👩💻Everything a copywriter does that you didn’t realize they do
Published 4 months ago • 4 min read
There I was on a Thursday night, doing the thing I *knew* I shouldn’t be doing, but continued doing anyway.
I sipped my evening cup of chamomile tea, scrolled through Threads, and suddenly stopped on this post:
This is Fran from The Passion Collective, a Client Experience Architect and Dubsado + Notion whiz.
As I scrolled through the responses, it got me thinking:
When you outsource, you get someone's collective experiences and skills, not just the *thing* you are hiring for.
I’m an elder millennial which means I hopped jobs every 2-4 years, building a truly modern set of skills.
The most important of which is the ability to quickly adapt to new technology patterns and platforms.
(We were the first generation recruited by Facebook on our college campuses who watched it unfold into the advertising platform that it is. We’ve seen some things. Lessons have been learned.)
Post-2008 recession, our employers started lumping two to three job descriptions into one. We had to know how to produce video content, write ad copy, edit marketing copy, coordinate media collaborations, coach authors, assemble quarterly marketing plans, build websites, manage the corporate social media account, write email marketing campaigns, and generate inventory and sales reports on the fly.
(Okay, so this was me, working in book publishing circa 2012, but your story is probably similar.)
For many service providers, we’ve become magpies for information and know how to do A LOT of things that technically fall outside of our job description.
Back to the Thread that inspired this newsletter, have you ever thought about all the things you do every day that your clients and customers don’t realize they benefit from?
Hit reply, bestie, because I am genuinely impressed with us!
To get the ball rolling, I’ll go first and dive into the BP Summer Series.
Summer Series FAQ #2:
What does a copywriter do beyond writing the words on the page?
Here are the Top 3 things you probably had no idea you "get" when you hire a copywriter, but be sure to read the entire post for the complete 🔟!
1️⃣ User Experience (UX) and Microcopy
User experience (UX) is all about creating websites and apps that are easy to use and navigate. UX copywriting enhances the user's experience. Copywriters work closely with designers to ensure that the copy and design are working together to provide clear and concise instructions and information.
UX used to be a design-centric role, but website copywriters (in particular) get in on the action because good UX affects readability, which affects your conversions.
Copywriters perform systems thinking on so many levels. First, they develop a communications strategy that satisfies every brand touch point. If you think of your brand as an umbrella, underneath that umbrella you have offers, products, podcasts, newsletters, courses, programs, YouTube, speaking, social media, etc. Copywriters have to come up with language that says, these all belong to the same family. Everything is connected under one brand umbrella.
I didn’t touch SEO until I became the sole marketer at a tech company and suddenly found myself having to explain why we needed to use the header phrase “software design and development agency” instead of “if it lives on the internet, we’ll build it”. 🥴 SEO (Search Engine Optimization) is the backbone of writing for the web and it's no longer for the back-end techies.
If you've ever jumped on a call with someone who clearly didn’t understand what you do or do not do as a service provider ⤵️
That’s a messaging fixer-upper.
Put it into words now---tell me, what parts of your job need more transparency?
Then, go back into your copy docs and weave some of this badassery into your Home, Services, and About pages. I’m right here with you, doing the same.
Always in your corner,
P.S. Summer Series FAQ #1 is here if you missed it!
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Lyrical and soulful in tone, Muse Mentoring conveys both the high-touch, tailored approach of Kimberly's voice coaching program and the transformational experience her singer/songwriter clients go through during her 6-month program.
✏️The Copywriting Cohort Course is coming back!! If you'd consider writing or rewriting your website copy with me as your Developmental Editor which time of the year works best?
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