Content is king.
That new website? Better include sparkling copy if you want to entice visitors to linger and buy what you’re selling. Want to gift the world your inspiring life story? You’ll need a wordsmith to craft a narrative arc that breathes life into each and every detail. Even the high-level thinking behind a LinkedIn thought piece is made better by great writing.
You need a writer. But what kind of writer?
Writing Specialties
Not all writers are created equal. It’s the nature of the beast that one writer excels at weaving an engaging narrative, while another has a gift for making incredibly complex concepts simple and understandable. Beware the self-promoter who bills themselves as a Jack (or Jill) of all trades.
• Ghostwriter. Once upon a time, this title was reserved for a book writer who wrote other people’s stories. Now, there are ghostwriters for white papers, reputation-building journal articles, and business plans. However, many people in the industry still consider a ghostwriter a professional who writes books.
Long-form books are a far different creature than something like a thousand-word article. The process is stretched out. The writer must keep it fresh at beginning, middle, and end. Book ghostwriters also typically offer deep experience in the publishing industry. They can smooth the process, whether the client is working with traditional publisher, or has opted to self-publish. (See more about those options in the previous post.)
• Copywriter. Back in the day, copywriters were members of advertising or marketing departments. They wrote sell copy. Might be in a direct mailer. Sometimes it was product packaging text. Occasionally, it was ancillary materials, like a promotional booklet included with a product. They are experts in creating punchy, extremely short-form writing. These days, though, a copywriter is just as likely to write social media posts, call-to-action emails, or website sell copy. Many also have significant SEO experience that goes hand-in-glove with their marketing expertise.
• Technical writer. This is a specialized function. The technical writer is skilled at breaking down complex terms and processes into easy-to-understand text. This is the pro who might write a product guide for a centrifuge, or compile a car’s manual. Because these types of reference documents are typically created as downloadable digital content, today’s technical writers are often experts in using digital tools like content management systems such as WordPress, ancillary apps like Canva, and other similar software.
Choosing Your Writer
Why is knowing the specialties important? Simple. If you need a residential plumber to redo your shower, looking for a commercial plumber or a handyman is a waste of time. In the same vein, if you’re an astrophysicist who wants to write a memoir told through the lens of your scientific achievements, you could be forgiven for thinking you need a “technical” writer. That’s wrong. You should be in the market for a ghostwriter. Particularly, one who has dealt with scientific topics and written well-received memoirs.
You’ll note that I haven’t touched on the titles “content creator” or “freelancer.” That’s because they are overbroad and overused. A content creator (even though I have the term on my LinkedIn page) is a current-moment buzzword describing anyone who drafts bespoke copy for clients. That covers all the specialties above, and beyond. A freelancer has traditionally been any editorial professional who works for themselves. In these days of gig work, the term has expanded to mean any professional working as an outside contractor on a project basis.Knowing the differences between writers is your way of quickly and succinctly getting to the professional you need for your project and goals. It’s the first step to success with any written communication.