how you might outmanoeuvre them.

In the next chapter of this copywriting guide we’ll go through a step-by-step process for how to create brilliant content.

How to get started copywriting for business blogs



Writing is a muscle that professional copywriters exercise every day. As a result, they know every trick in the book to help polish up your copy and use it to increase website conversions, boost click-through rates, and, ultimately, drive up sales.

They know to keep it short and sweet, conversational and direct, and they avoid hype, hyperbole and spin like the plague.

So, how do you create B2B content like a professional copywriter? Well, at Articulate Marketing, when we start working with a client, we will go through the following steps. Because we do so much more than make content, this is only part of the overall process. It really, really isn’t ‘just writing blogs’.

  • Do a market survey and research competitors
  • Do an SEO audit and keyword research
  • Create one or more buyer personas
  • Read and emulate the tone of voice (ToV) of the business
  • Use these learnings to build content campaigns. A campaign will include:
    • A piece of premium content, like a white paper or checklist, that will be placed behind a form on a landing page
    • Supporting blogs or infographics, with backlinks to the pillar page, and with imbedded call-to-action (CTAs) leading to the landing page
    • Pillar page content on an iterative basis (such as this one on SEO for tech)
    • Social media and email content
  • Edit content in a pair-writing process, which can go back and forth a few times
  • If a client is involved, send the work to the client for review
  • Campaign launch
  • Tea break
  • Campaign analysis
  • Rework content in future

That’s the process. But, to get to the heart of creating content, we need to talk about the actual writing steps and best practices.

Buyer personas and ToV

writing a buyer persona

Remarkable writing that resonates with your buyer personas is the heart of the content that gets found.

According to Hubspot:

‘A  buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.’

Having a persona means you have an idea of the audience you are speaking to. This will influence the tone you present and the context of the content itself. When writing a blog, imagine you are sat in front of someone in a café, telling them some information that you feel would help them. How would you phrase things? How would you keep them engaged in the conversation?

The other thing that will determine the direction of your copywriting is your client’s (or your own business’) tone of voice. Copywriters have to sound like they’re singing from the same song sheet. But, that doesn’t mean carrying on bad practices. As marketers, we of course want to sound like our clients, yes, but we also want to make sure our content resonates with the reader first and foremost.

As much as you might love your product or service and revel in all the gory details, your customers – that cynical bunch – want to know how it benefits them. They want quality advice and insight, not bigger, better and stronger.



Where do ideas come from?

We’ve all been there. When it comes to conjuring up blog topic ideas, it can feel like there’s nothing new under the sun. Titles don’t just come out of nowhere, though. There’s a plenty of resources to lean on.

In the comforting words of French author André Gide,

‘Everything that needs to be said has already been said. But since no one was listening, everything must be said again.’

Remember what we’ve said about personas. You’re not writing for you; you’re writing for your personas, so let them guide you to the sort of topics you should write about. If you rely solely on what interests you, your blog will drift away from the core of your, or your client’s, brand. Ultimately, this could alienate potential leads.

But, delve into each persona and their keywords, pain points, influencers, communities and reading material, and you can’t go wrong. If they’re CEOs, they may visit ceo.com, and if they’re IT managers, maybe they’ll be more inclined to read Forbes.

Just because you or the blogosphere have written on a topic before, it doesn’t mean that you can’t touch the subject ever again. Originality means more than simply saying something for the first time; you can also achieve it by setting the old tune to a different rhythm. Take a popular topic from another blogger and find a new angle or turn your own two thousand-word ‘Ultimate guide to content marketing’ into a 500-word listicle.

The blog topic bank

If you’re still at a loss, it’s time to make a withdrawal from the blog bank.

Get used to noting down ideas whenever and wherever you have them, as well as keeping a list of potential blog topics that’s open to all of your content creators. Then, when it comes to ideation time, you’ll have a veritable war chest to play with – just unearth one of your banked topics, dust it off and get writing.

Do keyword research

Use a tool like Moz’s keyword explorer or AnswerthePublic to find out what people are searching for around a given topic. You might want to write about ‘leadership in tech’, but a bit of SEO-led research can help to narrow your topic. For instance, you might discover that lots of people want to know about the more specific topic of ‘training new IT managers’.



How to use SEO keyword research to refine title ideas

Writing a blog that people will click on is a  balancing act. Not only do you need to find a topic or an angle that speaks to the reader, but also one that speaks to search engines and search habits.

For example, here is a persona-focused, ‘click-bait’ style title on the topic of why you need cloud backup for your business:

  • ‘Calling all CEOs: Why your business is five minutes away from doomsday’

Yes, it has a clear audience (CEOs), and yes, it’s intriguing. But it doesn’t tell us anything about the topic. As a result,  it won’t rank well on search engines, and it just won’t get found.

Alternatively, you could go for purely functional title, like:

  • ‘X reasons you need cloud backup for your business’

This works because it’s clear what the topic of the blog is about, and who it’s for. But it does lack a bit of flair. Let’s try one more time:

  • ‘Avoid a business bust-up: X reasons to choose cloud backup’

An SEO-friendly title with a persona-focused, research-driven topic, will set your blog up for success.



7 tips on writing brilliant blog titles like a boss

engaging copywriter powers with a laptop and some coffee

1. Promise and deliver

Avoid ‘click-bait’ – a.k.a. lies, lies and more lies. These types of titles could create more traffic, but people don’t like being tricked. Promise your audience something exciting or useful – learning a new skill in five minutes, for example – and then deliver on that promise in the post.

2. Numbers and lists

Everyone loves a numbered list-type post; you know what to expect and you know it’ll be pithy. Multiples of five are the standard, but don’t be afraid to go unusual: 8, 13, 37. Also, use digits rather than words – ‘15 ways to…’ is better than ‘Fifteen ways to…’

3. Trigger words

Jeff Goins suggests using trigger words like, ‘what’, ‘why’, ‘how’ and ‘when’. ‘Why’ and ‘how’ are particularly useful – ‘Why you shouldn’t…’ and ‘How to…’ etc.

4. Teach

Everyone’s eager to get smart so promise to teach them something. Buffer suggests being more specific than just ‘How to…’. Use phrases like ‘Introduction to…’, ‘Beginner’s guide to…’, ‘DIY’ and ‘…in 5 minutes’.

5. Write like a human

You’ll be read by them, after all. Don’t use jargon, excessive punctuation, acronyms (unless obvious, like NATO or the BBC) or overly long headlines.

6. Don’t be too clever

Your headlines should be snappy, specific and informative. Don’t be too elusive, vague or ‘witty’ or you’ll give people a reason not to click.

7. A little more action

Use strong, active words and avoid the passive voice. Verbs and adverbs entice more clicks than adjectives and nouns.

The best content research tips on the internet


Good writing is grounded in what E.B. White referred to as ‘the eloquence of facts’. Whether it’s client copy or personal blog posts, you should always make sure you do your research. Not only will it inform your work, but it will give you the emotional confidence to write well, secure in the knowledge that you have something worth saying. Death to the blinking cursor on the white page.

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That said, it’s a tough balance to strike between knowing enough to write with and generating copy quickly and efficiently. We can’t all be world renowned experts. So, find a way to research efficiently.

Here are some suggestions:

Go back to the source

good brief will include helpful collateral. Clients will always have some document, brochure or video that they can share. Devour and break down whatever you are given. These briefs will not only tell you important objective information, but also how the client likes to see themselves and their offerings, in terms of tone and attitude.

Ask an expert

Whether it’s a product expert from inside your client’s company, a third-party specialist, or a happy customer, there is always someone out there who knows more than you. People love to talk about what they’re passionate about, so aim high and try to talk to the best in the field. And remember, interviews should be guided and informative conversations.

The site you can never cite

Wikipedia is fantastic for getting an overview of a person, a definition or, well, finding out pretty much anything. That being said, use it to give yourself a grounding, but you should never cite it as a reliable source.

Me, myself and I

For a company like Articulate, who writes a lot about tech, there are plenty of occasions where we get crossover topics. Dig through your archive, you’ll probably be surprised what you’ve written on before.

Warning: never plagiarise yourself, but feel free to use yourself as an informed prompt.

Google it

…Ok, maybe that’s a bit simplistic. Try using things like Google Scholar or Google News search. Looking at what comes up in the headlines, and where in the world that topic is buzzing is a brilliant way to tap in to the heart of the current conversation..

Be prepared to wander down the rabbit hole. Some people write well-researched blogs that just happen to get very little traffic, perhaps because they don’t do much marketing, or use SEO best practice. But, page four or five of Google is worth a look if you’re a researcher and the first results don’t offer anything of use.



Here’s the tricky bit. Now, it’s just you and the content you are copywriting. We’ve given you every tool in the toolbox. You know what a copywriter does, and how; what marketing is for, and the context (for your business, or for you client’s business); you know the audience; you know the topic; you have a plan and you’ve come up with a title. What a copywriter does with that groundwork and information is make something new, creative, valuable, insightful, carefully-crafted and entertaining.




…well done.

 What matters for content editing: steps to follow


Brilliant job! You’ve made content. Let’s say you’ve created a blog. 600-1000 words of blood, sweat and tears. Maybe it was a breeze, on a topic you are super passionate about. Maybe it was a slog, about a topic you struggled to get to grips with. But there. Finally. It’s done.

Why you should spend more time editing than writing

‘The first draft is you just telling yourself the story,’ as the late Sir Terry Pratchett said.

Now – granted – some of us edit as we go, tweaking things, changing the structure and so on. Even then, every piece of work will benefit from a few rounds of careful editing. So, allocate your time wisely and give editing the space it’s due.



How to edit a blog – advice for clients and copywriters

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Do a macro read-through

Read the blog as a holistic piece of content. Think about how the overall structure fits together, and if each point flows onto the next. Consider if there are any sections that feel over or under-serviced, giving the piece an unbalanced feel. Does the introduction draw you in? Is the ending (we call this the ‘kicker’) punchy or attention-grabbing? Make some notes as you go.

