The job of the copywriter as much as anything else, is to be versatile. It always intrigues me when I notice that companies have a lack of cohesive marketing materials. For me, that signals one of two things; either many different copywriters have been used, or if a single copywriter has been employed, they have been unable to adapt their skills effectively to capture the brand's tone of voice throughout.
The copywriter's job can be a varied one. Someone who is an expert in creating Radio copy for example, may struggle with the formalities of a Press Releases. Alternatively, a great article writer with all the knowledge of writing with SEO in mind, may not be an expert in producing copy for a brochure.
That can lead to some copywriters choosing to specialise in one form, which may be their passion and where their true talent lies. For the rest of us, for the full-service copywriters if you care to think of it that way, we have a responsibility to provide consistently high quality and meaningful copy.
The trick in doing this lies with understanding; a sound understanding of the brand you are writing for. With this singular piece of ammunition, you are able to create a raft of compelling or indeed, functional copy. Because the copy you produce isn't an extension of you. In a slightly less sinister, possessed like state, it should be the voice of your client reaching out to their prospective consumers through you. It is this ability to adapt, to employ your talent whilst marginalising your own nuances and preferences and to fully immerse yourself in your client's intended message, which truly makes a successful copywriter.