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How to become a professional copywriter?


How to become a professional copywriter?

Words are one of the best ways to communicate messages convincingly to the audience, so the need for a copywriter job increases with time, who can write ads in a way that enhances the audience’s better communication with the brand in whose name the advertisement speaks.

How to become a copywriter with no experience


With time, the specialization in copywriting has increased, and there are specialists in writing ads for social media or for a specific platform, others who write TV ads, and others who specialize in radio ads or print ads, and there are many areas in copywriting as well, there are specialists in writing travel ads and others In writing car ads and other fields.


Who is an Advertising Copywriter?

Copywriting is one of the most important elements in all forms of marketing and advertising. Copywriting consists of words, whether written or spoken, used to try to motivate people to take action after reading or hearing them. Copywriters try to make people feel, think, or respond in a particular way with a goal. Increase Sales.


A copywriter, also known as a copywriter, can be defined as a professional person who develops content used to market and promotes goods and services, writing ad texts, marketing and sales slogans that appear in magazines, television ads, and advertisements for all other media.


The advertising environment is fast-paced and evolving, as copywriters produce ad copies under tight deadlines, and they usually work as freelancers for a variety of advertising companies or work for one company from their corporate headquarters, and a copywriter can work from home and manage their time and projects them better.


There is an increasing demand for copywriting with the increasing importance of writing advertising content, and its impact on the revenue of a large number of companies. To become an outstanding copywriter, you must be able to create personalized content with a tone, grammar, and message that is appropriate for a variety of clients, and have the skill to study the target audience and choose the best tone and style to address it.


The difference between content writer and copywriter in e-marketing

All companies and brands need to write of various kinds to inform customers of their activities and what they offer, whether it is writing content or writing ads. An e-marketing campaign is not devoid of the element of writing, with different purposes and goals, and here it is worth distinguishing between the job of a content writer and the job of an advertising writer.


First, the content writer

The job of a content writer involves creating textual content with the purpose of educating or entertaining readers, and it may lead to increased sales, but it is not the primary purpose of content writing, but you want to educate or entertain your readers by creating valuable, high-quality and useful content for them.


Examples of content writing include e-books, email newsletters, news articles, informative articles, case studies, social media posts, and blog articles.


Second: Copywriter

Whereas, a copywriter's job involves creating textual content with the aim of persuading readers to take action related to a sales process or stage of your business. For example, if you are trying to sell a product, you will need to convince potential customers that it is worth buying, and if you are trying to attract more phone calls, you will need to convince them that your business is worth calling you.


Copywriting focuses on the art of persuading readers to take some kind of sales-related action, and it is not an easy task that anyone can perform without training or practice and learning, so the demand for copywriters and copywriters is constantly increasing, and the job is becoming more specialized. And a copywriter specializing in a specific field, and other specializations and divisions.


Examples of copywriting include writing landing pages, pay-per-click ads, CPM ads, social media ads, writing product pages, writing e-store ads, email marketing ads, and SMS ads.


Importance of Copywriter Job

It is necessary to choose a professional and distinguished copywriter to perform the work in your company, for several reasons, the most prominent of which are:

  • It builds the company's image in front of the target audience.
  • It forms a strong emotional bond between the audience and your brand.
  • It brings out the unified brand personality and connects it in the minds of the public.
  • Differentiates your brand from competitors and creates a strong competitive advantage.
  • It helps you improve your visibility on search engines with high-quality advertising content.
  • Presents the information you want to communicate in a compelling way.
  • Urges the public to take action.
  • Avoids the downsides of poor ad copying on your brand image.


Job Responsibilities and Duties of a Copywriter

The job of a copywriter plays a major role in the image and reputation of the company or brand he represents. His job duties include the following:


1. Writing social media content

Content authors must produce content that expresses the customer's brand, with a voice and tone appropriate to the nature of the customer.


2. Cooperate with most of the organization's personnel

Copywriters work with many people in the areas of public relations, marketing, customer service, sales, and more, to get feedback on the outcome of previous ads, and know what the customer needs and what they don't.


3. Producing content free of grammatical and grammatical errors

Content should be of high quality, consistent with the company's stylebook, values, ​​and standards, and free from errors that negatively affect your brand image.


