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Tag Archives: Copywriting training

Why is copywriting training such an alien concept?

If you visit online copywriters’ forums and LinkedIn groups, you’ll regularly see people asking for advice on improving their copywriting skills.  They usually get a good response and there’s no doubt there are a lot of knowledgeable people out there.  But copywriting training is seldom mentioned and when it is, we’ve seen the comments being met with derision.

When it comes copywriting, why is training such an alien concept?  Even people doing the most unskilled jobs have to undergo training. Would Tesco or ASDA let their new staff loose in the store without induction training or health and safety training?

What about your hairdresser? You expect your stylists to be fully trained before they take their scissors to your hair, don’t you?  Why? It won’t actually matter much if your hair isn’t precision cut … it will grow back in a couple of weeks.  It’s only hair, after all!

What makes copywriting different?  Why should a copywriter expect to win clients and charge professional rates if they are untrained and under-skilled?

Copywriting is a critical part of a company’s marketing.  Think of the company producing a new brochure.  By the time they have paid for design, photography and printing, let alone the copywriting, the cost could run to thousands of pounds.  The brochures won’t increase sales if the copy is poorly written, and all that investment will be wasted.

A couple of weeks ago, I had a conversation with a chimney sweep.  He can’t sweep chimneys or flues where wood burning stoves are used until he’s been trained.  So, your chimney sweep must have training, but your copywriter can get by on a few titbits of advice from a forum.  Strange, eh?  A chimney fire could risk property and even endanger life, so it must be done safely and professionally, of course.  We’re not arguing with that.

But what of the risk to a company which hires an under-skilled copywriter?  If that company’s marketing initiative fails because the copy is poorly written, there could be significant financial damage.

What if a company is relying on the copywriter to help boost it’s SEO and online sales. If that copywriter doesn’t know how to write for SEO, the site will fail and people’s livelihoods could be at stake.  That’s no exaggeration. In today’s market, budgets are tight and many small businesses are struggling.

Isn’t it crazy that someone has to train for three years before they can cut hair, but someone else can profess to be a copywriter with no experience, skills or training?

So, if you’re aware you need to improve your copywriting skills, do it properly and invest in professional training – remember – your client’s livelihood is in your hands.

Blog post by Joy McCarthy

 

Picture credit: 123RF

Copywriters – don’t be let down by your website

A guest post by writer and blogger James Torridon of More Anon A recent news item on the IT Donut website stated millions of micro-businesses are let down by their websites. They were reporting a survey which suggests micro-businesses are losing opportunities because of outdated websites. They put this figure at 3 million. As a… Continue Reading

Copywriters and gremlins

As your career as a freelance copywriter progresses, you will come across things which have a great impact on you.  This might be something you read or some advice from a sage business person.  I’m going to share something here which I found very memorable and which made a difference to my copywriting career. Despite… Continue Reading

Who can benefit from a copywriting course?

You could be forgiven for thinking copywriting courses are something only aspiring copywriters will consider.  But think again!  In today’s content-driven marketplace, copywriting training benefits a much wider audience. Virtual Assistants (VAs) Unlike the traditional secretary who took shorthand, typed letters and managed the boss’ diary, VAs are called on to provide a wide range… Continue Reading

Copywriters – and why criticism is a bitter pill to swallow

Nobody likes to be criticised.  And when you’ve worked long and hard on a copywriting project, having someone criticise your work is very hard to take. And that isn’t just something trainee copywriters experience either.  You’re just as likely to face criticism when you’ve finished your copywriting training as when you’re a student. After hours… Continue Reading

Shed working for copywriters

As a copywriter, working from home doesn’t have to mean losing a spare bedroom or trying to concentrate at a kitchen table.  Increasingly more people are becoming ‘shed workers‘. As we explain to our students studying on our copywriting course, it’s important to have a dedicated work area.  But if you’ve got family underfoot or… Continue Reading