When a company decides to freshen up their website with new content or to launch a new product, they typically turn to a copywriter. The writer starts off by getting to know the company and digging into its corporate identity as well as going over the project plan and preparing for the briefing session with the customer. During the briefing, the copywriter asks targeted questions to gather relevant information about the target group, tonality and USP. The USP, or unique selling proposition, is what makes a product stand out and is at the heart of any advertising campaign.
But if it is not exciting enough to stand on its own, then it is the job of a copywriter to scrounge up some other benefits. For example, if a chocolate company advertises that they have especially delicious chocolate, that isn’t really enough to set them apart from their competition. A good copywriter would then develop other reasons for buying that brand: Perhaps this particular chocolate is ideal for giving as a gift or to snack on during a certain time of day. When all of the briefing questions have been answered, the copywriter creates a concept that, following customer sign-off, is implemented. The result is then sent back to the company and reworked as needed – a certain level of back-and-forth tweaks are considered totally normal in these kinds of projects. The resulting text should be interesting, captivating and above all connect with the reader.
After all, the ultimate goal of copywriting is to elicit a reaction.
This is key difference between copywriters and content writers. While journalists, ghostwriters and editors are first and foremost a source of information, copywriters seek to grab attention and spark interest in order to ultimately inspire a purchase. This principle is known as Attention, Interest, Desire, Action (AIDA). When readers are triggered to click further or to purchase a product, that’s the writer’s equivalent of the success Mozart must have felt debuting “The Marriage of Figaro” to a packed house.