What is a sustainability copywriter?

A sustainability copywriter is someone who writes copy for sustainable companies and brands. They’re in the know about sustainability and can create well-informed written content on all things eco-friendly. They also understand the advertising rules that regulate what environmental claims companies are allowed to make, helping companies communicate their values and purpose effectively without greenwashing.

As a sustainability copywriter myself, I’ll explain a little more about what this means and how hiring a specialist can help your eco business.

First things first – what is a copywriter?

A copywriter is someone who writes marketing materials for companies. This might be the text on a website, newsletters, brochures, social media captions…any words that represent and market the business. Lots of copywriters also write long-form content like blog posts and articles too.

The art of copywriting is understanding what makes your customers tick and typically using the power of language to persuade them to take an action. For example, that action might be buying a product or signing up to an initiative. Different pieces of copy have different goals though. Not every piece will be trying to persuade – you might also be trying to build trust, engage or inspire your customers. A copywriter understands the goal of the piece and how to achieve it through words.

What’s different about a sustainability copywriter?

Due to the sheer number of different industries and companies out there, many copywriters chose a certain niche. Some may specialise in a particular industry, while others focus on working with a specific type of business, for example start-ups or female-led businesses.

Sustainability copywriters work with businesses who have a focus on a sustainability, offering planet-friendly solutions or technology. This means they usually work with all manner of businesses but have the knowledge and expertise to write about sustainability and help businesses communicate their sustainability policies.

They also understand consumers who care about sustainability. These consumers are savvy and won’t easily have the wool pulled over their eyes. And ethical businesses wouldn’t try to do that anyway. A sustainability copywriter uses honesty, facts, compassion and transparency to build your brand and get your message across.

Do you have to be a sustainable business to work with a sustainability copywriter?

“Sustainable” is subjective. There are so many facets to sustainability that it’s difficult to judge something as completely sustainable or unsustainable. (In fact, this is why it’s sometimes best to avoid using the word “sustainable” in your marketing). If you’re a business who didn’t start out with sustainability as a key focus but are now working to improve that, a sustainability copywriter can help you. A key part of appealing to conscious consumers is being honest and transparent, while still letting them know what’s great about your business. A sustainability copywriter can use their wordsmithery to help you toe that line. Personally, I’m willing to work with any company who is making a genuine and conscious effort to make a more positive impact on the planet.

What can a sustainability copywriter help you with?

A sustainability copywriter can help you with:

• Website copy
• Landing pages
• App copy
• Social media posts
• Brochure copy
• Advertising copy
• Newsletters
• Customer emails
• Internal communications
• Blog posts
• Articles
• eBooks & eGuides
• Whitepapers
• Creating a brand tone of voice
• Company written style guide
• Sustainability policies and reports
• SEO product descriptions and keyword placement
• Product descriptions

What to expect when you work with a sustainability copywriter

When you first contact a copywriter about working together, they’ll usually find out a bit more about your business via email or an initial chat (I favour a virtual cuppa myself!). This will let you both see if you’re a good fit. If you both have similar principles on sustainability and ethics, you’re off to a good start already.

The copywriter will probably ask questions about who your customers are, how your products help them, and how your customers find you. They’ll find out more about the specific project you have in mind and figure out how they can help, and start thinking about timelines and costs. Some copywriters may give you a quote straight away, but usually they’ll gather information first then get back to you with a quote later when they’ve had a chance to figure out the work involved in the project. This is what I do, as I want to make sure I’m giving customers an accurate price from the offset.

Once you’ve agreed on a project brief and fee, you’ll usually be asked to sign a contract outlining the scope, schedule and other terms, particularly if it’s a larger project. Many copywriters ask for full or partial payment upfront as well. The contract will also specify the amount of edits the copywriter is including within the price.

To start with, the copywriter will produce an initial version of the copy, based on the information they’ve gathered from you and the project brief. Depending on what you’ve agreed, a copywriter will then include either one or two rounds of edits. You’ll be able to take a look at the copy and add comments and give feedback if there’s anything you’d like to be changed or edited. This is particularly helpful if it’s the first time working with the copywriter and they’re getting to know your company’s tone of voice. Bear in mind though, that edits are just that – edits. If you want to go in a totally different direction, that will count as a new task and you’ll have to pay more for a new piece of copy.

Why hire a sustainability copywriter?

A sustainability copywriter has the potential to provide a lot of value to your business. They can help you win over new customers, sell your products or services and build a really strong brand. They’re anti-greenwashing experts who can help you navigate green claims legislation and make sure your marketing is up to scratch. And they can create fantastic content that captures people’s attention and boosts your search engine rankings.

If you’re looking for a sustainability copywriter, I can help! You can find out more about my services and see some examples of my work here.