Author: Carlos Sequeira
Last modified: March 18, 2022
In this guide I’m going to show you some copywriting fundamentals such as…what is copywriting…what is a copywriters job…how to work with a freelance copywriter…why is copywriting important…what is the process when looking to hire a freelance copywriter…why hire a freelance copywriter.
Why work with a freelance copywriter?
All businesses need to promote their products or services. Copywriters fill that need.
Copywriters enhance your company’s brand and voice and make it appealing to customers.
Businesses turn to copywriters when they want to generate leads and close sales.
Whether it’s a web page, SEO content, or marketing material copywriters know how to connect with the intended audience.
When businesses want to save time and money they turn to copywriters.
By hiring a freelance copywriter you can focus on what you do best, managing your business.
Here is just a sample of industries that use copywriters:
- Healthcare offices
- Financial industry
- Pet industry
- …and many more
To learn more about copywriting, I suggest this post. What is Direct Response Copywriting? + Real World Examples
What is copywriting?
Copywriting is the process of writing marketing materials or promotions that persuade clients to take action.
Forms of action can include making a purchase, clicking on a link, or signing up for your email newsletter.
Basically, a copywriter is someone who writes the text for your promotion.
Copywriters help their clients establish their brand, create client trust, and increase the sales of their customers.
Copywriters add value to the product or service by adding a unique selling proposition (usp) to the copy.
The usp distinguishes your product or service from your competitors.
Promotions can be through direct mail or online. Both direct mail and online promotions are effective in marketing to customers.
Check out this article. How to Write a Press Release? | Press Release Copywriter
What is a copywriter’s job?
A copywriter’s job involves writing the copy, researching, organizing information, and delivering the copy within a deadline.
Copywriters must start with a headline that entices prospects to keep reading.
Subheadings and small paragraphs are used to break down information into easy to understand parts.
The copy must gain the customers trust, build brand value, and establish credibility.
The tone that’s used to speak with customers is conversational as if you’re speaking to a friend.
Features before benefits must be explained such as what is your main selling point, what is your second selling point, and how does your product differentiate itself from the competition.
Copywriters have to be experts in finding what emotions compel customers to take action.
Furthermore, copywriters must tap the emotions of the customers and show why the purchase makes sense on an emotional level.
The offers the copywriter creates have to be irresistible.
The customer must be convinced that this product will solve their issue.
Calls to action are created so that customers take action at the moment.
The more the customer hesitates, the less likely they will make a purchase.
There are only three forms of action a customer can take, buy, don’t buy, and do nothing.
A strong call to action motivates the customer to take some form of action.
For instance, a “buy now” button can be used as a call to action.
Here’s an interesting article. On powerful call to action phrases
A fundamental copywriting formula
AIDA is a classic formula that copywriters and marketers use for their promotions.
AIDA stands for Attention, Interest, Desire, and Action.
It’s a simple yet powerful formula to remember when creating your promotions.
Let’s explore Aida in more detail.
In order for a prospect to become a customer you need to grab their attention.
Use headlines to capture the prospect’s attention.
Visuals can also be used to capture the intended audience attention.
Get the reader interested in your promotion.
Write in clear and simple terms that everyone can understand.
Know your audience and what moves them.
Make the promotion personal and useful to the prospect.
Create desire by showing the benefits that your product has to offer and what issue it can resolve.
Next, explain how your product is different from the competition.
Include testimonials to build credibility and desire in your promotion.
A call to action should create urgency and motivate the prospect to take action.
If the action is making a purchase, the process should be simple and hassle-free.
Include a premium to encourage the prospect.
Premiums can be special reports, white papers, e-books or can even be physical products.
Why is copywriting important?
Copywriting is important because it delivers your message in a clear, informative, and engaging fashion.
Sometimes customers try to write copy themselves and find it difficult to find the right words to promote their product or service.
Copywriting is a skill that takes time and dedication to learn.
Furthermore, copywriting is a lifelong skill that must be practiced everyday to master.
Copywriters are skilled at creating marketing products that deliver results.
The copywriter’s main goal is not looks or design, it’s to make sales.
What is the process when looking to hire a freelance copywriter?
Next, we will explore the steps necessary to start a copywriting project with a freelance copywriter.
It all starts with an initial consultation.
Also, known as the discovery process.
Consultations are used to see if both the copywriter and customer are a fit.
The copywriter will ask you questions about your business or industry.
For instance, who is your target audience, what kind of copy do you need…brochure…website…case study.
What kind of length are you looking for in your copy?
What is the purpose of the copy to generate sales, to build awareness, or generate inquiries.
The deadline is also important to know before starting a copywriting assignment.
Why hire a freelance copywriter?
Freelance copywriters are great to hire because they value their customers.
As a freelance copywriter it’s all on you.
Marketing yourself as a copywriter and delivering the copy.
There is a lot on the line such as your business success and reputation, so you take your clients seriously and always do your best.
Freelance copywriters want to write the best promotion possible to generate sales for their clients.
Look for copywriters that are reliable and have your best interest in mind.
Freelance copywriters must possess the ability to write clear, organized, and informative copy.
A good freelance copywriter will ask you questions about your business and copy needs.
Making sure both the copywriter and the business is a good fit is important before the project begins.
Another point I would like to stress is communication.
Make sure that a freelance copywriter has a phone number or an email address in case you have any questions.
The goal of a freelance copywriter should be to deliver a product the customer is completely satisfied with.
If corrections need to get done the copywriter should be open to modify the copy as the customer sees fit.
Why should I hire you as a copywriter?
Here is an infographic I developed to answer that question.
Copywriters are essential for promoting your product or service.
If you’re looking for an independent contractor that has your best interest in mind; a freelance copywriter is the way to go.
As long as there is a need to generate sales, copywriters will be in demand.
Professional copy is a skill that is needed by all industries.
When businesses want to generate sales they turn to copywriters.
When businesses don’t have to worry about writing the promotion they can focus on their strength which is managing the company.
Contact me for your next copywriting project. There is no commitment or obligation of any kind.