Copywriting. Curlyworm Style

Last week I was speaking to a potential client who said in the first couple of minutes how he hadn’t thought of using a copywriter before as he always thought they were more for ghostwriting novels and the like. One of the main reasons businesses use copywriters is because they need someone to help them convey their brand message to potential customers and here I am, a copywriter, facing the exact same issue! 

It struck me that actually copy and content writing are a totally alien concept to most people and, if you’ve never used a copywriter before why should you know what they do? The cogs in my brain would not let this lie so here is my, very brief, guide to how and when to use a copywriter.

You can use a copywriter for basically anything that needs words as there are actually two flavours of copywriters - copy and content. Straightforward copywriters tend to work with businesses more on selling their brand, product, and/or service. Think advertising and websites which businesses use to convey their brand message in a way that persuades you to engage with them - typically through a purchase. Content writers tend to work with businesses to produce, you guessed it, content that can be used almost anywhere. Think blogs and social media which businesses use to entertain, show more of their brand personality, and establish a relationship with customers - typically creating ongoing loyalty.

At Curlyworm Creative I do both, working as a partner with my clients by producing content and copy as well as gently advising them on the best course of action. By working so closely I’m able to properly understand their brand and what sets them apart from competitors. This enables me to create content and copy that encapsulates what they do in an easy to understand way, all in their brand voice. The main areas I concentrate on for clients are website copy for new or relaunching websites, blog posts, and social media posts although I will and do happily produce anything they need. 

Hopefully you now know a little more about how and when to use a copywriter, they’re not just for novelists!