A copywriter can sell products that evoke desirable images, such as tropical beaches.
A creative writer creates advertising or other copy that motivates readers or viewers to take action, such as buying the product being advertised. He or she can work as a freelancer from home, but usually has at least several years of experience working first in the creative department of an advertising agency. A copywriter should not simply be artistic or inventive for the sake of creativity, but communicate persuasive concepts in words that interest and compel the target audience to take necessary action.
For example, catalog writers are given a picture of an item to sell with words for customers to order. They only have a short space to describe the product in a convincing way. Many people mistakenly think that it is more the picture than the written description that makes people want to buy the product, but studies have shown that it is the persuasive words that can make the biggest difference in sales. A copywriter knows how to reach potential buyers and discuss the benefits of the article, such as being convenient or cost-effective. He or she is not limited to describing the item.
If the product is something decorative or luxurious, like jewelry, a few lines below the piece’s photo describing the metal, gems, and all the details can get people to order the piece. However, if the creative writer can write about the jewelry in a way that makes each person who reads the copy feel like the piece is right for her needs and wants, the item’s sales are likely to increase significantly.
A personal connection with the target audience is why creative writers come up with product names. You can increase sales. For example, the same towel set could be called “Towel Set – Blue” or it could be marketed as “Blue Tropics Luxury Towel Set”. It’s hard for a buyer to feel any kind of emotional connection to the simple description, whereas tropical is likely to inspire images of a beach vacation at a luxury resort. These pleasure-enhancing marketing communications can make a big difference in product sales.
While most ad agencies these days want to hire qualified creative writers, education and training aren’t as important as the ability to communicate persuasively and creatively. Creative copywriters who want a lasting career in advertising study daily writing. They spend a lot of time improving their ability to communicate concepts directly to their target audience. A creative writer often studies past and current advertisements, as well as reading books written by successful copywriters.