Copywriters must consider the desired overall message and customer reaction, the marketing funnel stage, the relevance to the intended target group and channel, as well as the brand’s specific tonality. The process typically includes two or three drafts with feedback loops and begins with a creative brief and project plan to define goals and frames of reference.
Copywriting is mostly applied to small volumes with high visibility, such as headlines, call-to-actions, slogans and taglines, billboards, campaign texts and ads, product descriptions, as well as landing pages. Its purpose is to persuade the reader to take action.
If copywriting requires SEO knowledge, it will be referred to as SEO copywriting that focuses on ranking high on a search engine.
The job is often done without the use of CAT tools and paid on an hourly basis.