Copywriters – worth the investment to your business?

In a word, yes.  If you want to ensure that your business copy is not only engaging to read but also effective in boosting sales and raising your business/product profile, then a good copywriter is worth investing in.  Why?  Because copywriters are experienced, professional writers, skilled in writing engaging copy that does the job it’s supposed to: ultimately selling or promoting you, your business or your product.  They also bring with them the invaluable benefit of being able to write about your business objectively and with a fresh perspective.

 A fresh perspective on your business

Whether we’re trying to write about ourselves or our business it’s never easy.  That’s because we’re too close, too involved.  When we do manage to write something, we often fall into the trap of believing that we have managed to convey all those special details our product has, those extra benefits of what we’re trying to sell and promote.  However, the reality is that quite often we haven’t.  Somehow, because we know those details inside out, those crucial facts and the essential benefits with which we hope to lure an interested reader have not made it on to the page.  Instead they’re still locked inside, circling the periphery of our thoughts.  And that doesn’t help to sell anything.

 Copywriter skills

To be able to write the best copy for you, part of a copywriter’s skill is in asking you the right questions and understanding your business or product.  Because to do their job well, it’s essential they understand how you do business and who with.  Before you can write a sales brochure that appeals to the right audience, a copywriter must know who your target reader/audience/buyer is.  During the process of getting to know your business, a copywriter enjoys the unique privilege of understanding you, your business and its ethos. 

From there they are armed with both the insight of who you are and what you do as a company from working alongside you, and with a clear objective of what you’re selling.  It is this outside perspective that may allow the copywriter to see a new angle, an overlooked benefit of your product or service, with which they are then able to write tantalizing copy to entice readers and persuade them to become buyers.

  Isn’t a copywriter an unnecessary expense?

In this challenging economic climate, with increasing number of businesses being forced to make changes and necessary cutbacks with profit margins diminishing, it’s all too easy to understand why businesses see copywriting as an area in which they could economise.   For businesses that have relied on freelance or agency copywriters in the past, they may now have to delegate the copywriting to an employee.  That employee is probably someone who is good at their job, whatever that may actually be.

Unfortunately, there’s every likelihood that the person who’s desk the copywriting work lands on, whether an ad, press release, web page content, or sales brochure, is not anexperienced or qualified copywriter.  It’s also likely that that employee is now stressed, overwhelmed and out of their depth as they do their best to write what they think is good copy. 

Parts of it may be okay, but it doesn’t do justice to the advertising and marketing budget you’re investing in it.  And so your cost cutting exercise turns out to be a false economy, with a lost opportunity to win potential buyers.

Is okay copy good enough for your business?

Of course not.  You should never settle for anything less than outstanding copy that stands out, that reflects Keyword trends to assist with SEO (Search Engine Optimisation) that encourages the reader to turn the page or click onwards to a sign up or sale.  And that is why a copywriter is worth the investment. 

The purpose of a copywriter is to use the power of words to sell.  They have the ability to not only write well, but understand it is essential to know who you are trying to sell to, who they’re trying to reach with an advert, brochure, web page, article, blog, or social media comment.

  Copywriters ARE worth the investment

As a copywriter, I know that my job is to hook the reader (your potential customer) and then sell them your product and all the benefits that come with it, whilst also answering any objections they may or could have.  Copywriting is complex, and it’s not simply about putting words on the page.  It’s much more than just that. And that’s exactly why, if you want your business to not only succeed but also thrive in the future, a copywriter is one of the best investments you will ever make.