How Copywriters Run The World

Woah. Woah. Copywriters run the world? The people who sit behind keyboards and regard a thesaurus as a holy doctrine? How can they compete with the likes of savvy investment bankers, power-hungry politicians, cut-throat lawyers and that gaggle of Kardashians? Surely those are the people who keep the world spinning?

You’d be surprised. Allow me to explain.

Copywriters Run The World

It’s a bold statement for sure and I’ll be honest, maybe slightly misleading. If copywriters truly ran the world then the incorrect use of “your” and “you’re” might be punishable by firing squad. What I mean is that communication — words and language — runs the world.

A needle and thread in my hands mean little, maybe a poorly mended hole in my shirt if nothing else. But those same tools in the hands of a master seamstress could mean a designer dress. Words and language are just that, tools. And, who wields the very thing that runs the world? Copywriters. While anyone can string together words and call it a sentence, it’s us wordsmiths who stretch communication to new realms.

In the age of information, communication is the world’s most utilised asset. Customers are spoilt for choice. If you’ve put in all the behind-the-scenes work to create a unique selling point but aren’t communicating it effectively (and to the right audience), then you’ll be lost in the sea of noise. Well-crafted copy shouldn’t be an afterthought or an unticked box on the marketing team’s to-do list — it’s essential. But there’s something even worse than no copy, it’s bad copy.

Bad copy is the equivalent of listening to someone who has a piece of spinach stuck in their teeth. They could be sharing the location of the fountain of youth but all you can concentrate on is that little green leaf swaying between their enamel. Copywriters keep your communication clean from bad grammar and poor spelling to ensure your customer is staying focused on your message.

The Curators Of Communication

Before you kindly remind me that a no smoking sign communicates very well without a single word, I’d like to direct you to a very fun example.

It’s called Brain Food, it promises “hypnotic electronic for studies and a relax”. Sounds intriguing right? Perhaps it’s a new mental supplement for students or a device that promotes cognitive abilities.

Nope. It’s a Spotify playlist.

Spotify, for those who aren’t streaming their life away like I am, has some killer artwork attached to its playlists. Brain Food’s artwork perfectly captures the vibe of the music. Just look at it:

But if I were to take all that other information away and leave you with just the image, what is it telling you?

Not much. At least not enough to pique my interest.

Confusion is a brand’s silent assassin. Brain Food could be the perfect playlist but without the proper points of communication, a customer could easily hop over to Apple Music or YouTube to find what they’re looking for. All Spotify needed was a powerful title and strong description and boom, confusion eliminated and head bobbing commenced.

Your business, brand, product or service isn’t a no smoking sign. Hell, even if you are selling no-smoking signs, you still need compelling copy.

Everything Needs Copy. Everything.

Copywriters take the complicated and make it simple, transform the boring into something enticing, and, with a well-placed comma and a clever play on words, can keep your brand at the forefront of your customer’s mind.

We don’t just help sell products, we get your audience to believe in your message.

It’s the era of information, everything needs copy — so, everything needs a copywriter.

Youtube and TikTok? Whether you’re trying to tug on their heartstrings or connect with a like-minded audience, creators need carefully planned scrips that sound natural when speaking.

Product descriptions? These are a critical touchpoint with your customer and a poorly written description isn’t doing your weeks of product development any favours.

Social media? If you thought it was all about cool images, think again. Captivating captions and a cohesive brand tone can elevate your business to new heights.

Websites? A copywriter can build a strong foundation on your piece of internet real estate.

And let’s not forget about that accursed SEO that requires a blood sacrifice and the correct placement of the moon to understand. Do you know who could tame this wild beast? I don’t even have to say it.

What Can A Copywriter Do For You?

We all have our strengths and weaknesses. I have no idea how to do my taxes so I leave it to the experts. Copywriters take the stress of crafting creative and persuasive material off your shoulders. They’re a vital tool for any brand or business — from the individual to the mega-corporation.

Basically: If it needs words, a copywriter can help make it better. It’s as simple as that.

Until next time, I'm Sam — your friendly neighbourhood copywriter.