"Just What The Heck Is A Copywriter?"

Ahhhhhhhh... sweet relief; my copy has been approved!

The faceless image to the right relays a lot of positive information to a copywriter.

THIS is the moment we cherish... it says all the wigs have read and approved my copy. YES!!!

I am a copywriter and it's my job to write words that sell a widget or a service for my client.

Successful copywriting is the activity of finding, then assembling words and phrases so emotion-filled, the reader is totally sold at some point somewhere in time within the reading activity HShe places an order for a product or service.

I know that covers much territory, so let's break it down.

Copywriting fits in two camps:

1. Advertising Agency Copywriting
2. Independent Copywriting

Agency copywriters are responsible for the TV spots and newspaper and magazine ads. Their copy is generally short and 'clever'. Typically, ad agencies "hook" clients by being 'cutesie' with all of their advertising efforts strongly believing this is their niche. By the way, some of the most creative copywriting is seen via TV commercials.

Ad agencies tell clients they are "branding" their clients' name driving many vehicles, like:

• TV spots
• Online marketing
• Video marketing
• And sometimes even resorting to specialty items like logo'ed baseball caps or coozies... (hmmmm, that's really reaching)

The costs of branding, being creative or cutesie, and giving away baseball hats are passed along to the client in the form of creative fees, and 5-7 other categories that sound very agency-like.

In reality they are adding these categories to the bill for covering employees' salaries, benefits, upscale building costs (opulently-designed and built to impress), the latest and greatest hardware and software and the "costs of doing business".

The Life Of An Independent Copywriter

An independent copywriter can literally work from inside a red barn in Wimberly, Texas if he or she so desires. So long as a laptop is available and working, the place is irrelevant and the work can proceed.

We are also in the enviable position of having:

• No palace-like building with a $2500 monthly note
• No employees to pay and baby-sit
• No real costly software ( A good version of Microsoft Word does nicely, thank you)
• No time clock (some of my best work occurs at 3 in the morning)
• Oh, and best of all, NO DRESS CODE! You should see the ensemble I've put together to write this Hub, blush.

You may, at this point, jump to the conclusion that agency writers get all the glory and fame (they do) while we independent copywriters just get all of the money.

The fact is, working as a copywriter for a high falutin' agency here in SE Texas, my salary was only $45,000/yr (normal salary for a top agency writer.) Income as an independent solely depends on your abilities, but the best pull in $250K+/year.

OK, you now know a good independent copywriter can be paid handsomely, works at will, dresses as the mood strikes and pays no back-breaking monthly note for a fancy building. Let's now move on to my favorite copywriting area...

SEO Website Optimization and Conversion Copywriting

My specialty and my love.

I mean, I really get off on being able to say I was responsible for a website lost in previous obscurity leaping to #1 on Google's page 1 because my SEO content put them there... I can think of one thing, and one thing only that feels better than receiving news like that.

Add to the above that my client's conversion rates have skyrocketed and you have a scenario that copywriters dream of accomplishing, and when it happens, your sense of accomplishment is matchless.

Simply put, SEO Website Optimization and Conversion Copywriters subtly, yet surely, get people to reach for their credit card and BUY! If you have that ability, marketers will be knocking down your door practically begging you to write copy for their new product or service.

Why?

Because they KNOW they are betting on a sure thing. Your record speaks for itself.

Direct Response Subjects

A marketer may ask you to write copy for anything; so be prepared.

You may be writing copy for:

• The latest and greatest exercise machine
• A pill that makes your bed partner stand up and take notice
• A monthly newsletter that hawks better health
• A myriad of other things

It makes absolutely NO difference what you are asked to write about, your goal is to make prospects excited enough over this product or service to buy it right there, right then. Direct response selling is done through the Internet, print, radio and TV spots.

If You've Ever Thought About Jumping In; NOW Is The Time

The Direct Marketing Association (DMA) says companies spent an estimated $183.1 billion on direct marketing last year. In 2007, United States' direct marketing sales tallied OVER $2.158 TRILLION! Looked at another way, direct marketing accounted for approximately 10.2% of the total U.S. GDP!

If you think copywriting is a pretty good field to now enter, you are right, baby!

Emotional Appeal

In an earlier Hub, I talked about the need to incorporate a listing of benefits that led to an emotional payoff. Direct response writers appeal to:

• Fear
• Greed
• Pride
• Lust
• Envy

For example, the Fear of someone breaking and entering your home late at night makes an excellent scenario for burglar alarm companies. I'm now remembering a TV commercial depicting that exact same scenario... very, very effective!

Greed--The desire to be rich and more successful is another huge motivator. Look at all the thousands of "get rich overnight" programs that are selling like pancakes in shortage.

A good copywriter knows how to use Pride, Lust and Envy just as well. They are "button-pushers" and the great copywriters use them and others not listed to make potential customers buy on the spot!

Is This A Career For You?

In summary, copywriting covers many subjects and areas. Learn how to write copy that makes John Doe reach for his wallet, hastily remove his credit card to BUY and your bright, secure future is all but assured.