Copywriting is Good for Business: Why Hiring a Professional Copywriter is a Must
Successful brands rely on smart, clean copy and clear messaging. One of the biggest challenges that entrepreneurs and business owners face is finding someone to help them write about their work in a way that communicates their business mission. It used to be enough to have a nice-looking logo and an online contact form, or a fancy storefront that draws attention and foot traffic. But today, with 20% of commerce being conducted online, copy has never been more essential to the long-term success of your business. COVID-19 has increased online sales even more, meaning that now is the time to reevaluate the way you do copy.
There’s just no way to get around it: copywriting impacts every aspect of your business. It's what you post on social media, how you write your sales copy, and the language you choose to describe your products or services. Having a fantastic product or service is important, but none of that matters if you can’t communicate its value to potential customers. That’s why good copy is absolutely critical to achieving your business goals. Lackluster writing, no matter the quality of the produce or service, leads to lackluster sales.
Some of the most common mistakes in DIY copywriting include:
Relying on passive voice: This weakens the voice and tone of your copy.
Poor grammar: Confusing “it’s” and “its” is enough to make a customer head for the hills.
Writing about the wrong things: If an audience doesn’t care about the topic, you’ll miss your chance to connect with them.
Typos & misspelled words: These come across as sloppy and unprofessional, immediately damaging your credibility.
Inconsistent voice and tone: This can diminish a customer’s trust in your brand.
Too much jargon that confuses the reader: A confused customer is a lost sale.
Accidental plagiarism: This happens when a writer unknowingly pulls from another source without realizing it. It’s common when an unskilled writer looks elsewhere for content ideas.
At the end of the day, if you’re not a strong or confident writer, your business is likely suffering because of it. So if you’re not a natural writer, where do you turn to next? One option is to find an alternative methodology for sharing your business message. For example, you might record a welcome video to orient site visitors to your sales page, or make a Pinterest board that stands out to potential customers. If that doesn’t seem like a good fit, there’s always the option of finding a professional copywriter. As we like to say: when in doubt, hire it out!
Benefits of Hiring a Copywriter:
They’re the experts. You may be asking yourself: why do I need a copywriter? Can’t I just do it on my own? Here’s the thing: copywriters have skills that others just don’t. You wouldn't (and shouldn't) try to build a house or fix your vehicle if you don't have the necessary tools and resources to effectively accomplish your desired results. The same goes for copywriting. Professional copywriters know how to make your brand’s voice and tone pop and how to communicate your business message in an impactful, memorable way. Copywriters understand the ins and outs of how to choose the right content and convey it in a way that effectively captivates your potential customers. What’s more: they know how to incorporate calls to action and marketing tactics that’ll keep your customers coming back for more.
Just because you can write doesn’t mean you can write copy. While the act of writing might not seem that challenging, writing quality copy takes technical skill and experience. To write copy well, you have to do an enormous amount of market research, have an understanding of consumer psychology, and possess the ability to think strategically about messaging and customer experience. Sonia Simone of Copyblogger Media says it best: "Professional copywriters are perfectionists about language. They’re obsessive about tone, subtle shades of meaning, copy structure, and the finer points of grammar and usage. If that’s not you, you may want to bring in some help. Clunky, error-filled writing is a serious credibility killer." We couldn’t agree more!
Copywriters collaborate with you to hit the right note. A skilled copywriter will work with you in a collaborative way to ensure that the copy they craft sounds 100% authentic to you and your business message. If a prospective copywriter doesn’t ask you a ton of questions—which will help the writer create better copy for your brand—then run in the other direction! It’s worth the time investment to communicate with them about what you’d like your copy to tell customers, the message that needs to come across, and the right voice and tone to capture the spirit of the business.
You’ll save money (in the long-run). You might be wondering: how much does a copywriter charge? That varies a lot depending on the writer, but it’s important to remember that you get what you pay for. While hiring a professional copywriter costs money in the short-term, it can earn you money in the long-term through sales generation and customer engagement. Relying on unskilled writers or DIY too often results in sub-par copy that fails to maximize your business potential.
Maybe you already have your copy written but are unsure how effective it is at communicating your business message. If that’s the case, we have an opportunity for you!
Having doubts about your copy? Try a copy audit!
If you want to feel more confident when you write about your business, we’re happy to help you get your writing back on track. A copy audit includes an in-depth review of your current communications (including your About page, Shop and Services pages, brochures, flyers, social media profiles and posts, blog, emails, etc.). Then we'll hop on the phone to discuss how you can polish your brand voice and draft a library of powerful and actionable copy to use in future communications.
To get started, schedule your free assessment here.
Together, we’ll figure out if we’re a good fit and whether we can help you improve your business’s communications.
Looking for DIY copywriting tips?
Check out this article we wrote all about How to Write Better, Smarter, & More Authentic Copy For Your Business Brand.
