They can also put people to sleep, make them skeptical or angry or land a business in a heap of trouble. All these possibilities are why businesses often turn to a professional copywriter or copywriting firm when producing advertising copy, catalogs and brochures, newsletters, white papers and other documents.
Professional copywriters know how to use words effectively.
They know how to suit the words to the message and the medium and how to target a particular audience. Of course, the best copywriter for one type of project may not be the best for another. A writer who's a master at snappy slogans might be helpless when it comes to producing a lengthy, formal document. So when you're choosing a copywriter or a firm that supplies copywriters, you'll want to see samples of past work. Although there are no guarantees, you can get a good idea from what a copywriter has produced for others and what he or she will be able to produce for you.