When I have my copywriting training and coaching hat on, one of the tools I recommend my learners use for researching their audience is answerthepublic.com. If you’re not familiar with it, it’s a great tool for generating lots of information around keywords and phrases that you type into the search box.
These are helpfully split into categories including questions, prepositions, comparisons and more. You can view the information in wheels, lists or tables and download it into an Excel .csv file. (If you haven’t used it, you get a couple of free searches a day, so give it a try!)
Anyway, I thought I’d take a look at the latest questions people are asking online about copywriting and answer them in this blog. A total of 93 questions came up, so I won’t answer them all – I’ve just picked out a few of my favourites. Here goes.
Are copywriting courses worth it?
There are lots of them out there, with huge variations in content, cost, quality and delivery type. It really depends on what you’re looking for, why you want to take the course and your budget. I’d recommend avoiding free online courses unless you’re just interested in finding out a bit more about copywriting or want to do it for fun.
If you’re serious about becoming a copywriting or boosting your existing skills, you’ll need to do your research and be prepared to pay. I trained through The Blackford Centre back in 2008/2009 and they still offer a copywriting course today, although I imagine it’s changed a lot! The course wasn’t cheap, but it covered a lot of ground and gave me accreditation and the initials DipCW after my name.
(If you’re interested in my own copywriting training services, please take a look at my Coaching page.)
Can copywriting be replaced by AI?
This question is getting asked a lot, as I’m sure you can imagine. The answer is ‘yes’ if you want generic copy with unreliable sources that reads like it was written by a robot (which it is!). The answer is ‘no’ if you want high quality writing that genuinely reflects your business’s brand and tone of voice and – critically – resonates with your audience and gets results.
AI is good for research and for generating ideas, but I’d never use it to write copy. For a start, it’s unethical if people are paying me to provide a service.
Why is copywriting important in business?
See the above answer as a starting point. In addition, it’s important to remember that it’s words that sell. People might initially be attracted by fantastic imagery, especially if you’re selling a visual product such as photography, but it’s almost always the words that make the sale in the end. Think about it – would you buy the latest iPhone without reading about its features and benefits, no matter how good it looks?
What does copywriting entail?
This is an interesting one. It’s a sad fact that some people think copywriters just sit down at their laptops and bash out words without a second thought. It’s not that simple! Each project will be different, but a typical copywriting job starts with a briefing meeting with the client, or an emailed brief being sent over.
Depending on how detailed the brief is, the copywriter might then be required to carry out in-depth research into the client’s organisation, their audience and their competitors. They may also need to come up with keywords and phrases to be used in the copy, using tools such as Answerthepublic.com, Semrush, Google Keyword Planner and so on.
The next stage is often to create key messages and a USP, unless these have been provided by the client. Only then can the serious writing process begin. And yes, it does take time. The famous advertising copywriter, David Ogilvy, once took three weeks to come up with a single strapline for Rolls Royce – but they used it in various incarnations for over 20 years.
When the copy is ready, the next step is usually to discuss it with the client and agree on any amendments. This can also be a lengthy process, often with many rounds of amendments and sign-offs before the project can be set loose on the world. Sound complicated? It can be. But it can also be great fun!
When did copywriting begin?
I researched the history of copywriting for one of the courses I ran for a client and was fascinated to find out that it dates back to 3000BC! That was a ‘Wanted’ poster written on papyrus for an escaped Egyptian slave. Moving on a few millennia, English in its modern form developed in the late 1800s and early 1900s, as print media and literacy levels exploded.
Advertising and product storytelling soon became commonplace, with one notable early billboard campaign being Bovril’s ‘Alas my poor brother!’ project in 1896. Over time, radio and TV advertising came along, followed by the Internet, email marketing and social media – and the rest is history!
Can copywriting be done on the phone?
I’m including this as I really have no clue why someone would ask this! What a weird question. And you won’t be surprised to hear that the answer is ‘no’…!
Like to know more about copywriting?
I’m always happy to chat about all things copywriting so, if you’d like to know more, please get in touch and let’s have a chinwag.