Illustration of copywriters writing on a page

What is a copywriter and why do I need one?

Wondering exactly what a copywriter does? Think you don't need one? This piece will explain what a copywriter does and why you should use one if you're serious about growing your business.

What does a copywriter do?

The goal of a copywriter is to generate potential clients and turn them into customers. Their job is to create the content of a website, brochure or any other marketing material. This includes writing headlines, sub-headings, text copy, and everything else that will be seen by the customer.

Copywriters are not only responsible for creating content for marketing purposes, but also for writing engaging emails, blog posts, articles, videos, social media posts and advertisements. They need to know how people think and how they react in certain situations – which can help them write copy that will guide readers into taking the actions you want.

Why would I need a copywriter?

Hiring a copywriter for your online business is a good idea if you want to pump up your sales and have more return customers. With copywriting, you can convert even the most sceptical customer by understanding their needs and telling them about how your product or service can help them.

A copywriter will help you to:

  • understand what people want
  • Bring in new customers
  • Influence customers’ decisions

A lot of business owners don’t know what words to use in the copy they create. Or how to explain complex concepts in a simple way. This is where the skills of a copywriter prove to be a sound investment.

Sometimes, marketing materials are simply overlooked by companies who focus too much on their products and not enough on how to sell them. A good way to encourage customers to buy your products is through great marketing materials created by a copywriter.

A customer does not buy a product just because they like it; they also need to be convinced that it’s worth purchasing. A good copywriter will use persuasive techniques and play on the readers’ emotions in order to ensure that the customer believes in your product.

It’s just a bunch of words. Can’t I write my own copy?

Some of the benefits of hiring a professional copywriter are time and cost effectiveness. In a competitive marketplace, it’s essential to come up with copy that is engaging, persuasive and grabs your audience’s attention.

A professional copywriter will save you time and money. They will do the research on your target audience and write copy that appeals to their moods and values, which are vital in converting them into customers.

In other words, writing effective copy is way more than putting a bunch of words together.

What should I look for in a copywriter?

Effective copy varies incredibly, depending on what form it is in and the niche being written for. However, there are some traits shared by all great copywriters:

  • Control over the style of writing: The copywriter should have the necessary skills to maintain consistency in their style of writing.
  • Subject expertise: A copywriter should have knowledge about their topic. This will help them come up with a good story that resonates with the reader and is persuasive at the same time. Some copywriters specialise in one niche, while others are happy to research the target audience.
  • Creativity, a sense of humour, and empathy: Copywriters should be creative enough to come up with content that has a unique voice and generates an emotional response. They also need empathy to put themselves in their audience’s shoes. This helps the copywriter understand what would resonate most with them.

Are copywriters and content writers the same thing?

No, but they’re both very important to growing your business and establishing your brand.

As we’ve established, a copywriter writes the persuasive, sales-focussed aspects of your business. They write to persuade.

Content writers write longer form articles, which are used to inform. These can be used to showcase your expertise and build trust with your audience.

A solid marketing strategy requires both content writers to attract an audience unfamiliar with your brand, and copywriters to persuade them that you, or your products, have the solution to their problems.

Some people can write both styles, while others choose to specialise in one area.

How do I hire a copywriter?

You can hire both specialist agencies or solo freelancers for copywriting work. Make sure that you interview any potential candidate to check that they have the right skills and experience for your company. Ask them for their portfolio too and look over their previous work.

When hiring a copywriter, it is important to keep in mind the company’s needs and the goals. You need to hire someone who can target the market that you are trying to reach.

The first step is to put together a brief for the copywriter that includes what they need to know about the company and its product. Then you can start to brainstorm ideas with your copywriter. This should be a two-way relationship.

Hiring a copywriter is not just about their skills, but also about how compatible they are with your company’s culture and goals. Sometimes it’s okay for either side to say that they’re just not the right fit for each other.


The guide above should give you food for thought if you’re still unsure about hiring a copywriter. If you’re serious about growing your online business, a copywriter will help you to get there.

Share your experience with copywriters in the comments below.

And if you’re ready to grow your business and get started with a copywriter, give me a shout and let’s see what we can do together.