A copywriter is a person who writes for a company with a commercial objective, writing content with the aim of making it work as a marketing strategy so that the company can increase its sales.
Some dictionaries translate the term "copywriter" as creative copywriter, although the reality is that more than creativity, what a copywriter needs to achieve is to be persuasive and accurate. It is not about being innovative and imaginative, but about getting the right word right.
Although the best known translation of "copy" is copy, this English term also means "material to be printed''. Therefore, a copy + writer (to write means to write), is the person who writes a text to be printed later. Although the term arises with this conception of writing, the reality is that nowadays almost all companies focus their marketing efforts on the network, and much of this content that the copywriter is dedicated to (although not all) is online.
Nowadays it is a highly valued and varied profession. A copywriter can be part of the staff of a company, or he can be a freelance, a free worker who does specific jobs for some companies without belonging to any of them. It is common in this profession that the worker is paid by texts or articles, even by words. From this we begin to extract that the choice of each word is decisive for commercial success.
It could be thought that the only text that matters at a commercial level is the content of a press release, the text of an advertisement, or a post on social networks. All of them are very important at a commercial level, but the reality of current marketing is that any form of contact with the client can be a great sales opportunity. Advertisements or posts are not the only things that a client reads. The task menu, emails, the description of a product on the web, information about the company... all this information can work as advertising if they manage to attract the client and make him/her trust the company.
Therefore, the copywriter is in charge of optimising any word and content so that it is attractive to the customer, persuasive and can be transformed, in the short or long term, into a sale.
Depending on the format the copywriter works with, this profession can specialise in the following:
Therefore, although the copywriter's work is very focused on marketing, the most important thing is that he/she masters the language, even several languages. He/she must use the right word whose meaning is most appropriate, but also the one that is most persuasive for the reader. In fact, the copywriter is often referred to as persuasive copywriter (persuasive means persuasive). He/she writes to sell and reflects how companies have become aware that marketing tasks go beyond advertisements. Generating contact with customers and getting them to read something that comes from inside the company is an opportunity that cannot be wasted with a bad message .