How Hiring 1 Great Copywriter Can Fill 5 Roles In Your Business
When you have a business to run, clients to serve, and an impact to make — you need the right support.
Most business owners know they need a copywriter — someone who can expertly weave your values, mission and sales into intertwining copy assets, like ads, landing pages, emails, sales pages, webpages, webinar scripts and more. But it doesn’t stop there.
Despite the name suggesting otherwise, copywriters are more than just word-pumper-outers. While the actual writing portion of our job is important, it's the additional knowledge and expertise we have in other areas that shifts us from "good" at what we do to great.
But first things first, we'll start with a copywriter's primary job.
Copywriters Write Copy Designed To Optimize Conversions
You probably already know the distinction between copy and content. However, I still find that many 6-, 7- and 8-figure business owners randomly interchange these two terms in different contexts. Copy is writing that drives the reader to a specific action, like buy now, download this, sign up, click here. The main goal of copy is conversion of the chosen desired action — how many people were convinced to act based on the words?
Content is writing designed to entertain, inform or educate, often demonstrated by blog posts, social captions or weekly emails. The main goal of content is generally a combination of brand awareness, boosting authority, and growing your audience (not conversion).
(Lucky for you, we specialize in BOTH, so we've got you covered!).
When you hire a copywriter, you hire a specialist who knows and understands how to convert your audience into leads and/or paying clients. We deeply understand buying psychology, sales tactics, and how to connect the two so your brand can achieve results. But beware: not all copywriters are equal.
For example, if you’re planning an upcoming launch, a "good" copywriter can write sales funnel assets, but a GREAT copywriter will write the assets AND provide launch strategy, marketing tips and unique methods to optimize conversion at every stage…
Which leads us to the next hat great copywriters wear. Because, here’s the thing —
Great Copywriters Are Also Marketers…
Not all marketers are copywriters, but all copywriters are marketers. To do our job effectively, we NEED to understand how to reach more people so we can move your mission forward.
We're continually dedicated to the evolving digital marketing industry, are well-versed in sales funnels and how it all fits together. That means you’re not simply commissioning us for a one-off copy asset. When you hire Content by Kelsey, you get marketers who understand…
who’s visiting your page,
what's important to them, and
how to turn that prospect into a lead or paying customer.
We understand that words are more than just words — they have a purpose.
By being aware of the context surrounding a campaign or launch, we can help drive traffic or shift messaging so you achieve the results you want — whether that’s more sign-ups, more downloads, more sales, you name it.
For example, a great copywriter (aka us) will write your landing page using persuasive messaging to make your offer SO irresistible that your ideal audience would happily exchange their email address for it — which will then be followed by a targeted, on-brand autoresponder and welcome sequence to create an instant inbox relationship.
Great Copywriters Are Also Researchers…
Now you may wonder how someone new to your team could speak directly to your ideal client (this ability is actually what my clients rave about the most — see what Megan, Sarah and Alyssa had to say).
If you've ever doubted who your ideal client is, what they truly desire or what motivates them, you've come to the right place.
Us copywriters looove to deep dive into audiences through market research, competitor analysis, and more that ultimately reveal their dreams, fears, suspicions and common enemies. We first document that research in a brand messaging guide, and then use it to write empathetic copy…
encouraging those dreams,
normalizing those failures,
recognizing those fears,
confirming those suspicions, and
rallying against their enemies.
Our best skill as great copywriters? We discover your ideal client's biggest pain and pleasure points, before weaving them seamlessly into copy that has your ideal client thinking “hey, this is for ME!” in no time — so they can’t WAIT to invest in the solution you’re offering.
But to do that successfully, we also need to understand your brand. Because if your goals, mission and/or vision aren't clear, we can't maximize your impact.
Great Copywriters Are Also Brand Strategists…
As a copywriter, I regularly help clients strategize the all-important aspects of their business — branding, sales, marketing, automation strategies, you name it. If you’re stuck in the weeds, a copywriter can help (and asking for a second or outside opinion forces you to step back and clarify what you're really trying to say or do).
And no, it's not too late to hire a great copywriter (aka us). Involving a copywriter from the beginning is helpful, and can set your launch / brand / [insert need] up for easier success, but we'll still do our best to ensure the whole process runs smoothly by hitting the ground running.
Plus, the sooner you get things off your plate, the sooner you can put your focus where it needs to be — business building, offer creation, relationship management, you name it. Win-win.
For example, if you want to make more sales in your next launch (and who doesn't?), we'll help you strategize the best way to do that, and then write the assets using specific positioning and messaging.
Great Copywriters Are Also Coaches…
To be successful in your field, you don’t need to know everything. In fact, being aware of the areas where you need the most help can actually help fill those gaps faster. So receiving guidance from our team of copywriters on your marketing strategy, brand positioning, external messaging, next offer, or even BEFORE you launch your brand, can ensure its success in the long run.
You know your brand best, but we know the industry best — and you don’t have to do it alone.
For example, if you want to release an evergreen offering, we can help you strengthen the offer, identify your ideal client, and develop your offer strategy. Then, we can help develop your brand voice, messaging, and write copy assets needed.
If you're ready to level up your business and start creating MORE impact, we can help you build your brand in the background, so you can focus on running it, showing up for your community, and spending your time where it's most valuable. Book your free call, and let's get started!
