So what does a Copywriter Really Do?

"I'm a copywriter."

That response to the "what would you do?" real question is usually met with a confused nod, quickly followed closely by "oh, so that you copy out stuff for people", or "great, i have just written this new guide and I also want you to definitely help me to copyright it."

A copywriter does neither of those.

So what exactly does one do?

Well, as the name suggests, writing is obviously involved, but there's much more to it than that.

1. The interview

A copywriter doesn't just write; there's much more towards the job than just that.

Before any words are written, the copywriter must meet the client. Face to face is perfect, but that's not necessarily possible (especially when, anything like me, your client base is global) so telephone, Skype or email could be the next most sensible thing.

In this initial stage, the copywriter is usually uncharacteristically quiet. At this time, it's all about listening.

Not only can she be listening out for information regarding your organization, produces/services, customers and aims, but she will also be listening to how you speak. This can give valuable clues as to what the best tone of voice will likely be (the way the writing sounds when it's read) for the project.

2. Back at the office

Unless further meetings are needed for progress updates (that may usually be performed over the telephone, email or Skype), the remainder project is completed back at her office.

After the meeting, your copywriter will review the stack of notes she took.

Then she thinks.

Not merely by what you discussed, but additionally about your audience and what they need to understand and exactly how to share that to them in the most engaging and powerful way.

The thinking stage helps her plan strategy. In the end, without an idea, you are going to just get confused, limp writing.

With this stage, she will also be in a position to spot any areas that want further research, thus that will be the second stage regarding the process.

Research may be either on the net (competitor analysis, topic research etc.) or with good old-fashioned books. It might even be taking a vacation to a shopping centre or something that way (where your product is sold) to observe how customers respond to it.

Once that's done it is back into thinking and planning.

Now comes the bit you have been waiting for. She starts to write.

Following her plan, she'll begin to create a short draft. That won't end up being the one you're able to see; this one is more like a brain dump that will be constantly altered and refined making it as powerful as you possibly can.

This will probably take several days, in fact, it is best that it does as it means she can disappear completely, leave it for every single day or so and then come back to it with fresh eyes to further refine it.

3. First draft

Finally, the first draft is ready for you really to see.

Sometimes this is emailed to you for the feedback, in other cases an additional meeting will soon be held in order to go through it together.

It's really important during this period that you look at it thoroughly and considercarefully what it really is saying. Remember, the copy has been written for your reader and for that reason, will inform them what they desire to learn. It won't be about you along with your business.

There's no room for your ego in your marketing materials (or your copywriter's for instance). Every word needs to resonate with the reader - it must be exactly about them.

When you have gone through it, it is the right time to let your copywriter have your feedback. Suggest changes you should, but remember you hired your copywriter because she's a specialist in her own field, so she knows what she is dealing with.

4. Refine

Once your feedback has been given your copywriter dates back to the thinking, planning and writing stage again.

She'll amend the document as you have both agreed and re-submit it to your for the approval.

As you can plainly see, there is a large number of stages to copywriting, and it's a tremendously collaborative process. You need to be prepared to give lots of information and time for you the project, however you also need to be prepared to pay attention to advice and go on it.

A copywriter should not bully you, however they will offer you advice. They are going to leave their ego at the door and write with a voice which is worthy of your organization and also the audience the information is to address. Above all, your copywriter will bring a great deal of experience and guide you to an effective outcome.