Which type of copywriter do you need? Here are 7 kinds:

1. The Creative Cracker (Creative Copywriter)

Creative copywriters have the magical gift of being able to communicate memorable ideas with memorable, effective phrases. From consumer ad-land, where they’re paid handsome amounts to come up with strings of words such as the ‘just do it’ Nike slogan.  As the consumerisation of enterprise IT gathers pace, expect to see more of these types in corporate comms departments, coming up with ways to reduce the impact of change and make it more digestible and concise for employees. At least regarding the communication of internal changes (this typically applies to businesses of well over 1000 people). They will be the ones charged with trying to convince you to stay too. So this role is shifting but it’s possibly the most front-end version.

Their work involves adorning dull facts with creative language that engages and entertains people, rather than bombarding them with reams of text.  Usually, creative crackers are tasked with radio jingles, varied formats and sometimes work related to print materials for flagship brand campaigns. These people tend to be charismatic and eccentric but can struggle with counting or basic arithmetic. Next time you see a clever bit of marketing or branding in a shopping centre, on packaging or on that crazy TV ad that you love and hate simultaneously, bear in mind that there was probably a creative copywriter involved.

These copywriters are some of the most amazing people when it comes to coming up with concepts that grab attention. But you might want to think twice before using one to write your next lengthy brochure. 

2. The Deft Digitalist (Digital Copywriter)

Digital copywriters are the unheralded heroes of the internet. They’re responsible for all of the tiny bits of text known as microcopy that help guide website visitors and app users to take the right actions. If you’ve ever wondered whether your CTA button reads “Start your free trial”, you can thank a digital copywriter for making that decision. And yes, that single word change can have a huge impact – a 90% increase in conversions, for example. But copywriting isn’t just about writing CTA buttons. It’s also about crafting effective headlines, creating scannable and digestible content, and overall just making sure that everything on a website or app is easy to understand and use.

In short, digital copywriters are amazing generalists who are equally adept at writing copy that sells, copy that informs, and copy that entertains. If you’re looking for someone to help you take your copy far – but who also is trained with digital marketing- and to the next level, look no further than a talented digital copywriter. They are the copy ninjas, the wordsmiths, the linguistic magicians. And they are in high demand. In today’s digital age, such copywriters are more important than ever.

Web copy is a specialised form of copywriting that takes into account the unique needs of website visitors. When writing web copy, copywriters have to take into account things like search engine optimisation, user experience, and conversion optimisation. In other words, we have to make sure that our copy is not only readable and informative but also crazy sensible enough to get people to take the desired action. And it’s no easy feat. But luckily, we copywriters are up for the challenge. We’re qualified, experienced, and—most importantly—adept at crafting effective web copy. So if you’re looking for someone to write copy for your website, a web copywriter is an excellent choice. You should expect to get copy that is both readable and effective, which is exactly what you need to succeed online.

3. The Marketing Maverick (Marketing Copywriter)

The marketing copywriter is a mysterious figure, a wordsmith who seems to understand the human psyche in a way that others don’t. They know how to get inside the heads of their target buyers and figure out what makes them tick. And they use this knowledge to create copy that is not only attention-grabbing but also understandable and relatable.

Copywriting is both an art and a science. It requires an understanding of human behaviour and motivation, as well as an ability to craft words in a way that is both persuasive and interesting. copywriters must be able to immerse themselves in their target audience’s world and see things from their perspective. Only then can they create copy that resonates with buyers and convince them to take action.

On top of this, copywriters are often described as part-writer and part-psychologist. And this is true to some extent. But copywriting is also its own unique discipline, one that combines elements of psychology, sociology, marketing, and even literature. To be a good copywriter, you must be able to understand people on a deep level and also have a knack for writing compelling copy. It’s a tall order, but when done well, the results can be wonderful. Marketing copywriters are brilliant at doing this.

A copywriter is a vital cog in the marketing machine, and a good one can make or break a campaign. They’ll use their insight to write a copy that inspires, educates, shocks or just gently nudges the prospect toward your product or service. Crucially, this kind of writer can set up, develop, and sustain an argument, in an appropriate tone and voice, over a long-form piece. In other words: they’re copywriting ninjas, and they can make a mark on your world. They could make you a millionaire.