Review with track changes and comments

If, like most of us, you’re using Word, then save the document as ‘version 2’ or ‘v2’ so that you have a complete track record of your alterations. Then, turn on ‘track changes’ and make use of the comments tool to record what you’ve done to modify the content. This is as important for your own work as it is for someone else’s.

Do a couple of sweeps through

Start at the top and work your way through the text. Make the bigger changes first, then go through again to refine. Check for the basics, like:

  • Grammar and spelling
  • Making sure quotes and statistics are appropriately sourced
  • Tone
  • Word choice
  • Sentence length
  • Consistency with the brief

Think like a cyborg

Hopefully, your blog will have been written with SEO best practices in mind. However, it’s worth checking during the editing process. Read through with one eye out for search engine optimisation and one eye out for human readability. These considerations are still important, even as search engines become more and more sophisticated.

Kill your darlings

By this point, you probably know what you have to do. There’s something in this blog that sticks out like a sore thumb, no matter how much you edit it. If it’s just not working, for whatever reason, don’t be precious about it: cut it out.

Check readability

Use apps like Hemingway to ensure your blog is at the right readability level. This is marketing material, right? Not an academic essay or a technical manual. It’s meant to be light and breezy. People are reading this stuff on the commute to work, or in their breaks, or when they’re relaxing, or as a Monday morning ease into the day.

Read it out loud

Yes, you might be embarrassed about sitting in a café muttering to yourself, but reading your blog aloud is going to help your editing process. You’ll be able to identify long sentences, repeated words, awkward transitions, and all those little stumbling blocks.

Give it a final polish

If you’re writing a blog for yourself, give it another once-over or get a friend to look at it before you schedule it for publication. If you work in a team, get someone else to edit your content as well. If you’re working for a business client, then have them review the work. Fresh eyes are always helpful.



What doesn’t matter

There is no point in trying to make the perfect blog post. Too many people get bogged down in endless rounds of content edits, adjusting the scope of the piece, or wanting to add in extra, unnecessary information. Editing has to be done carefully and without the ‘too many cooks in the kitchen’ problem.

At the end of the day, if you feel like there’s more to add at a later date, you can always update it.

How to share blog posts (and get others sharing, too)



Many businesses with an online presence will know that social media is currently one of their biggest marketing opportunities. And it’s only going to get bigger. If you’re just starting out in this content marketing game, check out this blog post on getting out of the triple zero club (no likes, shares or comments).

Everything you post on the web is marketing collateral, waiting to be found by your ideal customers via search engines and social media. So, how do you engage prospects online and get them to the end of the buyer’s journey? Time travellers like Doc Brown might have a few answers.

At Articulate, just like the Doc, we constantly tweak and refactor our content marketing to make this happen. We set it against data we’ve gathered from experiments and then blast it into the future.



Getting people’s attention

‘Great Scott!’

Consumers have more of a choice online, so your content marketing needs to work harder to cut through the noise and shout their name. Here are some ways to spark engagement with your prospects from the very first click:

Hang out where they hang out

Don’t obsess over Facebook when your ideal customers are on LinkedIn. Understand your niche and post where they are. What’s more, make sure you optimise your posts so that your customers can find them. This means using the sort of keywords that your leads might use in their search terms and promoting your content on social media and through email newsletters.

Source good thumbnails for social sharing

People are more likely to engage if there’s a relevant thumbnail image accompanying your social media posts. That being said, not just any image will do, so don’t use dodgy stock photos – these put people off. Images only work if they add meaning and value to your content.

Optimising for initial interactions is crucial because they’re the bolt of lightning between you and your customers.

Listen to the top trends

If you’ve got something meaningful to add to current events: say it. It might just be a short tweet, but if that tweet gets retweeted, and retweeted, and retweeted (you get the picture), it will draw people to the rest of your content.

Try to find recent interesting studies that are relevant to your industry, pick a few of the most interesting bits of data and tell your audience why they matter.

Use the right language for the right platform

Different platforms require different approaches.

  • Be short and direct on Twitter and make use of relevant hashtags.
  • For Facebook, longer content is more acceptable.
  • And, on LinkedIn, you might want to ask a question or quote a fact.

Tailor your content for social media in the same way you would tailor a blog for a business.

Be timely

There are two sharing peaks during the day: between 10am and noon, and between 8 and 10pm. But the best time for sharing varies depending on the platform: it’s 7am for email, but 11pm for Pinterest, for example.

Be human on social media

Don’t just share your own posts and expect people to engage. You have to take the time to:

  • Reply to comments
  • Like other relevant posts
  • Follow other people
  • Share relevant content from other sources as well. A retweet a day keeps the doctor away.



The hard facts on why people want to share

Marketers are forever chasing the elusive ‘social share’, but they rarely stop to ask: why do people share?

‘The likelihood of your content being shared has more to do with your readers’ relationship to others than their relationship to you,’ says Garrett Moon at CoSchedule.

A study of 2,500 online sharers by the New York Times found five of the most common motivations for sharing content:

  • 49 percent share content to inform others of products they care about, as well to change opinions or encourage action.
  • 68 percent share to define themselves and give a better sense of what they care about.
  • 73 percent share to connect with others who share similar interests.
  • 69 percent share to feel more involved in the world.
  • 84 percent share to show support for causes they believe in.

While there’s no way to predict something going viral, producing content that tries to tap into these motivations – content that’s useful, relevant and emotionally engaging – will undoubtably bump up those share button clicks.



Make content worthy of the share button

Not only do you need to reach your audience, but you need them to do the legwork for you. And that means getting them to share your copywriting efforts.

So, to get your prospects past the first click, it’s important to use a format they can digest on their lunch break.. Here are some ways to make content easier to read and absorb:

  • Your online readers are attracted to content that is easy to organise visually. Chunking information with subheadings, listicles and bullet points works well alongside good web design. Read more about this here.
  • Infographics and slideshares.  According to researchby Xerox, coloured visuals increase willingness to read by 80 percent. Beautifying complex ideas and data will help your readers understand what you’re trying to say.
  • ‘2 min read.’ Or 1 or 3 or 10. More and more websites, such as Medium, display a ‘read time’, helping readers to anticipate the effort needed to read an article.
  • Reader progress tracking. This is a neat idea that encourages people to push on through your content. HBRdo it well with slider-bars in their articles, but images work too.
  • Optimise for mobile. More and more people are using mobile and tablets, sometimes as their primary device, and therefore you must optimise your content for smaller screens. People engage more with long-form contenton mobile. The sweet-spot for long blogs is around 1,000 words, with a minimum of  500 words for a regular blog.
  • Write like a human. The robots haven’t outsmarted us yet. In fact, automatically generated contentwill work against your SEO efforts. And besides, writing like a human is the only way you’ll get through to your cynical, modern consumers anyway.

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How to turn those shares into conversions

  • Link to other internal webpages in each piece of content to show a breadth of understanding and to provide your readers with other useful sources. (This also naturally boosts your search engine presence.)
  • Use call-to-action buttons on your pages to guide people to free, premium content.
  • Create landing pages for your premium content. These require people to fill out a form with their email address or other information before they can access the content. This converts prospects into leads

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  • NB:Never use your leads’ information to bombard them with sales calls or pushy emails. People will actively stop engaging with you and you’ll lose them for good.

A share by any other name would smell as sweet

Don’t be blindly seduced by the elusive share. Hypnotising as it may be to see the number of share-button clicks skyrocket, ask yourself why that particular piece of content is being shared. Who is it being shared with? Are they acting on it? Maybe it’s gone viral because you unwittingly made an amusing typo.

The ultimate question with any piece of content is: would you hit the share button? And who would you share it with? If you don’t like the answers, it’s back to the drawing board.

Understanding how people are engaging with content (and not just how you think they are) is the key to maximising growth and customer acquisition. If your website is generating leads and conversions – hurrah! If it’s not? Figure out why and fix it.

The most important – dare we say exciting? – part of a content marketing strategy is measuring and analysing performance. The trick is to look at the right metrics from the start and use the best tools to help.

At Articulate, we use HubSpot’s marketing software to collect data on website engagement. We also use Google Analytics and fuel up on Neil Patel’s Quick Sprouts and Crazy Eggs for information, too.

Quick tips to optimise your blog for UX and conversion



In this section, we’ll be discussing how you can optimise your content for snippets, choose (or create) featured images, repurpose old content and write pillar pages to grow your content strategy.

If you were wondering, ‘can I do more than churn out blogs and other content?’, the answer is yes! Copywriting for marketing is an iterative process. Like the busy beaver, we’re always building.

Writing for Google’s featured snippets

writing for featured snippets

Featured snippets are a copywriter’s haiku. Format your writing to answer a specific question in short form, then use the rest of your blog to expand your answer. You can do this with a short paragraph, or by using your titles as a ‘how to’ list. For example, in a blog about copywriting tips for B2B:

  • 1) Know your personas
  • 2) Do your research
  • 3) Make your writing SEO-friendly
  • 4) etc…

If you land a featured snippet for a keyword, you can guarantee more traffic to your site. People love quick, digestible answers.



Make featured images do more work

Articles with an image receive 94 percent more views. Nice!

However, it’s essential to understand that an irrelevant image, or one that is low-quality, turns the reader off to your message. Here’s some tips to finding the right image:

  • Look for images that demonstrate the topic and have a strong focal point.
  • Try to avoid images that have no bearing on your topic, even if they do look aesthetically pleasing.
  • Steer clear of ‘shock value’ for the sake of click-bait. Yes, be different, but don’t annoy people with misleading information.

If you want to level-up your image game (to match your levelled-up content), try using blog featured images as part of your branding. Use illustrations to tie in every blog with your whole site, giving a consistent, quality feel to the visitor.



Merge, purge and polish – the copywriting clean-up

If you’re dealing with quite a mature blog already, it might be time to look back on those reams of clever words to pick out the ones that work, and get rid of the ones that don’t.