4. Produce creative and compelling content

Adapt the key points you want to communicate to your audience, turning them from a creative summary into a compelling, actionable copy.


5. Multiple project management

A copywriter usually works on more than one project at a time, so juggle projects with deadlines, and break them up into short deadlines, so you can organize and meet them.


6. Proposing constants and basics for publication

It is a copywriter's role to present basic concepts of the advertising content to be published, and it is defined and articulated along with the core strategy of leading the company.


Skills that a copywriter must possess

Aside from training courses and university degrees, a copywriter must have a number of basic personal and practical skills that make him or her qualified to do his job well, including:


First: creativity

Copywriting is associated with creativity, so any copywriter needs to own it, and it is what characterizes the final work of any copywriter.


Second: Social media skills

The copywriter must have a solid understanding of SEO concepts, an understanding of the nuances of writing on social media platforms, the characteristics of each platform, and the nature of the audience on each social media platform.


Third, the ability to learn

Perhaps the job of a copywriter does not require many requirements at the beginning, but it requires more work and effort during its performance. A successful copywriter cannot stop learning, gaining more experience, and becoming acquainted with what is new in the labor market.


You can develop this skill by obtaining an internship in the creative department in an advertising and marketing agency, and you must try all kinds of work within these departments, write by telling short and long stories, and write advertisements for all media and in multiple fields, and then search for Specialization.


Fourth: Communication skills

The copywriter must be able to communicate well with clients and co-workers, to be able to produce the best ad content by building a complete and clear picture of the client's needs, interests, and inclinations.


Fifth, pay attention to detail

It means all the details that lead to customer satisfaction and a full experience with the brand. And just as every profession and job has advantages and advantages that make you want to practice it today, it also has challenges and obstacles that you can face, as the job of a copywriter has advantages and obstacles. Depending on your personal nature and preferences, you can identify the advantages that are important to you and are necessary for you while working, and you can identify the negatives and drawbacks that you can adapt to or overcome their difficulty.


Advantages of a copywriter job

1. Lots of work

All institutions and companies need a copywriter or copywriter, as the work of any company are not free from the need to make an advertisement on any electronic platform or any media, whether audio, visual, or written, and any company needs a professional copywriter to create its website, and all That concerns writing in the company in order to achieve a greater return.


Not everyone can write to achieve a sales or marketing goal as in advertisements, and business and project owners are not free to write advertisements, so they often hire a distinguished and specialized advertising writer to achieve their goals accurately, perform work efficiently and save time and effort.


Therefore, you find that the tasks of a copywriter are multiple, and there is a great demand for it, and the demand for it increases from year to year. It has a high demand in Europe and the Gulf countries, and it has a medium demand in the Middle East, and the demand for it is still increasing.


2. Diversity of business

The job of a copywriter is not a routine job in which the order of work is constantly repeated, but quite the opposite, as the media and platforms you work on vary, and the types of ads you can write and compose are different.


So, it is difficult to get bored while performing this job, as you can also write in various fields, such as health, travel, education, training, products of all kinds and prices, writing about different services, even advertising writing on politics and economics.


This does not mean that you write in all means and fields, as you may need a period to try writing in all fields, and then choose one or two areas to specialize in, as well as you can try writing for all media and platforms, and then specialize in one or more means or platforms, to become distinguished and professional in write in it.


Each medium and media platform has specific characteristics and different characteristics for the audience of each medium, which makes the writer who is specialized and proficient in studying his audience and the medium or platform on which he works, is the most professional and achieves great sales and marketing goals, as he masters the choice of words that have the most impact on them.


3. Creativity

The profession of a copywriter is characterized by its dependence on creativity, and the demand for it increases every year from the previous one, and its importance, creativity, and diversity in it increases. A decade ago, social media work was not as intense as it is today, as companies are hiring specialized people to write for them.


4. Flexibility

There are two types of work available: full-time and freelance, as a copywriter, and each has advantages. What distinguishes freelancing is the extreme flexibility in choosing the workplace, arranging the work schedule, working on projects that converge with your interests and touch your passion, and staying away from projects that stray from the corner of your interests.


