How copywriting helps your business
This is a common question amongst business owners. Why should I pay for a copywriter when I can do it myself? What does a copywriter deliver that I can’t do? Why don’t I just use AI?
Bear with me: recently, my husband and I had to file our US taxes. Last year we used an accountancy and bookkeeping firm based in Los Angeles. They were recommended to us by a fellow Brit as the guy who runs the company is also British and understands the complexities of filing for non-US citizens. They did a great job, especially as our taxes were in a bit of a pickle.
This year, we saw some ads for a well-known online accountancy platform who help people submit their taxes. We knew that our taxes would be easier to submit this year and so chose them.
They have not done a good job and we’re regretting our decision. They weren’t experts in foreign assets, nor were they even very knowledgeable, and had a ‘one size fits all approach’. They proposed a ridiculous sum to pay and my husband ended up educating them! However, we now owe pennies in comparison and next year, we’re going back to the folks in LA.
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This is (sadly) a true story. It’s been stressful and could’ve been very expensive.
The moral of the story: employ experts from the beginning. They’ll save you time, stress and could help you financially too – and I don’t mean with your taxes.
Here are some reasons why hiring expert writers is worth it.
1. Business owners employ us to write engaging copy. That’s what we do. Whether we’re writing about something very technical or something frightfully frivolous, the finished product should match the brief and make for a good read. As people who love words, get excited about a great metaphor and swoon over fancy phrasing, we know what works and what doesn’t.
2. We’re also marketers, so we know how to sell your product or service using cleverly-crafted words which brings me onto the next point ….
3. A copywriter can help you shout about your business. Some business owners find it hard to ‘blow their own trumpet’ (or ‘toot their own horn’ as they say stateside) and write about their business or themselves. We understand: copywriters sometimes have the same feelings when writing their own websites or writing about themselves.
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But copywriters can talk about other businesses with ease. If you feel embarrassed being proud of what you do and how you do it, or talking about your business, we don’t. We’re further away from it and we’re not emotionally involved, so we can talk about your business unabashedly.
4. A copywriter can identify facets of your business that you might not be able to see. This is different to ‘blowing trumpets’ about your business in general and is more, understanding the minutiae of what you do and how you do it.
I’ve worked with some entrepreneurs who think that what they do or sell, or their style of customer service, for example, aren’t anything special, when, in reality, they are. They’re so engrossed in the day to day, that they fail to spot what makes them different. Copywriters work with many people and so we can often pinpoint areas of your business that are unique to you and special, making them really marketable as a result. We can bring them to the fore on your website or in marketing material.
5. By outsourcing copywriting, you’re freeing up your own time to do something else that’s valuable. It could be research and development of your business, replying to some customer enquiries or perhaps just taking a break! Copywriters write for a living and, with the right brief, should be able to deliver words to you on time and on budget.
6. And by freeing up time, copywriters also give you greater opportunities to generate income. It may seem counter-intuitive but sometimes you need to spend money to make money.
7. Copywriters write well. It’s literally our business to make sure we do. Your website, blogs and other marketing material will be easy and enjoyable to read and, importantly, error free – copywriters generally pay high attention to detail and don’t like to make mistakes! If I see a website with spelling mistakes, I tend to go elsewhere. Keep your potential customers browsing around your website for as long as possible with accurate wording.
8. We understand different styles of writing and what’s needed, where. For example, newspaper journalism isn’t what you find on a website; blog writing isn’t what you need in a newsletter. A copywriter knows how to write for different media whilst maintaining your brand’s voice and appealing to your target market.
9. Your website and marketing material will be more professional. We know little tricks and tips to elevate words and lift them off the page. We know how to make an impact using language and we love playing with words to strike the right note with your target audience. Copywriters are able to ensure there’s cohesion across all your marketing, a consistent message throughout which really brings your brand together. Customers will know what you stand for thanks to high-quality copy.
Employing a professional copywriter is really good for your business. I would say that, of course, but the numbers speak for themselves. Clients of mine report an increase in business and more hits on their website, from the right kind of client.
Why should I pay for a copywriter when I can do it myself? You might be able to do it yourself but it’s harder to be objective and it will take up precious time and money.
What does a copywriter deliver that I can’t do? Expertise and professionalism, creativity and flair. Copywriters deliver great copy.
Why don’t I just use AI? Use AI for inspiration but when it comes down to it, you and your business need something that’s bespoke.
Learn from me. Don’t make writing taxing. Employ a copywriter.