Preparing an article or a promotional text does not seem like a particularly difficult task. Everyone has at some point written some kind of longer text (for example, at school), so such a task should probably be manageable, right? However, it’s not quite that easy. An experienced copywriter must be familiar with the principles of the creation and functioning of texts, as well as have an understanding of how those texts are received. So who is this professional?
What does a good copywriter need to know?
When writing any text, it is important to have good knowledge of spelling, punctuation, and stylistics – after all, a proofreader cannot correct the entire text. A specialized article, product description, or blog text reflects not only on the copywriter’s client but also on the copywriter. It is important to remember that anyone can be the recipient. Even if the average Polish speaker does not notice some minor mistakes, for an educated person, such slip-ups can have a huge impact. Incorrect use of language affects the reputation of both the client and the copywriter. Moreover, punctuation also determines the tone of the statement. All it takes is one incorrectly used character for the entire text to take on a different meaning.
An experienced copywriter should also have knowledge of various text types as well as the ability to choose the appropriate style of language for each of them. Each text type has different characteristics and requires different rhetoric. A mismatch between the style and the content can immediately discourage readers or make them uncertain about the meaning of the text. In addition, knowledge of different text types allows the writer to properly formulate texts depending on the client’s requirements.
Seeing the influence the Internet has on the promotion of various kinds of products and services, it’s clear that in today’s world, it is a very important medium. All business owners want to advertise their company in the best way possible, so when they seek the help of a copywriter, they expect professionalism. No less important than correct use of language is knowledge of SEO. An experienced copywriter should know how to place a client’s website in the most convenient place for users – one that they can reach as quickly and effortlessly as possible, that is, at the top of the search results. It is equally important to know how various search engines work and be able to use this knowledge accordingly. Whether a website’s position is favorable depends on correct communication with robots as well.
In addition to SEO, a professional copywriter should be proficient in the use of the language of benefits and know how to show the recipient the advantages of choosing the presented products or services. The mere description of an item does not influence potential buyers as much as showing them how they can profit from it.
Who is an experienced copywriter?
Copywriters who are experienced and good at their job can significantly help promote a company online. When looking for help in advertising a product or a service, it is worth taking the time to find a professional. Hiring an inexperienced copywriter will not necessarily result in failure, but potential incompetence can harm the company. Skilled copywriters should also be aware that the audience of their texts may be people in general or a specific group of recipients. Thus, the language in which a text is written should be adapted to appeal to all its recipients.
The work of a copywriter is not just about writing longer texts. It is a profession for people with knowledge of a language (including language aimed at persuasion), functioning on the Internet, as well as various types of texts. When looking for help in promoting your business on the Internet, it is worth hiring an experienced copywriter who will undertake the commissioned task in a mindful way. If you have issues creating content on your own, we encourage you to contact our team – we will certainly find a good solution.
The text was co-written by Antonina Ciochoń, the WordPassion intern