5. skill development

One of the advantages of the copywriter’s job is that any diligent person with a strong will can work in it. It depends on skills more than university degrees. Few companies require a university degree, and certificates are not the criterion in the superiority of an advertising writer over another, but Skills that develop with practice and learning.


Copywriter Job Challenges

1. Stress

All professions must be tiring and exhausting, but the stress associated with the profession of a copywriter has many aspects that result from the long writing and copying process and the constant review of one piece, it may take one piece of content and ads many days to get it optimally.


In addition to what accompanies writing and copying on the computer, and the consequent physical fatigue due to sitting for long periods and the movement of the wrist and fingers for long and repetitive periods, it also affects vision in the long term, as the job depends mainly on using the computer and writing, and sometimes extracting ideas on paper.


2. Solitude

Most copywriters and copywriters work best on their own, even if the team consists of several people and they brainstorm in some meetings, but the creativity of the people themselves usually appears while they are alone, and they need solitude for a good while to finish the work to the fullest Face. With increased experience, they are usually able to overcome this point, working in a team or in the midst of others, interacting with them and producing efficiently.


3. Limitations

Most copywriters work according to the editorial and creative policy of the organization they work for or the company for which they create the ad piece, which causes restrictions on the creativity of writers, there are caveats, red lines, and rules governing any organization, and they must comply with them in the way they write and advertise.


Writers’ creativity may also be affected by the comments and opinions of their bosses, whether in the team or in the company they are working on a project for, which may cause the final form of what the copywriter has produced or modify his production, causing him to feel uncomfortable and completely dissatisfied with the content he has created In the end.


Therefore, the copywriter must take into account the client’s needs and standards, and not make his personality prevail over the nature of the work in opposition to the needs of the client, and does not make the creative writing conflict with the requirements of the project he is working on, and an experienced copywriter often masters the balance between these two aspects.


How to become a copywriter?

There are no complicated requirements to become an advertising writer. Often a certain university degree is not required, and sometimes a university degree is not required at all. The most important thing is that you have a history of work, whether it was actual and presented to companies or previous projects, or pieces of experimental advertising scenarios you worked on for Learn and practice.


Then you have to continuously practice creative writing, to achieve the desired goal of the desired advertisement, and review new writing methods, developments in the copying process, and other important elements of this job. Do not stop writing and practice writing that helps achieve an increase in sales, as this is one of the necessary goals of copywriting. 

Here are the steps in some detail:

First: Obtaining a university degree

Education requirements for a copywriter include a bachelor’s degree, but it is not a mandatory requirement for all career opportunities, as many companies do not pay attention to a university degree, and only require a strong work history and actual proof of your competence and excellence in performing the work they need.


There are some university programs related to the profession of a copywriter, and they last for four years in the field of language, marketing, and communications, and focus on advertising, and include studying a comprehensive view of the advertising industry, and offering courses in mass communication, public relations, consumer behavior, communication theories, and strategic campaigns. The copywriter's background on these elements will affect his understanding of his job and its importance.


Training in the field of advertising may contribute to replacing the bachelor's degree, as there is training dedicated to gaining experience in the field of advertising, developing writing and editing skills, and learning all types of copying, printing, and advertising production. And do not depend on the courses offered by the university, but look for training opportunities in the labor market with major companies, where you can find the professional application of all the requirements of the advertising industry.


Second: Building a business exhibition

You may find it difficult to start a career related to advertising, as most employers require copywriters with previous experience, and you can gain this experience by writing advertising content for TV and radio stations, organizations, and non-profit organizations, and you can start a freelance work, which allows you to sell your business to different advertising agencies.


Creating your own blog can increase your chances of employment, where you will display your latest work or writing samples that can be presented to potential employers, and focus on publishing a variety of ad pieces that show your writing abilities and your ability to write for a diverse audience, Thus, you can compensate for the lack of previous experience or previous actual work.


Third: Develop your skills

Your role does not stop when you get a job in an advertising or marketing agency. How competent you are and how you develop in positions depends primarily on how hard you work, and how you continue to write, learn and develop your skills. If you master a skill, move on to the next, and learn about some areas related to advertising, and not limited to writing and editing, that will make your writing different from others, more unique and valuable.


