You’ve probably heard the title before, but exactly what does a copywriter do? Perhaps you picture a copywriter to be scribbling a plethora of sophisticated words onto paper all day. Or maybe you envision a copywriter to be dreaming up prolific poems while puffing the day away on a vintage cigar. Although it may seem this way from the outside, copywriting is much more than the seemingly glamorous facade of it all.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. This can include writing slogans, headlines, tag lines, video and/or commercial scripts, blogs, proofing and revising, business proposals, and so much more. Basically, if it involves words and writing, we’ve got our hands on it. And although it may sound simple to put pen to paper, it’s much more intentional, time consuming, and strategic than that.
At its core, being a copywriter requires creating a brand’s tone of voice, keeping language and verbiage consistent, and presenting a creative angle that tells a brand’s story in a unique and cohesive way.
What's Your Tone of Voice?
Think of the first brand that comes to mind. What does that brand’s copy (slogans, website copy, tag lines, etc.) make you feel, and what adjectives would you use to describe it? This feeling, this sense of character is much more than just good writing-it’s a strategic and intentional tone of voice that takes a brand from good to great.
Writing tone is simply the 'personality' of a brand or company as expressed through the written word. The tone of a brand can be friendly, informative, serious, playful, etc. To put it more simply, it’s not what you say, but how you say it.
Why Your Tone of Voice Matters
Your tone of voice is unique to the brand and the product you’re offering. If you’re writing copy for a law firm, you’ll most likely want a bit more of an informational tone. If you’re writing for a cannabis company, chances are you’ll write with more wit and informality.
Tone of voice matters because it tells an audience who your brand is, and sets you apart from the rest. The tone of voice you use should be unique to you and the brand you want to represent. Every slogan, headline, and copy you dream up should reflect the direction you envision your brand to go. Understanding the language your audience responds well to is key to keeping the tone of your brand unique and consistent.
Keep It Consistent
Consistency is key to making your tone of voice an effective asset to your brand. And although it’s best to keep this as a rule of thumb, remember that your tone of voice can ebb and flow, depending on the platform you’re writing for. For instance, if you’re writing copy for your brand’s social media, the tone may be more conversational, whereas the tone for your website may be more informational. Be comfortable with the waves and the different writing styles you may need for any given platform-that adaptability is where the magic happens.
Now that we’ve touched on the basics, take pen to paper and see what you discover. Stay curious and keep it consistent-those sweet, creative juices will eventually find their way to those typing fingers. Happy writing!