Raise your hand if you’re not quite sure what a copywriter does. Or what copywriting is. Okay that’s…most people.
To be honest, when I first started my marketing career and my boss asked for a little “copy” for a big-name client – I also stared back at him blankly.
What can I say? I was a costume-designer-turned-marketing pro, and I didn’t know the jargon yet. I probably thought something like “I don’t know how to copyright a business..” Hint: Lawyers do that.
The simplest and best answer is this: the copy is the words. A copywriter is the person who writes them.
What makes copywriting different from other types of writing (like poetry or journalism) is that copywriting is focused on marketing and selling your brand.
Copywriting is the dance partner to your perfect logos and photos; telling potential clients about your unique selling proposition (A.K.A. what makes you different from all your competitors,) helping them trust YOU with one of the most important days of their lives (their wedding, duh) and ultimately making the sale.
Beautiful images attract potential clients, copy is what turns those “potentials” into paying customers.
So you need to make every word count.
Keep reading to learn about:
- 6 Important types of copy for wedding pros
- When you shouldn’t hire a writer
- 8 Tips and tricks to better DIY copy
6 Important types of copywriting for wedding professionals
There are lots of types of copy out there. And if you’ve made the rounds on the creative entrepreneur blogs/newsletters/Facebook groups, your head is probably spinning with e-books and funnels and bios and, and… So I’m going to drop some quick definitions here for what I think are the most important types of copywriting for wedding businesses.
- Content Marketing – This is where your blog, freebies and downloads live. This really fancy study showed that your customer is 70-90% of the way through the sales process by the time they contact you. Eeep! That means your prospective customers basically have their minds made up about you before you even talk to them. It means you MUST help your customers get to know you through your writing. And content marketing is how you help your dream customers stalk *ahem, know and like you enough to reach out.
- Email Marketing (or Honeybook or Dubsado Marketing) – This is a big umbrella, but it’s everything from customer newsletters, to the messages you send potential customers before they book (sometimes called “funnels” or “nurture sequences,”) to the communication you send couples after they book to keep them excited about working with you, to the follow-up (you’re sending follow-up right?) love notes you send so couples will be sure to tell all their friends about you.
- Website Copywriting – All the stuff on your website: your home page, service and package descriptions, landing page copywriting, about pages and bios, even the way customers contact you.
- Social Media – All those captions. So many captions… You can only write “This adorable couple” “This beautiful bride” or “This amazing wedding” so many times, amirite?
- Ads (Facebook or otherwise) – Writing that grabs your customer with concise, targeted impact and asks them to do one specific thing – mostly called a “call-to-action” or CTA.
- Print/PDF Copywriting – A bit of a catch all category here, but this is where I put important stuff like Welcome Guides, Welcome Magazines, Investment Guides, brochures, pamphlets, flyers etc. Basically anything that someone might print.
Those are the most important types of copy for wedding pros. Other types of copy can include e-book writing, white-paper writing, press releases, and more. But, as a wedding professional it’s unlikely that you’d need these.
So when should you hire someone and when should you DIY your copy?
This may seem a little strange coming from someone who is a copywriter for hire (seriously you can work with me right here.) But you shouldn’t hire a writer for everything.
There’s a lot of writing to do in your business from websites and welcome guides to social captions and blogs and hiring it all out would seriously cut into your bottom line. And I want your business to be profitable!
The good news is that it’s possible write better copy on your own with some basic rules of thumb.
- Simple and clear is best. Don’t use seven words when two will do. Apple’s writers are masters at this, look at the copy for their AirPod headhones: “Wireless. Effortless. Magical.” Three words to capture the product features, benefits and emotional outcome.
- Write like you talk. You don’t have to become a stiff business person when you write. Your couples want to get to know you. So use those silly things you say and the words you use most often. Quick tip: record yourself speaking when you tell the story of your business and listen to how you do it – consider that the first draft of your about page.
- Focus on the outcome, not the features. Instead of leading with the nitty-gritty of your services, things like 100 invitations or four hours of coverage or on-site day of. Think about what your couples will feel like after they work with you.
- Don’t be afraid of bullets and lists, they help people skim. And most people online skim.
- Hate your first draft. Jane Smiley wrote “Every first draft is perfect, because all a first draft has to do is exist.” Remember that all your first draft has to do is exist. Start writing, get a first draft into Google Docs and then come back and revise.
- Resist selling too hard. We all have a really intense bullshit-ometer in our head that tells us when we’re being sold something that benefits the seller more than the buyer. Think about a smarmy car salesman selling you hard on a car without listening to what’s important to you. Blech! Think about your copy as helping your customer find the info they need to discover for themselves that you’re exactly the right fit.
So when should you hire a copywriter? Think about the projects where a professional writer can create words more efficiently or effectively than you can. Would it take you a million hours to write your welcome guide? And would a well-written one save you tons of confused back-and-forth emails later? Hire it out. Are your bookings down? Would your website convert wayyyy more couples into clients if you had some help? That’s why I’m here.
To help you use words to make your wedding business succeed.