What Is Copywriting? The Benefits of Hiring a Copywriter (2023) - Shopify

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Copywriting is the art of writing words in a way that compels your customers to buy. Here’s how a copywriter can benefit your small business.
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Have you ever read a commercial product description and decided that you absolutely had to buy the item? If so, you might owe that persuasive power to the skill of a professional copywriter. Copywriting aims to encourage potential customers to take action and make purchases. Here’s more about how copywriting can play a role in your business outreach and growth.
Copywriting is the craft of writing words, or copy, that inspires readers to take action. It is a type of persuasive writing found in various print ads and digital marketing materials, including commercials, digital marketing collateral, product descriptions, blog posts, social media posts, sales-focused customer surveys, real estate listings, and sales letters. Writing copy of this type can be creative and whimsical; its principal function is to encourage sales or engagement.
Direct response copywriting is a type of copywriting designed to inspire immediate action, like clicking on a link or making a purchase. Other types of copywriting may take a longer approach, such as building brand awareness or by nudging customers through the conversion funnel with a well-crafted profile of a product’s creator or company’s origin story. 
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Professional copywriters are people who write sales copy. Some work in-house for a brand or an advertising agency. Others are freelance copywriters who build a copywriting career by taking on one campaign after the next for many different clients. A professional copywriter typically:
Since good copywriting is an essential part of advertising, hiring a copywriter can help give your business a competitive edge. Among the benefits of using a trained copywriter are:
Here are four common types of professional copywriting:
Copywriting is similar to content writing in that it is writing on behalf of a brand or organization with an emphasis on online materials. However, these two terms are not synonyms.
You can find professional copywriters for just about any type of job or campaign. This five-step process can help:
Begin by determining what you wish to achieve by hiring a copywriter. Perhaps you’re trying to draft pithy language for your ecommerce site’s landing page or product listings, create a marketing campaign for a niche audience, or compose social media posts that highlight your product’s unique value proposition. Each objective would call for a different kind of copywriter, whether it’s one who’s comfortable using technical language or one who has experience writing social media ads.
Write a job listing that describes the nature of the work, requested work experience, and a salary range. Then post it on sites where writers look for copywriting opportunities. These include LinkedIn, ZipRecruiter, and Indeed, as well as sites focused on gig work, like Fiverr and Upwork. 
You can screen applicants by asking them to complete a test assignment to see which of your applicants drafts the most compelling copy. Create a brief that defines a goal (such as selling an item, or asking people to join a mailing list). A best practice is to respect your applicants’ time by keeping the assignment brief and never publishing their content without providing compensation. Some companies always pay writers for test assignments—whether or not the work is published or they hire the writer.
Trim your applicant pool by selecting those who wrote the best test assignments, then scheduling time for interviews. Ask about their past experience and what copywriting strategies they use to achieve specific results, like boosting short-term sales or website clicks. Look for a mixture of skills and a willingness to adapt to your brand voice.
You’re now ready to select one or more copywriters and offer them a contract. Many businesses start out with a contractor’s agreement or a month-to-month contract. Later, they may choose to hire contractors as full-time copywriters.
A copywriter should be able to write compelling and persuasive copy in a brand’s unique voice. They should have a mastery of grammar and appropriate use of English language syntax. Writers can take a copywriting course to learn the essential elements of copywriting.
You can measure copywriting effectiveness by tracking ecommerce metrics such as long-term website traffic and sales made during the course of the copywriting campaign. A copywriting campaign should, at a minimum, pay for itself through boosted revenue. Take care to give this time: It may take weeks—or even months—for the full effect of a writing campaign to take hold.
The length of a copywriting job varies depending upon the nature of the job, the research involved, and the number of editing passes before publication. A short, pithy social media post could be drafted and published in as few as 10 minutes. A scripted TV commercial could go through many rounds of edits and take weeks.
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