Take two or more shorter blogs that cover a similar topic and combine them into one. This will make the new content longer, more valuable and more likely to rank on search engines.


Kill your darlings. Yes, that one too. Trust us, it won’t do any harm. In fact, we do it all the time, and by getting rid of content that is no longer fresh or isn’t relevant anymore, we see increases in traffic and leads.


Sometimes a blog just needs a little touch-up. Refresh the imagery, update the statistics, add in some content or take something away that isn’t adding much to the flow of the piece. This will give it a whole new lease of life.



Pillar pages and content strategy

What am I reading right now?’ I hear you ask. (If you’ve made it to the bottom of the page – well done!) Well, to answer your question, this is a pillar page. It breaks the rules, baby.

Pillar pages are part of a content strategy that goes beyond blogging and white papers.

The aim of a pillar page is to rank highly for short-tail keywords, by creating a hub of information. Within this hub are links to blogs that are relevant to the key subject, but are focused on more long-tail keywords. This creates a content cluster, with interconnected blogs supporting one another, rather than competing, for that top spot.

Hubspot marketing pillar page and content clusters

Image source: Hubspot

Of course, the main aim of a pillar page is to provide the most comprehensive answer to a question on the internet. You might have asked, ‘what does a copywriter do?’ Well, hopefully, we’ve enlightened you, in our marketing-speak, roundabout way.

Get in the B2B copywriting game. Make content marketing the priority.

There are worlds in words.

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[This post was originally written by Clare Dodd, but has since been expanded considerably by the collaborative efforts of the copywriters at Articulate Marketing, and edited together by Maddy Leslie, Claire Poskitt and Alex Cohen in 2019 and revised and updated in 2020.]

What is copywriting?

Copywriters want to get readers to make a commitment, a purchase, or any other action through good content. Whether it’s a TV commercial or online content, the text plays a very important role. Even the most emotional images in television advertising don’t have the desired effect without the right dialogue.

What does a copywriter do?


The term “copywriting” comes from the marketing industry and describes the professional writing of advertising texts. The aim of copywriting is to attract attention, arouse interest, ignite new desires, and trigger an action. Depending on the target group, this can be achieved with different types of copywriting.

First things first: copywriters are not content writers like journalists. In contrast to content writers, whose aim is to inform the reader with their texts, copywriters aim to elicit a response from their readers. Nevertheless, both text forms tend to mix together, as companies increasingly prefer informative content over simple advertising messages as part of their content marketing strategy.

As a copywriter, you write a wide range of texts: from blog posts and web articles to social media content and product descriptions. The potential fields of application for copywriters are not limited to the internet. In addition, copywriters are responsible for implementing various marketing measures. This applies, for example, to the following offline marketing measures:

  • Direct e-mailing
  • Postcards
  • Product advertisements in newspapers and magazines
  • TV and radio advertising
  • Brochures for trade fairs
  • Posters
  • Coupons
  • Product packaging and labels

However, copywriters today mainly write texts for online marketing campaigns. Examples of these online marketing measures include:

  • Product descriptions
  • Product ads for online platforms such as Google and Facebook
  • Demo videos
  • E-mail marketing
  • Case studies highlighting the benefits of a product
  • Articles and blog posts
  • Articles about customers and testimonials

It is particularly important that you as a copywriter can easily reach your target group. Whether online or offline: advertising texts are addressed to potential customers and should open up a dialog. If you use the direct contact correctly, new customers can be acquired or existing customers can be retained.

Depending on the type of product or service being promoted, copywriters often create several posts as part of a marketing campaign. They must know which content and which tonality are interesting and appropriate for the target group and which aren’t. In addition, the overall message of the text and graphics must remain consistent. Being creative and willing to deal more closely with a possibly new, unknown topic are advantageous characteristics for a copywriter. Depending on the respective product or service, the copywriter must be able to adapt the tone of their text, e.g. to sound more serious or funnier.

What makes a good copywriter?

Often no specific degree is required for a job as a copywriter. Many people changing career paths start out in this field as junior copywriters in an agency. Nevertheless, training as an advertising copywriter can be profitable in many ways. On the one hand, strategic thinking and brainstorming are encouraged and basic knowledge about topics such as digitization is conveyed. On the other hand, trainees already gain valuable practical experience as a result of the dual training program. Whether you are a trained copywriter or are changing careers, the following characteristics especially help with text creation:

  • Feel for languages
  • Creativity and imagination
  • Comprehensive general knowledge
  • Inquisitiveness
  • Willingness to learn
  • Ability to research

How to elicit an action

A copywriter’s success can be measured by the number of actions (so-called conversions) that are triggered by the corresponding marketing measure. If you want to explicitly make a potential consumer complete an action, you should include commands such as “order now” or “visit our online shop.” This is called a call-to-action (CTA). Note the following three points to generate a response from the reader:

  • Determine in advance who you want to reach with your content and actively address your target group.
  • Convince the reader of how good the product or service is by highlighting the USP (unique selling proposition). Here, you should answer the question of how the product or service differs from the competitor’s products.
  • Performing an action should be made as simple as possible for the reader. If you would like the reader to watch a video of the product, then write: “Click on the video to see the unique range of functions.”

Testimonials from satisfied customers can strengthen the credibility of the unique selling proposition.

What are the different types of copywriting?

A total of 27 million pieces of content are shared online every day (as of 2016). But how do you prevent your advertising message from drowning in this flood of information? Companies are increasingly turning to copywriting experts to achieve a better position in Google searches, to win over more customers and, last but not least, to present themselves as a brand with individual and value-added content. Depending on the purpose of the text, different types of copywriting are used. Below we explain some of the approaches in more detail.

Search engine optimization (SEO) copywriting

By using certain keywords (search terms), search engine optimization copywriting achieves the best possible placement in the Google ranking. It is irrelevant whether the text is intended to serve an advertising or informative purpose. It is more a question of integrating suitable keywords into a text as effectively as possible. Keyword stuffing isn’t the answer, but keywords should be used in such a way that they clearly outline the theme of the subpage. The information content of SEO texts has become increasingly important in this context (keyword content marketing). Copywriters have to adapt to these changes and write extensive texts as much as possible.


In our guidebook you will find 10 tips on how to optimize your SEO content.

Sales copywriting

In sales copywriting, the copywriter faces the challenge of convincing the reader of the advantages of a product or service and ultimately persuading them to buy or use it. But that’s easier said than done. In addition to a convincing writing style, profound creative skills and knowledge are required, often only available to marketing experts. The following strategy is recommended in order to convince the reader to make a purchase:

  1. Communicate your message to your target audience in a clear way and address them directly.
  2. Identify the problem that your product or service can solve. Describe the problem from the point of view of potential customers and as graphically as possible in order to gain approval and trust.
  3. Highlight why previous approaches cannot resolve the problem.
  4. Explain how you found out how the problem could really be solved.
  5. Point out to the reader how he can receive the product or service and therefore solve the problem.

Technical copywriting

Technical copywriting is the writing of topic-specific or industry-specific texts, the creation of which requires a high level of specialist knowledge. The aim is to provide added value to readers using specialist knowledge. That is why technical copywriters are usually not professional copywriters, but experts in their respective fields. After all, the task of writing a text on the evidence of hydrochloric acid should be left to a chemist rather than a sales copywriter. The challenge for the copywriter is that the texts are aimed at people who also have specialist knowledge. Therefore, the content must be detailed and factual. In addition to advertising material, a technical copywriter also writes blog articles, magazine articles, as well as operating instructions.

Content copywriting

Content copywriters write content for websites and focus on a specific topic. Website visitors receive information about the topic and are informed of any new developments. As a content copywriter, you usually create how-to articles and step-by-step guides. Especially important is the appealing and interesting design of the articles. If a potential customer finds a text both entertaining and informative, they are more likely to make a purchase.

Creative copywriting

Creative copywriters write about a topic they’ve chosen themselves, but integrate certain products or services into their posts. There are some parallels to the principle of sales copywriting, since potential customers should be convinced of how good the product or service is here as well. Creative copywriters also often create company slogans or headlines and design concepts. Many creative copywriters have a marketing background, others are simply talented in presenting topics in an appealing way.


Whether in print, on television, on the radio, or on the internet: copywriters convey clear messages that ensure that advertising measures are recognized and don’t drown in the masses. As a copywriter, every working day is different. One day, you might create a statement or slogan and tomorrow you might create a text to accompany a demo video. The success of a particular text can ultimately be determined by the actions generated after it’s been read.

Copywriting Services

Your online presence starts with great copywriting.

Copywriting. It’s that one little word that means everything to your online content.

It influences the quality, style, type, and length of your content, and even where you rank in Google. It has the power to majorly bump up your expertise and online presence (yessss!), or it can be the deciding factor that sinks both into obscurity (😱 the horror!).

It all starts with copywriting. 📝

Unfortunately, a lot of people are confused about what “copywriting” means. Some common questions we hear include: What is copywriting, exactly? How is it different from content writing? What are the different types of copywriting services? What are some great copywriting examples?

Ready to hear the answers? We’ve got them.

Copywriting Services Versus Content Writing Services: What’s the Difference?

First things, first. Let’s define “copywriting.”

Copywriting is used interchangeably with the term “content writing,” but that’s not entirely accurate. To understand the difference, you need to know what “copy” and “content” are, and why they’re not the same thing.

What Is Copywriting?

Copywriting services involve writing copy.

Copy applies to anything written with the intention of moving the audience to action. When a copywriter writes copy, they use techniques to persuade the target readers to do something that will profit the brand.

Here’s a copywriting example from Trello. The bits of copy explain the tool’s features/benefits and make you want to try it.

Trello example

What Is Content Writing?

Content writing involves writing content.

Content applies to any piece of text written with the intention to inform, teach, entertain, or guide readers on a particular topic.

Here’s a content writing example from our own Write Blog. This content teaches you how to optimize blogs in WordPress.

content writing example

So, where does the confusion about copywriting vs. content writing spring from?

Generally, people get confused about the differences because the two can (and do) overlap.

