This month marks my 14th year as a copywriter. And I still get asked this question – “what do you actually do?”.
My answer usually goes something like this:
“Well I write stuff, marketing stuff. Like print ads, websites, brochures, proposals, scripts and so on”.
Yes, that is what I do, well, almost. Over the last few years, I’ve realised something. The stuff I write is only the end result of a process that is intricate and complicated.
The act of writing is only a means to an end. The written word is my deliverable, yet the insights, analysis, research, ideas, concepts, creative inputs and opinions are my products.
To put it simply; a lot have to go on – in my head and in my actions – before I write the first line of copy. My job cannot be quantified by time, or even by how much I write. There are many combinations of variables that influence that final piece of copy I deliver.
For the most part, the pre-copy-work comes naturally to me. Due to the fact that I’ve been doing this for yonks, and because I have a good understanding of copywriting fundamentals.
But to a client, all of the above are irrelevant, as long as I help them. Help them do what, you ask?
That would be to compel action, generate leads and ultimately help them make more money.
And that, is exactly what I do.