This is in addition to the continuous addition to your business gallery, to become a witness to your development and improvement over time, and it is diversified to the extent that any business owner wants to hire you. print, television, or radio commercial recordings and links to online advertising that you have worked on or participated in.


Distinctive elements of a professional copywriter

The quality of ad writing varies from one writer to another, and some of them achieve their goals, while there are some writings that do not affect the audience and do not help in achieving or increasing sales in any way. There are some critical skills and elements according to Forbes experts, that a copywriter must possess and take into account in order to become a professional and distinguished in communicating with the consumer, and help in creating a strong link and awareness of the brand, which increases sales, and these elements are:


1. Brand value

Demonstrate how the brand satisfies customer needs and adds value differently from competitors. Test your value proposition with your target audience. Consider the customer's needs in everything you do. Sales happen when customers feel that you are satisfying their needs, not yours.


PepsiCo for soft drinks is one of the best companies that has created value for itself, and has linked the customer's need to what it offers, even if it is not directly related to its product. . While its competitor Coca-Cola Company focuses on the value of the family, gathering it in the Arab countries and completing the joy of the gathering with the arrival of its soft drink cans.


Among these advertisements is the advertisement of the French Potato Chips Company “Chipsi”, which was directed at Egyptians and invited them to smile and laugh, and did not stop stressing the value of smiles and laughter only, as the bags were designed with half a smiling face, and invited people to take a picture with the half-smiling face.


He also added, in the end, a call to action by sending this image to others, inviting them to laugh and smile under the slogan “You don’t have the burden,” which contributes to the spread of the brand more, and the announcement came after a difficult stage of the events that Egypt experienced, so the choice of the advertising idea was smart, And it carried more than one distinctive element that contributed to making the campaign so successful.


2. Ad originality

You have to be honest and in tune with the audience, and provide them with the best possible information so that they feel that they understand your product or service, so that they can choose between you and competitors, so your advertising content must be the original, individual, unique and unified personality of your brand, and not to publish any advertisement that may create a similarity Between what you and your competitors are offering, you will draw more attention to them and they will turn away from you.


For example, avoid using words and phrases commonly used by your competitors, create your own and effective phrases, be unique and innovative, and try to install your own words to create your own unique personality; So customers can see your ad as soon as it starts, and don't get confused with your competition.


3. Personality

If you are writing to reach a target customer base, understand their needs, and tailor your message accordingly. Not only does this show that you are listening to them, but that you are uniquely positioned to solve their exact problem or pain point, so the more personal and personalized you can reach them, the better you are who can help them with what they need.


Address the customer with the word “you” and direct your message to him, or speak with his tongue and what he suffers and how his suffering ends with your product or service, and do not try to target all customers with different characteristics in one advertisement, but make each target segment an advertisement directed to them, that is better in results.


4. Irresistible offer

One of the most important reasons for increasing conversion to sales on any ad is to craft an irresistible offer when writing the ad. The core of a copywriter’s job is to think creatively. Professional copywriters get paid not for writing, but for thinking. The words a copywriter chooses carefully if you address an audience. Very targeted, it is more likely to lead to impressive results, as you can offer discount offers, payment facilities, or a free trial for a period.


5. Proof of efficacy

It is important to share your customers' experiences with potential buyers, as you can elicit ratings and opinions from your existing customers that relate to the message you are trying to convey. For example, determine exactly how much money or time your customer has saved using your product or service, and try to attribute their name to their opinion and rating. Reviews and ratings are some of the most important motivators for buying and experimenting.


If you sell a multi-tasking vacuum cleaner, show the situation without using it and how dust fills the place, corners, and furniture, and how the customer suffers while cleaning by traditional methods, then show what the vacuum made of change and how it facilitated the customer’s life and eliminated his various problems, how did the vacuum cleaner save time and effort, And it removed dirt in a few seconds from furniture, corners, and other places.


6. Research and audit

In-depth research is critical to the effectiveness of your ad, so look at what competitors are focusing on and look at your customer base to see what segments they are in, and according to their needs, interests, and challenges, you can build ad content that is unique, engaging customers, and motivating them to take positive action with your brand. business, and try to avoid the mistakes that competitors make.


