Copywriters? Don’t they have something to do with protecting authors’ rights? © Sorry that’s copyrighting with an ‘r’ not a ‘w’.

Instead of stopping people from doing things (like photocopying the latest bestseller), copywriters are proactive and creative marketing professionals who help businesses.

Our job is to write ‘copy’ i.e. the words in adverts, brochures, websites, emails, newsletters and articles. We’re ideas people who sell products and services.

To be a copywriter – a good one anyway – you need a thorough understanding of marketing. You must be able to write well, of course, but unless you understand marketing you won’t know what to write.

A copywriter must identify what makes a business special, understanding the target audience, and work out which messages will resonate. Only then can the actual writing begin.

Versatility is also vital. Copywriters must be able to write in different tones of voice depending on who they’re writing for. Different people, whether they’re Mums to be or senior financial accountants, respond to different language.

So what’s in it for you? Clearer, more effective, business communications for a start. An experienced copywriter will help you reach new customers, build relationships with them, and ultimately boost your bottom line.

It will also save you time. Hiring an expert to write your marketing communications will give you more time to concentrate on your own area of expertise: running your business.