Answering My Most Frequently Asked Question as A Wedding Industry Copywriter 

I would be amiss if I didn’t write a blog post highlighting my most frequently asked question: what on earth is copywriting? 

Honestly, it’s a great question. Copywriting is one of those weird things you hear about and pretend you know what it means while the question marks bounce around in your head. Well, I’m here to banish those question marks back to the shadow realm. This blog post will cover what copywriting is, the difference between copywriting and content writing, how it works, and why it is so much more important than you thought. 

Ready? Let’s go. 

(Oh, also, my name is Jo! I’m a wedding industry copywriter who specializes in helping wedding pros find their brand voice, build trust with their ideal clients, and get found through natural search results by writing SEO-packed websites and blogs. Learn more about me here.)

Okay, now we can jump into the nitty-gritty. 

What is Copywriting? 

Copywriting has nothing to do with copyright. It has absolutely nothing to do with intellectual property law. 

Copywriting has everything to do with you, your business, and making sales. The long definition for copywriting is the text (aka, copy) used in marketing and promotional materials. 

This means that, as a wedding industry copywriter, I write words that sell your sh*t. 

Copywriting is all about persuasion. It’s about forming connections and building trust and creating relationships with your clients. It’s about explaining the benefits of your services, translating your personality into words, and booking clients. 

It’s not about pushing your services onto unsuspecting clients. It’s not about sleazy car salesman tactics. And it’s not lying about who you are, what you do, and what you charge to “get more sales.” 

Good copywriting is ethical and meaningful. It uses words to form genuine connections and find the people who want what you have. And then, it helps you build relationships, earn trust, and create a community of like-minded people. 

Copywriting VS. Content Writing 

Chances are, as you read this, you’re thinking about all of the information on the internet. You;re thinking of websites and blogs and endless holes of internet content. Is that copywriting? 

Well, maybe. 

There’s a lot of information online. Most of that information is simply content. It’s there. It exists. Maybe it teaches you something you didn’t know. But you read it and then you leave and maybe you think about it once in the following week. This is content writing. 

Copywriting has one main difference: it urges a reader to take action. Copywriting connects the right person to the right solution for their problem and encourages them to take that next step, whatever it is. 

In the wedding industry, this means connecting wedding vendors to the couples they want to work with. It means showing couples allllll the benefits of hiring this wedding vendor, and using empathetic copy (aka text or words) to build an authentic connection with them. 

Because the truth is, there are a lot of wedding vendors out there. Out of all the available options, why should an engaged couple choose you? 

That’s what your copy is there to tell them. 

Through intentional, engaging copywriting, I’ve connected wedding photographers with couples who totally match the vibe. I’ve helped wedding planners go from booking “meh” weddings to connecting with the luxury clients of their dreams. 

Copywriting shows your clients who you are, what you do, and why you’re special – and it guides them to hit that “book now!” button. 

How Does Copywriting Work? 

Oooh, this is a loaded question. But like, good loaded, like a loaded baked potato.

There are two main factors that make copywriting work (in my opinion). The first has to do with the emotional connection you create in your writing, and the second is about utilizing search engine optimation (SEO). 

Creating Emotional Connections in Your Copy

One of my favorite things about being a copywriter is helping my clients find their brand voice. 

Your brand voice is your unique personality, tone, and style. It’s the you part of your business. It’s what sets you apart from the other wedding vendors and helps you connect with the people who get you. 

Another big part of copywriting (and business in general) is really getting to know your ideal client. When we work together, we discuss everything about your ideal client – their names, ages, vision for their wedding, personality, etc. 

Why? 

Because I write copy that appeals directly to your ideal client! I write about the challenges their facing, the emotions they’re feeling, and the frustrations they’re experiencing. And then I show them how hiring you makes all of that ✨go away✨. 

This is what it means to create emotional connections in your copy. By writing directly to your clients in your brand voice, you’re showing them that you are a real, trustworthy person who understands their pain points. This immediately sets you apart from the other, generic wedding vendors who just want to book another client. 

Copywriting gives you the opportunity to show clients that you care. 

Utilizing SEO in Your Copywriting 

The second big ingredient that goes into successful copywriting is Search Engine Optimization (SEO). Utilizing SEO in your copywriting means using tools that search engines understand to increase your visibility in search engine results. 

This is how you start showing up on the first page of Google and getting inquiries directly from your website (instead of needing to post on social media every day). 

A lot goes into SEO, but as a copywriter, I focus mostly on keywords. 

Keywords are terms that your ideal client is searching for. For example, if you’re a wedding florist in Manchester, NH, your ideal client is likely searching for a “Wedding florist near me.” Google is scanning web pages to see if they match this query. If your webpage has the appropriate keywords, you’ll be included in that search result!

The more frequently you show up in search results, the more frequently people will click on your website. And the more clicks your website receives, the more authority Google will assume you have, and the higher your website will rank in search results. And so the cycle continues. 

This is a super basic explanation of how SEO and keywords help your website gain visibility. A lot more research and understanding is required to get places in the right searches, and it requires more than just one term on one page. But you get the idea! 

When we work together, I dive into competitor research, keyword research, your ideal client habits, psychology, and more. No stone remains unturned once I enter the research stage 😅. 

Why Copywriting is More Important than You Think – Especially for the Wedding Industry!

Copywriting is the marriage of research and empathy. It takes the information you need to convey and communicates in an approachable, relatable way. 

That sounds like a “duh,” but think about it. 

How many times have you landed on a webpage and clicked around aimlessly looking for the answer to your question? How many times have you tried to learn something, but been frustrated by the poor communication? How many times have you clicked out of a website because you felt absolutely no connection to the brand? 

I’m willing to bet you do this all the time. And so do your clients! 

This is especially true in the wedding industry, where trust is the #1 factor that determines whether a client will book with you! 

First, you need to land in the correct searches to be found (SEO). Then, you need to communicate clearly and effectively to your ideal client so they actually want to book with you (empathy)!  

There’s a lot of competition out there, friend. But there are also a lot of people who want exactly what you have. 

Do you want to continue posting endlessly on social media, and hoping the algorithm doesn’t shadow-ban you? Or do you want to take control over your inquiries, land in front of the right people, and start booking your dream weddings? 

It’s up to you. 

But it is possible to drive natural, organic traffic to your website and build a clientele of like-minded people. If that’s what you want for your wedding business, click here to schedule a short video call. 

I’d love to help you take back control of your time and energy by attracting clients organically. 

And if you’re still not convinced, read this!

“Joanna has been nothing short of amazing in transforming my understanding of SEO. Her expertise in deciphering keywords and optimizing with alt text has significantly elevated my online presence. Beyond her impressive professional skills, Joanna is a pleasure to work with—responsive, attentive, and deeply committed to delivering results. I highly recommend Joanna to anyone seeking a top-notch copywriter who not only excels in SEO but also empowers clients with invaluable insights for a successful online journey.”

• Sarah Prentice Studio, Social Media Manager for Luxury Wedding Pros

I look forward to chatting with you. 

Jo