With the rise of SEO metrics and the internet's need for perpetual content, the career of copywriting has recently come into the spotlight. But what is copywriting? How is it different from business writing or ghostwriting? Which should you hire? Let's check it out. Copywriters Copywriting is writing for advertising purposes. For this reason, copywriting can include website copy, landing pages, and blogging, especially SEO blogging. Copywriting also includes print copy, such as for paper advertisements or event brochures. Copywriting is often short-form writing with a focus on making sales. For this reason, a good copywriter will be familiar with SEO practices, employ enticing formatting, and maintain a specific brand "voice" to get customers to buy. Ghostwriters Ghostwriting is doing writing without getting credit for it. For example, my realtor wanted to write a book honoring war veterans. But he's a realtor, not a writer! He partnered with a ghostwriter to plan out ideas and expectations for the book. The ghostwriter wrote a good chunk (if not all) of the book, but it was published under my realtor's name with no credit to the "actual" author. Ghostwriters are needed for a lot of things: scripts, speeches, fiction and non-fiction books or articles, etc., so unlike copywriting, ghostwriting can be short- or long-form writing. And ghostwriting makes sense. When someone is trying to upkeep a brand or image but does not have time for hours of writing, it's a smart idea to outsource. A good ghostwriter will be a great communicator, and an adept writer that can handle a diversity in styles and assignments. Business Writers Business writing, wow, what an umbrella term! Business writing is any writing that is done for a professional setting. This term includes both employee-facing AND customer-facing copy. Business writing can include everything from onboarding materials to client correspondence. Technical Writer HQ wrote a great article about everything that business writing includes, and they divided it into these four categories: instructional, informational, transactional, and persuasive writing. Business writers have to be intimately aware of the branding, voice, policies, and procedures of their company. And whereas ghostwriters and copywriters are often freelancing or under contract, business writers are often hired directly with a company to work long-term. This gives them some stability that other writers may not have. Who to Hire? So now we've kind of broken down these terms. What's next? Who should you hire? A copywriter, a ghostwriter, or a business writer? Here's what all three definitely know how to do: Brand and style. Copywriters, ghostwriters, and business writers all know how to write standout copy that will maintain the voice of your brand. They are all great at matching tone and jargon to be in line with a customer's expectations. Blogs and advertising articles. All of these professionals know how to use persuasion to motivate sales. A copywriter might be more aware of SEO metrics, but all three will create outstanding content to live on your website and attract views. But here's a secret... As Shakespeare's age old quote says, "What's in a name?" A good writer is a good writer, no matter what name they choose for themselves. When you're looking to hire a writer, ask for work samples so you can see where they shine. If you can clearly communicate your expectations for your project and your writer feels comfortable doing the job, don't stress about titles. If you're looking for a writer, check out my featured articles here. If you have a project that you're not sure what is, but you still think you need a writer, let's chat about it!
1 Comment
1/3/2023 04:52:11 pm
Wow, this was super educational. I honestly didn't know the difference but this was a really thorough break down. Thanks for sharing! I'll definitely continue to work with you for all my copy needs
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Kate PlattI'm a writer, content strategist, and general wordsmith. I like to write personalized, spunky copy that generally follows grammar rules. I have one kid, one cat, and a lovely viking husband. I'm constantly looking forward to 8pm, which is when I get in my bubble bath and play handheld video games. Archives
February 2023
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