What does a copywriter do, exactly?
(Spoiler: It involves fairy dust)
Just like your fairy godmodmother—bibbidi bobbity boo!
You know all those words on websites, blogs, emails, social media, Etsy shops, billboards, commercials, print ads, blogs, Amazon . . . all that stuff?
All those words are called “copy,” and they’re written by folks called copywriters. (Makes sense, right?)
Some copywriters create “ad copy,” like the words used in radio spots, TV commercials, or print ads.
Others write product descriptions for e-commerce.
As a copywriter for mission-driven businesses, my work focuses on the words we read across the internet—mostly websites, blogs, and emails.
The words I write get readers to sign up, pay now, follow, install, register, shop, subscribe, check out, buy, and download.
In a nutshell, I use search engine optimization (SEO) and keyword research to drive your ideal clients to your website. My authentic storytelling style makes them invest in your mission. And my well-placed, dynamic calls-to-action make them take action.
I use my copy to educate your prospects, elevate your business, and convert leads into customers (all with a little bit of copywriting fairy dust)!
(Ooh. Unveil the magic.)
Here’s (a little peek at) what I do:
I step into your shoes to learn about your mission, business, and services
I dive into your mission so I can represent your work as passionately as you
I listen to you speak and I read your existing writing to understand how you communicate about your services and your “why”
I ask questions to learn how you’d ideal represent your business—is your current voice your ideal one?
I immerse myself in voices that inspire you so I can build or emulate the perfect voice for your brand
I research keywords and content that will help drive traffic and inspire action from your current and prospective clients
I test headlines, subject lines, and content for potential engagement, impressions, and readability
I analyze web content SEO strength to help you climb the Google ladder
I continually educate myself on new trends, algorithms, and strategies that improve your SEO, communication, and reach
I use my expertise and experience as a writer, marketing strategist, educator, and small business owner, coupled with my continuing education, to grow your business and your impact one word at a time
Stepping into your shoes
Like most creative projects, the end-product of a copywriter is just the tip of the proverbial iceberg: our work involves so much more than sitting at a computer, typing away.
Before I start writing, it’s time for me to engage my empathy and imagination as I learn about your business and goals.
For example, since I primarily work with mission-driven businesses, let’s pretend you’re a business coach and I’m writing your website copy.
As I handle the copywriting for your coaching business, It’ll be important for me to delve into your mission, learn about why you chose the work you did, who your favorite coaching clients are, and what makes your heart sing or your blood boil.
I’ll read pieces you’ve written and videos you’ve published (if you’ve got that sort of thing) and do the same with articles, interviews, and websites that have inspired you and your work.
I’ll ask questions. A lot of questions. To tell your story authentically, it’s important that I learn who you are, what your journey has been, who you want to serve (and why), what you want to achieve (and when), and a million other tidbits.
Yeahhh, let’s ditch that seashell.
Speaking through your voice
Part of my job is to either help you shape your brand’s voice or to learn your existing voice.
Maybe you haven’t developed a cohesive brand voice yet, or
You’ve got one, but it doesn’t feel quite right, or
You already use a brand voice you love love LOVE
No matter what, I can help shape your voice, hone it, and use it to grow your business and your impact.
It’s kind of like in The Little Mermaid, when Ursula captures Ariel’s voice in that fancy shell necklace and then tricks Eric into falling in love with her . . .
Except that I only use my magic for good, not evil. (Pinky swear!) When I write in your brand voice, your ideal clients fall in love with your message because your mission is just that important—no seashell necklace required.
Achieving perfection
Every copywriter relationship is different. But with my work, I prioritize delivering every piece of copy—no matter how big or small—completely ready-to-publish.
You’re busy changing the world! I want you to be able to focus your energy and time on the good work you’re doing. So I handle formatting, editing, and proofreading, handing off each project in an easy-to-use Google Doc.
Like Mushu, you’ll be ready to go in the morning!
That way, you can copy/paste the words and formatting into Mailchimp, Canva, Wordpress, or wherever you need to use it—and still keep an easily accessible copy in your Google Drive.
Words, words, words
I’ll stay in my zone of genius—words!
When I send over that final Google Doc, those words are yours to use, re-use, and be inspired by in whatever ways best help you achieve your goals.
While I won’t upload your copy into your webbuilder, email system, or other platform, the document I provide will make doing so simple and straightforward.
SEO, keywords, and other copywriting magic
You’re great at what you do, and it’s my job to spread the word and make you stand out like the expert you are (even when you’re not so sure yourself).
Even if you’re a natural writer, your time and energy probably isn’t best spent researching search engine optimization, Google algorithms, the best keywords to go after, or how to format your blog to get the best results. It’s a lot to learn! I know it can be overwhelming.
And you’ve got better things to do.
But that’s exactly why I love my work. My job is to help you make your impact. It’s my responsibility to continually educate myself on copywriting strategies so you can focus on achieving your mission.
And by helping you make the world a better place, I get to be part of that, too.
You’re an expert at your business, and people deserve to hear your message.
Let my expertise help grow your business and your impact—one word at a time.
Cathlyn Melvin is a writer and editor specializing in copy and content marketing for coaches, social enterprises, and other mission-driven businesses. To learn more about her work and how she can help you reach your ideal clients and grow your business, please visit www.rightcatcreative.com.