Different Copywriters (and what they do!)
As a business owner, the best piece of advice I can give you is “Hire a copywriter!” We’re a crucial aspect of marketing, advertising, and connecting you with your ideal audience. Whether it’s as an ad, a blog, an article, a post, or a product description, the art of crafting words that sell is invaluable. But did you know there’s a vast array of copywriters with their own unique skill set and area of expertise?
Well — now you do!
Direct Response Copywriters
Direct response copywriters specialize in creating high-converting sales letters, landing pages, and email campaigns. Overall, their goal is to generate a quick response from their reader (i.e. a purchase, signing up for newsletters, or requesting more info). Direct response writers focus on specific techniques to hook their readers such as the AIDA formula (Attention, Interest, Desire, and Action) to create a sense of urgency and convince their readers to take immediate action.
Here’s an example of direct response copy from ConvertKit
Brand Copywriters
Brand copywriters focus on crafting the tone and voice of a company's messaging. They work to establish a consistent brand identity across all marketing materials and communicate the company's values and mission to the audience. Depending on their role, brand copywriters write everything from company taglines and mission statements to blog posts and social media posts. Their goal is to create a strong emotional connection with the audience and build brand loyalty.
One of my favorite examples of brand copywriting is Goodr. I mean, c’mon. They’re objectively hilarious and know their audience.
SEO Copywriters
SEO copywriters write content specifically optimized for search engines (ie. Google, Bing, Yahoo, etc). They use keywords, meta descriptions, and other techniques to improve the ranking of a website, article, or blog post in search engine results pages (otherwise known as SERPs). SEO copywriters have a hard task of balancing the need for specific keywords with a piece of high- quality content that doesn’t sound robotic and is engaging to readers.
Mac does an amazing job at hiring SEO copywriters to provide excellent content.
Content Marketers (Hey! That’s me!)
Content marketers create, manage, and distribute content across various channels (this can be social media, websites, etc). They use copywriting skills to create blog posts, articles, videos, and other types of content to engage the audience, build brand awareness, and drive traffic to a website. Content marketers have a deep understanding of their target audience, the topics they care about most, and they create content that resonates with their people.
Airbnb has some of my favorite creativity with content marketing. They made a “design personality” quiz that engaged and excited their audience.
Technical Copywriters
Technical copywriters specialize in writing about complex subjects including technology, science, and medicine. Because of their specialized skill set, they must have a deep understanding of the subject and the ability to translate technical information into clear, concise language that is accessible to the average reader. Technical copywriters write white papers, product manuals, case studies, and scientific reports.
Spotify has a unique foothold in the tech space since they have thousands of users and can use that data for their marketing.
As you can see, copywriting is versatile, diverse, and can mean a lot of different things to different people! Whether you need mail-ins, a blog post, or optimized language, the goal is the same: we use words to influence and persuade your reader.
