what a copywriter does

February 24, 2016

What Exactly is a Copywriter?

When people ask me what I do, I tell them I’m a writer.

From there, they conclude that I must, of course, sit in coffee shops all day while leisurely sipping cappuccino. In their minds, maybe I’m developing my sensational plot or breathing life into a feisty cast of fictional characters. I don’t mind anyone jumping to romantic conclusions about my career, in fact, I rather enjoy it…but alas, that depiction of my reality is simply untrue.

While not nearly as glamorous, I love my work….and sometimes you might even catch me downtown working from a Philadelphia cafe between client meetings. (For the record, La Colombe is my favorite. of. all. time.) As a copywriter, I work with clients from all different industries, so I’m forever reading, researching, and learning. It’s fabulous, and I feel pretty lucky to do what I do.

Since there seems to be a bit of confusion, let’s clear up what exactly a copywriter writes and how they make life generally more awesome for everyone:

Blog Posts

So you have a blog on your website but can’t seem to find the time to create consistent, quality content? Content creation has a direct correlation with generating leads, attracting people to your website, and closing more business.

A copywriter will pitch topics, create content, and can even manage your entire editorial calendar.

I have experience writing blogs for clients of all types- interior designers, high-end rug retailers, international furniture manufacturers, home decor companies, alternative medicine practitioners, outsourced human resource firms, community foundations, nonprofits, skincare lines, wedding planners, even grocery stores!

Portfolio examples:
Kenny Family Foundation
Neighborhood Spotlight-Brewerytown

Website Copy-

By now, most business owners understand the necessity of a professional website, but maybe yours is outdated, unclear, or perhaps your business has simply evolved since its creation. While it’s an excellent opportunity to recraft your corporate message, rewriting your own website copy can be extremely challenging. You can truly benefit from a fresh perspective and the advice of a marketing professional.

A copywriter will help you to communicate who you are, what you do, and what makes you different

I partner with a full-service marketing firm who can help you craft your corporate identity, identify your target audience(s), implement a social strategy, and  help you to reach your unique business goals. Also at my disposal: photographers, videographers, graphic designers, web designers, social media managers, and public relations experts!

Portfolio example:
About Page
What is Massage?
What is Acupuncture?
What is Chiropractic?

Press Releases-

Your business has big news to share, and you want to be featured in the press. Don’t make the mistake of thinking that news reporters will be knocking down your door- you need to convince them that you have a story! In order to cut through the monotony, grab their attention by convincing them that your big announcement is relevant to their viewers/readers. A press release is your ticket to free publicity, so don’t make any rookie mistakes. (There are lengthy guides on proper formatting alone!)

A copywriter will help you to succinctly communicate your news, craft your message in the proper format, and increase your odds of grabbing some (well-deserved) media attention.

With the help of my outstanding PR partners in Philadelphia, I can help your press release get into the right hands….with your specific audience and demographic in mind.

Portfolio example:
NetCost Press Release


You’re no longer a small business and maybe your internal communication is starting to fall through the cracks. One location doesn’t’ know what the other location is doing, the company culture needs a boost, and employees are missing out on important information like HR updates, company events, or the big news about your yearly charitable outreach.

A copywriter will listen to your needs, zero in on your goals, and create content that will serve your purpose. Hiring a great copywriter ensures that your newsletter will actually be read- not just hurriedly deleted.

Portfolio examples:
Stakeholder Newsletter
Employee Newsletter

White papers-

A white paper is a document focused on authoritatively explaining any one specific topic. By knowing your target audience, you can focus on their needs, educate them, and even persuade their view of the topic.

A copywriter will help you to research, concisely explain complicated details and specifics, and present your perspective in a clear and convincing way.

Recent Examples:
Whitepaper: Affordable Care Act
Whitepaper: Retirement
Whitepaper:New Software


Don’t see your project listed above? Not to worry! If you need help with copywriting for an upcoming video, email marketing campaign, commercial, or advertisement, a professional copywriter-such as myself- can effectively communicate your unique marketing message and make a lasting impact on your target audience.