Can You Really Afford NOT to Use a Copywriter?September 6th 2011 Sally Ormond copywriter, freelance copywriter, Freelance copywriting, powerful copywriting
Yes I know, you’re a start-up business so money’s tight. But, you still need engaging marketing materials and an effective online presence to get things off the ground.
More often than not, copywriting is the one thing that gets crossed off your set-up shopping list.
Because you think you can do it yourself.
Granted, you can write pretty well. But can you write something that makes people think “Yes, that’s exactly what I need”?
Going it alone without a copywriter
This is a familiar scenario:
The task to write your sales copy is passed to someone in your office. They already have a full workload so it gets pushed to the bottom of the pile.
Eventually, the need for the copy becomes urgent so they spend their lunch hour quickly writing something that ‘will do’.
The problem with this is, writing about your company is difficult because you’re too close to it. It is incredibly difficult to stand back and look at what you offer through the eyes of your customers.
The result is you end up with copy that tells your reader all about your company and absolutely nothing about what your company can do for them.
What a copywriter will do for you
When you bring in a professional copywriter they will ask lots of questions to learn about:
- Your company
- Your product or service
- Your audience (i.e. your ideal customer)
This helps them understand you, your product/service and, more importantly, the person you are trying to sell them to. Through this process, they can place themselves in your customers’ shoes and discover what it is that your readers really want to know.
The copy will talk directly to the reader, address their problems and sell them the benefits of your product/service.
- Your website copy will be optimised and will convert visitors into paying customers
- Your brochures will sell, not just inform
- Your case studies will entertain, inform and sell
- Your press releases will engage and generate new enquiries
- Your email marketing will be effective because they will be opened, read and acted on
Do you still think copywriting is a waste of money, or something you can do on your own?
Every piece of written marketing could be the first impression the reader has of your company. Make sure it gives the right impression – that you are a company that is professional and understands what its customers want.