Freelance copywriter has become an expression that is nearly meaningless. Many use the word copywriting to mean anything that has to do with writing. This demonstrates a lack of understanding between writing and copywriting, which are two different activities, albeit close to each other. This is very evident on the Internet, where this lack of correct understanding has cheapened this very noble profession.

Could anyone call the legendary David Ogilvy, a freelance copywriter who would just create content on demand? What a debasement of the value of this great genius! Who is this man? Why talk about him? Was he one of those graduates from an elite school of journalism? No. He was a Scottish-born French Chef. Yes, you heard me, a chef.

Yet, David Ogilvy was among the greatest freelance copywriters in the industry. A simple man, he was Amish and a door-to-door salesman. He found a job in his brother’s advertising agency. He revolutionized the advertising philosophy.

Interestingly enough the expression “freelance copywriter” is composed of two distinct expressions with different meanings. A freelancer is someone who sells their work or services rather than working for a salary. In another word, he is an independent contractor.

The freelance copywriter is the marketing mouth of the product

The work of a copywriter is to sell print. Whether the print is offline or online, it has to do with marketing communication.  As, Ogilvy is so famous to have said, “If it doesn’t sell it isn’t creative.” This was a revolutionary idea. The world of writing encompasses many specialties. For instance, a journalist writes news, but may not be able to do copywriting. Editorial writing is another activity very much different from the above two. The characteristic of a copywriter is someone who writes to persuade a reader to take action.

Copywriting motivates someone to purchase a product or opt-in into a mailing list. But what distinguishes such writers from content copy, is the action. His or her work is measurable. It can be tested. He may write a brochure, a website or an email in order to ultimately bring a sale.  

It is rather amusing to observe many companies who are looking for copywriters with qualifications like a master in journalism or whatever lofty eligibility they may conjure.
The reality is that there is no such thing. Journalism is not copywriting. Someone with a degree may not be able to write persuasively to close a sale. It is interesting to note that the world’s highest-paid copywriter says that his education is the School of Experience.

Writing for content has its place in the marketing strategy of any business. Presentations, explanations and so on, are necessary. Having a blog is important from both an SEO perspective and a social approach. But the sales letter online or offline is  what drives your business and brings it to financial success.

Having a freelance copywriter working for you means not being burdened by salaries, tax, and legal obligations. By contracting someone to work for you, you simplify your marketing staff and you get copy that guides your leads to the sale button. Keeping in mind that nothing happens in business, until a sale takes place.

A copywriter will be able to write, for instance, two difference copies for the same product. The purpose is to test which copy is better. Both will run simultaneously, but competitively. This is called an A/B split test. This can also be applied for two versions of a web page. As a business owner or corporate executive, you want your visitors to convert.

You can see that the freelance copywriter has a definitive role in the marketing strategy of a business. One that is different from the content marketer or the press release writer.