COPYWRITER: role and objectives of a copywriter
There are jobs that everyone knows: doctor, lawyer, police officer… And there are jobs that very few people know about. This is the case of the copywriter or otherwise called designer-copywriter or advertising copywriter in US. In this section, I will make you discover this wonderful job, much more complex than it seems.
1. What do you do for a living?
This is a question that is rarely overlooked. And when you are a copywriter , explanations are needed almost systematically. Because it is a profession which, in the minds of the interlocutors, is defined differently (it can be confused with that of web editor ). Most of it remains unknown and very mysterious. In a prosaic way, one could define copywriting as being an advertising writing technique whose primary goal is to encourage, with the help of hard-hitting texts, a prospect or a client to take action, most often towards l ‘Act of purchase.
Several companies or private entrepreneurs use the services of the copywriter train from best copywriting course (his contribution is sometimes so profitable that some are hired full time) in order to improve their conversion rate or response following an advertising campaign or to sell more products in view of course. to increase their turnover. They retain the services of a renowned copywriter to write advertising texts of irreproachable quality, clear, simple, capable of capturing interest, seducing and selling.
On a more artistic tone, copywriting is the art of seducing and convincing with words using the subtleties of language.
1.1. The role of a copywriter
The job of copywriter generally encompasses several functions. He must first take note of all the requirements of the current campaign and then establish a plan to create the text or texts. His job therefore consists of designing and writing texts for advertising purposes . The job of a copywriter has two components: design and writing. During the design stage , he must determine the concept on which the advertising campaign will focus. This is followed by the writing stage during which the copywriter will write the slogans as well as all the editorial content surrounding the advertising campaign.
These can be simple assignments such as writing e-mails (with the best newsletter tools ), advertising messages on traditional media or even commercial link announcements ( using AdWords for example). But he may also be called upon to develop the textual content of complete websites. He must find hard-hitting and fair formulas. He then removes several outlines from this drafting work which he submits to the creative director, who will decide on the most appropriate formula.
When his idea is validated, he follows the realization of the project in concert with the artistic director in order to harmonize his writings with the visual (format, layout of texts and images, typography, etc.), in line with the message to be transmitted . He therefore controls the entire production process to prevent his initial idea from leaving feathers along the way.
1.2. The objectives of the copywriter
The main objective of the copywriter and therefore of copywriting is to capture the attention of the prospect and push him to action , for example to buy the product which the advertising text promotes. When a company or an individual solicits the services of a copywriter, they seek above all to improve their conversion rate. That is, to convert the reader of the advertisement into a buyer. To convert a prospect into a customer, the copywriter will have to highlight the product , the person or the activity that he is promoting in order to arouse the envy and convince the prospect.
Copywriting can prove to be very profitable for companies which can thus hope for an increase in their turnover without having to invest large amounts as it would in research and innovation for example to take back shares of market.
