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11/12/2017

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Choosing a Copywriting Trainer - The Important Things to Consider
 

One of the most important disciplines in marketing is copywriting, because it’s the words which project the image of the company as much as do the branding and the images. Unfortunately for most companies, copywriting skills are something often lacking, mainly because most people who work in the marketing function have never undergone any form of training in this discipline.

So, given that copywriting is so important, and given that training in this valuable discipline can only be a good thing, how does a company go about finding someone to train staff in the art of using words to good effect?

Firstly, there is one big question you need to ask yourself before you even begin your search, and that is the type of copywriting you need. The type of copy you need for your marketing will be determined by the overall marketing approach, and it is essential you choose a trainer who is well-versed in the type of approach which suits your company.

Two Types of Copy, Two Types of Trainer

Essentially, there are two types of copywriter — the content copywriter and the sales copywriter There is some overlap, but generally speaking these two types of copywriterare completely different disciplines and bring a different — though not incompatible — set of skills to the process.

It must be said, when most people think of a copywriter, they think of the content copywriter, mainly because this is the most common type, and most people think in terms of articles and web content when it comes to producing words. However, if you regularly send out direct mail and engage in email marketing, then someone who can train in sales copywriting is probably a better fit.

This is where the question of how much you can afford and how much you want to pay to hire your copywriting trainer comes into play, because content copywriters, though their job is important to the marketing mix, tend to command fees much less than those charged by the sales copywriter — a specialist type of copywriter who can sell, market and promote a business with a high degree of skill. The people who can train in these disciplines will have similar differences in fee levels, with the sales copywriter commanding a much higher fee overall.

The Sales Copywriter

Even within the sales-copywriter discipline there are different types, with the two main types being those who provide company branding material in the form of headlines and slogans, and those who are often called “direct response copywriters” — a specialist type of copywriter who writes finely-crafted sales material. Direct response copywriters are often responsible for creating large revenue streams and the best have been responsible for selling millions of pounds’ worth of products — and charge fees that reflect the level of skill and revenue-producing ability they bring to a project. A sales copywriter — and especially a direct-response copywriter — will also often be much more involved in crafting the overall sales strategy, and may be extremely knowledgeable about marketing techniques, print technology, internet marketing and more. If you want to hire a trainer who can impart this level of skill and show your staff how to develop whole marketing programs, the training fee will also be substantially higher.

As mentioned, there will be some overlap between the sales writer and the content writer, but knowing which type of copywriting training you really need is essential to making the right decision, and should be decided early on in the process in order to avoid wasted time and expense.

The Importance of Language

That said, the area where the two types of copywriter really do overlap is in the ability to speak in the language of the market. Whether a copywriter is creating information content or a hard-hitting direct response sales letter, the language and tone must be totally consistent with the values, expectations and aspirations of the market. Language which is outside the vocabulary of the target market will destroy a piece of copywriting, and by the same token the best results are achieved when the language is particular to a market.

For this reason any trainer that you use should be able to take time to understand your market, and train your staff not only in his craft, but also how to use that skill in the best way for your particular market.

The Medium and the Message

You should also bear in mind that it isn’t only the type of copywriting that is important, but also the medium being used. Some copywriters are skilled in writing copy for the web, and understand the technology behind it, such as video, email and data capture. Other copywriters are more suited to writing for the old-fashioned print mediums such as printed sales letters and brochures. Both content copywriters and the sales type will often have their own set of skills, and prefer to work in one or other of the mediums, though many can work across both traditional and digital media.

If your business is mainly web-based, it stands to reason that a copywriting trainer with internet skills would be the best bet, whereas if your business mainly markets itself through direct mail and newspaper advertising, a trainer with print skills would be more suitable.

Keep the above points in mind and you won’t go far wrong when choosing the copywriter trainer for your particular company and the specific type of marketing approach it uses.

 

 

 

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