For example, a content writer employs copywriting techniques when they craft a compelling call-to-action inside an informative blog post.

Take the EW blog above – it includes copywriting at the end with this exact technique: a CTA.

Copywriting example

A copywriter takes on content writing skills when they infuse their copy with valuable information and education for readers before moving on to the persuasive pitch.

Looking at another example from Trello, check out how the writing in this guide is educational (it teaches you how to use the tool). Yet, it also persuades you how cool Trello is at the same time:

copywriting example

Let’s be real, here: Only the most skilled online writers can effortlessly combine the two disciplines (copywriting services and content writing) without it seeming forced or overly sales-y.

Knowing the differences as well as how and when to use each skillset is a delicate balancing act that not every content or copywriting service writer can achieve.

Looking at another example from Trello, check out how the writing in this guide is educational (it teaches you how to use the tool). Yet, it also persuades you how cool Trello is at the same time:

What Do Professional Copywriting Services Look Like? A Guide + Examples

As you can see, copywriting is a little more complicated than just writing for the web.

It’s broken down into multiple disciplines and types. Some copywriters specialize in specific disciplines, while others focus on general, jack-of-all-trades work.

Here are the major copywriting segments, defined, plus examples of good copywriting.

1. SEO Copywriting

Above all, SEO copywriting services aim to get your web pages ranking in the SERPs (search engine results pages).

SEO requires copywriting techniques beyond using keywords wisely – it also needs:

Solid, user-targeted writing (especially in key places like headlines and meta descriptions).

Good linking practices (to both on-site and off-site sources).

Knowledge of the way online readers read.

In general, web SEO copywriting is split into two forms:

Product description copywriting, and web content writing. Let’s explore both.

Product Description Copywriting
Product descriptions are an essential part of selling anything online – whether it’s your dog walking services, your hand-poured candles, or your SEO software.

A good product description helps the buyer understand the product, figure out if it meets their needs, and answers any questions they have about it. It also tells them important product details like size, weight, color, style, and more.

A sample of product description copywriting we point to over and over comes from ModCloth. They do a great job of describing the clothes and accessories they sell in terms of what their target buyers need/want to hear:


Web Content Writing

Getting your web pages to rank with Google AND your audience is the goal of web copywriting services like content writing.

This doesn’t apply only to blogs, but also to landing pages, product pages, sales pages, and any other type of content you include on your site.

For instance, this page listing all of Moz’s free tools is currently ranking in organic position #2 for the keyword “SEO tools”:

Web content writing example
Google Serp - SEO tools

2. Blog Copywriting

Technically, blog copywriting and content writing are interchangeable. As we said, this is what confuses people the most about both disciplines.

To make it easier to understand, just think of blog post copywriting as a hybrid between content writing and copywriting.

It uses skills from both areas – informing, educating, or entertaining the audience while also persuading them to take some sort of action (which can be as simple as encouraging them to download a freebie or as complicated as persuading them to sign up for a paid course).

Keep in mind: the persuasion part isn’t the main goal. The main goal with content is ALWAYS to fulfill an audience need, i.e., a beneficial purpose.

Here’s another good blog copywriting example from the Write Blog – it informs you about Google’s June Core update (content writing) while sprinkling in some relevant nudges to check out our services (copywriting):

Blog Copywriting Example

3. Marketing Copywriting Services

We’ve come to the traditional role of the copywriter: marketing copywriting services.

This is the Mad Men-esque idea everyone has in their heads about what a typical copywriter does, and what copywriting services entail.

Mad Men copywriter

One of the most common jobs for a marketing copywriter is whipping up persuasive, engaging Facebook ad copy, like in this ad from Quip:

Marketing Copywriting Quip

4. Creative & Storytelling Copywriting

Stories hook human brains. It’s no wonder some of the best copywriters infuse their copy with stories to make whatever they’re selling zing off the page.

Copywriting services and storytelling merge in these examples:

Slack uses customer stories to show how their tool works (awesomely) in real-life for giant brands:

Storytelling Copywriting Example

At Express Writers, we use storytelling copywriting to explain how our online writing agency gets your content created, edited, and back into your hands:

5. Technical Copywriting

Got a product or service that’s technical and difficult to understand? That’s what technical copywriting is for.

A technical copywriter has a deep understanding of your industry, but can take that understanding and put it into engaging, readable language for the everyman or woman. E.g., they take hard-to-understand concepts and make them understandable.

A technical copywriter is, therefore, your best friend if you work in SaaS, tech, web development, or another industry with techy language that can veer into gobbledygook.

For example, this article from How-To Geek tells you (or any person who owns a computer) how to find your Wi-Fi password through multiple avenues:

Technical Copywriting Example - How To Geek

And here’s an example of a complicated SaaS (software as a service) described in simple terms that anyone with basic computer knowledge will understand:

Technical Writing Example - Panorama

The right technical copywriting service will:

Simplify what your product does without dumbing it down.

Explain industry concepts clearly.

And, finally, lead your audience to enlightenment and understanding!

What Makes a Good Copywriter?

You understand what copywriting services are and why they’re necessary. Now, onto the next big question:

What makes a good copywriter? What skills should they have to produce stellar copywriting material? 👩‍💻

1. Writing Skills & Experience

No, you don’t need a college degree to be a great copywriter. However, you DO need plenty of experience with the written word.

That means:

  • A good copywriter knows their way around a blog post, a web page, an ebook, an infographic, and other content formats.
  • They’re comfortable creating all kinds of content.
  • They write clear and readable prose, and make complex topics easy to understand.

On top of that, they need an ability to engage the reader, including:

  • Writing compelling, eye-catching headlines and openers
  • Making the words and ideas flow seamlessly throughout each piece
  • Avoiding filler words and phrases
  • Using the right vocabulary and style for the target audience
  • Crafting useful conclusions

Usually, these skills come with years of writing practice, not to mention tons of reading (for fun!) on the side.

2. A Reader-Focused Mentality

A copywriter who isn’t reader-focused won’t do your content any favors.


Because, when copywriters lose sight of the target audience, they start writing for the wrong people. Hint: Content isn’t for your brand, your peers, or even for you. Content is FOR users.

That means your copywriter needs to be, essentially, the reader’s advocate, making sure the copy or content addresses their needs, pain points, questions, and desires.

3. Research Wizardry

The right facts, sources, or data can turn a good content piece into a great one. Competent copywriters understand the necessity of research and will find the information they need to back up a piece.


Copywriters penning blogs should also have a firm grasp of how to cite and link to sources in their writing. This is a huge piece of the puzzle of establishing the client’s authority and positioning them as a trustworthy source of information.

4. SEO and Digital Marketing Knowledge

SEO and digital marketing go together like peanut butter and jelly. (One without the other just doesn’t make sense.)

An online copywriter is going to be writing web content. That means SEO knowledge is essential for positioning that content – no matter what it is – to rank. Period.

Additionally, a good copywriter needs some online marketing knowledge to guide them. They need to know the lingo (CTAs, conversions, H1s, related keywords, and metas all come to mind) as well as how to write for internet users and online formats.

5. Specialized Expertise

For some industries, you can’t write copy or content without expertise and specialization gained from experience and education in those particular fields.

A general copywriting service won’t be able to write about niche topics like financial advice for retirees 55 and over, troubleshooting a cult-favorite video game for teens, or workouts for new and expectant mothers.

Sure, a general copywriter can give it their best shot, but they won’t have a deep understanding of the competitor market for the industry in question, or the right vocabulary to use, or even the pain points of the target reader.

In other words, a generalist will not be able to plumb the depths of a specialized industry topic. That’s why most expert copywriters eventually choose a specialist niche and focus on gaining the knowledge and authority necessary to write with aplomb in that area.

For example, this blog on average churn rates for SaaS is full of details only an expert would know to include:

Specialized Copywriting Empire Flippers
Specialized Copywriting Empire Flippers

In specialized niches, relevant expertise is essential for a copywriter.

Let a total newbie (say, some random writer you found on Upwork) write those niche blogs, and you’re in for a world of trouble.

An unqualified writer will be a disaster in general, for any brand in any industry, because they won’t have the necessary skills to write strategically and intentionally.

We’re ready to serve all your content needs!

So, you need professional, online copywriting services for your brand or clients.

You need a good copywriter (or team of copywriters) who can plumb the depths of your industry and emerge at the surface carrying the pearls of wisdom your readers want & need.

How do you find this magical copywriting service?

You just did. 🎇

At Express Writers, we have a pool of vetted, expert copywriters (only 2% pass our tests) at your disposal. From general copy to specialist content and everything in-between, we can take care of it.

Our writers’ specialties include finance, medical, legal, tech, video games, arts & entertainment, B2B marketing, travel, health & wellness, and more. 🧐

What Is Copywriting?

Copywriting is the craft of writing persuasive messages that prompt people to take action.

Copywriting is the skill (as well as the field of work) of writing sales promotions and other marketing materials for products, services, fundraising campaigns, and more. The point of it is to persuade people to take action, whether it’s buying something, entering an email address, donating money, or clicking a button.

Copywriting is not about legal trademarks. Protecting one’s inventions or creative works is a copyright, which is completely different.

How Copywriting Works

Copywriting is much different than typical writing, such as writing an article, blog post, or other pieces of content. Effective copywriting works to drive responses and increase purchases.

Here, we’ll look at five of the components of effective copywriting using a cat product to illustrate the points.

Addresses a Specific Audience

If you’re promoting a product that provides fresh water to cats around the clock, the copywriting must speak to cat owners. In a one-on-one “conversation,” the copy needs to explain how the product solves the cat owner’s desire to provide fresh, healthy water.

If outsourcing your copy, work with a writer who has experience in your market, understands their wants, needs, desires, and knows their type of language or jargon.

Offers a Unique Benefit or Promise

Cat owners have thousands of product options to consider, so the copywriting must differentiate this cat-water product from any others available. What makes this the best solution (the easiest, safest, healthiest, etc.)?

