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!

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