On this episode of the All-In Podcast, Daniel speaks with Steven Lewis of Taleist copywriting. Steven’s career began in web development, during which time he found himself ahead of the curve, constantly explaining to people what a website was. Afterward, he turned to writing and has been working with copywriting which, he notes, doesn’t change and will never change.

Steven says that he prefers not to gravitate toward a niche because he likes the excitement of a variety but also because it’s advantageous to bring things from one area into another. His specialization is simply making copywriting work online. The difference between content writing and copywriting is that copywriters not only need to entertain and inform (like copy writers) but they also have to get the reader to do something. This is the hard part.

When asked about a challenge in copywriting, Steven notes that an ongoing setback in copywriting is education and getting clients to understand why copywriting is a bigger investment than a couple hundred bucks. The traffic that comes to their website has to read something that converts into an action step.

At the end, Steven emphasizes the research that good copywriting involves. It is much more than writing good sentences and there is a lot of work that goes on before a single word is typed. Understanding the client’s business backward and forward is essential and letting them in on your process is also a key to success.