What Does a Copywriter Do, Anyway?
I’m a copywriter and content strategist.
At our studio, Olive & Company, we specialize in three core services: branding, inbound marketing, and growth-driven web design and development.
Well, when I tell that to my grandparents, the confusion is almost palpable. Given they don’t own a computer, or even a smartphone, it’s easy to understand how biting off “inbound marketing” and “growth driven web design” is hard for them to chew.
Albert Einstein (fellow violinist, fellow changemaker… or, you know, just one of the most accomplished geniuses in our lifetime), once said:
This quote has stuck with me for some time, and it’s why I’m writing this post: to explain to you what it is, exactly, I do in my role as copywriter and content strategist (and what it might mean for you), to set the precedent for the posts I’m publishing on my blog this year. If I can’t explain what I do to my grandparents in a way they understand–or to you, my site visitors–I probably shouldn’t have this job, huh?
Let’s start with a definition.
What is a copywriter?
For a more extensive understanding of this definition, check out Kayla Hollatz’s “What Is a Copywriter and Why Does My Business Need One?”
And while that definition may make perfect sense, you might find you’re still uncertain about inbound marketing. What is it? And how is it different from traditional marketing?
Inbound Marketing is a modern approach to engaging consumers with your brand, primarily online. Instead of sending your marketing message *out* to potential customers, you aim to attract the right audience *in* to your website, where they’ll find all the content they need to determine whether you’re an authority in your industry, and ultimately, whether you can help them reach their business goals.
See how that works?
As a copywriter, it’s my job to write basically anything that needs to be written. Sometimes I write blog posts, sometimes I write banner ads, sometimes I write billboard copy. I write print ads, website copy, and brochures. Sometimes I proofread, sometimes I schedule social media posts. Yep, I get paid to tweet.
It’s my responsibility to make sure the content I’m turning out meets our clients’ guidelines, and that it resonates with their intended audience. After all, it’s our job as an agency to move customers further along the buyer journey so they become advocates for specific brands.
I’ve always believed in the power of words.
When I discovered I could combine my love of writing with my love of problem solving and the fast-paced nature of the advertising and marketing industry, I thought I’d died and gone to heaven. Content writing is a beautiful combination of all the elements above.
And after I’ve spent hours writing rough drafts, seeking feedback, making edits, and sending copy for review, if I’m so lucky, I’ll have the distinct pleasure of driving around Minneapolis one sunny Saturday afternoon and, out of the corner of my eye, glimpsing a billboard for which I wrote copy. Or I’ll scroll through Facebook and see an oh-so-familiar tagline in the sidebar.
And that’s a really cool feeling.
It’s also probably the easiest way to explain what I do. I come up with the words you see on ads (or, as is oftentimes the case for us at Olive, the words you see on a website or in a blog post).
Above all else, I am a communicator, and I am a storyteller. I am passionate about brands, I am passionate about words, and I am passionate about people.
So I tell their stories.