Why are Copywriters Important?

Recently, I was at a happy hour talking to an ex-copywriter. He told me that at his interview for a copywriting job at a creative agency, they asked him, “Why do we need to hire you?” He told me that before they hired him, they never had a copywriter.

The devaluation of copywriting is common. Chat GPT and the idea that writing is easy and anyone can do it makes a lot of creative agencies figure that maybe designers can just write copy. But in my opinion, everyone can write — not everyone can copywrite.

Writing is nuanced

You know how not all designers are illustrators? Not all writers are copywriters. Even my English degree didn’t fully prepare me to write copy. Of course, some classes were applicable to my career, but it was a lot of learning on the job and researching principles of marketing. Copywriting is a specialty within writing that not every writer has.

What is copywriting?

If you’re in the agency world, most people refer to every piece of writing as “copy.” But it’s a bit more complicated than that. A copywriter is someone who uses words to sell. Advertising, email marketing, and website copy are all great examples of copywriting.

In contrast, content writers aren’t necessarily selling, but rather trying to engage, educate, or entertain their audience. Usually, content writing won’t include call-to-actions, whereas copywriting will.

For example, social media captions can fall into either of these categories. If it’s writing to sell — like promoting a new product — that’s copywriting. If it’s more educational, informational, or entertaining with no call-to-action or product promotion, it’s content writing.

Why is good copy important?

Copy is a mixture of art and strategy, creativity and logic. Good copywriters empathize with their audience, answering questions before they’re asked. This takes a great understanding of the target audience, their pain points, and their beliefs.

Copywriters also have to know the specifics about the brand they’re representing. That includes the brand’s philosophy, tone matrix, and verbal identity. From what the brand would say to whether or not they would include an Oxford comma — it’s all important to copywriters.

Copywriting is a blend of addressing the audience well and properly representing the brand. When copywriting is done right, it builds trust with the audience, is extremely persuasive, and leads them down the marketing funnel.

Organization & logic

To properly lead your audience down the funnel, the copy has to be organized and strategic. Great copy is like a conversation that makes sense. When copy “makes sense” it feels more authentic to the audience and helps them process the copy.

Any good writer has learned how to organize information properly, but with copy it’s a bit more specialized. It requires a deep understanding of the marketing funnel as well as each piece of copy. For example, you wouldn’t write an email the same way you’d write a landing page.

Graphic designers aren’t copywriters

I’m not saying they can’t be! I love both copy and design. But if a designer hasn’t dedicated their time and energy to the craft of copywriting, then they’re usually not going to be able to create effective copy.

It’s not fair to expect graphic designers to be copywriters, especially if they have no interest or desire to learn more about the skill. Graphic designers are so important, of course, but their priority is taking the message that copywriters create and presenting it visually.

Graphic design and copy work hand-in-hand, but they are two totally separate skills. One person can have both skills, but that takes years of intentionally learning both crafts.

AI can’t compete

It takes a great designer to see what’s wrong with a design — similarly, it takes a great writer to see where copy can be improved. Even if AI gives you an amazing output, you still need a great copywriter to recognize that great output and piece it together in a logical way.

I know many people are concerned about AI in the creative field, but as a copywriter, I know that AI doesn’t help me on my most challenging copy projects. It may help me maybe 10% of the time, but it’s just a tool for writers. Not a replacement.

Copywriting is about emotional connection

The biggest flaw of AI is that it’s not a human. It can’t understand emotions and be empathetic, which is required of copywriters. While we address the audience’s pain points, it’s all about doing so in a way that is understanding and kind. By catering to the audience’s emotional state, copywriters encourage them to take the next step down the marketing funnel.

Anyone can write, but not everyone can inspire action.

What are your thoughts? Don’t hesitate to share in the comments.