Trust in a product starts with the copy. What you need to know about the copywriting profession

Contents: 

• What a copywriter does
• About types of copywriting
• Soft and hard skills
• How much does a copywriter earn?
• Why does business need texts?
• Tips for Beginners

What a Copywriter Does

A copywriter is a specialist who writes texts. For blogs and websites, social networks and landing pages, for newsletters and scripts. The work of copywriters is not limited to digital content - they participate in the creation of brochures, instructions, booklets and books.

The author can work in a team with a proofreader and editor - in tandem with them, higher-quality texts are obtained. Typically, a copywriter works according to the technical assignment (TA) from the client or develops it independently. Clients can be SEO specialists, companies, PR managers, marketers, editors, etc.

The copywriter's work consists of several stages. He:

• Studies the technical specifications or offers their own plan for text development. The specialist can use ready-made recommendations or conduct an independent niche analysis if the customer has not done this or does not understand it.
• Considers the structure and style of presentation, determines the format of presentation.
• Writes the text.
• Proofreads and sends to the client. A writer is always ready for edits, because writing a perfect text from scratch isn't always possible.

About types of copywriting

There are several types of copywriting, and each of them has its own characteristics. There is no strict classification, so we will list the popular areas. A copywriter can specialize in one of them or work in several at once.

• SEO copywriting.Creating texts optimized for search engines. They contain keywords and LSI phrases, which can improve the visibility of websites in search engines.
• Image copywriting.Writing texts for companies and brands. These can be product descriptions, press releases, texts for websites or brand media. Such texts can increase recognition and attract customers.
• Technical copywriting.This area is most popular in the IT field. Such texts are related to technical products and services, specifications, operating instructions, user guides and highly specialized publications. The copywriter’s task is to explain complex things in simple language, acting as an intermediary between the company and the client.
• SMM copywriting.Copywriters in this area create texts for social networks.
• UX copywriting.A relatively new field. Interface copywriting helps guide the user through the intended scenario. It is necessary for mobile and web applications to lead the user to the final goal (for example, purchasing a service).

Soft and hard skills

To develop in the field of copywriting, a specialist needs to develop certain skills. We will list the main soft and hard skills.

Soft skills:

• Easily establishes contact.The specialist knows how to clearly and effectively present their own ideas in written or oral form. They easily find common ground with the target audience (TA) and know how to negotiate with customers.
• Creativity. Generates ideas and seeks new approaches to content creation. The copywriter comes up with attractive headlines, unique concepts, and presentations, taking into account the wishes of clients.
• Analytical thinking. The specialist demonstrates their ability to analyze data, conducts research on industry trends to create targeted and effective content. A copywriter understands the needs and interests of the target audience and uses available information to develop effective content strategies.
• Teamwork. A copywriter must be able to work with other team members: designers, marketers, experts, and editors.

Hard skills:

• Literacy.Writes competently, logically, structured and without errors.
• Knows the basics of SEO.This skill is mandatory only if the copywriter plans to work with SEO texts. He must be able to create content that will take into account keywords and other factors that affect ranking in search engines.
• Ability to conduct research and fact-checking.A copywriter must be able to conduct research, study information and fact-check. This can be done independently or with the help of experts.
• Creation of different text formats.A specialist must be able to adapt the writing style and content format for various channels and platforms: blogs, social networks, emails, etc. This will allow you to work on different projects, rather than focusing on one thing.
• Knowledge of a foreign language.This requirement is not mandatory, but with it, you can count on higher checks. For example, IT companies often need writers who write in English.

How much does a copywriter earn?

Today, a copywriter can work for themselves or for companies. Let's look at each point in more detail.

• Working for yourself.In this case, you can work as an individual or create a sole proprietorship. You can start without experience, completing your first orders for free or for a nominal fee to build a portfolio. You can send commercial proposals to brands or advertise your services on social networks. And here you will need to decide on the payment format: per character, time, or text format. The editors of Skillbox.by recommend the latter option.
  You can earn from $300 a month writing texts this way. You can work from home or even from another country. To search for projects, we recommend using exchanges, Telegram channels, social networks, etc. Among the popular exchanges, we can note Advego and Kwork, among Telegram channels - Copywriter, editor - remote work.

