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What exactly does a copywriter do

If you are in business or wanting to get started in business, it’s very likely that you’ve come across the term copywriting, and you may be wondering what exactly does a copywriter do? If you’ve been doing your research online, you may have learned that there is a wide range of content writers out there.

Today, I’m going to share with you what a copywriter is and what their primary job is within the scope of doing business. I’m also going to share with you the value of having someone on your team who fills this role and why your business can’t *truly* be set up for success (online) without this powerful skill.

What is a copywriter?

Before we get started, I should first make sure we’re on the same page by clarifying what is a copywriter. By definition, a copywriter is a person who writes the text of advertisements or publicity material.

In essence, copywriters write content for the purposes of marketing a business with the goal of helping them improve their bottom line.

So how do they do that?

What exactly does a copywriter do?

Copywriters write content for three purposes: client attraction, lead nurturing, and conversions. I’ll explain more about what they are below and the different content types copywriters can offer support with for businesses.


The first purpose that a copywriter helps businesses with is in creating content to help with client attraction. Some may also refer to this type of content as lead generation.

This type of copy can be in the form of content for social media, copy for websites, or a wide range of commercials or marketing collateral to name a few.

The objective of this type of content that copywriters do is to help communicate your message to your ideal clients or dream clients in a way where they can clearly understand the what, the why, and the how.

Client attraction or lead generation copy helps to promote brand awareness or awareness for a specific product, service, or offer with the goal to help the sales team identify warm leads.


The second type of communication copywriters help businesses with is by creating content to nurture leads. Some businesses do well in attracting followers or identifying leads, but could use help from a copywriter in keeping up with the marketing communications once the leads have been identified. There is a wide range of ways copywriters create content to nurture leads, but the most common way is through copy for email communications.

Once ideal clients have been identified either through engagement, by taking action steps to sign up, or to learn more copywriters can also create content to follow up with these leads to nurture them so the business can stay top of mind until the lead is ready to make a purchasing decision.

Copywriters can help you improve the likelihood that your leads won’t turn cold, forget about you, or choose to do business with someone else instead.


The third ability copywriters can help do for businesses is to improve conversions. Unlike with client-attraction or lead-nurturing, businesses who desire to see improvements with conversions usually must work with copywriters on a longer-term basis. Copywriters who help improve conversion rates run various tests over an extended period of time to find the copywriting formula that works best for the client.

With this type of content, copywriters normally write copy for paid advertisements, landing pages, and email sequence campaigns. If a business is not seeing the type of results they are desiring whether it’s with their website traffic, open rate, or click-through rate, then it is a good time to revisit the copy or hire a copywriter for sales and to improve conversions.

As you can see, copywriting is the life and blood to keeping online businesses alive and well by helping them with client-attraction, nurturing leads, and improving conversion rates.

If this is resonating with you and you are feeling called to take the next step towards getting “done for you” copywriting for your website and beyond, get started here to find the support you need at BTM Writing Services. It takes 2 mins.

Then if you’re a good fit, you can hop on the phone for 30 minutes to discuss your business, needs, and options more in-depth.

If it makes sense and you enroll, you'll take a Voice Personality Quiz (3 mins) and schedule a 90-minute brainstorming session to discuss your ideal clients, offers, goals, and brand story.

And boom. That’s it on your end.

Then 2 weeks later, while you're in the middle of doing what you love more, you’ll get an email notifying you that your content is now ready for review. And just like that, content “done for you”.

Or if you're looking to go more of the DIY route, join the Confident about Content Membership Society! It's the go-to place to be to get accountability and support to help you meet your content and writing goals. Learn more.

The help you need is within reach. Take the next step by getting started here to see if we’ll be a good fit. See you on the other side.

All the best.

About the author:

Hi, it's Jasmine – Copywriter and certified Content Marketing Strategist. For over 8 years, I’ve been helping businesses create content that's clear and true to their authentic voice, helps them gain visibility, attracts their ideal clients, and grows their business!

I realized in my own business (and with my clients), the right words meshed with the right systems can be a game-changer.

That's why I teach people how to have freedom in their business by leveraging content and their brand's messaging to attract their most valuable payers (without losing themselves, sleep, or sanity). Learn more.

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