‘Copywriter’ in its purest form used to be, and in many circles still is, the catch-all name for the token words person. And in recent years we’ve also seen a shift into niches such as technical copywriter, SEO copywriter, creative copywriter, marketing copywriter etc, etc.
It’s a word that a lot of us hate as it’s reductive, misleading and even just plain ugly. But it’s the one we’ve got. So why not throw an adjective in front of it to give it a little more character?
With that in mind, here’s why I think the conversational copywriter is going to be the next big thing for the marketer’s arsenal.
1. With great UX design, comes a greater need for writing talent
The world of design used to be dominated by graphic and web designers. But in recent years, (thanks to the growth of technology and the increasing empowerment of the consumer) they’ve had to make room for user experience design – or UX – to get a look in, too.
More and more companies are putting thought and attention into their UX strategies, and a UX rep or entire specialist teams are becoming typical features in any organisation worth its salt.
But is something lacking?
At its core, UX is all about presenting information in a way that is useful and accessible to the end user. It’s about what the person experiences on a website, how they interact with the content and creating seamless navigation.
And this is as much about words, tone and messaging as it is about design and navigation. So, where’s the focus on UX copywriting?
Specialist UX writers exist, and UX writing as a whole is certainly a growing medium. But I think it’s about to get a hell of a lot bigger.
2. The rise of automation will mean more voiced technology
You can’t load a news site without seeing a headline on AI, the Internet of Things or automation. What a day to be alive. But it is true that technology is slowly seeping into every element of our lives – and we’re loving it.
But pleasant as it is to imagine that there’s a friendly copywriter sat typing furiously inside every machine we use, the reality is, technology’s automated ‘voice’ is growing.
Combined with the rise of UX, this has created the need for conversational user interfaces (UI), aka platforms that mimic a conversation with a real human.
But to build these platforms, and to build them well, we’ll need more people that can write for them. However ridiculous this sentence reads; a human touch is needed for giving voice to a robot that sounds like a human.
The number of writers that specialise in conversational UI will surely grow to meet this need.