Is the role of a copywriter important in a company? Many people wonder. This question keeps rising over and over again.
When you heard about copywriters, you must be thinking that this job is easy. Compared to coding a website or planning sales, copywriting sounds easy enough. But, is that so?
The answer is not. Copywriting is hard and it is nothing like what we learn at school or university. To be fair, writing a copy requires imaginative thoughts and really high critical thinking, meaning that it is the heart of a company.
Neil Patel, the co-founder of Neil Patel digital, said that copywriting is highly crucial and even business owners should master it. This is so for copywriting has an important role in getting more leads.
Accordingly, copywriting, including content marketing, generates 3x more leads than traditional marketing. What is better is that it also costs 62% less.
The explanation above seems to justify that the existence of a copywriter in a company is indeed important. However, what is a copywriter actually, what do they do, and what is their main objective?
Also read: What is Experiential Marketing Actually ?
Copywriting, an Art in Business World
As its name, a copywriter writes “copy.” Copy does not refer that a copywriter works like a photocopy machine. No, no, no. Instead, copy refers to advertising promotional materials or marketing materials.
Marketing materials include brochures, billboards, catalogs, advertisement articles, product descriptions, email broadcasts, and so forth. Yes, these are what copywriters make.
In so doing, a copywriter should act like a story teller. In other words, copywriters in business are like bards in poetry. Whoever tells the better story wins.
In presenting the story, a copywriter should be aware of the current issues, target markets, company’s spirit, product features, and many more. Besides dealing with empirical data, copywriters also deal with abstract ideas such as emotions, ideals, collective mindsets, and so on.
In short, copywriting aims to get more clients. In so doing, copywriters raise product awareness of leads and eventually turn them into clients or partners.
The hardest task of a copywriter, furthermore, is to humanize a business. Abstract as it may sound, this is true. By humanizing a business, copywriters will have indirect control of people’s emotions.
Emotions, therefore, are important as most, or all, people prioritize emotional drive to decide anything, including in buying products or service.
All in all, the importance of having a copywriter in your business is really grave. In other words, neglecting the existence of copywriters in your business equals killing it. Literally.