To make sure cat owners don’t hesitate or worry that the product is not going to live up to its promises, it’s best to provide specific proof that the product works, such as customer testimonials, test results compared to other cat-water products, or a marketing video on how easy it is to use.

Guides the Audience to a Call to Action

If you’re trying to get cat owners to watch a demo of this brilliant water-dispensing invention, the copywriting will need to clearly guide them with a call to action, which could be something like, “watch this video to see how simple it is.” In addition, the copywriting should offer something special that makes the cat owner want to act now: “Save $25 if you order by XX date.”

Telling people exactly what they need to do next and why they should do it right now are two things every marketing piece you create should include. Offering bonuses, discounts, incentives and most importantly a reason why they should act now rather than procrastinate are extremely effective.

Tested and Tweaked Over Time to Improve the Results

A few simple copy changes can boost response by 10%, 20%, or even 150%, so it pays to test different messages and offers.

It’s important to track everything to understand what’s working and what’s not. In addition, constantly test to see if you can improve the results you’re already getting.

The rate a copywriter charges is usually much higher than a regular writer because copywriters are specifically trained to compose copy that sells.

Types of Copywriting

You know that TV commercial you just watched before the evening news? A copywriter wrote the script for that commercial.

How about the brochures you picked up at the local home and garden show? Yes, copywriters wrote those too.

And the content on that website you just visited? One or more copywriters likely wrote the content on every single page of that site.

These are examples of broadcast, print, and online copywriting.

Traditionally, before the days of the Internet, copywriting was needed for about a dozen different types of marketing materials, including direct mail packages, postcards, newspaper and magazine ads, TV and radio commercials, brochures, posters, coupons, sell sheets (for sales reps to carry), and products.

Today, the world of copywriting has exploded online as a critical component of hundreds of types of marketing tools and tactics, such as websites, email copy, online articles, social media posts, blogs, online ads, videos, webinar presentations, and so on.

A marketing campaign for just one single product may require all of these types of copywriting and many more, depending on the type of product:

  • Product sales page online (think LL Bean or Amazon product descriptions)
  • The product’s packaging/label
  • Product ads in Google, Facebook ads and other popular online venues
  • Product ads in print magazines
  • Brochures to be handed out at a trade show
  • Product demo video(s)
  • A white paper or special report on a problem the product solves
  • Emails promoting the product
  • Case studies that explain how customers benefit from the product
  • Product specification sheets and how-to-use web pages
  • Articles and blog posts about the product
  • Testimonials and customer stories
  • Sales letters for direct mail and/or online web pages

Key Takeaways

  • Copywriting is the craft and field of writing persuasive messages that inspire people to take action.
  • It varies from other types of writing, such as writing for articles, blogs, or books.
  • Effective copywriting addresses a specific audience, offers a unique benefit and strong proof for what is being sold, and ultimately guides the reader to take action.
  • Copywriting is needed in most businesses for marketing materials for products, services, fundraising campaigns, and more.

Complete Guide to Copywriting

What exactly is copywriting? Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.

Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that ties it all together. Copy gives your design meaning and lays the foundation for your content marketing, SEO, and growth hacking. Writing better copy enables you to convert more readers into customers, and we wanted to provide a guide that would give you an advantage when writing copy both on and offline.

If you can leverage your writing to tell a compelling story while convincing customers of the need for your product, there is no limit to the growth your business can experience.

However, if you are stuck writing generic emails, ads, and sales letters, you can expect to spend the rest of your entrepreneurial career struggling to make a single sale.

But how in the world do you actually become a good copywriter?


  • Should you spend countless hours handwriting famous sales letters?
  • Should you read hundreds of books on copywriting?
  • Should you go to college and spend $100k on yet another advanced degree?

I think there is a better way to become a world-class copywriter—an easier way that requires almost no investment from you and that will only take you about 30 days.

The first thing I want to point out is that this article is designed to help you become a world-class copywriter, not a master copywriter.

To become world-class (the top 5%) takes only about a month of focused, intentional work.

Breaking through those extra four percentile points to become a true master copywriter (the top 1%) will take you years, if not decades, of practice and dedication.

However, unless your entire career is dedicated to copywriting, all that effort is unnecessary. If you can break out of the realm of good copywriting and become great, the extra four percentage points are simply not needed to run a successful business.

Becoming world-class is completely achievable and can be done faster than you think.

Let’s begin.

Why Understanding the Product Is So Important

The first step in any copywriting project is fully understanding whatever product you’re selling. David Olgilvy, a legendary copywriter, is famously known for taking three weeks of meticulous study to come up with a winning concept for a Rolls-Royce ad. The final headline read “At 60 miles per hour the loudest noise in this Rolls-Royce comes from the electric clock.” It took him that much time to find a detail compelling enough to sell a Rolls-Royce.

And if it took Mr. Ogilvy that long to discover such an important selling feature, it’s surely worth taking some time to study your product to learn which features will stand out to your customers. That’s the real goal of this chapter — to find out what makes your product unique and what benefits and features will appeal to your customers.

This is step one for any copywriting project.

The good news is that as a business or blog owner, you already know your product inside and out. You know the features, understand how it works, and are familiar with the benefits it provides your customers. This offers a great starting point for writing copy. Instead of needing to do in-depth research, you can begin by writing down what you already know. You won’t need to spend hours researching the product and taking notes.

On the other hand it’s still worthwhile to follow the steps in this chapter in order to capture all of the details of your product. By writing down a complete product description along with a list of the features and benefits, you’ll save this important information where you can refer back to it in later chapters. It’s better to have everything saved in one place so you’ll always have it available at your fingertips.

So before you start writing copy, complete the following exercise to write down a description of your product or service. After finishing, you’ll know every detail of what you’re selling and have a better idea about how to sell it.

Create Your Product Description

Get started by answering the following questions about your product (questions may need to be tweaked slightly if you’re providing a service instead of selling a product).

For the sake of illustrating each step of the process, we’ll create a hypothetical product that we can reference throughout this guide that is titled “Simple Survey Tool.”

Question 1: How would you describe the product?

For this question, provide a simple, two to three sentence description of the product. It doesn’t need to be super long or detailed and don’t worry about providing a fancy answer. Simply write down a short description as if you were describing the product to a customer.

Sample answer:

Question 2: What’s unique/special about this product?

The goal here is to identify something unique or special about the product. What does this product offer that others don’t? Is it made in the USA? Is it easy to install? Does it provide analytics that other sites don’t offer?

Eventually, you’ll use this to identify a unique selling proposition (USP). A USP is something unique that other companies don’t offer. Is there something special about your product? Is there something that makes it stand out from the competition? Record anything here about the product that makes it special or unique.

Sample answer:

Question 3: What big benefit does it provide?

Not only do you want to know how a product is unique, but you also know what benefit it provides customers. Many companies stop at describing the product and don’t go on to conveying the benefit of using it.

For example, a company may talk about how they offer web analytics software but don’t tell customers about the benefit of using the service. Instead, they should tell customers that the software helps them build a more profitable site, generate more revenue per customer, or accomplish something else along these lines. The focus should be on providing a benefit, not just describing the service.

So what big benefit does your product provide?

Sample answer:

Question 4: What pain does it alleviate?

People generally buy for one of two reasons — to increase their pleasure or to minimize pain. In the question above, we identified the benefit that would “increase pleasure;” in this question, we’ll identify which pain is minimized by using the product.

For example, a car insurance company could use a headline like this: “Are You Paying Too Much for Your Car Insurance?” The ad would then go on to talk about how most customers pay more than they need for car insurance, and how company X can save them more money (which is something similar to what GEICO currently does). The purpose of the ad is first to focus on the pain, and then to talk about how Company X alleviates that pain.

Another option is to focus the ad on the pleasure customers experience from saving money. It could use a headline like this: “How Will You Spend the Money You Save Using [Specific Car Insurance Company Name Here]?” Instead of focusing on the pain, it draws attention to the pleasure experienced by switching to a different insurer (which is what GEICO did in 2008 with their “the money you could be saving” ads).

Often, focusing on the pain eliminated is more effective than focusing on the pleasure provided, but both approaches can be tested to evaluate their effectiveness.

So what pain does your product alleviate? Let’s write that down now.

Sample answer:

Question 5: What features are included and what are the benefits of each?

The first thing you want to do to answer this question is write down each of the product’s features. You may not end up using all of them in your copy, but at the very least, you want to record them all in one place so you have them at your fingertips if needed. Some products have a lot of features, others have less. Either way, list all of your product features here with a short description of each.

In addition to listing the features, be sure to list the benefit of each. We’ll talk more about benefits later, but in short, customers care more about benefits provided by features than the features themselves (but you still may need to list the features in your copy so be sure to record them all here).

For example, customers care more about high speed internet that helps them watch streaming videos without interruption than internet that provides 15 mbps download speeds. The “15 mbps” is a feature, in this case, and “streaming videos without interruption” is the benefit provided by the feature. Record the features of your product and the corresponding benefit now.

Sample answer:

As you can see from these sample answers, there’s a big difference between features and benefits. Features are the technical aspects of the product, and the benefits are the way those features help customers accomplish something they want to accomplish. It’s good to record both, but we’ll talk more about the importance of benefits in a later chapter.

Now that we’ve taken some time to understand your product and record it’s features, let’s move on to the other critical step in the copywriting process.

2.Understand Your Customers

Next to understanding the product inside and out, the most important step in any copywriting project is knowing who you’re selling to. Here’s why.

How you sell whatever you’re selling is determined by who you’re selling it to, what they want to buy, and what will convince them to make a purchase. It’s all about the customer, not your company.

If you’re selling to stay-at-home moms, you’re going to write differently than if you’re selling to high-net-worth business executives, and if you’re selling to Fortune 500’s, you’re going to write differently than if you’re selling to startups.

You may be wondering, “Why is this so important?” It’s important because each group of customers has different hopes, fears, dreams, and expectations. Moms, for example, have different priorities than business executives. Saving money is more important for moms, whereas saving time is more valuable to executives.

