But surely, as a copywriter, this should be easy enough to do. We write marketing copy every day; we're just another product to push.
Why then is it so tricky? Why do so many people get it so very wrong? Why am I going to skirt around the issue and just have a laugh at their expense instead?
Here are a few common mistakes, a few rare good examples, and more than a few sarcastic comments to try and make sense of it.
The problem
Selling yourself is hard. You don't want to brag too much about how good you are as you could come across as arrogant, but you also don't want to be too modest and undersell yourself. Saying you're an all singing, all dancing, award winning writer who can write in any style and for any audience really sets you up to fail - the client will be expecting everything you've promised, you better be prepared to deliver.
On the other hand, saying you're a copywriter who can do a bit of everything sounds like you don't really do anything, and what you do isn't really worth getting excited about.
Is there a happy medium? Probably, but why would you ever settle for something medium?
Oh dear, I just don't know. Let's continue and hope we bumble into an answer by the end of it all.
Here's what a lot of people do wrong:
The mistakes
Don't take any of this as malicious. I don't know what the right answer is, so I'm not ridiculing anyone who's tried to do it their own way. What I am doing is saying that these ways aren't the best ways available. Happy? Good.
Explaining what a copywriter is
We can safely assume, if people have come to your website, they've come there for a reason. The chances of them just happening upon it by mistake are very slim - they're almost certainly looking for a copywriter. Finding a section all about what a copywriter is isn't going to be groundbreaking to them. Lines such as:
- A copywriter is a professional wordsmith
- A copywriter plays a crucial part in your marketing
- A copywriter is someone who uses words to tell a story to your audience
(all genuine quotes)
...aren't going to wow anyone. They sound a little patronising, as if you're telling your gran what you do at a family get together. We can be sure that if someone is looking at the website of a copywriter, they're there because they want a copywriter, not a cliched definition of what one does.
Explaining why people need copy
Again, this falls into a lot of the same traps as the last point. Imagine going to a bakery and finding a board explaining what bread is. You already know. You smelt it from outside and got drawn in by its doughy charm.
No-one's searched Google for a local copywriter just to see if it's worth taking a punt on some words. They're looking for a copywriter because they already know they need one. They'll find a few hundred people who say they can do it. You won't stand out by explaining what 'it' is.
Saying too much
Going on, and on, and on, and on, about why you're such a good writer kind of defeats the point you're trying to make. If a potential client has to read 500 words before they're convinced, you should probably take a long look at your opening paragraph. That should be the bit that seals the deal.
People don't want waffle; they want succinct, catchy writing that sells in style. Sell yourself the same way.
Listing the services you offer
Again, let's use a baking metaphor. I like bread, alright?
A bakers, on their sign, don't say, "We bake bread, croissants, muffins, cakes, cheese straws, miscellaneous savouries, scones, waffles, crumpets, buns, breadsticks, and so much more!"
It's a bakers. Of course they do all of that.
Why should a copywriter be any different? Well done for being able to write DM, flyers, web banners, social media posts, blogs, editorial, letters, emails, TV adverts, and outdoor. You're great. You're also a writer; you should be able to write for anything and not have to spell it out. (Wahey, writing pun.)
After a nice, negative look at how you can cock up, let's look at some ways you can do it better. Hurray for ending on a positive note!
The good stuff
Just as I won't name and shame any of the shit, I'm also not one to suck up by namedropping anyone good. But hey, if you recognise yourself as doing any of the following be sure to give yourself a pat on the back from me.
Don't say what you do - show what you do
Why take up a whole page explaining what a copywriter is when you could just as easily use that page to show some copy you've written? That sells your work for you. It's far more engaging for a reader and much easier to digest for someone that has a marketing campaign to arrange, damnit!
The fewer words the better
Weird one this, I know, but the chances of anyone taking the time to read all about the clients you've worked for, the tones you can write in and, God forbid, all the media you can writer it for, are very slim.
If you can get all you need to say across in a paragraph or two then that's far more likely to be remembered by anyone reading it.
After all, what is it you need to say? You're a writer. Here's some proof you're good at it. Here's how people can get in touch.
Done.
Be different
Hardest one of the lot. Everyone wants to be different, so a lot of people end up being the same. But hey, loads of people reckon they can be copywriters. I mean, how hard can it be? You're competing against anyone who's ever blogged, anyone who's got a good Twitter following, and the group of people vaguely titled as 'creatives'. You're going to have to stand out if you want to get noticed.
I said I wouldn't namedrop so I won't, but watch the video below created by a man who spends a lot of time working with me. It's different. It's got its own rap.
How can you follow that? Well, you can't really.
Have we found the answer to our question? No, but we've had fun along the way and that's the important thing.
*I've been asked like, three times, but that would have been a very underwhelming start to this blog post.