What Does Copywriting Entail

Writing in alignment with your brand

Any good writer will tell you that it’s not about what you write, it’s about how you write.

That is, it’s not about focusing on brand consistency – branding is what the customer experiences when they encounter your product or service.

It’s rather about conveying your message in a way that is unique to you/your business.

And one of the best ways to do that is by writing in a way that is natural and feels like you.

You can still be a copywriter even if you’re not a wordsmith.

A great deal of content marketing focuses on products and services, so having familiarity with those areas is very helpful.

But regardless of what kind of business you are running, there is always some aspect of writing involved.

Conveying your message clearly

When you write an article, what you want to achieve is clarity of thought. You do not want to confuse or mislead the reader. Your job as a writer is to convey your message clearly and in a concise manner.

You want readers to understand how you feel about their issue (your problem), why you think that way, and what you plan to do about it.

Your first goal is always to tell them something new, then to convince them of why this news is important.

There are two ways to get people to agree with you: facts and arguments; or stories and examples. People will trust you more if you believe in yourself and have confidence in your ideas.

While all writers should be able to convert ideas into words, not every writer can convert phrases into sentences, paragraphs into pages.

Some people seem to pour everything they’re thinking and feeling into their writing, which may not be productive.

It takes a while to learn these skills, but once you do, you’ll produce content easily. Without content, there is no blog.

And without a blog, you don’t exist in the online world.

Making your content action-oriented

The phrase “content marketing” can mean many things to people, from creating topical guides to distributing educational articles. While these are all viable forms of content marketing, it is what they were intended to do.

Content marketing aims to inform readers, audiences or customers about a company, its products or services, and/or its employees. You may still be unclear as to what makes your content unique versus another website.

You will also need to make sure that your messaging is clear, direct, and has sound execution. It will then become more identifiable by viewers.

Your content should not have so many holes that viewers see through to the other side; however, you want to avoid sounding like a brochure. Your content must offer value to your audience while also telling their story.

To create effective content marketing, you'll need to know who you're writing to and what you're offering them. Just doing a little research before you start drafting posts will help you come up with ideas for fresh content.

Using an engaging voice

Voice is what makes you sound human. You can have the most innovative idea in the world, but if you read it like a machine with no personality, then people will lose interest.

Your writing should always have a distinct voice that says something about your style and which you are trying to convince others of. This could be a journalistic style using phrases such as “reported by” or “taken from” next to each story, or a more personal style saying things such as “written with feelings of” or “written with emotion.”

The key is to use these same verbs when you write so the meaning is clear. If you write in a particular way, you want to write in that way consistently.

If you write in a very formal fashion, don’t put yourself out there–you need enough of a connection for the reader to trust both you and your message. But you also need to make sure that your audience knows who you are and why they should listen to you.

Focus on helping your customers

In my opinion, the best copywriters are those that have a broader vision of what they want to write about and can adapt their ideas better to different situations.

You will also find that many good copywriters are not necessarily focused on selling anything but instead know how to connect with people through written content.

It’s important to remember that quality content doesn’t mean quality writing; conversely, poor writing won’t make you a great writer even if you have lots of knowledge or opinions to share.

Writing is as much an art as it is a skill. And just like painting a picture requires some creativity, so does writing well.

Some writers view being creative as more of a passion than a job — they love creating stories and images in their head and putting them down on paper or screen, then going from story to story looking for the next project.

For other writers, making money is all about finding a niche and filling it. Whether you’re promoting local businesses, services or products, most jobs require you to fill an empty space and offer something unique for someone else.

Getting detailed with your ideas

Writing is quite difficult because you have to make sure that what you write is interesting for the reader, while at the same time not talking too much or giving away your key points.

You also need to be professional at whatever word count you do. I take pride in my ability to get to the point without boring the readers, over-explaining, or writing for the sake of writing.

It’s about being confident in who you are and what you have to say. Most copywriters rely on an arsenal of tips and tricks that they use to keep their conversations with people (readers) entertaining and engaging.

What I like most about copywriting is that it’s a very personal art form. You can choose your topics and focus on how you want to feel when you write about them.

There’s a good reason why many publications rely on freelancers to perform this function and why companies hire writers who work independently. They’re cost effective.

Spelling and grammar

After you have written your draft, you will need to go through and correct any spelling mistakes and grammatical errors. You want your readers to be able to read your copy quickly with little effort.

Your editors may also make some suggestions that could help your copy better explain your idea or project. Your job is to understand what they are saying and edit your script so it makes sense and can be easily understood.

You will need to pay attention to punctuation and capitals as well as making sure words are divided correctly by letters and that sentences are balanced. All of these things contribute to your document’s overall flow.

If you use too much capitalization in your writing, your text will become very wordy. By using lower case letters, all words are equal and no one letter stands out.

You will also notice typos (typo refers to when you type a mistake while typing) or incorrect formatting. For example, numbers should be typed instead of spelled.

When editing, keep in mind how someone might cut off a word or phrase. Avoid inserting new lines or spaces where there shouldn’t be ones.

Don’t forget to check your work for clarity issues caused by short phrases and long sentences.

Choose relevant images

A great deal of attention is given to picking the right pictures for your content. Most people understand that not every picture tells a story, but some really make it worth looking at.

There’s a common saying that “a picture is worth 1 million words.” That means how we perceive a image can tell us more than what we read next. It gives us an opportunity to take in the entire piece of content.

If you have a hard time choosing pictures, then try finding ways to use pictures that don’t involve visual design. For example, you could add funny borders or additional text to an image. You can also look for pre-made stock photos and incorporate them into your content.

It makes things easier when there are fewer pictures to choose from. If you only have a few images to work with, choose which one works best without any regard to size, and crop the rest so they fit.

Consistency becomes even more important when working with small images. Identify patterns in image sizes and frequency usage and ensure you aren’t falling in the pattern too often or using different formats within a single article (for instance, place focus tags in an arrow button instead of cell phone numbers).

In order to keep track of where you’ve been using images, create a system! In Word, you can set up folders using headers and/or buttons; put all of your images in

Layout your article

One of the most important parts of copywriting is layout. You will need to know how to write with precision while also being aware of which fonts are used and what style they fit in.

You will also have to be familiar with any styles that may be implemented by the publishing company for whom you work.

Familiarize yourself with at least two layouts (common ones are paperback and hardback) as well as every single font used, both typeface and size. Also become proficient in putting together basic graphs and diagrams.

This can easily be done through trial and error but it should not take too long. Once you get the hang of it, you can go straight to the source and ask others who have helped create pages on the website.

The better equipped you are below, the more valuable you will be to your publisher.

About The Author

Juice Staff Writer
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