I’m sick of the gossip about copywriting. What kind? Like, “What kind of job is it to sit at home and type? Anyone can do it.” “A light pen is enough to create texts.” “Copywriting is expensive.” I’m irritated by these statements, so I’m going to deal with them right away. And I’m going to show you that copywriting is more than just writing.
A copywriter writes from the top of his head
I’ve written about powder coating, the Thermomix diet, wedding photography, brand building… and a few other topics that I neither major computer science festival to take place at hse university nor specialize in.
The texts did not come from my head, but from solid preparation. From an interview with the client, searching the internet and books. I gathered information, analyzed it, and only then did the text come into being.
Copywriting? Just a light pen!
Copywriting is about words that sell – a product, an image, a relationship. They are user behavior analysis to trigger a desired reaction in the reader. It is not enough to write lightly. You need to know marketing, psychology, and correct Polish.
Copywriting is the art of drawing out specifics and benefits. Light text does not sell. A well-thought-out and well-designed text sells. See how to write a good text for the Internet.
Writing texts is easy. You have a topic? You sit down and write!
Oh, the dream! Typing away at a twd directory is only a fraction of a copywriter’s work. Most of it happens beforehand. In my head, in a brief, online. The idea, the research, the choice. Only when I have collected all the pieces of the puzzle do I sit down to put it together. Without that, I can only stare at an empty document on my computer screen, not fill it with great content.
That’s why when a client contacts me, I bombard them with questions (I wrote about how this works in the article “How does cooperation with a copywriter work?” ). I browse the Internet to gather information. This takes a lot of time. Sometimes more than the writing itself. However, I know that it will pay off, because the better answers I find, the better the text will be.
Copywriting is easy money, anyone can do it
Sure. Even 5-year-olds can write something there. Everyone took Polish lessons. We learned how to write essays. Do you think the client has time to read such an essay?
Do you know how to make the text short, specific and relevant to the customer’s needs? What are the rules of writing for the internet? How to format the text? What to look for? How to attract and interest the customer so they don’t run away? How to write a great headline?
As a copywriter, I need to know all of this. I continue to train to create better and better. I gain new experiences from each assignment, which I can then use when writing for other clients. Even if I wrote a million essays in Polish, I would not create an effective sales text.
Copywriting is soulless texts for robots
When I was negotiating the details of the order with the client, she asked me not to write for keywords. Copywriting seemed to her to be content for robots.