What is copywriting? Copywriting is the art of storytelling in the world of advertising and marketing. A copywriting creates compelling copy, or text, to sell a product, represent a brand, and engage consumers.
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A copywriter works to ensure that the brand’s message is effectively conveyed and easily understood to consumers. Copywriters create the direct contact between the brand and its consumers, and they transform the blueprint of a media plan into a reality. Writing for social media, blogs, print advertisements, TV, radio, outdoor advertising, ambient or guerilla advertising, among others, are some of the possible projects for a copywriter.
Copywriters are the best in the industry to appeal directly to consumers with words. Hiring a copywriter ensures that your brand’s message, media, and advertisements are clear to your audience. Your brand’s copy should be potent and concise, and copywriters have the writing skills to eliminate unneeded verbosity. Creating memorable copy is difficult when you are running other aspects of a business, so hiring a copywriter to specialize in the creative endeavors is important in effectively running your business.
The bandwidth of a copywriter is continuously growing. Traditional copywriting, such as writing for print advertisements, TV, and radio, is still in fashion, however copywriters must be able to adapt to the digital world as well. Social media has become one of the most popular forms of content, and copywriting for social media, as well as mastering the different platforms, will not be going out of style any time soon.
Copywriters are never going out of style, as brands need to ensure they keep a consistent and strong brand message to be publicized on different channels. The type of content copywriters produce is constantly changing, such as the huge shift to digital in recent years, but the need for skilled writers will always be present.
According to Forbes, focusing on consumer “pain points” is the best way to connect with your audience and help them solve their problems with your product. The industry is facing a shift from explaining why your product is the greatest to the functionality of problem-solving.
Due to shorter attention spans, some people believe long-form copy is dead. However, long-form copy is making a comeback, and being able to produce great long-form copy is highly prized in the industry.
Strong writing skills: It’s in the name, but the importance of being able to write well cannot be stressed enough. The main job of a copywriter is to be able to clearly and effectively convey the brand’s message. Grammar, spelling and punctuation are important not only in ensuring the correct structure of the copy, but also giving it personality and flavor.
Industry knowledge: Copywriters need to be observant of other brands and advertisements and what works for them. Copywriters must know the trends of the marketing and communications industry to produce timely work.
Multiplatform media: Copywriters must know how to write for all types of media, from videos to blogs to print. There are huge stylistic differences to creating print advertisements versus experiential advertisements, and a skilled copywriter knows how to appeal to each type of medium.
Graphic design: Although art direction is a separate department in the creative world, copywriters should know the basic functionalities of designing an advertisement. Copywriters should be familiar with Adobe software such as Photoshop, InDesign, Illustrator, Premier, and Procreate, and they must be able to collaborate with art directors.