The essence of copywriting:

Copywriting can be considered a content production strategy. Only in copywriting, the goal is to convince the reader to take a specific action and achieve it with its persuasive character, using triggers to arouse readers’ interest, to generate conversations and sales. Copyrighting is also an essential part of digital marketing strategy with potential to increase brand awareness, generate higher-quality leads, and acquire new customers. Good copywriting articulates the brand’s messaging and image while tuning into the target audience.

Kristen Fischer, says in her book, “When Talent isn’t enough – business basics for the creatively inclined” that most creative professionals and scholars can succeed in conducting business on their talent, if they just know how to create their business blueprint that spells all their goals. She is writer and freelance expert herself and recognizes that many creative people are unable to sell their talents as good as how they write, paint, draft, design, or program. This is even more important when their business venture is about entrepreneurship or the advancement of career or professional growth. Artistic or scholarly capabilities do not suffice. Business know-how is about delivering quality work and superior customer service. A business might be known by a name, a resume, a website and dossiers and emails, communications, correspondence, and newsletters are valuable marketing tools. While her book talks about baseline hourly rate and moonlighting as an excellent way to test the freelance market, she is all about articulating what one can accept and not accept to draw lines with the clients. It is this deep understanding that also promotes business.

Being good at business is being creative too. Connecting with a prospective client and dotting all the i’s and crossing all the t’s will promote one’s work and make the engagement rewarding. Keeping records will help with an understanding both for oneself as well as for prospective clients. Its this difference that makes a profession set apart from a hobby for creative people. One example that explains this difference is that a well written website or business brochure does not equal good leads and targeted marketing. One can also differentiate from the competition by virtue of speaking, listening, writing, coaching, analyzing, meditating, and networking. Staying in business means always playing on these strengths to their full.

A business blueprint is about strategy and the right business model. It outlines the business objectives, the marketing strategies, the legal needs, a profile of ideal clients, the location to target, and how to go about the transactions. Knowing who to impress is half the ground in a marketing campaign. Always keep the contact information handy in any information about the work such as a portfolio. A bubbly personality and the ability to carry a conversation can help even with cold-calling. Copywriter Julie Cortes says a client could either love or hate your work. That’s their opinion and they are entitled to it. Contracts and customer service often trumps talent.

These are some of the ways in which creative people can improve their business skills.