What is copy, anyway? Why can’t I use AI to write it?

There’s kind of a funny problem with copywriters.

Our job is to communicate as clearly possible, but it’s not clear to everyone what we actually do.

“I’m a copywriter.”

“So, you like… do copyrights?”

Hmm, no, I’m not a copyright lawyer. Let’s try again.

“I’m a writer.”

“Oh, have you written anything I’ve read? I’ve always wanted to write a novel.”

“I write website copy for small businesses.”

“…well, I’m sure you could write a novel if you wanted to.”

Besides, people outside industries like publishing and marketing don’t always use the term “copy.” 

No wonder people get confused.

TL;DR: Copywriters research and write words that are intended to move someone toward a desired action—usually sales.

Okay, so what IS copy?

Writing! The words that entice people to buy something, usually!

“Copy” is used across different industries in different ways—a book publisher, a newspaper reporter, or an advertising executive might be talking about slightly different aspects of the written word when they use the term.

However.

For small business owners, these distinctions aren’t so important. Think of copy as the messaging that will help you move product or fill your dance card.

The words in your Facebook ads.

The words on your sales page.

Your tagline.

All the written words you put out into the world to persuade people to exchange their hard-earned money for your goods and/or services.

The words you write to convince people to buy.

What about content, then?

Your blog posts or Instagram posts? That’s content. 

Think of it this way:

• Content informs, entertains, and warms up your audience
• Copy moves people toward a sale

Content and copy go hand in hand. They don’t need to be written by the same person, but they should be informed by the same marketing plan.

While you probably need to whip up fresh content on a regular basis, copy might be somewhat static. You can keep your website “About” page the same for a year or two with no detriment to sales. (Though really, you ought to spruce it up once in a while.)

What the heck do copywriters do once you hire them, anyway?

We don’t just write.

Eventually, we make words appear on the page. It’s what we wake up wanting to do.

But we can’t pull it out of thin air, friends!

Copywriting involves a LOT of information-gathering, a little journalism, a good dash of marketing, and a large glug of interviewing, messaging, and massaging.

After you sign a contract with your writer, they’ll want to download your brain once or twice. It’s likely that they’ll want to talk to other stakeholders as well, like your customers, constituents, or team members.

Teamwork!

 

Let’s break it down

Writing sales copy for the web means:

• • Keeping up with online marketing and content marketing strategies
  • Nurturing a productive relationship with the client
  • Lots of customer research. (Lots.)
  • Brainstorming ideas
  • Writing and editing copy that helps the business reach its goals

It sometimes means:

• • Testing headlines
  • A/B testing
  • SEO writing
  • Making suggestions for design

It does not mean:

• • Coming up with all the ideas
  • Drinking lots of whiskey, yelling at people, then taking a nap on the couch
  • Steamrolling business owners into a direction they’re not comfortable with
  • Playing fast and loose with deadlines because of “creativity”
  • Manipulating readers into spending money

More Questions?

Now, to answer a couple of questions I got from the wilds of social media:

“What is copywriting, and how does it apply to being an entrepreneur and in biz?”

If your copy is good, you will sell more. If it’s bad, you’ll lose customers.

Let’s be real, though. There are a lot of moving parts in your business. Copy can’t change your client outcomes or market fit.

One of the most IMPORTANT things copy can give you? Confidence. How do you want to feel when you share your website with a lead? How do you want them to feel when they read it?

Copy that feels aligned is easier to stand behind, and you’ll get more inquiries with people who truly love YOUR energy.

“What is an expected range of costs I would expect to pay for copywriting? Say for a website?”

By FAR, the most common way to charge is by project. It’s the best deal for the writer and for you as the business owner—with no surprises when the bill comes.

As a general rule, most writers charge $3000+ for a basic 5-page site.

But if you need someone to spruce things up without totally overhauling your site from the ground up, think $997. (Strategic, aligned, optimized website copy in about a week? Dang, that sounds good about now, huh?)