I’m a walking contradiction. I know it. I recently wrote an article about DIY copywriting and why it’s sometimes the best option. My basic point was this: If you can write and you have the time, go for it.
But copywriters like me write at least five days a week. And depending on what I’ve got on, that’s around 15,000 words. Week in, week out.
In most cases, there’s intrinsic value in hiring a copywriter — even when the cost seems a little on the high side.
I usually tell clients to look upon my bill as an investment. OK, that might make me sound like a used car salesman, but there is genuine altruism in my heart when I make such proclamations.
A good SEO copywriter is both a creative writer and an accomplished marketer. A great copywriter is an amateur psychologist. Unless, of course, the individual has a psychology qualification — in which case they’re a professional psychologist.
Anyway, enough of my drivel. You’re here to find out when forking out a small fortune for the services of a copywriter is worth it. I’m here to tell you it is. And for six very different reasons.
1. Get a New Perspective on Your Business, Brand, or Products
You’re too close to your business. You can’t see the wood, etc, etc. You live and breathe your products or services. You’ve become precious and protective. But you’re missing a great opportunity.
When I cast my copywriter’s eyes over your marketing efforts, I’ll spot opportunities and weaknesses you never knew existed. Whether I’m looking at a misalignment of tone and audience or missed outcomes, I’ll point them out and give you an alternative.
2. Bounce Ideas off a Professional
I’ve seen and heard it all as a copywriter in the UK. Some clients don’t have a Scooby what they want. Others have some vague ideas. And a few have pretty much created a mental version of the copy, and they want me to deliver it.
My point is that having someone to exchange ideas with can open up your thinking process. Go on. Open your mind to new ideas and approaches. You may not know what you want until I suggest it!
3. Reach Your Specific Audience
A writer is just a small part of the marketing machine. To ensure the words you publish resonate with the people you’re targeting, you probably need a copywriter with experience in delivering demographic-specific content.
That was a mouthful, but it demonstrates the point. There’s a specific way to speak to Gen Z, and it looks nothing like the way you should speak to pensioners. Life experience, expectations, income, politics, age, interests, and a host of other traits guide me when I’m writing to resonate with a specific audience.
4. Get to the Point
Most people don’t like reading when they making choices or shopping around. I know that’s a helluva statement for a copywriter to make, bit it’s true.
Copywriters are adept at getting their messages across quickly and in the most impactful way possible. They hone in on benefits and outcomes while keeping the reader engaged. That’s harder than you might think.
5. Optimise Your Content
Writing for humans is one thing, but doing it in a way that attracts the attention of search engines is another.
Search engines love detail, word counts, links, deep insights, and unique perspectives. Humans? Not so much. The best copywriters know how to get the balance just right.
6. Free Yourself to Focus on Your Priorities
If you’re selling bicycles, you probably don’t want to be spending several hours each week at your computer. If you’re selling undies, you probably prefer sourcing new products and processing sales. Slaving over landing page copy and blog posts is, I’m guessing, way down your list of priorities.
Let someone like me write the copy that’s going to impress search engines and turn browsers into buyers. Give me a tinkle on 07386 704 956 or drop me a line at malcolm.cox@contentable.biz. Reach out, and let’s talk content.
