Brisbane Copywriting Services

A copywriter should have a diverse skill set. Obviously they should be a good writer — great with words and an excellent communicator.
But they should also be a storyteller. They should be able to take the reader on a journey, subtly addressing their pain points and leading them towards purchasing a product or making an enquiry without them even knowing it!
A digital copywriter (someone who writes copy for digital formats like websites, blog articles, online news publications, guest posts, social media, email marketing etc.) should also have a solid understanding of Search Engine Optimisation (SEO). While their SEO knowledge should be well-rounded, they should be extra well-versed on on-page SEO techniques. They should also know how to do keyword research to ensure that they are targeting search terms that have good levels of search traffic.
As a copywriter is creating text and content for marketing purposes, they should also have some background knowledge of marketing. While they don’t need to be able to write a marketing strategy from start to finish, they should be comfortable with concepts like target audiences, market and competitor research, user/customer behaviour, calls to action, consumer psychology and more.
This background knowledge in marketing is what turns ‘writing’ into ‘copy’ — more than just sitting down to write about a subject matter, they are applying their marketing knowledge to write about a subject matter in a persuasive manner that makes the reader want to buy the subject matter. They want to make the reader feel emotion — be that joy, anger, sadness, frustration, happiness or even just FOMO — and then use that emotion as motivation to purchase the product or service that they are writing about.
The final skill set that a great copywriter will posses is the ability to write in a brand’s ‘tone’. Whether the brand they are working for is professional, casual, technical, bright and bubbly, cheeky, impactful or organic — the writer needs to know how to use language and sentence structures that align with the characteristics of those tone of voice requirements.
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