These differences influence the way you write and how you sell the product. It also means you really need to know what appeals to your customers.

So as you can see, defining your customer is a critical part of the copywriting process.

Understanding your audience and their fears, wants, and needs is the first step to writing great copy.

How do you do this?

First, put yourself in their shoes. This should be relatively easy if you are selling a product that solves a problem you once had.

For example, my company Crazy Egg helps entrepreneurs figure out why customers are leaving their websites. Quite frankly, it’s easy to write copy to sell my services because I used to struggle with the same problem.

There are no hypotheticals or guesswork involved when I am writing posts for The Daily Egg. It’s like biking downhill. No effort. I know the pain of having a high bounce rate; I know how it affects people’s businesses; and I know how to fix it. This makes it easy for me to speak to other entrepreneurs facing the same issues.

However, if you are selling a product or service you would not use yourself (a common problem among freelance copywriters), you need to gain more knowledge about the issue.

This is where customer surveys are a lifesaver. Instead of having to guess what your customers are looking for, just ask them directly.

Ideally, you’ll have some sort of marketing persona already created and can use this to target your customer.


If you are not working directly with your final client (for example, if you are a ghostwriter or run a copywriting firm), make sure to find a way to survey the end user.

This will allow you to gain deep insights into what your audience is looking for whenever you are writing your copy.

Do Customer Research

Answer these 4 questions (again, the questions will need to be modified slightly for service businesses):

Question 1: Who currently buys your product?

The first question identifies who your current customers are. You may be selling to both startups and Fortune 500’s, but whatever the case may be, it’s important to know who your current customers are because you need to know who pays your bills. (If you haven’t started selling anything yet, skip this question and move on to the next one.)

Sample answer:

Question 2: Who would you like to buy your product?

This second question identifies who you would like to be selling to. As mentioned above, you may be selling to startups and Fortune 500’s, but you’d rather focus on the Fortune 500’s because they have larger budgets and are less likely to be price conscious.

It’s ok to sell to both, but if you’d like to target one over the other, you’ll end up writing your copy differently. That’s why it’s important to know exactly who you’re selling to and who your target customers are.

Sample answer:

Question 3: What does a typical customer look like?

The goal of this question is to create a detailed picture of your typical customers. The other questions create an overview in broad brushstrokes, but this question zooms in on individual customers. We’re zeroing in on a handful of real customers in order to find out what’s important to them.

Sample answer:

Question 4: What do customers love about your product?

In addition to needing to know who your customers are, you also need to know what delights them about your product. Why did they buy in the first place, and why do they keep coming back?

Prius owners, for example, buy because they’re interested in doing their part to save the environment. That’s more important to them than how the car looks. So Toyota is smart to play up that angle and not to focus on how sexy the car is (which is good because Prius’s aren’t the best looking cars on the road).

BMW owners, on the other hand, care less about the size of their carbon footprint and more about their self image. They want a car that makes them appear successful and elite. Their image is more important than gas mileage, and that’s why they buy a BMW in the first place.

With both of these examples, the copy needs to focus on what appeals the most to the target customers and what they love the most about the product. This will be different for every product, even within the same industry.

So take a minute and reflect on the main reasons people buy your product. What do they love about it? Once you’ve figured it out, record your answer in the document.

Sample answer:

At this point, you should have a good idea of:

  • How to describe your product or service in a simple yet understandable way
  • The main features and benefits of your product/service
  • The big benefit, i.e. the main selling point(s) of your product/service
  • Who your customers are and what matters to them

The notes you’ve taken up to this point will provide a solid foundation for the copy you’ll write.

Write attention-grabbing headlines

Headlines can make or break your copy.

It doesn’t matter whether you are writing for ads, a website redesign, Facebook posts, or landing pages. Headlines convince readers to click on your article and give your copy a fighting chance.

How do you write attention-grabbing headlines? There are 3 keys to attention-grabbing headlines.

1. Your headlines should be unique

The Internet and advertising world are full of copycats and people who thrive on plagiarizing other people’s content.

Don’t be one of them.

If you want to stand out from the crowd and sell your products, you need to have unique, attention-grabbing headlines.

2. Your headlines should be extremely specific

As soon as your audience reads your headline, they should know exactly what they’ll receive from your product or service.

Steer clear of generic or ambiguous phrases, and describe what your potential customers will get very specifically (this is where the elevator pitch comes in handy).

3. Your headline should convey a sense of urgency

You want your audience to think about what they’ll lose if they don’t take immediate advantage of your product or service.

Are they losing clients? Are they missing out on potential social opportunities? Capitalize on people’s fears of missing out (FOMO), and your headlines will help your copy convert like crazy.

Write persuasive copy

Copywriting, when compared to other forms of writing, is a different kind of animal.

It’s not necessarily about writing well.

It’s about writing persuasively.

It doesn’t matter if you’re a world-class wordsmith or a literary genius.

If you can’t effectively move readers through the proper sequence of steps and ultimately convince them to buy, your conversions are going to suffer.

Here are my favorite copywriting tactics for converting traffic into paying customers.

Start with a killer value proposition

Research from Nielsen Norman Group found that you have a very small amount of time to grab a visitor’s attention before they leave your page.

In fact, you usually have a max of 20 seconds.

Your first order of business is to make it abundantly clear what your value proposition is.

Now, there are several ways to go about this, but I believe in keeping things simple.

Getting too complex tends to dilute the message and confuse prospects.

What I’ve found to be most effective is keeping my value proposition short, sweet, and clear.

Like this:

I think the Moz homepage does a really good job at this as well:

Don’t make them guess what you’re offering.

Let them know in a split second what you are offering with your crystal clear value proposition.

To accomplish this, try to condense the essence of your product down to just a few words.

Swiftly move to the benefits

“What’s in it for me?”

That’s what most visitors are thinking after hearing your value proposition.

But here’s the thing.

Most people have a tendency to emphasize features over benefits.

But it should be the other way around.

Just look at this Venn diagram from ABC Copywriting:

Notice that benefits are valued over features.

Of course, you need to explain how your product works. But you can elaborate on that later.

What you want to do first is explain how the product fulfills a need or desire.

In other words, explain how your customers’ lives will be better after they buy your product.

Here’s a great example from Moz:

See how prospects instantly understand the benefits of using Moz?

It will save them time and make things more efficient.

They also don’t have to worry about deciphering complex data because Moz takes care of this for them.

When it comes to describing benefits, there are three main types to cover:

  • Tangible
  • Intangible
  • Commercial

This illustration from ABC Copywriting explains these various types of benefits in more detail.

As they point out, “Benefits need not be unique, but they must be compelling.”

Keep this in mind when deciding on an angle.

I personally find that it’s best to highlight the benefits before getting down to the nuts and bolts of the features.

That way prospects should be more receptive and willing to wade through the details.

But if you go the other way around and cover the features before the benefits, you’re probably going to lose a sizable portion of your leads.

Just sayin’.

Now explain the features

“What’s in the box?”

That’s what Brad Pitt’s character David Mills wanted to know in the closing scene of the movie Seven.

While the contents of the box were quite grisly (his wife’s severed head), this question demonstrates the importance of promptly telling your leads what they’ll get by making a purchase.

In other words, let them know what’s in the box.

They already know what you’re offering and what the benefits are.

Now it’s time to succinctly break down the features of your product.

Again, I feel like Moz pulls this off flawlessly, so I’ll use this as an example:

I prefer breaking features down into bullet points or concise little sections like Moz does.

“Digestibility” is huge, and you want to present your product’s features in an easy-to-absorb, intuitive way.

You also want to touch on specifics to distinguish your product from competitors and to add a sense of value.

Here’s how I did this with Quick Sprout:

Keep it simple, but include a few key details that explain why your product is the bee’s knees.

Strong call to action (CTA)

By now, your prospects should understand what your product is, how it will benefit them, and what the features are.

Your final task is to tell them what to do next.

In other words, it’s time for your CTA.

You can liken this to battling a boss in the final level of a video game.

It’s arguably the most challenging aspect of the process, but if you’ve done what you were supposed to do in the previous steps, you should see a reasonable conversion rate.

Once again, simplicity reigns supreme, and I see no reason to complicate your CTA.

Here’s how I approach it on Quick Sprout:

And here’s what it looks like on NeilPatel.com:

Notice that it’s very clear what action I want prospects to complete.

As always, I strongly recommend doing at least some basic A/B testing on your CTA to see what works best.

Some specific elements to test include:

  • button style
  • button color
  • wording
  • positioning

Be hella persuasive

Okay, now we’ve covered the basic structure of well-crafted copywriting.

The general structure of a landing page should be roughly as follows:

  • Value proposition
  • Benefits
  • Features
  • CTA

But how do you ensure you’re hitting all the right notes and being highly persuasive?

Obviously, the value proposition and benefits will offer some motivation, but here are some other things I’ve found to be impactful.

Make your content scannable

I’m not going to launch into a huge sermon about the importance of creating scannable content.

You probably already know people read online content differently than they do offline content.

But if you want to efficiently get prospects from Point A (your value proposition) to Point B (your CTA), it helps to make everything in-between easily scannable.

Luckily, the formula for scannable content is quite easy.

Just include headers, bullet lists, and a considerable amount of white space along the way.

Apple, being the savvy marketers they are, do this perfectly on their MacBook Pro landing page.

Here are a couple of screenshots:

It’s seamless.

Use persuasive words

An article on Business 2 Community talks about the three different brains we have:

  • the new brain
  • the middle brain
  • the old brain

According to the article,

the old brain is the part that controls decisions, and it also happens to be the most primitive. In this way, the words you use to market to the old brain will often be the most direct, simple, arresting, visual words you have.

So if there was ever a copywriting hack, it’s using highly persuasive words that make the “old part of the brain light up.”

Here’s a list of those words:

And according to research, the five most persuasive words in the English language are the ones in blue, which are:

  • New
  • You
  • Free
  • Because
  • Instantly

Peppering these words throughout your copy in key locations should have a noticeable impact on conversions.

