Business owners often wonder: what exactly does a copywriter do? There’s no secret to it. The copywriter’s job is to persuade your readers to take a desired action.
The copywriter we speak of here might be you (the business owner), a staff copywriter, or a freelancer that you have hired.
The desired action may be to buy your product or invest in your service offering; however, it may also be to download a free report or software application and provide their name and email address in exchange. Whatever the offer, the copywriter gives the the prospect or prior customer two or more options and asks them to choose.
What exactly is this process? You could say it’s simply persuasion; and it is. But you should know that any good copywriter is careful to ‘persuade’ people in a manner fitting of his claim: that the choice he urges his readers to make is in their best interests, and that if they knew all the facts they would make it anyway.
What sorts of choices do we generally want our readers to make?
Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.
Next in terms of difficulty would be persuading the same person to provide their email address in order to get a freebie. Nowadays web surfers are hesitant to give strangers their email address online. The good news, however, is that if you can get people to do this, it tells you three different things. First, it shows you did a good job in targeting the right audience for your freebie. Second, it tells you that you are speaking in their language. Third, it finally indicates that you are offering an item that they deem valuable.
You might assume that to persuade that same person to spend money is another level of difficulty completely. You assumed correctly. Ultimately, though, we are in business to make sales. When crafting a sales letter the copywriter is only presenting a type of sales presentation.
The basic process is this: describe the offered product and the benefits of said service or product, give answers to the common objections prospective buyers have, and tell how to buy. Through the entirety of this, the writer should always use terminology familiar to the prospect and also remove any obstacles (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading).
If you are a smart marketer, you realize that persuasion does not come to an end once the customer has bought your product. That customer is now a prospect that must be convinced to type in their credit card number and confirm their order. Once they have made the order, they will typically experience what is called “buyer’s remorse”, and so once again it’s the job of the copywriter to assure the buyer that his purchase will benefit him.
The copywriter’s job is one that is essential today. As a business owner, you may decide to write the copy yourself, or you may choose to hire a writer who specializes in writing copy for clients.