Here’s the scenario: you’ve found a brilliant copywriter to work with you on your website.

During your initial meeting, you told her all about your business, its services and your customers. Together you teased out the main benefits you offered and produced a guide to who your ideal customer is – their hopes, fears, lifestyle etc.

You talked about the brand voice you wanted. You loved her suggestion of creating something natural, friendly, engaging and that spoke in the same language as your customers. After explaining why your content should be all about your customer, you agreed on a content structure for the site.

As she left your office to begin on your project, you were full of hope and optimism.

A few days later, you were having lunch with a group of friends and told them about your discussion about the new copy for your website. A couple loved the ideas, but there was one dissenting voice.

They questioned the thinking behind focusing the content on the customer. They pointed out that your competitors didn’t do that, instead of focusing on their products and services. They went on to argue that that’s what people wanted. Also, they would expect your website to have catchy (aka clichéd) marketing-speak and technical terms because that shows you know what you’re talking about.

By the end of the lunch, you’re completely confused.

Perhaps your friend was right.

Perhaps your professional and highly experienced copywriter doesn’t know what she’s talking about.

About ten days later the initial draft lands in your inbox.

The content is exciting, natural, engaging. It’s entirely focused on showing the customer why your service is going to make their life easier.

There is no marketing-eeze, no technical terms; in fact, the vocabulary is straightforward and clear.

With your friend’s voice still in your head, you take a look at a few competitor sites. What your writer has produced is entirely different.

Now you’re worried and getting cold feet.

A few days later you respond to your copywriter. You tell her that you’re not sure what she’s produced is going to work (despite it being exactly what you agreed during your meeting). You announce that your customers expect you to be like everyone else in your industry.

When asked what evidence you have of this, you have none. You then go through her carefully crafted copy and mark it up, as you want it changed.

When she opens your document, her heart sinks. The impact she took so long to create has been lost. The brand voice you wanted has been diluted beyond all recognition leaving generic drivel that won’t convince anyone.

She asks for a meeting to talk things through.

Don’t hire an expert if you’re not going to listen to them

You hired a professional copywriter because she:

  • Has oodles of experience when it comes to successful commercial writing
  • Understands how to write with impact and persuasion
  • Knows the right words to choose
  • Can get into the head of your customers and show them what they need to know to make a buying decision
  • Has the ability to develop your brand voice to make you stand out from your competitors

What was the point if you’re going to ignore her advice and re-write everything she produces?

A copywriter is a professional, just like a solicitor, architect, or accountant. They offer a highly sought-after skill that will transform your business if you let it.

You are the expert in your business, and she is the expert in hers. Take that leap of faith and trust their instincts.


Sally Ormond has been producing compelling content for her clients for over a decade. Harness her experience within your marketing by getting in touch on +44(0) 1449 779605.