Is Copywriting a Specialty or Just Hype? You decide.

If you've ever heard the word copywriting and thought, "What's the big deal? Everybody writes." This article is for you.

It's true; we all write. We manage our inbox and compose meeting presentations. We may even have an admin team that handles our internal communications. So why not let them handle our marketing copy? And what about AI? Surely it can write for us, right?

I'm Debbie, a small business owner and professional copywriter. I love to see humans thrive in life and in business.

In this article, I'll address the question, "Is copywriting a specialty?" By the end, you'll decide: is it hype or what you want for your business?

Let's break this down together by answering the following questions:

• What makes copywriting a specialty?

• What skills do copywriters possess that your admin team lacks?

• How can copywriting support business growth?

  
  

But First, A Bit of History

Copywriting Isn't a New Idea

Copywriting has its roots in advertising. As long as there have been items for sale, there have been words needed to persuade people to make a purchase. Some of the earliest advertisements were found in China, written on wooden blocks. With the invention of the first printing press and the rise of mass media, the advertising industry expanded. The demand for persuasive writers increased. In the late 19th century, a man named John Emery Powers became known as the first full-time copywriter and the "Father of Modern Advertising." (Source)

Fast forward to today: Ads are no longer limited to a snippet in a weekly newspaper or a sales poster in a store window. Technological advances have reshaped the copywriting industry. Copywriters now develop skills that go beyond writing. Their work spans every medium where words make an impact, from traditional print to everything you see online. They have become true specialists.

What is a Specialist?

At a base level, a specialist is a person who is highly skilled in a specific field. To say that anyone who writes is a copywriter is like saying that anyone who brushes their teeth is a dentist or that, because you use a calculator, you're an accountant.

The diagram to the left highlights just a few of the skills a copywriter must possess to be successful.

In the next section, we'll explore that further.

What Makes Copywriting A Specialty?

Much like dentists, accountants, and other specialists, copywriters employ a specific set of skills and expertise. These include a deep understanding of human behavior, language, and persuasion techniques. Mastering these skills can take years, equivalent to a university degree or more.

Let's Break That Down:

• Focused Study: Through extensive study in language and persuasion, copywriters learn to write with clarity. This creates connections that evolve into conversations, ultimately leading to sales.

  
  

• Proven Techniques: With real-world experience and experimentation with copywriting formulas like AIDA and PAS, professional copywriters learn what works for your desired outcome. They know what to test and optimize, making them experienced advisors.

  
  

• Strategic Thinking: Marketing copy doesn't exist in a silo. An experienced copywriter approaches your project with a strategy-first mindset. They aim to understand your product or service and how it fits into your marketing strategy. Finally, they employ a strategy to write and assemble your copy, focusing on clear writing with the goal of achieving your goals.

  
  

• Understanding Human Behavior: Copywriters have a knack for joining the conversation your reader is having in their head. They know that emotions play a significant role in purchase decisions. This must be handled with care. A professional copywriter knows how to respect the reader while tapping into emotions, addressing objections, and positioning your product or service as the clear solution.

  
  

• Researching: Did you know that approximately 80% of the copywriting process involves conducting relevant research? Expert copywriters conduct in-depth research on customers, competitors, and products. They apply the best insights to your copy to help you achieve more of what you want.

  
  

• Ongoing Learning: An in-demand copywriter is committed to continuous learning. They stay updated on marketing trends, consumer habits, and new writing strategies for maximum impact.

  
  

From the above, it's easy to see that copywriting is a highly specialized form of writing. It captures attention, communicates value, and persuades your audience to take action. This is unlike typical (day-to-day) writing, which focuses on straightforward communication.

How Copywriting Supports Business Growth

From start-up to maturity and growth, each stage of your business brings new challenges and opportunities to connect with your audience. Expertly crafted words are the fuel that builds that connection. A copywriter will ensure that your brand voice and message evolve with your business. When a company finds a good copywriter, it's not uncommon for the relationship to grow from service provider to a trusted marketing partner.

It Goes Beyond Words. Investing in a Copywriter Means:

• You're freeing up your time to focus on leading, growth, and scaling strategies.

• You're allowing your admin team to handle the day-to-day activities that keep your business running smoothly.

• You're investing in measurable outcomes; copy drives conversions that you can track, like leads and sales.

  
  

It's an investment in you, your business, and your team.

Why Pay a Copywriter When You Can Get AI Writing for Free?

When I hear this question, I can't help but think, "Why buy a real rose when a fake one looks the same?" Yet, if you've ever held and smelled a real rose, you know there is no comparison. I believe the same goes for writing, and yes, I am biased.

I've tested AI writing tools, and here's what I've found: AI can generate content, but it struggles to capture the subtleties of human emotions and behaviors. That essence breathes life into effective copywriting. For instance, an LLM (Large Language Model) will never comprehend the emotional toll of enduring a chronic illness, the warm embrace of someone you love, or the sensation of sinking your toes into hot, silky sand. Only humans know the human experience. It's what unites us and is the magic sauce in persuasive writing; everything else is a cheap counterfeit.

Should You Use LLM Writing Tools? Yes, you'd be silly not to. Use them for the right things, such as speeding up processes like ideation, outlining, fine-tuning your writing, and even research (with caution), as it isn't always accurate. When it comes to copywriting, 'good enough' is the enemy of great, and great copy is what gets results.

In high-stakes situations, such as email marketing, sales pages, websites, or campaigns, consider the expert skills and human touch that a copywriter brings to the table.

P.S. - It goes without saying that outsourcing your project to a copywriter also supports a fellow small business owner. And who doesn't see the value in that?

In Summary

I hope I've demonstrated that when your message must be clear, compelling, and conversion-oriented, professional copywriting is a necessary investment, not an expense. For solopreneurs and SME owners, it could be one of the most significant decisions you make for your business.

So, What Do You Think? Is Copywriting a Specialty?

I'd love to hear from you! Please leave a comment or send me a message with your thoughts or questions. If you found this article informative, I'd be thrilled if you shared it.

As always, I'm available to consider your project. Click here to get in touch.

Cheers to your marketing success!

About The Author

Debbie Diosi is a conversion copywriter and certified digital marketer who helps small businesses, marketing teams, and founders turn their messaging into sales. She combines strategy, empathy, and data to craft copy that resonates and drives conversions. Grab her free Conversion Copy Checklist or book a call to see what’s working in your marketing.