What Difference Does A Copywriter Make To Your Business

Having worked in advertising for many years I understand the urge clients and agency Account Directors have to write their own copy. Just a headline here or a paragraph of brochure content as the client’s in a hurry.
Fixing the fuse box
Writing copy yourself for your company brochure or website may seem the best option in these recessionary times however you do need to ask yourself if you’d fix your own blown fuse box instead of calling an electrician. The reasons copywriters are hired are many fold and the most obvious one has to be because they are professional writers.
A professional writer is usually naturally talented and that talent has been honed through study and experience. Remember that writing is a career for commercial writers, not just a hobby.
Lining up with the competition
A commercial copywriter will not only immerse himself in your business but will research your competition and their history to find that elusive ‘angle’ that could catapult your offering and brand into the limelight.
You need to know your competitors tactics and gain key insight into their strengths and weaknesses. This could mean gleaning vital information such as what keywords they are using to drive their website, where are they ranked online, what offers are they using and when.
A good copywriter will understand Search Engine Optimization (SEO) and be able to look at your website and tell you how to improve ranking and content to optimize your site and significantly increase your website traffic.
Quality control and writing styles
Have you ever noticed how many basic errors are screaming at you from websites these days? It’s really annoying and could make the browser view your business as unprofessional. Getting the basics right is important. Grammar, spelling, linkage and simply bad writing can put off a potential customer.
A professional copywriter will have different styles of writing for the medium. Writing for radio is totally different to writing for print and website content is an art – even the most basic content requires knowledge to ensure optimisation. Experienced copywriters can adapt their tone and style to suit the brief from letters to brochures, business plans and blogs, press releases and articles and, these days more importantly, website content.
Copywriters are trained to edit and pick up the smallest error before it goes out to the consumer. Did you know that a lot of copywriters used to read their material backwards to ensure each word was spelt correctly? Admittedly it’s a lot easier these days with spell check!
Why hire a copywriter?
Let’s recap. Hiring a copywriter means you are paying a professional to do a skilled job to ensure that your company is put forward to the consumer in the best possible way and that they will understand and embrace your message to them.
A copywriter will understand your business and take time out to research it thoroughly, have a wide range of writing styles and editing skill and understand the importance of search engine optimisation giving you a strong competitive edge. Most importantly an experienced copywriter will help you get your message across skilfully and succinctly.
In conclusion
While it may seem easy to do it yourself copywriting is not something everyone can do. Can you afford for your company to look foolish online or in print? Don’t do it. Call a copywriter.