• Working in a company. For example, in a digital agency. A specialist can work in the office or remotely. As a rule, a copywriter works with several brands at once. According to rabota.by, newbies in the field of copywriting can expect a salary of $200, while professionals with three years of experience can earn $1,000.
• Work for a specific brand. A copywriter can work for a company in any field (IT, education, ecology, construction, etc.). The main advantage is that they will work with a specific company, without being distracted by projects for other brands. In this case, experienced specialists can expect a salary starting from $300 – the salary depends on the company and the copywriter's experience.

By developing certain skills, an in-house copywriter can rise to the position of department head, marketer, or PR manager. Or they can retrain as an SMM specialist. Over time, a copywriter can become an editor, begin training authors, consult for businesses, or open their own agency. An author can also develop horizontally – becoming an expert in a specific niche (IT, EdTech, medicine, beauty, etc.).

Why does business need texts?

The success of a business directly depends on texts. This is the main way of communicating with the client. Through it, a business conducts a dialogue - trust in a product begins with the text. After all, hardly anyone likes to communicate with people who make mistakes in the simplest words. At the same time, the text must not only be literate, but also understandable and useful for the reader.

It turns out that the text influences:

• customer trust and loyalty;
• company image;
• Brand recognition;
• Uniqueness of a product or service;
• Sales.

Tips for Beginners

You can learn copywriting on your own, but taking courses or studying with experienced authors can significantly save time and avoid mistakes. When choosing distance learning, it is worth paying attention to the relevance of the curricula, teachers, the ability to build a portfolio and the availability of feedback.

And in order to get to know the profession better and understand how to start a new business, we recommend paying attention to the resources that will be useful for experienced authors as well.

Literature:

• M. Ilyakhov "Write, Shorten: How to Create a Powerful Text" / "Clear, Understandable: How to Convey Thoughts and Convince People with Words" - manuals for beginning authors. They help to create powerful texts without fluff.
• D. Clason "The Richest Man in Babylon" is a motivational book about how to properly promote services and develop. Helps get rid of procrastination and start taking action.
• P. Frederick "Persuasive Writing: How to Harness the Power of Words" is a manual for copywriters, with the help of which a novice author learns to create high-quality content.
• H. Elrod "The Miracle Morning" is a motivational book for those who find it difficult to develop in a new field. With its help, you can learn to use your time wisely, submit work on time, without burnout and other unpleasant consequences.
• S. Covin "The Seven Habits of Highly Effective People" is a book for aspiring entrepreneurs and freelancers, with which a specialist can quickly advance his career.

Podcasts:

• G. Yakusheva "Liquidation of Illiteracy" — a podcast that allows you to learn to write competently and informatively. With it, every author can discover something new, even if they are not a first-time copywriter.
• L. Swanson "Content Strategy Insights" — one of the best English-language episodes, which talks about relevant life hacks. Using them, a copywriter will learn to write competently, informatively, and without fluff.
• P. Stafford «Writers of Silicon Valley» — a popular collection that talks about individual areas of copywriting. You can learn a lot about the profession and learn to write texts with a check from $ 100.

Blogs:

• TexTerra Daily is a news blog that can be used for inspiration and skill improvement. There you can find useful tips for both beginners and PRO authors.
• Denis Kaplunov Studio Blog — here you can find lots of life hacks. The blog features 1000+ publications, and each of them will allow you to upgrade your skills.
• Contently is a foreign blog for copywriters who want to go beyond the box and start working in the European or American markets.
• Ruthless Ilyakhova— Telegram channel of editor and project manager Irina Ilyakhova with useful tips for authors, editors, and businesses.

Useful services:

• Glavred— will help improve the text and find stop words: officialese, linguistic garbage, advertising and journalistic cliches.