Why hire a copywriter?

Many businesses find it difficult to understand the benefits of hiring a copywriter until they hire one. This is usually down to a lack of understanding about how much impact good copy can have in growing their customer base.

You may have thought in the past that copy is ‘just words’ or ‘it’s not a priority at the moment’, but read on to understand why copy is more than just words and how making it a priority can change the trajectory of your business.

  • Good copy will help your business stand out from the competition

It doesn’t matter how big or small your business is; your objective is to sell your products or services to a crowded marketplace, and standing out from your competitors is critical.

Your business has its own unique message; it needs to be delivered to your audience clearly and succinctly; otherwise, you will sound just like every other company out there.

A good copywriter will write copy for companies who need to define what they do and stand out from the competition in writing but don’t have the time or inclination to do it themselves, or maybe writing is not something they enjoy or excel at.

Your time and skills are valuable

Can you fix a dripping tap, change a plug or cut hair?

You may have some skill at these tasks, but without practising them regularly and having taken courses, you are probably not qualified to be a plumber, electrician or hairdresser.

The same applies to copywriting; it’s a skill learnt over many years with many things to consider, such as:

  • Brand consistency, any marketing expert will tell you how important it is that all your marketing communications have the same voice
  • Tone of voice is really important to ensure you hit the right note for your clients. If you are selling legal services, you need to sound professional and trustworthy. If you’re selling unicorn phone covers to teenagers, on the other hand, you need to sound fun and bubbly
  • Understanding your target audience and speaking as your audience does. This way, they will feel that you are talking directly to them and understand their needs
  • A flair for creativity – thinking outside of the box and turning things upside down or simply making people THINK helps you to stand out from the crowd
  • Empathy – getting inside the prospect’s head is hugely important to be able to target their pain points
  • Structure  – all texts, whether they are social media posts or a brochure need to be planned and structured
  • Knowledge of different writing styles – knowing the intended purpose of a text will determine the writing style used, i.e. journalistic for a press release or persuasive for website copy
  • Understanding how to convince the reader to buy subtly without being pushy is essential

A skilled copywriter will promote businesses by writing copy for marketing collateral such as websites, brochures, and email marketing campaigns. They will ensure all the above points are considered and, more importantly, covered.

All of this takes time and effort. As a business owner, you are probably already snowed under with managing your day-to-day tasks, making it easy to put writing copy at the bottom of your to-do list. Having someone write your copy for you will give you more time and space to focus on the things in your business that you are an expert in or give you some time to spend doing something for yourself.

There are no unnecessary overheads

All my clients benefit from ad hoc, creative copywriting when they need it – without unnecessary overheads when they don’t. There’s no holiday pay, pension contributions or office equipment to worry about they simply pay for the peace of mind I give them by getting essential copy tasks off their to-do list and out in the marketplace where it can start working for them.

How it works in practice

Janet’s story

Janet is a very successful businesswoman who likes to get things done and advise others on how to do the same. Janet sometimes struggles to articulate what she wants and gets frustrated writing things down as she prefers to instruct people verbally and take action.

Although Janet has many strengths, she admits that copywriting is not her thing. She recognises the need for fresh, up-to-date content on her website and social media channels and asked me to take care of it for her so she can get her message across whilst she focusses on business growth.

Janet is so pleased with the time she has gained back from outsourcing her copywriting that she now takes off half a day every week to go shopping, catch up with friends or chill in front of Netflix.

Do you know any Janet’s or Johns who would like to be able to take half a day a week off?

If you do, please send them my way. And remember, next time you meet someone who intends to write their own copy, ask them if they are the best person to do so and suggest they hire an expert to do it for them.

If you want to find out how I can help you, contact me to book a free 30-minute discovery call and see how I can help you improve your copy. If you’re interested in learning more about why good copy is vital to your business, have a read of my previous blog Why good copy matters

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