Copywriting can do a lot more than just sell products or promote a business. Recruitment copywriting finds candidates for jobs. Political parties and charities use copy to persuade and spread awareness. Copy can be used as a call to action, or even to stop people doing something (healthy living campaigns need the best copy possible to make the biggest impact). It’s a wide field, and the best copywriters will have experience in most, if not all, forms.
It’s a difficult skill to master. A novel only seeks to entertain, and the only action it asks from the reader uy a sequel or leave a review. Copy is a two-way street that asks a lot more. To get the reader to do something as simple as clicking a link isn’t easy, the reader won’t do it as a favour. So, what’s the secret? Many copywriters follow the AIDA principle, which adds structure to their copy:
A – ATTRACT the reader’s attention – a catchy title or tagline that draws the eye.I – Gain INTEREST – What’s in it for the reader? Is this something for them?D – Stimulate DESIRE – The reader is interested, now appeal to their emotions, make them want whatever you are selling.A – Take ACTION – They want the product, now make them buy it. Get them to click the link, spread the word or join the cause.
Depending on the copywriter’s goal, other letters can be added such as CONVINCE and SATISFY. The main four are impossible to replace. Out of the thousands of people who see every ad, only a few will make it past the title. But those few add up fast and following these principles ensures that your target audience gets what they want. According to legendary copywriter David Ogilvy ‘on average, five times as many people read the headlines as read the body copy.’ Ogilvy is a writer I refer to a lot, his book ‘Confessions of an Advertising Man’ is as important as the dictionary to myself and many other copywriters around the world.
From what I’ve talked about so far, you probably imagine the copywriter to be a mysterious creature that works in a dark room, surrounded by stacks of magazines and churning printers. In fact, the job of a copywriter is far more than just the writing. They are often client facing and sell themselves as much as what they write. Freelancers are naturally the best at this, and a professional manner and adaptable people skills are essential. For them they may be working with a shop owner one day, the next a business tycoon. Those business owners will only want to work with someone they like. Skilful writing will get you through the door but presenting yourself well to your clients and your employers is what gets you hired.
All writers must learn to deal with criticism, and the copywriter is no different. It’s a very rare occurrence to write the perfect copy first time, your client or employer will always want something changed. A willingness to change your style, and a humble opinion of yourself goes a long way. Its difficult for a copywriter who’s worked for one client for a long time to change their style and structure to suit another. Swallowing your pride and going back to the drawing board is tough, but its part of the job. The best way is to work closely with your client and their team. Find out exactly what they want, and study what copy they have used before (just be careful, there might be a reason they need a new writer). Good people skills are essential here, you may only be part of the team for a short while, but you’ll gather vital knowledge for your work if you get along well with everyone. To quote David Ogilvy again, ‘where people aren’t having fun, they seldom produce good work.’