What distinguishes an advertising writer from another is the amount of research and thinking that he gives to his advertisement more than the formulation and preparation of the advertisement itself. Careful research is what shows you the desired expectations from the advertisement, and it includes careful research of the characteristics of customers and the nature of the environment in which the advertisement is published, and the governing values ​​and habits that determine for you what To be published, and what to avoid being published in the advertisement.


7. Simple language

Use simple language in crafting your ad. Consumers know what they need while they are ready to commit. If they get to the point of engaging in content that clearly speaks of what the product or service is and how it will benefit them, and what they can expect from it, they are more likely to convert. It is better to use simplified terms and words to get them to this stage.


While the use of new, modern, and unfamiliar terms or abbreviations leads to confusion and mistrust on the part of the customer, he will turn away from you, due to the nature of the target segment and its various characteristics. To address your audience with what they need and not what you think is most appropriate for them, because the language of the youth cannot be the same as the language of the elders.


8. Call to Action CTA

Whether you're directing consumers to visit your website, learn more about your product, or get in touch right away, make sure to close your ad with a clear call to action, and be sure to add a direction that leads them to additional resources and information such as a sales professional or detailed brochures, Your ad should direct readers beyond the text and to a specific focal point, and not stop at the text.


There are different phrases to express one action, so try to avoid traditional phrases and choose phrases that give more effective results, and build your brand personality in your ads. Instead of saying “submit” or “submit,” you could say “get your copy” or “join us” and other phrases depending on the action you are asking the customer to take.


9. Attractive title

Focus on attractive titles, in order to encourage the audience to continue reading, the ad cannot generate sales if it is not read, so a title that conveys the value of what is below, and the main topic being addressed, will help attract the right reader to your content, and help increase the sales.


No matter how different the type of your ad is, whether it is visual, audible, or read, the first sentence is what draws the attention of customers and raises their focus to complete the ad or stop at it. It can be ignored.


10. Notable differences

Focus on highlighting your difference and distinguishing you from other competitors, and help the potential customer to understand why you are superior to them, so the ad text must include your uniqueness and points of distinction from others. The competitive advantage is not limited to the price only, but your price can be several times your competitors, while it is distinguished in the quality of the service provided, the support you provide to the customer after receiving the service, and other advantages that make the customer want to prefer you over the competitors, and he will not realize this advantage unless you mention it and focus them in your ads.


Among the famous advertisements that work on this element, are advertisements for cleaning powders and various detergents, most notably the advertisement of the “Vanish” company directed to the Kingdom of Saudi Arabia, which was filmed in an area open to the public in Jeddah, to compare the effectiveness of the Vanish cleaner versus “chlorine” bleach. Here, she focused on the effectiveness of the product in achieving its actual value for the audience and highlighted the difference between it and its competitor.


11. Customer Stories

Stories affect the audience greatly, so you can tell the stories of previous customers and how your brand helped them overcome previous problems and difficulties, and how your products and services affected their lives and made them simpler and easier. The best person who can convince a potential customer is a former customer and a successful experience with your brand.


Stories have the effect of magic on potential customers. If you tell the story of a customer in an interesting and exciting way to make the potential customer want to know the change that resulted in his life after dealing with your brand, especially if he suffers from the same problems as the owner of the story, he will want to Try what you offer to get the same satisfactory result, and here you must be honest about the quality of what you offer; So that the customer does not lose faith in you completely.


12. Data and Statistics

After a short period of work, a good amount of data and statistics related to workflow and customers will be produced, and extracting this data and exploiting it intelligently will contribute to doubling your sales, whether by incorporating it into a case study, reformulating it in your upcoming ads, or tracking it closely to come up with recommendations for improving performance.


For example, if you are offering a product and find half of the customers are satisfied with it and the other half have comments or other requirements, you need to develop another product to fully meet the needs of those who are not satisfied with your current product, and it is not preferable to stop the production of the old product because half of the customers are satisfied with it as well It meets their needs, and the most correct decision is determined by the nature of what you offer. Data and statistics are a valuable treasure for your brand, and use them intelligently; It will double your sales.


And if you can achieve most of these elements in writing ads, you will be guaranteed in a short period of time that you will become a professional copywriter and you will be able to create successful advertising campaigns, so companies will start requesting your services and seeking behind you to work with you on your terms, not theirs!


 

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