In this age of digital marketing there’s an added emphasis on more content, so it seems that some companies, big ones included, are making an attempt at writing their own copy and not getting any outside help.
Apparently, some folks are thinking that it can’t be that hard. Why can’t we just do it ourselves? Interestingly, while some people are viewing themselves as copywriters, fewer see themselves as designers. Hmmmm!
Unfortunately, the results we’re seeing aren’t justifying this new view.
We all need to write and today’s needs are even greater than ever before. But, regardless of how good you are at something, nothing beats doing it for a living. One of the biggest reasons to hire a copywriter is because they do it every day. But, just exactly what do you think a professional writer adds to your advertising and content, in addition to the fact that they know how to write?
For starters, here are 5 things that a good copywriter can bring to the table:
1. They’ll figure out exactly what you’re selling
This sounds strange, but this is a common area where we see problems. I don’t mean understanding the features of the product. People buy on emotion. A good copywriter will come up with lots of ways of writing it. Like the angle, the sell and just what are you really selling? How will it affect people’s lives? Is it based on money? Happiness? Prestige? Remember, McDonald’s doesn’t just sell hamburgers.
2. They’ll help you find your audience
Just who is the audience? How do they think? How about fears and desires? What’s their voice? A good copywriter can tailor the message for any audience.
3. They’ll help refine your narrative
Every company and product has a story. Look at Nike and Apple. Writing compelling copy of any length, from advertorial to PPC copy requires a similar skill. Sometimes the shortest requires the most effort. The narrative for a single ad might take a couple of weeks and end up with only 10 words of copy. If asked by the client why they have to pay so much for 10 words, the answer could be that the copywriter had the training and talent to recognize the right 10 words.
4. They’ll keep your message simple
Many product messages can get very complex when being explained to their audience. A good story can magically simplify the message. And a good copywriter has the ability to do that, even when the message is far from it. The most sophisticated concepts can be explained simply.
5. They’ll do the unexpected
Have you ever heard anyone say they want to look and sound just like their competitor? Why? A good copywriter will dig and find out what’s different when comparing to the competitor and position you differently. If you do everything just like your competitor, you’re inviting a commodity situation. Then you’ll have to compete on price. Is that what you want? A good copywriter will find an interesting way to get your message across. As they say, “Familiarity breeds contempt.”
About the Author
Gordon Conner is a Copywriter, content writer and blogger who writes “Snappy Copy That Sells Stuff”. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@GordonConner.com. or www.GordonConner.com.