Social proof

This is my last point, and it’s a biggie.

Incorporating social proof into your copy is the icing on the cake.

This was actually one of Robert Cialdini’s six principles of persuasion,

which maintains that people are especially likely to perform certain actions if they can relate to the people who performed the same actions before them.

I’m not going to go into all the gory details of social proof here.

But I will say that testimonials are usually your best bet, pound for pound.

You can also use things like:

  • ratings
  • media logos
  • subscriber counts
  • social connections (your number of followers)
  • clients you’ve worked with

Just be practical, and provide whatever type of social proof you think would most persuade your prospects to take action.

Next Steps

Now that you have the basics read through all of the additional posts below to complete this entire guide and become a better copywriter in a flash.

Each post stands on its own and can be read separately, but to get the most out of this guide, it’s best to read through each one in its entirety.

Let’s continue with copywriting research which will help you learn how to better understand your customers and write more compelling copy, which is up first in our list.

  1. Copywriting Research
  2. Copywriting Strategies
  3. Copywriting Tips from 4 Legendary Books
  4. Long vs Short Copy: Which Is Better?
  5. Copywriting and Design
  6. Copywriting Call to Action
  7. Headline Writing 101
  8. The Formula for a Perfect Headline
  9. Headline Tips
  10. Stop Writing Boring Headlines
  11. Headline Trends
  12. Copywriting Tweaks
  13. Copywriting Testing

Putting It All Together

Once you have read all of the posts above to complete this entire guide you will have learned a LOT about copywriting.

To help tie everything together, we’d like to provide a checklist you can use for all of your copywriting projects.

This checklist will help you to remember what we’ve learned and enable you to employ all of the tactics included in this guide.

Here’s the list:

Start by researching your product and customers to catalogue the benefits and features of your product and to identify who your customers are.

  • How would you describe the product?
  • What’s unique/special about this product?
  • What big benefit does it provide?
  • What pain does it alleviate?
  • What features are included, and what are the benefits of each?
  • Who currently buys your product?
  • Who would you like to buy your product?
  • What is a typical customer like?
  • What do customers love about your product?

Survey your customers to learn more about them and to find out what words they use to describe your product or service.

  • What’s your job title?
  • What company do you work for?
  • How would you describe our product to a friend or colleague?
  • What questions did you have before buying, i.e. what almost prevented you from making a purchase?
  • What ultimately convinced you to buy this product?
  • Which features were the most important to you when deciding whether or not to buy?
  • What did you hope to accomplish by using this product?

Write an attention-grabbing headline that converts by employing the four u’s for headline writing.

  • Your headline should be unique
  • Your headline should be ultra-specific
  • Your headline should convey a sense of urgency
  • Your headline should be useful

Use the four persuasion techniques of professional copywriters.

  • Emphasize benefits over features
  • Be as specific as possible
  • Target emotions
  • Leverage testimonials

Make sure your copy isn’t focused on you and follow six more tips for better writing.

  • Write conversationally
  • Create a slippery slide
  • Write quickly
  • Use simple language
  • Use short paragraphs
  • Always get your copy edited

Follow five more secrets for powerful copy that convinces customers to buy.

  • Make people feel like they belong
  • Create a feeling of exclusivity
  • Prove the value of your product
  • Establish yourself as an authority
  • Provide “reasons why”

Close the deal with your copy by using the following four tips.

  • Use calls to action
  • Create a sense of urgency
  • Make a compelling offer
  • Provide a guarantee

Know when to use long and short copy by following the rules below.

  • Write as much as you need to write but no more
  • Use long copy to answer more objections
  • Remember that sometimes short copy is better
  • Keep in mind that people read things that are interesting to them

Learn how to use design and copy to get optimum results.

  • Use design to set the stage for your offer
  • Remember that the point of your copy is to get read
  • Use high contrast for fonts and backgrounds
  • Make sure the font doesn’t blend into a background image
  • Use graphic elements to draw readers’ attention to headlines and copy
  • Employ reverse type sparingly

Finally, you need to test, test, and test some more to make sure your copy resonates with customers and convinces them to take action. Four test options are listed below.

  • Subject lines
  • Designs and layouts
  • Concepts
  • Offers

That ends up being quite a list. We hope that reading this guide will empower you to write copy that grows your business and increases response rates and conversions.

Introduction to the Copywriting Industry

Are you new to the world of copywriting?

Welcome aboard!

Whether you’re considering copywriting as your next career, or as a side gig for extra income, What Is Copywriting?: AWAI’s Essential Introduction to the Copywriting Industry will answer all your questions about the copywriting industry. It will also take you through everything involved in becoming a successful copywriter.

Why should you listen to us?

We’ve been the leading publisher of copywriting training programs since 1997, with thousands of writers throughout the world crediting our programs for having changed their lives for the better.

We all feel very fortunate to be part of this amazing industry, and we’re excited to tell you about the wealth of copywriting opportunities available today.

Ready to get started?

What Is Copywriting?

Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation.

These materials can include written promotions that are published in print or online. They can also include materials that are spoken, such as scripts used for videos or commercials.

The text in these materials is known as “copy,” hence the name “copywriting.”

You may not realize it, but copywriting is everywhere.

In fact, if you just start by looking in your mailbox, you’ll find some obvious examples of copywriting. Promotions for local restaurants, catalogs, fundraising letters from charitable organizations, or sales letters for various products and services are all forms of copywriting.

Four snippets from direct-mail packages as examples of copywritingBut the world of copywriting extends far beyond printed materials.

Much of what you read online is also copywriting, including most webpages, any free reports you sign up for, and even the emails you receive after signing up.

Take the example below from Stitch Fix, a website that specializes in helping people find a fashion style that’s appropriate for them. The site also sells clothing for a range of different styles.

Screenshot of webpage showing different calls to actionYou can see the page has been written and designed to prompt you to take action in a variety of ways. You’re asked to “Read More,” “Get Started,” or “Follow Us” on social media. You can also “Ask a Stylist” for fashion advice.

These are simple prompts we see on websites on a daily basis, and they’re all forms of persuasive copywriting.

What you hear can also be copywriting in action.

Television commercials, product reviews on YouTube, and even short “how-to” videos on using a product are all examples of spoken copywriting.

We’ll get into much more detail on the different types of copywriting in Chapter 2, but this gives you an idea of the many ways that copywriting touches all our lives.

(NOTE: Copywriting should not be confused with the word “copyright.” Copyright refers to the exclusive legal right to reproduce or sell someone’s work, such as books, music, or artistic items. The purpose of a copyright is to protect that original material and prevent its illegal use. Copyright is designated with the symbol ©.)

What Is a Copywriter?

A copywriter is a professional writer responsible for writing the text, or copy, used in marketing and promotional materials.

You may have heard various myths about writers, like the suggestion that writers are born with talent, and that you can’t “learn” how to write.

Or perhaps you’ve heard the opposite, that there’s no skill involved in writing and anyone can do it.

When it comes to copywriting, both of these myths are untrue.

Copywriters are professionals who have learned and practiced their craft. None of us were born knowing how to write excellent copy, but it’s definitely a skill that nearly anyone can learn with a bit of persistence.

Perhaps due to the myths about writers, copywriting has remained a somewhat exclusive profession that not many people go into.

But this actually works to your advantage as a copywriter because it means that well-trained copywriters are hard to find.

That’s the fundamental reason why AWAI was created over two decades ago — to train more professional copywriters in order to meet the growing needs of the industry.

The exclusivity of copywriters also keeps their value high.

We’ll take a closer look at how much copywriters make in Chapter 4, including the highest-paying areas you may want to target.

We’ll also get into the day-to-day job description of a copywriter in Chapter 3, as well as the qualifications you need to become one.

Spoiler alert: you don’t need a train of letters behind your name to become a high-paid copywriter!

You can be up and running quickly and with very little investment.

And have we mentioned the benefits of being a copywriter? Take it from the thousands of members at AWAI — there’s no life like it.

The biggest complaint we hear from our members is “Why didn’t I do this sooner?!”

Who Uses Copywriters?

Copywriting is at the core of nearly every business.

Without copywriters, businesses wouldn’t be able to share their messages with potential customers to expand their markets, or with current customers to keep them engaged.

This includes websites, non-profit organizations, service providers, as well as brick-and-mortar retailers.

They all need and use copywriters.

Take Apple Inc. as an example. If you browse through their website, you’ll find descriptions of their products, like this one for the MacBook Air:

Screenshot of a product description with link to the product film highlightedProduct descriptions like these are written by copywriters, but you can also see there’s a link to a product video at the bottom of the page.

Guess who wrote the script for that video? You guessed it — a copywriter.

And if you scroll down the page, you’ll see this description for a special security chip included in the laptop:

Screenshot of a a laptop security chip descriptin with link to the white paper highlightedThe description is followed by a link to view a white paper about the chip. A white paper is a document that goes into detail about a specific product or topic, and white papers are also written by copywriters.

The fact that Apple has included videos, white papers, detailed product descriptions, and other materials like these shows they use copywriters quite heavily.

Like Apple Inc., other Fortune 500 companies also use copywriters extensively. They have substantial marketing budgets, and a portion of those budgets will go directly to copywriters.

That said, you don’t have to work for Fortune 500 companies if that’s not for you.

Many other types of companies, both big and small, also use copywriters, such as:

  • Financial institutions and investment firms
  • Medical supply and pharmaceutical companies
  • Food manufacturers
  • Non-profit organizations
  • Local service providers, such as car mechanics and hair salons
  • Fitness, personal improvement, and other types of coaches
  • Dentists, medical doctors, and other healthcare providers
  • Self-help authors and speakers
  • Producers of supplements and other complimentary health products

And this is only a small sampling of the types of business who need your services as a professional copywriter.

No matter what your personal interests and background, you’ll almost certainly find a perfect match for your skills somewhere in the copywriting industry.

What’s the Difference Between Copywriting and Content Writing?

