Whenever I tell people that I’m a copywriter, I invariably get the same response:

Oh, so you handle copyright laws… how does that work?

I then proceed to explain to them how copywriter and copyright are two different things.

One writes words, the other deals with legal rights. Of course, it doesn’t bother me that people confuse the two.

I thought the exact same thing when I first heard the term “copywriter”.

What this illustrates though is that the role of copywriter isn’t always clear or well understood.

So, to give you a bit of background and hopefully show you how a copywriter can be an essential part of your business, here’s a rundown of what I do (when I’m not chasing waves).

What is a copywriter?

A copywriter is a writer who creates copy (industry jargon for text), usually for advertising or marketing purposes, that addresses a certain need, problem and query for the reader/customer.

If you’ve ever seen an awesome ad (looking at you, Patagonia) in a magazine, a copywriter probably wrote it. I take your brand or business and use my words to showcase it in the best possible light. I also work closely with you to develop a clear and succinct messaging playbook that conveys your unique selling proposition and helps you stand out from the competition.

What roles can a copywriter perform?

While it may seem like a copywriter is a jack-of-all-trades when it comes to online marketing, my role is actually very specific.

As I just said, I focus on writing copy that highlights, pushes or sells your service, accommodation or product using various techniques. However, that copy can come in many forms:

  • Website content
  • Blog posts
  • Newsletters
  • Social media posts
  • Lead magnets
  • Product descriptions
  • White pages
  • Email marketing campaigns
  • Sponsored content…

The list goes on! Essentially, if there’s a need for persuasive words, a copywriter can usually handle it.

What’s the difference between a copywriter and a content writer?

The line between a copywriter and a content writer can appear messier than the lineup up Snapper Rocks, but the truth is this:

A copywriter can cross over to content writing, but not all content writers can write copy.

In the surfing industry, you need both types of writing. You need compelling sales copy for your products and services (e.g., surfboards, lessons, apparel) to attract customers and make those conversions. But you also need quality content for your blog or social media to engage with your audience and establish your brand as an authority in the surf world.

The biggest difference between the two roles is in the word persuasive.

It helps to think of copywriters like salesmen or women (minus the sleaze) who use words to convince and convert. Content writers, on the other hand, provide valuable and informative content that educates, entertains or inspires your audience.

Copywriting and the power of persuasion

The chief goal of a copywriter at all times is to take people from “Hmmm… I’m not sure if that’s for me” to “SHUT UP AND TAKE MY MONEY”!

To do that, we use various ethical persuasion techniques that leverage human psychology and emotions. Without giving away all my secrets, here are some of the most common techniques I use in no particular order:

  • Writing with urgency: Creating a sense of limited time or limited quantities can motivate people to take action now rather than later.
  • Using social proof: Testimonials, reviews and case studies are powerful tools in proving your brand’s credibility and trustworthiness.
  • Create compelling stories: Personal stories humanise your brand, help to establish emotional connections with customers and create a memorable experience.
  • PAS: The Problem-Agitate-Solution formula can be an effective way to get people to see the value in your product by highlighting their pain points and offering a solution.
  • Appeals to emotion: People buy based on emotion and justify that decision with facts and figures (a.k.a. logic), not the other way around. When people feel an emotional connection to a brand or product, they are more likely to make a purchase.
  • The rule of one: This copywriting principle states that you should focus on one big benefit or selling point to make a strong and memorable impact on your audience. You should also only market to one key buyer persona in order to ensure your message resonates.

Copywriting within the surfing industry

The surfing industry is incredibly saturated, and it seems that a new surf-related product is being launched every few days.

The fact that multi-purpose surf hats, portable beach showers and even devices that make removing stubborn fins easier exist prove surfing is attracting enough people to justify the creation of such niche products.

For this reason, it’s never been more crucial to have persuasive, high-quality copy that sets your brand apart from the rest. In fact, even a simple product like water in a can can become a best-seller with the right copy and positioning.

In regard to the surfing industry though, a copywriter can (and will)…

– Save you lost time and wasted money on costly marketing mistakes

Spending heaps on marketing strategies that miss the mark? A copywriter can help you avoid that wipeout.

By fully understanding your brand, audience, and objectives, a copywriter crafts compelling messages that hit the sweet spot.

No more throwing money at marketing efforts that don’t work. Instead, you can ride the wave of success with tailored, persuasive copy that speaks directly to your target audience.

– Make people remember you when it comes time to book or buy

Worried about a new surf house opening up down the road? I bet it would be nice to know that your target audience remembers you when they’re ready to book their next surf trip.

That’s where copywriting comes in. By creating engaging content and memorable branding, a copywriter helps you stay at the forefront of your customers’ minds so that your brand or business comes to them immediately whenever they consider staying at spot X, buying product W or trying service Z.

– Sell your products, services or accommodation more effectively

A good product, service or accommodation can speak for itself, but a skilled copywriter can make it shout.

By using persuasive language and techniques, a copywriter can showcase the value and benefits of your offerings in a way that is irresistible to potential customers.

Think of it like this: would you rather buy a wetsuit from a cluttered store with no real “it” factor or one with an enthusiastic salesperson who can demonstrate how the wetsuit will transform your surfing experience?

– Position you as a thought leader or authority in your area

Nobody parts ways with their money when being sold to be somebody who doesn’t know what they’re talking about.

This means you need to establish yourself as an expert in your field if you want people to trust and buy from you.

A copywriter can help with this by crafting well-researched, informative content that positions your brand as a go-to source for whatever you’re pushing.

Remember, without trust and credibility, your brand is as good as dead in the water.

– Free up time so you can focus on other areas of your business

Want to focus more on staff retention, developing new merchandise or new business strategies? A copywriter can help with that.

By taking care of all your copywriting needs, you have more time to devote to other areas of your business and still reap the rewards of effective marketing.

No more rushing around trying be everything to everyone. No more missing those fun little offshore days. With a copywriter working on your behalf, you’ll have more time to do what you love while your business continues to grow and thrive.

– Ensure your brand voice is cohesive and coherent across all channels

When you bring to mind brands such as Roark or La Point Surfcamps, you probably have a clear idea of their brand voice and values.

That’s because they’ve created a strong, consistent and cohesive brand that reaches across all channels.

A copywriter helps you achieve this too by developing your brand voice – the tone, language, and personality of your brand – and executing it consistently across all touchpoints.

This level of clarity and consistency not only helps to establish your brand identity, but it also builds trust and credibility with your audience.

Final thoughts

Personally, I don’t see how a business can function (or a business owner can stay sane) without outsourcing content and copywriting.

Think about it this way – you’re a business owner in the surfing industry, an industry that’s constantly evolving and thriving.

Do you really have time to focus on creating persuasive and engaging copy while also managing everything else that goes into running a successful business? Probably not.

If you feel like you’re ready to push your brand more or you want a rewrite of your current copy, let’s chat. If you simply want to know what the surf is doing, we can chat about that too. Either way, I’m down for a yarn.

Get in touch and let’s make some waves together.