4. The Eloquent Explainer (Very Long Form Copywriter)

Copywriting is the art and science of persuasively communicating ideas through the written word. While copywriters can be employed to write copy for virtually any medium, from billboards to tweet storms, they have historically been particularly associated with advertising and marketing. In the age of content marketing and inbound copywriting, copywriters are increasingly working to create compelling reasons for people to take specific actions, such as signing up for a newsletter or buying a product. Copywriters use a variety of techniques to achieve their goals, including evoking emotion, creating urgency, and rational persuasion. No matter what strategies they employ, copywriters must be able to capture the attention of their audience and communicate their message in an evocative, compelling way.

Copywriting isn’t always easy. In fact, it can be quite difficult to find the right words to explain something in a way that’s both engaging and informative. However, the Explainer Copywriter knows how to do just that. They are skilled in taking complex topics and breaking them down into digestible pieces of information that anyone can understand. They also have a knack for making the most mundane details sound interesting. So, if you’re ever in need of someone to explain something complex in a way that’s both engaging and informative, be sure to search for this type of writer.

5. The Skilled SEO’er (SEO Copywriter)

The old days of SEO copywriting are over. With Google now actively punishing sites that contain low-quality, keyword-stuffed content it’s time to get serious about your site’s quality and focus on what really matters in an online publication: providing value for readers while still making this a worthwhile business activity.

SEO copywriters these days tend to be rockstars of the trade, the good ones that is. It’s one of those fields where you really have to know what you’re doing to be successful. And, these days, since the advent of SEO, it’s an expanding area regardless of what you may have heard. One has to be adept at understanding how search engines work and how to write copy that will organically attract readers and rank well in search results. SEO copywriters are professionals, trained in copywriting techniques that will help your website rank higher on search engine results pages.

Copywriting has come a long way since the days of spammy keywords and low-quality content. These days, copywriters tend to be experts in their field, able to spontaneously produce ranking-worthy content that flows, organically boosting internet presence while being highly readable. However, copywriting isn’t just about stuffing keywords into your website and hoping for the best. The experts at SEO have tools under their belt and know exactly how to get your website noticed by search engines.

6. The Brand Booster (Brand Copywriter)

In a world where we’re constantly bombarded with noise, the brands that stand out are the ones that tell engaging stories. copywriters are increasingly being tasked with uncovering and telling those stories. It’s a tall order, but one that can be extremely rewarding. Copywriters who can craft compelling narratives have the power to shape public perception and convince people to buy into a brand. It’s an important job, but it’s not without its challenges. copywriters often have to wade through tons of information to find the kernels of truth that will resonate with people.

In an age of increased scepticism and cynicism, it can be difficult to convince people to care about a brand. Brand ‘journalism’ can be a great way to build a reputation and image. Most successful brand journalists employ techniques they’ve borrowed from newspaper and magazine journalism – like interviewing experts and customers, reporting news from the brand’s ecosystem, curating ideas and opinions, adding in multimedia elements and using supporting facts and graphics to craft well-written copy that’s fresh, interesting and enjoyable to read. This approach is often more effective than traditional advertising techniques, which can come across as contrived or inauthentic.

Of course, not every brand journalist is equally skilled at copywriting. The best ones have a knack for finding stories that will resonate with their audience, and they know how to structure their pieces in a way that’s easy to digest. They also know how to use humour and emotion to their advantage, without overdoing it. As a result, their articles are both informative and entertaining – two qualities that are essential for any good piece of writing. 

7. The Talented Techie (Technical Copywriter)

Copywriters are often too in the clouds for their own good, struggling to understand the technical side of what they promote. The rare and valuable Technical Copywriter is a hybrid between a tech-savvy writer and a software or technology wizard who intrinsically understands a certain vertical market really well. Technical copywriters have a knack for making the most boring topics sound exciting. They are able to write in an engaging style that will keep your readers interested from start to finish, which is especially important when you’re promoting anything remotely technical or scientific related content on social media platforms like blogs posts and articles; product descriptions/newsletters etc., email newsletters – whether they be autoresponders within e-commerce websites (for example), case studies about how one person used their tech products successfully without repeating what was already said before by others who had tried them out themselves

Technical copywriters are an endangered species, with few enough numbers that they can actually understand both sides of the equation. They know which bit goes where and why you really don’t want to insert it into a certain place as well as whether something more powerful or efficient isn’t available as part of its specifications.

There are technical writers – which are different – a technical copywriter – is not only knowledgeable about technology but also has experience in creatively selling and creating marketing messaging that can also help get results.

Have you any questions?

Here at Yorkshire Powerhouse, we’re happy to help as much as possible – is there anything else we can do to help you, do you have any further questions or can we help introduce you to an expert – please let us know: