Writing is one of those things that everyone can do. We use language every day, and we learn to read and write in primary school – so why would you pay someone else to do your writing for you? After all, you’re already shelling out on web design, graphic design, marketing strategy, and all the rest… do you really need to pay someone more money to write the content? Yes, and here’s why:
1: You need an outsider
You’re an expert when it comes to your business – and maybe even when it comes to your industry. That plays against you when it comes to writing about it. When you want to communicate to your customers, you need to think like one of them – but you can’t. You know too much. That makes it hard to decide on things like what to prioritise, how much detail to go in to, and whether you should retain ideas from previous incarnations of your business. One benefit of working with a professional copywriter is that they are, by definition, outsiders to your business – they are more like your customer than they are like you, and that gives them an edge. In short, they have an objective perspective on what your business should sound like.
2: They’re professionals
Everyone can write. But how well? Everyone can run, too, but you’re probably not entering the Olympics this year. Copywriters are professionals – they spend every day using words to communicate. That experience makes a big difference when it comes to writing clearly and engagingly. They follow processes that lets them isolate what a business should be saying, they understand wider marketing strategies and branding, and they stick to deadlines. A copywriter is not just someone who writes – a copywriter is a professional who has mastered processes you probably don’t even know you need.
3: Writing is a poor use of your time
It will take you much longer to writer copy than it would take a copywriter. And the end result will probably be much, much worse. So ask yourself: would this be a good use of my time? The answer is almost certainly no. All the hours you plan to spend writing substandard copy would be better spent doing what you’re actually good at – running your business. So employing a professional copywriter is actually an investment in yourself: you’re buying time, which you can spend more effectively elsewhere.
4: Copywriting is part of a bigger picture
Copywriting doesn’t exist in a vacuum. It’s intertwined with strategy, web design, graphic design, and more. A copywriter knows this and knows how to write copy that fits in with your wider marketing. They know, for example, that people viewing your website need to be led on a customer journey to a destination – and they know how to write that journey effectively. They understand that duplicated copy will result in a lower ranking website on search engines. They know how to structure blogs that reinforce the values behind your business, or the key messaging behind your marketing strategy, over the course of a year. If you try to learn this bigger picture from scratch, you are almost certainly going to write something that doesn’t fit within it.
Writing copy is a specialist skill that can make or break your business. It’s not something you should try to do alone, and it’s not an area you want to skimp on – you can ruin an otherwise wonderful website with amateur copy. And there’s nothing worse than spending thousands of pounds on something that winds up being ineffective. Conversely, a well-written website will help you to stand out against your competitors, and help to push your marketing to new heights over time.
If you want to learn more about how Kiss’s copywriting can benefit your business – either as part of a larger job or a standalone service – please get in touch with Lynsey on 01675 446101.