It's disturbing, but there are some people out there doing business that don't even know what a copywriter is, let alone why they need one. At networking events I often encounter people who think I'm the go-to-gal for claiming the legal rights to their logo, or other marketing materials. I have to politely remind that there are companies out there that do help with obtaining "copy rights," and then there is a "copywriter," who also handles the fate of your marketing materials, but rather than safe guarding them, the copywriter insures that they get shared and interacted with. It's an understandable mistake, but in an age where content is king, you can't afford to not know what a copywriter is and why you desperately need one to market your business effectively.
What is a Copywriter, You Ask?
A copywriter is in essence, an alchemist of the written word, conjuring hypnotizing sentences and paragraphs. But beyond the crucial prerequisite of being an otherwordly writer, the copywriter has a solid understanding of marketing, public relations and the human psyche, allowing the copywriter to divulge information in a succinct and meaningful way, properly brand your business and make you money. CLICK TO TWEET
Why Good Content is Crucial
4 Key Reasons Why You Shouldn't Do It Yourself
1. You're too close to your business. It's hard to effectively write about your own business because your mind is so engrossed in its inner-workings. You need someone to look at it with a fresh perspective. A copywriter is highly likely to identify selling points about your products or services you didn't see, or present it in a way you hadn't thought of.
2. You don't write professionally, and even more importantly, you don't write professionally for marketing purposes. There is a reason you chose the career you did. It's your forte, and you've probably spent years honing your skills. It's important that we stick to our strengths. We're less effective when we try to be the jack-of-all-trades. Seasoned copywriters understand how to write the kind of language that sells: it's not over explained, it's not filled with gimmicks and fluff, it's straight and to the point, easy to understand, and attracts readers like a magnet. We also understand the different aspects of marketing and how to write each piece in conjunction with certain marketing objectives.
3. People frown on grammatical errors. It's enough of a reason for some to not do business with you. It's important that the person writing your copy have a strong grasp of the written language in order to avoid these embarrassing blunders. This often goes beyond a missing comma. I've seen paragraphs change tenses several times, and I've seen sentences so grammatically far gone, they just make no sense. This doesn't fare well in the marketing world.
4. Writing content is time consuming. Writing marketing content requires research. You have to scope out your competition and take time to investigate the needs and desires of your target market. Then you have to sit down to a blank screen and write copy. This can take many hours, time you could be using doing what you do best and building your business.
Bottom Line: A copywriter can help you get found online, effectively engage prospects and existing clients, increase sales, boost subscribers, and rev up your fan base. It doesn't have to cost a lot to hire one and a high ROI is likely.
Do you have comments, questions or feedback? Love to hear from you!
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By Sabrina Gaffney
From blogging to bios, freelance website copywriter Sabrina Gaffney, a.k.a the Cagey Copywriter, offers a powerful profusion of web copywriting tips that bring in the moola! Connect on LinkedIn.