Is it finally time to hire a copywriter? Do you have a lot of great thoughts to share but it’s become a full-time job keeping up with writing all that content that you could really use a content writer. Or maybe you have a sales page to create and you know selling isn’t where you shine.
I was recently having a conversation with a very close friend of mine. She's a brilliant writer. But she's new at marketing her skills. We were chatting about the different types of writers and she asked me a very important question.
"How am I supposed to compete with writers on the other side of the world that charge 1/2 cent per word when I charge 10 cents a word?"
As you begin to look into hiring someone to take on the writing for your business, you run across different terms and vastly different rates. So how do you know who to hire and what to pay?
The terms content writer and copywriter are often used interchangeably but they aren't the same thing. The old saying, apples to apples, just doesn't work here. If you've ever bit into a Fiji apple expecting it to taste like a red delicious, you totally understand what I mean.
Before you hire any writer, it’s important to know the difference.
Keep reading or watch the video for a quick summary.
Copywriting Vs. Content Writer
Both content writing and copywriting are considered important components of marketing. The difference lies in the purpose and approach of each.
What is Content Writing?
The purpose of content writing is to entertain the reader and keep them engaged with your business. Think of content writing for things like:
- Blog posts
- Email newsletters
- Podcast scripts
- Ebooks
- Social media posts
- Guest blog posts
In your coaching business, writing content can be a great way turn leads into prospects and maintaining the loyalty of your customers. Not only is it a cost-effective approach, but time-effective as well compared to traditional methods of lead generation. When done properly, it can improve the credibility and authority of your brand in a given topic.
When you hire a content writer, they focus on content marketing. They write with the aim of sharing information about a specific topic.
For example, they can write an article about the benefits of coaching with the aim of grabbing and holding the attention of potential clients. The article helps to influence your audience by providing educational information. This can help your coaching business to form trust and authority in the mind of the audience. They will then be more likely to buy your products.
Although you may not achieve a one-time sale this way, your audience may also be engaged and motivated to share your content on their social media account. This helps to spread awareness of what you do. It is also a great way of encouraging your audience to stay in touch with your business.
What is Copywriting?
Copywriting, on the other hand, is based on the old forms of advertising like direct mail and print ads. Think Mad Men (a show I still need to take the time to watch…)
Copywriting is used to market or promote your products or services. It is more sales oriented. Think of copywriting for things like:
- Sales pages
- Email sales funnels
- Social media ads
- Marketing video scripts
- Bios and About us pages
The aim of copywriting is to write in a way that helps to sell more stuff. The write-ups help your potential clients/customers see the value of your products or services so they are more willing to buy from you. It can also portray your product as the ultimate solution for the client’s needs.
You might think of a free webinar as a combination of the two. It’s 1 part content writing for the valuable information you’ll be sharing and 1 part copywriting for the close or sales pitch at the end.
Let’s take a look at each technique in more detail to help you understand the differences.
Purpose of Content Writing
In your coaching business, writing content can be a great way turn leads into prospects and maintaining the loyalty of your customers. Not only is it a cost-effective approach, but time-effective as well compared to traditional methods of lead generation. When done properly, it can improve the credibility and authority of your brand in a given topic.
Although you may not achieve a one-time sale this way, your audience will be engaged and motivated to share the content on their social media account. This means that your brand becomes more popular and attract more potential customers. It is also a great way of encouraging your audience to stay in touch with your business.
Purpose of Copywriting
Copywriting helps educate your audience on why a specific product or service would work for their needs. Great copy seeks to attract the attention of the audience. But it goes further to convince them why they should buy from your brand. So, it grabs the attention of the audience, and at the same time entices them into taking action. The aim is to achieve a one-time transaction rather than keeping the audience engaged.
To convert readers into customers, the writer will choose a compelling headline and use an attractive call to action. These elements reveal the greatness of your brand, invoking the need of the audience to be associated with your brand. They also explain why customers should buy from your brand and not any other.
Image compliments of Marketing Profs.
Do I Need a Content Writer or a Copywriter?
Who are Content Writers?
In dating, content writers would be the courters, the ones that take their time and build a strong relationship before popping the question.
They are also the marathoners. Their content tends to be longer than 1000 words. Their written pieces are usually long-form and detailed.
These writers create different types of content ranging from simple articles to search engine optimized rich-content. In their writing, they consider the use of keywords, meta, and the likelihood of the content being shared now and in the future. They possess editorial skills that allow them to write with intricate details and word counts. Since the aim is to grab the attention of their audience, content is designed to be easily consumed, interesting and informative.
