Copywriting Examined

If you're thinking about using a copywriter (or becoming one), it is critical to realise that there surely is several kind of copywriting and more than one type of copywriter.

Different writing projects require different skills, and writers evolve different skillsets, whether deliberately or simply as the natural result of their working experience. So the terms 'copywriting' and 'copywriter', although simple-sounding, actually encompass a variety of specialisations and features. This post lists a few of the most typical types of copywriting and copywriters.victor palandi

Note that a few of these copywriting disciplines have parallel job titles/descriptions, and others don't. For example, while 'SEO copywriter' is now a recognised job title, I've by no means noticed anyone describe themselves as a 'long-duplicate copywriter'. Also, remember that some of these labels are flexible - while there are different strands within copywriting, the distinctions between them aren't usually so clear-cut as my headings imply, and people may use these conditions in various ways.

The freelance copywriter

The freelance copywriter writes in virtually any medium directly for clients, usually operating as a sole trader or one-person company.

Businesses and organisations need a broad range of points written: websites, brochures, case studies, product descriptions, consumer manuals, pr announcements, presentations, internal files and more. While many will simply use internal resource to get the writing performed, many turn to a freelance copywriter to help them out.

Freelance copywriting is normally managed on an random, job-by-job basis, even though some clients do strike retainer arrangements or set up longer agreements with freelances. Typically, the freelancer offers a price or proposal, does the task, revises the duplicate in response to feedback, and submits their invoice on approval.

Freelance copywriting typically requires 'broad but shallow' copywriting abilities. For example, throughout writing a corporate website, the copywriter might find themselves writing lengthy copy for info webpages, snappy selling copy for high-profile web pages and journalistic duplicate for news pages. At the same time, they might toss in a business tagline and perhaps name something range or two - in some instances, without actually being asked, since the client might not possess realised that they even need these exact things.

Because of doing work for many different clients, the freelance copywriter also tends to develop wide but shallow understanding of different business sectors, allowing them to control new customers' requirements very quickly. This is one region where older freelancers can consistently outdo their youthful counterparts - experience cannot be faked, nor bought.

Conversely, some freelances specialise on paper for a particular industry or sector - pharmaceuticals, charity and so forth. This may be because they previously held a salaried placement in that sector. It could be a deliberate choice, or it could just emerge as a result of the careers and referrals which come along.

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