A copywriter creates written content for the purpose of advertising and other forms of marketing.
A copywriter creates written content for the purpose of advertising and other forms of marketing. The field of copywriting is wide, and can for instance include the creation of brochures, billboards, sales letters, white papers, jingle lyrics, various written advertisements, and scripts for commercials.
With the growth of internet, a special type of copywriters known as digital copywriters or website content writers have developed. Online, copywriters work with the creation of website content, email newsletters, online advertisements, blog posts, social media content, and more. Some companies and organisations retain both traditional copywriters and the online variety, while others hire individuals qualified to fulfil the requirements of both these niches.
Some copywriters are hired directly by organisations in need of copy, while others work for advertising agencies, copywriting agencies, public relations firms, and similar. Freelance writing is common, with the copywriter being paid to create certain content on a project basis rather than being hired as salaried employee.
Advertising agencies typically employ copywriters as a part of a larger creative team that includes members from other professions, e.g. art directors.
What to look for in a copywriter will of course depend on the needs of your organisation. It is also important to keep in mind that one copywriter that is ideal for a certain project or campaign might be unsuitable for another.
Copywriter is not a protected title and anyone can call themselves copywriter regardless of skills, experience and background. For you as a client, it is therefore extra important to carefully investigate the copywriter or copywriting agency that you are interesting in hiring, to make sure that they fulfil your requirements.
Many copywriters have an educational background in fields such as journalism, media studies or marketing, or have participated in more specific copywriting courses or training programs.
A reputable copywriter will be able to present you with a portfolio of their previous work, or samples of the type of productions that they can provide. Here are a few examples of points that are good to keep in mind when you evaluate the work of a copywriter.
Other factors that may impact your satisfaction with a copywriter are their ability to do research, solve problems, handle criticism and rejection, work to deadline, work well under pressure, and to work independently or as a part of a team (depending on your requirements).