There is a sort of Hemingway-esque mystique that surrounds the idea of writing or editing for a living. Whenever I tell people that I write for a living I generally get a wistful sigh and a far-off stare as if I have somehow hit the job lottery and spend all of my days lounging around in the backs of libraries with a cup of coffee and a pen and all the time in the world with which to pontificate wordage.
Not to say that coffee and pontificating aren’t part of the job. However, writing isn’t easy, y’all. If everybody could do it then it wouldn’t be a job. Nobody gets paid for breathing since, well, most everybody can do it. You don’t think about it.
On the other hand, as Gene Fowler points out, writing can be easy – you just stare at a blank sheet of paper until drops of blood form on your forehead. Mm, a beautiful visual, that.
But this is why using a writing service is a good idea for many companies, no matter how big or small they are. It’s not easy to write. And what surprises many people is that not only do you have to be reasonably good at committing words to paper in order to be successful at blogging for business, you also have to be creative, as well.
Whenever I speak about the creativity involved with copywriting, a lot of people scratch their heads. After all, copywriting isn’t poetry or novels or short stories or children’s books or even comic books, so how can it be creative? It’s marketing!
Allow me to wipe some of the blood off of my head and give you a rundown.
If Your Copywriter Isn’t Creative, Your Copy Won’t Sell
If you were just paying for words to be hammered into a word processor, you wouldn’t be working with a writing service; you’d be hiring 1000 monkeys for the price of peanuts to play on typewriters. As with many things in this world, you do get what you pay for when it comes to copywriting.
Copywriters link your brand and products with the consumer. You want your brand to be represented appropriately in order to be able to make the contact you need with the correct customer. Every brand has a unique voice that needs to be understood and sculpted and then used to pass off an appropriate sale. Just like a graphic artist needs to use creativity to render a logo just right, a copywriter needs creativity to speak for your company.
Copywriters understand the sale. There are few things on this planet more creatively-challenging than marketing. Why? Because separating people from their money is an art form that the human mind has been trying to perfect for years. A good copywriter will be able to make an appropriate call to action so that the reader takes the appropriate step after reading the piece.
Furthermore, the copywriter understands the process needed in writing – you can’t expect somebody to interact with your brand or product for the first time, read a paragraph, and then fall down your sales funnel.
There’s often a process involved with using content marketing – getting the consumer the right information at the right time is vital for content marketing to work. Who knows how to do this? Your handy creative copywriter who can craft all sorts of pieces with appropriately nuanced wordage.
Copywriting needs to, you know, be good. In order for any of this to work, the words need to be compelling and well-written. You can indeed load up a page with keywords and try to play exclusively to Google’s algorithm, but I guarantee you’ll not end up with the results you want – which is conversion.
You need to be able to write for the man and for the machine. This is much harder than it sounds. Your creative copywriter will be able to take your desired keywords and work them into your copy so as not to overwhelm the reader with keyword stuffing. Don’t know what keyword stuffing is? Check out my post about it here.
This is where you definitely get what you pay for where a writing service is concerned. Yes, it is possible to get somebody to write your copy for a fraction of a cent per word. But how much will that individual understand about the sales process? How much do they know about SEO? How much do they understand about repurposing content for social media and other outlets?
Furthermore, if somebody’s willing to sell his or her time for a dollar per hour, the writing quality can’t be that high. And you don’t want your clients to interact with wordage that’s just words. You want them to get involved with your copy, learn from it, and share it with others. This is where content marketing gets its magic—from the information, not the simple existence of words.
Copywriting needs to be polished. It needs to make sense. It needs to play along your sales funnel. It needs to have a voice. It needs to be creative.
To you, what defines creativity in copywriting?
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