Are you considering a transition into copywriting but struggling to ignore the nagging voice telling you it’s “manipulative” or “unethical”? Many people associate marketing with the “icky” feeling of being sold to, thinking it’s all about pushing unwanted products onto reluctant buyers.
But copywriting *isn’t* about sleazy tactics or tricking people into buying things they don’t need. In this episode, Nicki and Kate are challenging the misconceptions around advertising, showing how it can fulfill genuine needs and create positive, lasting relationships between businesses and customers. Listen in now to discover how you can make a meaningful impact as a copywriter!
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Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[1:50] As people think about transitioning into copywriting, a common concern is whether advertising and marketing is synonymous with manipulation.
[3:12] Kate reminds us of the definition of copywriting: connecting someone who has a certain need with the right solution to that need.
[5:16] There’s a whole gamut of desires, wants, and needs and there’s so much potential for copywriting to help, whether it’s on a smaller or bigger scale. When we write effectively for our clients, we help them bring that solution to their customers.
[6:39] Messaging is the most important part of any business. If a business owner can’t communicate what makes their product or service different, beneficial, and useful, nobody will buy it and they won’t be in business for long.
[8:45] Remember you don’t have to work with every client. If you believe in what your client is selling and think it has the potential to get people what they need, then why not market it?
[9:17] People worry about being a “pushy” marketer but fundamentally, pushiness doesn’t work. The average consumer is savvier now than ever before and more aware of the way that they’re being sold to.
[11:15] Nicki and Kate dig into a response to a question from the CCA student-only Facebook group about whether copywriting can be a force for good. They argue that while pain point marketing often gets a bad reputation, it can help consumers recognize and address their needs.
[17:33] While you can absolutely pitch to companies you believe make a positive impact, Nicki and Kate caution against making assumptions about businesses based on surface appearances. Many companies engage in charitable activities that aren’t immediately visible.
[22:22] It’s not a copywriter’s role to judge consumer choices, as the value of a product or service is highly subjective and personal. If it doesn’t sit right with you, find a company that feels like a better fit.
[24:15] Being intentional in your work and client choices is key to making a positive impact and making your job worthwhile.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Fundamentally, messaging is the most important part of a business. And I say this to my business students as well: If they can’t communicate what makes their product or service different and beneficial and especially useful and the right choice, nobody’s going to buy it and that business is not going to exist for long. So this fundamental communication element that we provide is essential for both sides, for both the business and for the consumer.” – Nicki
“Sometimes we like to think of ‘if they build it, the the right people will just come.’ But you have to tell people what you’re offering in order for them to find it. And if you believe in what your client is selling—and I think that’s one of the things to look for, you don’t have to work with every client, there are so many clients out there—but if you believe in the mission or in the product or the service of the offering that your client has and you think it has the potential to transform someone’s life, then why not market it? Everyone can win when it’s done right.” – Kate
“People worry about being a pushy marketer or pushy salesperson or whatever, but the fundamentally pushiness doesn’t work. We all can tell when we’re being pushed and when we’re being forced and if we don’t like it, we’ll just walk away. We won’t interact with it.” – Nicki
“We caution people not to make assumptions because there are a lot of companies out there that maybe on the surface, whatever product, service, thing that they’re offering isn’t overtly changing the world. It’s not like they’re selling a green product that is reusable, reducible, recyclable, but maybe it’s a bank and they have a huge corporate giving arm of their bank that does great work. It’s about digging a little deeper to know what are companies doing beyond what the immediate offer, service, etc. is.” – Kate
Related Links
- Reframing Your Copywriting Goals to Align with Your Values
- Land Copywriting Clients With These 35 Tips
- What Is Copywriting?
- Why You Should Make Your Audience Anxious
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
