The Copywriter’s Role

Clients often misinterpret the copywriter‘s role in branding and marketing. We are not there to write pretty words or to ‘send messages’. We don’t have magical abilities to entrance the population with our words. It is not our job to tell you what you should be saying. Our role is to learn, ask questions, gain expertise, and become the interpreters of our clients’ stories.

In the case of product marketing, there is no way that I will ever be as adept at anyone in the line in making and understanding the ins-and-outs of their work. There is so much research, refinement, and expertise in every second of production. Decades of work, effort, and evolution. If I want to be able to write persuasively, you need to be able to ask the questions that will help you to translate all that knowledge into a story the intended audience can understand.

This also means that you will have to spend some time getting to know the audience. You can’t tell a story effectively without first understanding who is going to be hearing it. This is important because many times you see copywriter’s miss this step. Drafting the story in general is different from targeting it towards the intended market.

Once you have the research in place, you play double duty as interpreter and storytelling. Not only do you have to translate the technical magic behind your client’s work, but you also tell it in a story that will engage the audience. A key part of this is highlighting the words and phrases that the audience will cherish, making connections from their values to the story of your client.

Being a good writer is just the first part of your job. The copywriter’s role is to be a researcher, interpreter, and reporter.

More Insights

Getting Behind

I don’t think there’s a worse feeling in the world than getting behind. In education, it’s an experience that I have often. Marking, planning, reports, ...
Read →

Ready to Shift

No matter how tight your planning, how deep your desire, sometimes in creative work you just have to be ready to shift. It’s not that ...
Read →


Exhaustion is more than just feeling tired, it is an overwhelming emotional and moral fatigue that permeates every facet of your life. You don’t fight ...
Read →

Details Matter

As a leader the big picture is important. You cannot get distracted by the minutiae of day-to-day operations. That’s where your leadership and guidance come ...
Read →

Contact Benjamin

If you would like to discuss projects with me further, please feel free to fill in the information below and I will set-up some time for a free consultation.

Your privacy is important to us – learn how we protect it by reading our Privacy Policy.