Why Copywriters Add Value to Your ProjectMay 8th 2012 Sally Ormond content marketing, copywriter, copywriting tips, direct-mail copywriting
Have you ever had someone turn round to you and exclude you from a conversation with the missive – “It’s OK, you wouldn’t understand.”?
OK, there would be occasions where it is quite possible you wouldn’t have a clue what they were talking about, but that doesn’t make their assumption any less irritating. After all, surely it’s their job to explain the topic clearly and in such a way that anyone could understand it.
It’s a bit like copywriting – everyone can write, but writing persuasively and clearly isn’t something everyone finds easy. That doesn’t mean to say they can’t, it just means they are not practiced in doing it, which is why many companies hire in the expertise of a copywriter.
The value of a copywriter
What’s the difference between a copywriter and a company owner?
The company owner knows their business inside and out, whereas the copywriter knows how to put that across in writing in a way that is interesting and relevant to its customers.
You see, when writing for your own business, it’s very easy to get lost in how great your company is, its achievements, how long it’s been trading etc. All very interesting to you, but mind-numbingly boring to your customers.
That’s why professional copy works; because the copywriter looks at your business from your customers’ point of view and writes about what they’re interested in, i.e. the benefits your products/services offer.
What do we mean by benefits? Well, not the number of colours you offer or different sizes – they are features. Your customer wants to know about how they will:
- Improve their lives
- Save them money
- Save them time
- Make them money
- Make them more attractive…
Only by placing yourself in your customers’ shoes can you convince them your product or service is for them.
The heart of your marketing
At the end of the day, the only way to make sure your marketing works is to place your customers at the heart of it.
With your unwavering focus on them, you will be able to convince them they need your product or service and get them to buy.