Some content writers are journalistic in nature. This type of writer does the research and reports on the information. Think of the basic how-to articles or "listicles". Writers of this type are much more common and often charge less for their work.
Other writers are far more creative and focus on delivering the content via a story or message. The content may still be a how-to but it's spun in a much more memorable way. These skills are much more unique and this type of writer often charges a premium for their services.
Pro Tip
Consider spending the extra money and hiring a creative writer. When anyone can write a "How-To" and there are millions already out there, focus on the story that grabs readers' attention and helps them remember long after.
Who are Copywriters?
Copywriters are the ones who make a proposal on the first date. It’s all about the spring or the quick win for these writers.
These are the sprinters. Their copy is generally short and to the point.
Writers focused on copy will write with the intention of increasing customer conversion. They are wordsmiths who craft compelling headlines and content to prompt prospects to take action. A well-written piece of copy will prompt the audience to buy a product, schedule a tour, subscribe to a service or submit vital information for follow-up.
Copywriters are adept at using psychology to sell.
Finding the Right Person for the Job
Content writers and copywriters have certain basic skills required to do their jobs well. These skills include:
- Excellent grammar.
- Outstanding proofreading skills.
- The ability to write for their target audience.
- An understanding of your specific industry.
- Uses language the reader understands.
- They can take feedback and implement requested changes.
But let’s look at what unique abilities each has.
Skills of a Content Writer
If you are looking for someone to write articles for your blog or newsletter or to create engaging social media posts, then look for a writer with the following skills:
- The ability to write content that is engaging, not boring.
- Can write in a tone that mimics your “voice”.
- Enjoys brainstorming new content ideas.
- Knows how to research and reference articles without plagiarizing.
- Understands how to write for search engines while not losing readers.
To me, the number one requirement for hiring a content writer is the ability to write fluently in the native language of the audience. There are many sites where you can hire an inexpensive writer but a large number of these writers are not fluent in English. And the writing shows it.
The next most important quality is the ability to write engaging content. It should have a hook from the very beginning that draws me in and makes me want to read more. If the first paragraph of text is boring, I’m highly unlikely to keep reading. And I’m not alone…
Let’s face it, there’s so much content on the internet already that it is HIGHLY unlikely that your article will be an original idea. What will set it apart is how well it’s written.
Skills of a Copywriter
When you are ready to create compelling copy for your landing page, sales emails or even your About Us page, it’s time to hire a copywriter. Here are the necessary skills to focus on:
- An understanding of human psychology and why people buy.
- The ability to deliver powerful messages in a small amount of text.
- Knowing the needs of the target audience.
- The ability to use emotion to sell and logic to reinforce the decision.
- A knowledge of how to break complex concepts into simple terms.
I always find the best copywriters are always studying their craft. They are always researching the best triggers to use at any point in time. They know how to create something that doesn’t feel salesy while still having the ability to persuade. This isn’t about being the used car salesman that promises the car will work (long enough to get it off the lot). It’s more about the trusted advisor helping you to take action that will truly improve your life.
As you prepare to hire your first writer, check out our tips to hire a writer.
Tips for Working with Writers
You may argue that the two types of writing are almost the same. But the differences are clear and should be the basis for making your choice. Knowing the difference between the two enables you to hire the right person for the job.
Once you’ve hired a writer, is there a difference between how you work with the different types?
Content writers generally work best with long deadlines and few details. They want to freely express themselves in their writing while still fulfilling the necessary details and voice you are looking for.
Copywriters work better with specific details and information.
Content writers will often work with long term strategies.
Copywriters work with short term projects.
With both types of writers, expect a learning curve as they learn about your business, audience, brand, and voice. Take your time and offer suggestions and feedback. They’ll thank you for it and you’ll be pleasantly surprised by their ability to adapt to your needs.
There is no one best writer for your writing needs. In fact, most businesses find it ideal to hire both writers to work together in the organization. While one will be focused on informing the audience about a specific topic, the other will sell your brand out.
Summary
Hiring someone to help you with your writing needs may sound like a difficult task. Once you understand the differences, it’s more simple than you think. All you need is an understanding of the purpose, format, and goals of your writing needs.
If you want to gain an audience or inform people about your brand, go for a content writer.
If the goal is to increase sales or customer conversions, then hire a copywriter.
Still confused on what works the best for your coaching business? Virtual A Team has a team of both content and copywriters to meet your needs. Set up a complimentary strategy session to see how hiring a writer can benefit you.
