Is It All About The Writing?
It’s funny to me how the physical act of writing is only a small part of the copywriting process.
Most of the work involved in writing copy happens well before you start typing words into your computer.
There’s so much research, planning, and strategy involved in copywriting and that’s why I love it. It’s much more of a craft than it is an art.
It’s not something you do “just for kicks.” Those words you string together have a job to do, and if you want your copy to have the most impact, you need to consider factors that go beyond the physical act of writing.
Purpose. Why does this particular copy need to be created? What does it need to do?
Research. Knowing what you’re writing about, and to whom you’re writing.
Context. How does the copy fit within the bigger picture of your website, your business?
Presentation. How will the copy be presented? Design, format, the medium…
Timing. When will your reader be reading and interacting with your copy? Time of day, time of year?
Reader mindset. What mindset will your reader be in when they read your copy?
Reader emotions. What emotions will your copy evoke in your reader?
Reader thoughts. What thoughts will your copy trigger in your reader?
Action. What action does your copy need to inspire your reader to do?
Journey. How does your copy help your reader move through the buyer’s journey?
All these intangible things are not writing but are vital to the copywriting process. They are what take your writing from being filler “content” to words that have a job to do — make sales, engage your reader, inspire action.
Right now I am available to take on new projects. So if you have a project you want to move forward on and would like to see if we’d be a good fit working together, check out my copywriting services here.
Best wishes,
Niklas
