Guest post from RedKite Copywriting.
Why you need a Copywriter
Writing is easy, right? … But when it’s about you, what you do and how your business works, it’s never as easy as you may think.
Think about a great conversation you’ve had with someone recently – remember the way that person spoke to you, connected and engaged with you. I bet you liked the way they talked and that the conversation has stayed with you, regardless of subject. Well, that is what great copy is all about. How you talk to your audience, your clients, the people you want to reach. It matters – a lot.
But hang on a minute. You know your business better than anyone, right? Yes, but knowing the words that catch your audience’s attention, by connecting to a problem they have and thereby rousing their emotions is not an easy task. Persuading them that you are the only person who gets what they need requires time, energy and attention.
Which is where things can get a bit tricky. Its highly probable that you’ve been trying to write your own copy in the evenings, once the kids are in bed, maybe even getting into work earlier and having a go then. But have you found your attention just isn’t on the job in hand, maybe you are tired, the dog wants to play, or your partner has just opened the wine…?
This is not a great time for creativity
There are never enough hours in the day to do everything we think we’d like to, but even if there was an extra hour, writing some content is never simple. It needs to look like it just fell from your fingers, easy to read, understand, with the words flowing naturally. This, my friend, takes time, patience and skill and is often the work of several hours.
Most people don’t have several free hours to write copy, unless you happen to be a copywriter, that is.
Let’s put this out there. It’s okay to pop your hand in the air and admit that writing copy for your business just hasn’t been as easy as you figured it would be. There’s a reason for this – being too close to the subject might not make you see how confusing your jargon and message can be to potential clients. Remember, you’re not talking to other experts here, you’re talking to someone who needs you, which means that they probably don’t even understand what you’re offering in the first place.
You are a business owner and are far better suited to running that business than writing about it. Your customers need a well-phrased and easy to read message but just because it’s easy to read, doesn’t mean it’s easy to write. Easy to read copy, that’s understandable, and flows naturally, is, I’d argue rather hard to write. It’s a skill and it takes time.
Plus, a copywriter makes you sound human by providing a consistent tone of voice and because a copywriter is literally up to their ass in words every day the pitfalls of writing – that grammatical stuff is avoided – mostly anyway!
Starting to understand why a copywriter might just be a fabulous idea?
Let words do your selling
Helping potential clients gain enough information about your business for them to know that you are indeed the answer to their prayers requires structure and planning. These people will become clients if they feel that your business can save them time and energy. Copy, when written well weaves an invisible comfort blanket around them – urging them on to do what’s best and react to what they are being offered.
A good copywriter researches your business, understanding your brand so that they can represent it in the very best possible light. That information allows them to then plonk themselves into the shoes of your target audience, consider their needs and problems, before selecting the standout words that will connect and resonate.
So do yourself a favour – outsource that copy to a good copywriter and let them find the words while you focus on what you do best – running your own business.