Copywriting Services

Why Hire a Copywriter?

As the global economy grows, markets become increasingly competitive, complex, and saturated, thereby increasing the demand for effective branding, storytelling, and messaging. One of the best ways to accomplish these objectives is by hiring a seasoned copywriter. And, sadly, there are many things people tend to believe they can do much better than they actually can, from holding one’s liquor on New Year’s Eve to holding one’s breath for longer than a minute. Copywriting is no exception to this phenomenon. In fact, we argue copywriting is the area of marketing in which business owners and marketing executives alike tend to overestimate the quality of their brand’s quality and performance most. The root of this problem is a sheer inability to empathize with and think like the customer. 

Specific Reasons to Hire a Copywriter

1) You know which platforms and channels, digital or analog, are relevant to your target customer, but aren’t sure what to say, when to say it, or how to say it. 

2) You have a broad range of customer or client-facing materials you’d like to create, but aren’t sure where to begin.

3) You have a product or service that, while innovative and needed, isn’t faring well in the market, and hasn’t been for at least 6 months post-launch. 

4) You’ve invented, patented, or created a product or service, and don’t know what to call it or how to position it in relation to the competition. 

5) Your product or service is not visible enough on the right platforms to generate new business. While listed last, this is the most common reason for inquiries we receive about our copywriting services, because achieving greater visibility entails a range of copywriting-specific skills.

Types of Copywriters

There are two primary ways to categorize copywriters you may want to hire: copywriters by target audience or copywriters by platform/medium. Neither way of classifying and making sense of copywriters is superior to the other. Therefore, each way of categorizing copywriters should be weighted and considered equally in selecting the right one for the job. 

Copywriters by Target Audience

The two main types of copywriters by target audience are B2C (business-to-consumer) and B2B (business-to-business). While it may seem trivial to split copywriters into two categories based on how their target audiences are defined, understanding the differences will help you hire the best person for your brand’s copywriting needs. 

B2C Copywriters

B2C copywriting means selling products and services to consumers, not businesses. These copywriters are much better at grabbing prospects’ attention quickly with their ideas given how frequently their audiences are ‘in a rush.’ If your business sells to consumers only, it’ll be easier for you to hire a skilled copywriter for that target audience, since the talent pool is larger (and generally more experienced) than its B2B counterpart. However, attribution for the efficacy of B2C copywriting efforts has always been difficult given the enormity of most B2C audiences.

B2B Copywriters

In contrast to business to consumer copywriting, business to business copywriting involves the crafting of copy designed to influence, sell, or persuade other businesses or business based accounts to buy products or services. Aside from standard marketing materials in the business-to-business economy, B2B copywriting includes but is not necessarily limited to the writing of emails, reports, business letters, newsletters, handbooks, responses to customer complaint letters, memos, and account based marketing (ABM) copywriting. B2B copywriting is more complex and multifaceted than B2C copywriting, primarily because it’s more difficult to identify the ‘decision-maker’ in the buying process of a B2B copywriting sales funnel. While generally employing less creative talent upon which you can rely, B2B copywriters are superiorly skilled in the art (and science) of digging to find the right audience, as well as brevity and precision given the range of different audiences they must target across multiple product suites and industries.

Types of Copywriters by Medium / Platform

With very few exceptions, the below copywriters by medium and platform can be found in both B2B and B2C businesses. Ensuring you pick the right copywriter for your brand’s objectives hinges on understanding the below distinctions. 

SEO Copywriters

If you need copywriting services for your website, this is the kind of copywriter you should hire. Sometimes referred to incorrectly as a ‘digital copywriter’ (see the next section for the correct definition), an SEO copywriter specializes in writing that increases a brand’s web presence, with the end goal of generating more business. This usually involves ranking a website higher in search engine results pages (SERPs) for transactional keywords and, aiding in the conversion rate optimization for website traffic once it arrives on the domain. Generating more business online with SEO copywriting tactics involves a complex interplay of knowledge about various social media platforms, off-page SEO, earning backlinks, and demand generation via social media. To learn more about general SEO best practices, visit our SEO Services page. 

Digital Copywriters

Digital copywriters are akin to SEO copywriters in only 1 respect: their writing appears outside of printed pages and non-analog format. Whereas the SEO copywriter has greater responsibility for (and aptitude with) generating new business online via organic search engine optimization methods, inbound marketing, and earned social media visibility, the digital copywriter can be viewed as a mix between a technical writing service and an SEO copywriter, because digital copywriters additionally tend to write instructional content for firmware, computer hardware, cloud-based technologies, or other proprietary internal applications. 

Creative Copywriters

Before all other forms of copywriting, there was creative copywriting. Much like the brands that creative copywriters help, they earned the right to determine what constituted mastery of their trade, and the consensus was that creativity reigned supreme as the way to craft copy that sold. Much like their occupational ancestors modern creative copywriters are definitionally limited in the application of their skill sets when pitted against today’s digital mediums.

Without mastery of these modern communication platforms, the market value (and therefore results) of what you can expect in revenue from even an experienced creative copywriter may not be worth it, especially if you know your target audience is waiting to find you online. Even if today’s digital mediums didn’t exist, great copywriting, while necessitating creativity, is about much more than creativity alone. It’s about being able to measure what your work achieves. A creative copywriter is neither inclined nor able to show you the data backing the efficacy of your work, whereas the SEO copywriter aims for the chopping block in generating low-cost leads for your brand online, and can show you exactly how much progress they’re making with a variety of tools. 

For these reasons, many argue that the creative copywriter’s role is defunct, as its need subsisted on an era of advertising that thought successful marketing was merely about generating one good idea strung together in a simple line of copy. While there’s some truth to this argument, creative copywriters are still necessary for single advertisements backed by large budgets, and businesses working in industries with heavy-hitting creative competition.