You may read or hear some sources that suggest copywriting and content writing are different things.

There’s a grain of truth to this, but we’ll explain where this distinction starts to break down.

As a general rule of thumb, copywriting refers to writing marketing and promotional materials. Content writing, on the other hand, refers to writing informational or editorial pages on websites, such as blog posts, article pages, or product pages.

This is an accurate description of what each term means.

But some definitions suggest that content writing is purely informational and has no element of persuasion, which means it is not copywriting.

At AWAI, we disagree with this distinction.

Essentially all webpages will include some form of persuasion or call to action.

This is particularly evident on a product page with a clear “Buy Now!” button at the bottom.

But even an article page uses subtle calls to action, usually in the form of links to additional resources, or suggestions for other pages you can visit on the site.

These are all elements of persuasion.

So, it’s inaccurate to suggest that content writing is distinct from copywriting.

We feel that content writing is simply another type of copywriting.

And like any good copywriting, content writing aims to engage the reader and make them take some form of action, even if it’s just staying on a website to read another page.

Is Copywriting a Growing Industry?

In short, yes.

Copywriting as we know it today has been studied and recognized as an essential part of marketing for decades.

But the history of copywriting goes back even farther. No doubt, vendors on the streets of ancient Rome would have needed to use persuasion as they bartered with potential customers.

And can you guess when this ad for Van Camp’s Boston Baked Pork and Beans first ran?

Copy of Van Camp’s pork and beans ad from 1897By modern standards, it’s a pretty good ad. It has eye-catching graphics, an enticing description of the product, and even a contest to engage readers.

It would be easy to assume this ad first ran in the 1970s, or even 1980s. It was actually first featured in The Ladies’ Home Journal in 1897.

The point we’re trying to make is that copywriting has been around for a long time, and it’s not going anywhere.

Businesses have always needed to reach potential customers and effectively communicate what they can offer them.

This is even more important in our modern information age. Today, people are constantly receiving more and more competing messages throughout all forms of media.

“Without good copywriters, we don’t have a business.”— Julia Guth, The Oxford Club

Every business needs a way to stand out from the noise, which is why many of them invest heavily in marketing and copywriting.

The following statistics show how copywriting, both in print and online, is an integral part of most modern businesses:

  • Traditional direct-mail packages, which are sent directly to people’s homes, are currently used by 56% of companies in the U.S.
  • 81% of these companies plan to maintain or increase usage of direct mail in the next year.
  • In the digital realm, 90% of all organizations use online content marketing.
  • 70% of businesses are actively investing in content marketing, and 53% expect their 2020 content marketing budget to be higher than it was in 2019.
  • Nearly 67% of businesses rely on outside help to create their online content. In other words, they hire external copywriters.

Robert Half International recently reported, “Demand for skilled copywriters is rising as more companies require compelling content for Web-based initiatives and print advertising. 60% of advertising and marketing executives who plan to hire new employees said they’ll be adding copywriters.”

The future looks bright for copywriting — and those of us lucky enough to be part of the industry.

Now, let’s briefly compare this to other industries. According to the U.S. Bureau of Labor Statistics, out of the 808 occupations they track, 190 of those occupations are predicted to decline over the next eight years.

That means job losses will be seen in nearly 25%, or one quarter, of all professions throughout the U.S.! This includes professionals across all walks of life, such as car mechanics, chief executives, electronics engineers, pharmacists, and farmworkers.

Even a profession like computer programming, which requires the minimum of a bachelor’s degree for entry, is expected to see a 7% decline by 2028, with 17,900 jobs being lost.

Many AWAI members have been caught in the turmoil and uncertainty of what they thought were stable jobs. After going through layoffs, downsizing, and cutbacks in their previous professions, they found their way into copywriting and have never looked back.

Copywriting is a sought-after skill that businesses need to survive. This is why copywriting is a growing industry that pays well and has a nearly bottomless amount of work.

As long as you put in the effort to learn the craft of copywriting, you’ll always be in demand and able to enjoy the high income and stability that come with being a copywriter.

About What Is Copywriting?: AWAI’s Essential Introduction to the Copywriting Industry

We wrote this guide for anyone who’s considering becoming a professional copywriter.

What Is Copywriting?: AWAI’s Essential Introduction to the Copywriting Industry will cover everything you need to know to decide whether or not copywriting is the right career choice for you.

Remember, you don’t need to be a great writer or have any background in marketing to succeed as a copywriter.

But you do need the motivation and determination to learn the basics of copywriting and how to market yourself as a copywriter.

Who needs a copywriter and what do they do?

Content creation and content marketing are powerful tools in today’s business world when you want to reach your customer in a more meaningful way.

We all get that “content is king”, and we understand that our audiences are always on the look out for interesting and informative content from our brands, but many businesses don’t have the time, the resources or the expertise to create excellent content with substance that drives action and achieves results.

So, what do you have to do? Hire a copywriter, of course.

But… what does a copywriter actually do? What are the services they provide? Here’s all you need to know about copywriters and using them to achieve your objectives.

When I first got into copywriting, I just pictured it as ‘business writing’, and I guess it is that… to an extent. After all, that’s what most people think copywriting is. This is understandable, as most businesses want their written pieces to be professional sounding and free from errors- so they seek out a copywriter.

But there’s so much more to us than that.

Another misconception is that it’s all about ink on a page, or black pixels on a screen of white.

But there’s so much more to us than that.

A experienced and quality copywriter offers your business an array of both intrinsic a extrinsic services, meaning that the right copywriter can provide you with a long list of benefits when you employ us to work with you on your projects.

What does a Copywriter do?

We write ‘copy’, which is the buzz word for ‘the strategic use of the written word’. But it’s not just concocting words into clever sentences, phrases and paragraphs. There’s a bigger picture than that.

It’s about using the power of human communication to tell a story, engage an audience, inspire an action, engender trust, and draw forth emotional connection.

It’s about honing in on the pain points of your customer and using well-written messages to offer solutions in the form of your product offering.

It’s about putting your brand on a person’s radar by offering them real value through meaningful interaction.​

It’s (unashamedly) about ROI (Return On Investment).

A quality copywriter has years of experience practising how to sharpen their use of words to achieve these goals, and that’s really what they offer your business. You need to connect better with people, and a copywriter bridges that gap with the composition and execution of materials which offer a favourable experience to a reader, a watcher or a listener.

Hand-in-Hand with Marketing

Copywriting is a powerful medium that is the cornerstone of the practise of Marketing, because there isn’t much you can do without the composition of well written copy. From the writing of the Marketing Plan, to the execution of strategy and tactics, copywriting is involved.

This is why Copywriters with extensive Marketing experience and qualifications, like I have, can offer so much more to your business. It’s not just about putting some words together for you (the “what”)- it’s about:

targeting the “who” (your audience)

the “how” (the medium)

the “when” (timing), and

the “why” (the all-powerful rationale behind each piece)

A copywriter with a Marketing background transcends being just an author- they become a content consultant who can offer you more insight and guidance. We understand flows and calls to action. We understand segmentation and tone. We are in tune with the latest practises to capitalise on trends and applications. We understand consistency and the importance of branding.

When you hire a copywriter, you want more than a general writer. You want a professional who takes the time to truly understand your business, your approach, your industry, and most of all, your customer. A copywriter like this is a true asset to your business and is someone you’ll use time and time again.

Copywriting: an ART and a SCIENCE

I teach weekly Copywriting and Content Marketing Classes, and in them, I always refer to copywriting as both an art and a science.

The art comes from the nature of writing itself. If you give five writers the same brief, you will get five different approaches. You need to find the writer with a style that you and your audience like.

The science side is the measurable, strategic element, and is what separates copywriting from fiction writing. As copywriters, we produce material that is for a specific purpose, to encourage a particular call to action.

The range of Copywriting Services

While some copywriters may specialise in certain niches, I embrace the whole spectrum of services. There are many different categories, but here is a rundown of what I do as a Copywriter.

Advertising Content – Advertising – Brochures   – Collateral materials   – Direct-Mail  – Flyers   – Fund-Raising materials   – Radio and TV promotional scripts  – Sales Letters and communications  – Sales Presentations  – Telemarketing scripts

Corporate Copy – Anniversary Materials – Internal Communications   – Policies and Procedures  – PR materials   – Instruction manuals

Individual Needs – Résumé Writing and Editing – Proof reading

Product and Service Copy – Catalogues – Conferences and trade show materials  – Product launch material  – Manuals and Instructions  – Packaging Copy  – Restaurant reviews  – Retail materials

Publications and Media – Articles and Magazines (Print and Online) – Critical Reviews  – Newspaper feature writing and reporting  – Greeting-Card and With Compliments  – Travel reviews  – Website content ​- PR documents and Press Releases

Review and Editing – Blogs – Editing current documents  – Ghost writing and collaboration   – Newsletters  – Letter Writing  – Press Releases   – Proofreading  – Proposals  – Scripts and storyboards  – Speeches scripts

Additional Work Melotti Media has worked with clients on:

​- Speech Writing and Presentations – Apple Inc. Official Distributor Applications – Rewrites to Consumer Brochures – Medical Information Booklets for Patients – Fresh SEO Content for Client Websites​- Media Adverts and Marketing Plan Documents

Why is a copywriter a great choice for your business?

We live in a digital world, which means that your customers are all highly connected and very-well informed about pretty much everything. So, your content cannot be basic- it needs to offer them value that they can’t find anywhere else.

Your copy written content must stop interrupting what people are interested in, and become what they’re interested in. This is what a quality copywriter should offer you.

Because we are not within your business, we can offer you solutions that are outside of the square, by approaching each project from a different perspective.

We’re worth the money because we get the results that you’re after, and you can focus on the bigger picture, knowing that your content is being written by a professional.

How do you work with a Copywriter?

Have a quick watch of this two-minute video from one of my recent classes, which explains more about how to select the right writer, and how to work well with them.

How Can Melotti Media Copywriting Help You With Your Content?

At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!