What the Heck is Copywriting, Anyway?

Sometimes, when I tell people that I'm a copywriter, I get funny looks. They think I left my day job to be the person who grants authors the legal right to publish their work: i.e., copyright. Not so! More often than not, when someone like moi claims to be well-versed in things written, it's copywriter, not copyright(...er?). 

If this is all totally foreign to you, that's alright! Let me break it down for you: Copy refers to the written material in any and all of your marketing collateral. It's the words on your website, brochures, business cards, Facebook ads, and so on. From a literal perspective, copywriting is the act of writing this content (I know, I know... you probably didn't need my help on figuring out that last bit).

More importantly, though, copywriting is the skill of speaking persuasively to your audience in a way that resonates with them enough to inspire action. It's one of the most important elements of your online marketing strategy, and killer copy starts and ends with:

  • Targeting your ideal client

  • Identifying and staying consistent with your overall message

  • Optimizing your client funnels

  • Utilizing calls-to-action (CTAs) to convert leads

  • Maximizing your micro-copy

Without having first identified your ideal client, it's nearly impossible to speak effectively to them. If you can't speak effectively to them, they won't relate to you. And if they don't relate to you, they wont' buy from you... And we certainly don't want that! Once you've figured out who your target audience is, you can start honing in on the juicy stuff like outlining your key messaging strategy, optimizing client funnels, and using calls-to-action to warm up your dream clients. 

Now, I know what you're thinking: That's a LOT. I hear you, so I did a little bit of leg work to make it easier on you. I created a workbook called Conversion Copy for Creatives. Think of it as your conversion copy crash course! It's got terminology, a walkthrough for developing your brand's messaging strategy, and even a few exercises to help you get moving. Go ahead and grab yours here!  

BusinessJessica Strohm