Not sure what Copywriting is?
Or what representation in copywriting means for BIPOC (Black, Indigenous, People of Color)?
Colored Copywriter, a four part blog series, seeks to define copywriting from the perspective of non-white writers. It also aims to highlight diversity and inclusion (or lack thereof) in the copywriting industry.
Sit back and read up on the experiences of these talented writers!
Marketing guru Anu Bialose is my first guest in this new blog series: The Colored Copywriter.
Advertising & Marketing Copywriter Anu Bialose
She’s a fabulous fashionista with a knack for color…and copywriting!
If you’ve ever wondered what copywriting is and how BIPOC can make a career out of it, you’ve come to the right place.
And stay turned for how you can connect with Anu!
In Your Own Words, What Is Copywriting?
Copywriting is the art of creating good content. Without good content, I’m not going to buy your product. I don’t even need to watch your video or attend your webinar. If there is no good content, there’s no way you can convert (turn readers into customers).
Is Copywriting Like Ghostwriting?
It can be! That’s why I believe that people should give copywriters more credit. Copywriters are the heroes of marketing! We should be collecting badges of honor.
Sometimes nobody knows who’s writing all those things like landing pages, sales pages, and blogs. I’ve been told, “You sound like a woman. I need you to sound like a CEO. A CEO is tough. Can you have the voice of the CEO?”
That kind of copy scares the reader! Some companies struggle to convert because they only want to put fear in the reader. Sometimes they want copy that sounds like a wrestler coming out into the ring. Who wants copy that’s screaming, “Are you ready to rumble!?”
What Got You Into Copywriting?
I’m a big fan of the show Madmen. I was also a mass communication major in Lagos. After college, I did a PR (public relations) internship.
I knew someone who was working for an ad agency in Lagos. It seemed like a really interesting profession! I wondered how people could make a living off writing.
Eventually I did end up getting a job at an ad agency in Lagos. I was introduced to a different side of the marketing world.
Then I moved here to the United States and found work with agencies. I hope to one day start my own copywriting business!
What's the Day in the Life of a Copywriter Like?
It’s actually so much research! SEO and market research. For example, when you do research for a keyword, let’s say “homeschooling.” You have to use Reddit or Ask the Public and find out what actual problems parents are facing.
If you don’t know the pain points of your audience, how can you expect to help them?
Give an Example of the Copywriter's Process
Going off of the last example, I can take marketing data and write on a topic. Let’s say homeschooling.
In the first paragraph, I could write: I know that learning can be hard when homeschooling, do you want to see how we can make homeschooling easier for you? I go on to the next paragraph and make sure that I get to the point: 5 Ways You Can Make Learning Better For Homeschooling Parents.
And I always make sure to use my keywords. Then I list my points, which should offer value.
It’s not just my personal ideas, it’s the solution to real problems.
If I asked a mother what helps her teach her child and she says “colors,” then I’m going to include advice about using colors. The copy should explain how colors can help your child gain more interest in learning: You should use colors because studies show that colors can increase creativity, etc, etc.
I’m making sure that the content is relevant and on point. And of course, I would include my call to action at the end. My call to action could be asking readers to follow the brand on social media or check out related posts.
I could link to a blog or even collaborate with parent bloggers or parenting influencers. They share links and drive traffic to each other’s sites. It is what we do as marketers. Using marketing strategies, measuring numbers, and experimenting with content.
Have You Done Copywriting For A Dream Client? What Was That Like?
It was fun! I’ve helped with campaigns for Coca-Cola.
We presented ideas for a script, hired models, and shot the footage. When we showed it to the team, they absolutely loved it. And then sometimes the opposite happens. The client doesn’t like the model or the wording in the commercial. Or maybe they want to buy a better slot for the commercials.
Even then, it’s important to know that you’re part of a team and that you have to work with them. In the end, we’re connecting with the customer. The best part is meeting creative directors who know how to direct your creativity.
Every time we spoke to the creative directors, before I could even complete my sentence they’re already snapping their fingers and saying, “Brilliant! Write that! I want to see it! “
It’s tricky when you work with people who say things like, “I don’t know…I don’t like it.”
It’s not about you! It’s about the customers!
Have you ever told Gucci or Dolce & Gabanna that you don’t like it? I bet they’re saying: I didn’t make it for you. I made it for Beyoncé!
It’s the same thing with copywriting. When you give content that gives value to the consumer that you have researched—this is what people want.
Your Thoughts on Representation in the Copywriting Industry?
We have academies for sports, fashion, science—but there is not enough education out there for writers. If there is, it’s about who wants to become the next J.K. Rowling or Steven Spielberg. Copywriting really hasn’t been exposed to a lot of black people.
How many black marketers do we have out there? There’s not many names that I can think of.
They say, “copywriting is a job for white people” but it’s not!
No, copywriting is not white. It’s talent.
“We are brilliant. And we should not allow anybody to intimidate us.”
It’s important when we can stand up for our professionalism. When we can say, “if you change the copy, the content won’t rank and you won’t get engagement.”
Any Advice for Copywriters?
Copywriting is so much more than writing. You have to add those meta titles and meta descriptions.
You have to work with others. Sometimes someone will look at your copy and say, “hmm…it doesn’t sound right.” It’s important to have the confidence to defend your work and your expertise. Let people know that you can do what you’re being hired to do.