In the event you’re considering of utilizing a copywriter (or turning into one), it is necessary to grasp that there’s a couple of sort of copywriting and a couple of sort of copywriter.
Totally different writing initiatives require completely different expertise, and writers evolve completely different skillsets, whether or not intentionally or just because the pure results of their working expertise. So the phrases ‘copywriting’ and ‘copywriter’, though simple-sounding, truly embody a variety of specialisations and capabilities. This put up lists among the most typical sorts of copywriting and copywriters.
Be aware that a few of these copywriting disciplines have parallel job titles/descriptions, and others do not. For instance, whereas ‘SEO copywriter’ is now a recognised job title, I’ve by no means heard anybody describe themselves as a ‘long-copy copywriter’. Additionally, bear in mind that a few of these labels are versatile – whereas there are completely different strands inside copywriting, the distinctions between them aren’t all the time so clear-cut as my headings indicate, and other people might use these phrases in several methods.
The freelance copywriter
The freelance copywriter writes in any medium instantly for shoppers, normally working as a sole trader or one-person company.
Companies and organisations want a broad vary of issues written: web sites, brochures, case research, product descriptions, person manuals, press releases, displays, inside paperwork and extra. Whereas many will merely use inside useful resource to get the writing carried out, many flip to a contract copywriter to assist them out.
Freelance copywriting is normally managed on an advert hoc, job-by-job foundation, though some shoppers do strike retainer preparations or set up longer contracts with freelances. Usually, the freelancer offers a value or proposal, does the work, revises the copy in response to suggestions, and submits their bill on approval.
Freelance copywriting usually requires ‘broad however shallow’ copywriting expertise. For instance, in the middle of writing a company website, the copywriter may discover themselves writing lengthy copy for info pages, snappy promoting copy for high-profile pages and journalistic copy for information pages. On the identical time, they could throw in a company tagline and maybe identify a product vary or two – in some instances, with out even being requested, for the reason that shopper might not have realised that they even want these items.
On account of working for a lot of completely different shoppers, the freelance copywriter additionally tends to develop broad however shallow information of various enterprise sectors, permitting them to get a deal with on new shoppers’ necessities in a short time. That is one space the place older freelancers can constantly outdo their youthful counterparts – expertise can’t be faked, nor purchased.
Conversely, some freelances specialize in writing for a selected business or sector – prescription drugs, charity and so forth. This can be as a result of they beforehand held a salaried place in that sector. It might be a deliberate alternative, or it might simply emerge because of the roles and referrals that come alongside.
Because the freelance copywriter offers instantly with shoppers who might have little or no marketing expertise, in addition they want some expertise in undertaking management, consultancy and diplomacy. Like enterprise information, these expertise take time to amass.
Freelance copywriters come from a variety of backgrounds. Some are ex-agency copywriters who wished a change of way of life; some have expertise in associated industries equivalent to marketing, journalism or publishing; some are simply folks with a expertise for writing who’ve determined to present freelancing a go.
The agency copywriter
Agency copywriters work in-house for graphic design studios, full-service marketing businesses, digital businesses, search businesses, PR businesses and copywriting businesses, the place they produce textual content to order for the agency’s shoppers. They will normally be briefed by an account handler, or maybe a designer, and can produce regardless of the shopper requires. In some instances, they could cope with the shopper instantly.