What Does A Copywriter Actually Do?

Oh that question, the King of small-talk, “So, what do you do?”

A recent trip to the hairdresser highlighted just how difficult this question is for me to answer – “I’m a Copywriter!” The whirring of the blow dryer meant that Jo and I were lip-reading through the mirror in front of me.

“Lovely!” she generously responded – I could see in the glass that she hadn’t quite understood me.

‘Copywriting’ doesn’t conjure up an easy image for most people. Unlike ‘nurse’ or ‘teacher’, which many of us can imagine straight away, ‘Copywriter’ is not easily grasped.

Copywriter Definition

The Lexico Oxford English Dictionary defines ‘Copywriter’ as “A person who writes the text of advertisements or publicity material.”

I am certainly not in a position disagree with the dictionary, but I don’t feel this definition quite captures the role of a copywriter. It isn’t an inaccurate definition, but it’s certainly limited.

In an attempt to capture a more well-rounded picture of a Copywriter, I have compiled my own list of definitions, using fictional characters. Perhaps the next time I’m having a lip-reading conversation through a mirror I will whip out one of these…

1.       A Copywriter is A CREATIVE like Helen Thermopolis from The Princess Diaries

“So… this is considered art?” – Mia Thermopolis

Just like Mia’s unconventional mother, a Copywriter is a creative at heart. A Copywriter is a person who has an unusual ability to conceive original ideas and bring these ideas to life through the written word.  There’s something distinctly human and accessible about this quality. A copywriting AI robot might be able to churn out interesting content, but the true heart of impactful copywriting is found in the weird and wonderful world of a creative person’s mind. Just like Helen Thermopolis inviting Mia to throw darts at balloons full of paint, a successful Copywriter invites the client to collaborate and share their ideas in order to write impressive copy.

2.       A Copywriter DIGS FOR HIDDEN GEMS like the Seven Dwarfs from Snow White

“To dig dig dig dig dig dig dig is what we really like to do!” – The Seven Dwarfs

Once a client has filled out a creative brief, a truly talented Copywriter mines this brief for gold. Copywriting isn’t simply about finding synonyms for the words the client has given them. Copywriting is all about delving deep into the personality of the brand, researching their given topic, spotting the diamonds that make this brand unique, wrestling these diamonds from the dark and placing them on display, encouraging readers to take action.

3.       A Copywriter BRINGS OUT THE BEST IN OTHERS like Elle Woods from Legally Blonde

“When used appropriately, it has an 83 percent rate of return on a dinner invitation. It’s called the bend and snap.” – Elle Woods

As Elle shares her tips for dating success with Paulette, a Copywriter is uninhibited when sharing their expertise with their client. A truly brilliant Copywriter is not a gatekeeper – instead, they use their training and knowledge to open doors for their client. The client-copywriter relationship is deeply unguarded; each party entrusts their expertise to the other, with a shared mission of progress and success.

4.       A Copywriter is AN EDUCATOR like Miss Honey from Matilda

“There is little point in teaching anything backwards. The whole object of life, Headmistress, is to go forwards.” – Miss Honey

Copy that captures the reader’s attention and makes them take action is simultaneously entertaining and educational. One of my favourite pieces of copy is a Naked Sprout Facebook ad which reads:

‘Nobody likes the colour so won’t be buying again’
‘The colour doesn’t suit my bathroom’
We chose NOT to bleach Naked Sprout products to save your skin and our seas. If it’s soft and strong and does the job that’s all that matters, right?

Nothing is quite as attention-grabbing as a negative review. Naked Sprout’s Copywriter used this as an opportunity to use self-deprecating humour to quickly educate the reader about the benefits of unbleached toilet roll. Let me tell you, after seeing this ad I clicked straight away. Add to cart…

5.       A Copywriter is A WORDSMITH like Nick Carraway from The Great Gatsby

“I bought a dozen volumes on banking and credit and investment securities, and they stood on my shelf in red and gold like new money from the mint, promising to unfold the shining secrets that only Midas and Morgan and Mæcenas knew.” – Nick Carraway

It takes a talented person to make finances sound enticing – much like Nick Carraway, Copywriters can take something simple and, through the power of words, transform it into something enchanting. A Copywriter believes that there’s a story in everyone and everything. Carefully chosen, accurate, and beautiful words will bring this story to life.

6.       A Copywriter is A CLEVER CLOGS like Edmond Elephant from Peppa Pig

“I’m a clever clogs!” – Edmund Elephant

If jargon like ‘SEO’, ‘Keyword’, ‘Converting’, and ‘CTA’ sends your head into a spin, have no fear. You are the expert in your business, a Copywriter is an expert in communication, grammar, and Google! Hiring a Copywriter frees you up to focus on what you’re good at, and delegate all things written communication to a specialist.

7.       A Copywriter USES YOUR VOICE like Ursula the Sea Witch from The Little Mermaid

“You bring the smile. I’ll bring the teeth.” – Ursula the Sea Witch

Good copy blends in with what you already have. When hiring a Copywriter, you want their work to harmonise perfectly with your brand’s existing content.  If you don’t yet have a brand voice, a Copywriter can help you define it. Is your brand informal and quirky? Perhaps it’s academic? What about humour? A solid brand voice marks your business out as trustworthy and consistent. This is the motivation behind my tagline ‘your voice, my words.’ Copywriters harness your brand voice whilst using their own words and expertise to communicate the brand’s aims.

Take The Next Step!

Now that you know what copywriting entails, it’s time to get in contact with me so we can chat about how hiring me as your Copywriter could benefit your business. I’d love to tell my hairdresser, Jo, that I’ve been working with your fantastic business!