7 reasons why you should hire a copywriter

Who needs copywriting services?

Website copy is vital to your business’s online presence. You know it needs to get done, but the task can become overwhelming. Especially when there’s so much at stake.

Not knowing where to start can often be the first fork in the road. Finding the write words is often the next. And the list of obstacles goes on, and on. But the best option is often the simplest.

If you’re a business or professional wanting to entice, engage and persuade your target audience to act –  this article is for you.

The benefits of hiring a copywriter are many. Here’s seven to give you a taste:

1. Trouble with words

2. High-quality content

3. Say goodbye to bad grammar

4. A fresh perspective

5. Copywriting is a specialised skill

6. The stakes are high

7. More time to run your business

Let’s get started…

1. Trouble with words

Know what you want to say, but don’t quite know how to say it?

Struggling to communicate expertise to your audience without sounding like a pompous know-it-all?

You’re not alone. These challenges are some of the many, many reasons copywriters exist. And flourish.

Copywriters are wizards of words, sorcerers of syllables. Storytellers of products and services that quell frustrations and enrich lives.

(Too far? Nah… copywriters also have sense of humour…albeit, sometimes not a great one)

But just because a copywriter knows a lot of words, doesn’t mean they’ll push to use them all. It kind of defeats the purpose.

Mad Men era copywriter Eugene Schwartz said,

“There is your audience. There is the language. There are the words that they use.”

A copywriter will dig deep to understand your business, and find just the right words to communicate its value to your audience.

2. High-quality content

Business growth experts, sumo.com conducted a study on 650 000 hits on their website. Their number one finding?

“The average visitor would only read 25% of an article.”

That’s right about here… So, how can you keep your visitors reading?

The answer is: high-quality, engaging content that answers questions and solves problems for your audience.

Not only is content quality essential for your brand, it’s also one of the most important SEO ranking factors in 2019.

According to digital marketing guru Neil Patel,

“Google heavily weighs the quality of the content and how well it serves the people online.”

Above all, if you want to win Google’s favour, focus on engaging humans. Makes sense… especially if your customers are human.

And that’s not all. When competitors stiff you on price, the brand value created through high-quality, engaging content will help you outlast cheap threats any day of the week.

3. Say goodbye to bad grammar

Error-free writing looks professional and shows customers that you take your business seriously.

Grammatical errors, on the other hand, show a lack of care, and beg the question:

“If you’re skimping on grammar, what else are you skimping on?”

Not what we want for your business…

Furthermore, incorrect grammar can twist your message, turning off customers, potentially damaging your brand.

Now, most copywriters know how to correctly use commas and apostrophes. But not all, as the cover of Tails Magazine most eloquently demonstrates below…

Perhaps Rachael Ray really does find “inspiration in cooking her family and her dog”?

But I’m sure we all agree, it would be a lot less creepy if she found inspiration in cooking, her family, and her dog.

…hmm.

Grammar and spelling are also quality signals for ranking on Google. Which means, poorly written copy can actually hurt your SEO.

So, if you want readable, professional content, with a little boost to your SEO, good grammar is a great place to start.

(and hopefully, your business won’t be branded as an authority on cannibal culinary arts)

4. A fresh perspective

Quite often business owners are too close to their work.

You’ve spent years building your business. It’s easy to get hung up on every feature and detail because you’ve literally invested your blood, sweat and tears.

But what your audience really wants to know is – what’s in it for them?

Advertising legend Elmer Wheeler famously said:

“Don’t sell the steak, sell the sizzle.”

This advice may be from the 1940s, but the lesson is timeless: don’t sell the features, sell the benefits.

A copywriter brings a fresh, objective perspective to the table to create a simplified, potent message, focused on what’s really in it for your customers. Tap into that, and you tap into sales.

5. Copywriting is a specialised skill

Writing copy is not journalism. It’s not about gathering and presenting news and information.

Copywriting is the art of persuasion.

It uses emotional triggers to appeal to the dreams, desires, needs and wants of your audience, to persuade them to take action.

What’s more, copywriting works to alleviate risk and fear, to overcome customer objections, convincing your audience that your business offerings are the solutions to their problems.

Creator of Copyhackers, Joanna Wiebe said of copywriters,

“Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”

Just like a good rock drummer knows the right grooves to get people dancing, a good copywriter knows just the right words to get your audience to click, read on, subscribe, or purchase – to “get them to their ideal self.“

6. The stakes are high

You wouldn’t trust your BMW with an amateur and expect great results. The same goes for marketing your business.

That’s why, when it comes to the public profile of your business, a professional copywriter is one of the best investments you can make.

Now, I’m not talking about outsourcing to quantity-over-quality content mills. No…

I’m talking about engaging a copywriter who’ll take the time to understand your business, and conduct a thorough brief to ensure they can best represent your interests.

You’ve invested a lot into your business – the stakes are always high. A good copywriter understands, and can help your business boom.

7. More time to run your business

The truth is writing engaging, persuasive content takes time. Time you don’t have, because you’re busy actually running your business.

There’s a lot to consider when writing copy:

• Research
• Tone of voice

• USPs

• CTAs

• SEO
• The customer’s journey
• The list goes on… and on.

And then there’s the actual writing…

What’s more, SEO is changing every day. What helped you rank when you started your business may now be outdated – and might actually be doing your business more harm than good.

Save yourself stress, time (and hair?), and leave your copywriting to the experts. The same reason your customers come to you.

Summary

There are many reasons to hire a professional copywriter.

They can help you engage with your audience, establish authority, and build your brand. A copywriter’s perspective can help you focus on how your business really benefits your customers. And, you’ll save time and energy – that you could invest in running your business (or taking a much needed break).

But most importantly, when the stakes are high (when are they not?), it’s important to reduce your risk by bringing in a professional.

Also… you might like to know that a common side effect of hiring a professional copywriter is a notable increase in customer engagement, and profit.

Sound good? You bet!

If you’re looking for a copywriting to help boost your business – get in touch.