The benefits of hiring a copywriter
In my last blog, I talked about why you should invest in good writing for your small business. While, you may think you can do it all, the reality is that you simply cannot manage every aspect of your business. And, when writing plays such a crucial role in your web copy, marketing materials and social media posts, only a copywriter can expertly craft the type of copy that will drive your sales. In today’s blog, I’m expanding on this topic in more detail. There are endless benefits to hiring a professional copywriter; here are just a few reasons why.
YOU’RE TOO BUSY AND YOU’RE NOT A WRITER
Let’s pretend, again, that you’re the bakery owner in my last post. Again, because donuts. Maybe you’ve got a sweet idea for a blog post in your head that showcases how donut walls are the next big thing for weddings. You’ve got great photos from celebrations that you’ve catered, and you want to share that #DonutLove on Instagram. But you’re not sure how to convey your quirky brand personality in a caption. Also, you’re too busy taking care of orders to even have time to try.
There’s no shame in your “I’m not a writer” game. We all have our own talents, and that’s where a copywriter can help. You can collaborate on your great ideas, knowing that a professional writer can take care of the wordsmithing for you, while you get back to business.
YOU NEED TO CONNECT WITH YOUR CONSUMERS
Writing requires more than just words. Copywriters spend time working with business owners to get inside their head, understand their brand and the message(s) they want to convey. From there, writers adjust their tone and their voice for each medium. This means that the way a writer crafts captions for Instagram posts is going to be different than how they write online product descriptions.
Every medium has a different audience and words need to be positioned differently. By being able to adjust their writing, a copywriter can ensure that you’re connecting with consumers. At the end of the day, the goal is to create an emotional connection with your audience, in hopes that they’ll buy from you, if they haven’t already. Writing is about more than throwing words together. The same way being a baker is about more than throwing ingredients in a bowl. There’s a recipe, a process and an art behind the craft.
YOUR BRAND NEEDS TO BE AT THE HEART OF EVERYTHING YOU WRITE
Are you a quirky baker? Do you like to have fun with your brand? Or do you cater corporate events, and so your tone is a bit more refined? Your writing needs to reflect the type of business you want to portray. A copywriter can help convey that tone consistently across your website, social media, print marketing and more.
Think about some of your favourite brands and recent ads you may have seen. They all have a unique, yet distinct, voice. This makes it easier for you to recognize each brand, and connect with them on a personal level. Again this personal connection is what creates actionable copy; connecting with consumers and converting them into clients.
PROFESSIONAL COPY CAN MAKE OR BREAK YOUR BOTTOM LINE
As I mentioned in my last post, your copy needs to be at the heart of everything you do. If your website content doesn’t stack up, your clients may be inclined to hop on over to your competitor. We talked about product descriptions earlier. Picture this scenario: Think about the difference between the bland and boring “here’s a cool product, click the buy now button” pitch and the enticing “here’s why you need this product and how it will make your life better” pitch.
The second will most definitely work better in any scenario. But creating that perfect product pitch takes skill. It’s worth investing in some copywriting in this area for obvious reasons – more sales equal more money for you. It presents an excellent return on your investment.
YOUR CONTENT SHOULD ALWAYS BE OPTIMIZED FOR SEO
SEO (search engine optimization) is a buzzword that most business owners know they need, but aren’t sure exactly what it is…let alone how to “get” it. What it boils down to is optimizing your written web content so that it appears in search engines and ranks highly for your target keywords. For example, our baker may be trying to get Google hits for the search term “Toronto donut walls.”
SEO involves more than just keywords. Headings, alt tags, meta descriptions and more will all contribute to a winning formula. And in this day and age, you can’t afford to fall behind on Google. Every brand needs optimized content on their blog posts, web copy and even social media posts. This isn’t about keyword stuffing; content needs to be high-quality and useful for readers, while incorporating SEO strategies in the background. Much like your award-winning donut recipe, SEO boils down to artistry and science.
It can be difficult to get SEO just right, but a copywriter can do this for you. And over time, this will help you rank higher for keywords that will help your business grow in an online marketplace.
If you’re still on the fence about hiring a copywriter, I’d be happy to answer any questions in the comments below. Or, if you’re thinking this copywriting thing might just be for you, contact me for a free consultation. We can talk about all your copywriting needs and figure out what will work best for your business. I’ll even supply the coffee and donuts.