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Copywriters are only good for writing sales copy. Right?

What does a copywriter do?

There seems to be a lot of confusion about what a copywriter really does. Sometimes, I find it damn near impossible to explain what it is that my job as a copywriter really is.

In a market that exists in parallel – both online and offline – I think copywriters are especially under-utilised, typically used for writing sales copy that is as interesting as watching paint dry.

A good copywriter can almost work magic just with words. A good copywriter will pull a thread from the essence of the brand to the heart of a potential customer and give that baby a pulse, make a genuine connection, create a true fan.

But if we’re so good at communicating, why aren’t our talents put to better use than copy-pasting text from the legal department to the website?

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