Why you should invest in professional copywriting

cop·y·writ·er
käpiˌrīdər/
noun
a person who writes the text of advertisements or publicity material


Copywriting has nothing to do with writing copyrights or copyright law. Shocked? Many small businesses don’t know exactly what a copywriter does, or why they need one. While wordsmithing is a copywriter’s primary task, writing isn't necessarily what they spend all of their time on. A lot of research, planning and formatting goes into each task, which is what makes it sell.

YOUR COPYWRITER IS YOUR BUSINESS’ BEST FRIEND

Unlike poets, fiction writers, authors or journalists, copywriters write with a plan: an agenda that’s dictated by the client. It might be to promote a product or service, to educate potential customers or to demonstrate expertise in your field. This copy is what can set your business apart from its competition. Below is an example.

YOUR MARKETING COPY IS YOUR BUSINESS’ FIRST IMPRESSION

Let’s say you are a baker and are preparing to open your first storefront bakery. And let’s say you’re signature product is going to be doughnuts. Mainly because I love them. As you prepare for opening day, you consider your advertising: a banner to lure in pedestrians, and flyers for the local community. Maybe the first 50 customers receive a voucher for a free doughnut, and you also need a poster to promote that.

You’ll also want to make sure your website (here’s hoping you’ve got one) tells people your story and is updated with your ongoing promotions, product list, testimonials and more. And we can’t forget about social media. Your photographer took some drool-worthy doughnut photos, but you still need captions.

WRITING IS A TECHNICAL JOB THAT REQUIRES EXPERTISE

How about a blog? You’ve seen other bakers who share recipes, cooking techniques and birthday menu ideas. You definitely want to write about how doughnut walls are the next big thing, and how yours measures up. You’ve heard about that SEO thingy, and keywords are important. So if you just mention “doughnuts” over and over, Google will do the rest, right? 

With so many ideas, so many items to write and so much value to be created, how can you possibly manage it all and still run your business? And, how can you stay up to date on the latest copywriting trends (such as social media marketing and search engine optimization) when you have a completely different business to run?

All of these marketing pieces, a copywriter can help you with. And while you think you might be able to slap together some captions and web copy yourself, you can. But they won’t be very good. Trust me; you bake the doughnuts, and let the writer write the things.

COPYWRITING CAN MAKE OR BREAK YOUR BUSINESS

Essentially, a copywriter is someone who creates valuable written material to be used for promotional purposes, and they do it in a way that entices your audience, creating a desire to come back for more. Anything that has to be written within your business – including newsletters, emails, pamphlets, flyers, web content, blogs and more – a copywriter can create. And you should definitely hire one to do those things for you.

Remember: you’re not a writer, and you have a million other things to do in order to get your business going, do you really want to spend the time and effort writing? Sub-par writing doesn’t cut it anymore. You need to stand out and invest in good-quality writing from a professional who will put the best words forward.

I’d go so far as saying that attempting to write your own copy may in fact lose you money in the long run. Words are way more important than you think. If the product descriptions on your website don’t tell me what I’m about to buy, I’m probably not going to buy it. Instead, I’ll hop on over to your competitor's website, where they have a way with words. Just like that, your sub-par copy lost you a sale…or two.

THE BENEFITS OF HIRING A COPYWRITER

If you’re a small-business owner who just can’t do it all, connect with me for a free consultation. We’ll chat about any copywriting needs you may have, and how to bring your best content ideas to life.