It’s a prevailing belief that writing is easy. Anyone can do it, right? Wrong. Do you know what engaging content is? Have you written copy that boosted sales significantly? Can you write with a clear, concise voice that your target audience will relate to? A good copywriter will answer yes to all these questions, and have the evidence to back it up. Read on to understand why you should invest in a professional copywriter.
1. YOUR COPYWRITER WILL SPECIALIZE IN SELLING YOUR PRODUCT
Not just anyone can do what you do in your small business, because you eat, breathe and sleep your business. So too do copywriters know their niche. They constantly develop their skills in the many formats where copywriting happens. Landing pages, blog content, ebooks and product descriptions are bread and butter for professional copywriters. Hire a specialist.
2. YOUR COPYWRITER WILL WRITE TO YOUR AUDIENCE, NOT TO GOOGLE
You have probably seen small business websites that do SEO poorly. Their keywords stick out like flamingos in a penguin habitat, and the overall impression is of a website run through translation software. It is not convincing, and it does not engage the audience. Copywriters excel at SEO copywriting because they do it every day. They keep up with Google’s algorithms and know how to address them without sounding robotic. According to Laura Crest in a blog post for Success Works, “If you are able to ‘catch’ the key phrases very easily, and it appears that the same word (or phrase) is being repeated over and over again: huge red flag!”
Skilled copywriters prepare for content by searching relevant keywords before ever typing a word. Only then do they write engaging quality content that turns your target audience into customers by talking to them like people, not like search engines. Google will still find your content, because expert copywriting naturally contains answers to the long tail keyword questions your audience is asking. Your audience will happy, and Google will be too.
3. YOUR COPYWRITER WILL SPEAK YOUR TARGET AUDIENCE’S LANGUAGE
Professional copywriters are like interpreters at the UN. They are the critical piece between business owners who speak one language and potential customers who speak another. They know how to leverage the tone, nuance, and register that your audience will be the most receptive to. When you can reach your audience where they are, you have won more than half the battle.
4. YOUR COPYWRITER WILL NUDGE YOUR AUDIENCE TO TAKE ACTION
Andrew and Lori at the Social Ghost say, “Over 99 percent of your readers won’t make a purchase on the spot. But getting them to take one more step is easy if you have the right system in place.” Copywriters know just the right kind of copy to move your audience. By encouraging them to learn more about, subscribe to, get a quote from and buy from your business, professional copywriters help you increase your profit margin.
5. YOUR COPYWRITER WILL STEER YOU AROUND COMMON PITFALLS
Many business owners make mistakes in their online copy that can cost them precious resources and lost opportunity. The extensive market research and analysis copywriters do will help you from ever making those costly errors.
6. YOUR COPYWRITER WILL BE MORE CONVINCING THAN YOU ARE
You know the ingredients and features of your product, but do you know what you are really selling to your customers? You’re helping them alleviate pain points in their life. A good copywriter will convince your audience that your product alleviates their pain better, faster and in more ways than your competition does. As Ralph Grayden writes for Antelope Media, “If you think McDonald’s sells hamburgers, you’ve got a long way to go.”
7. YOUR COPYWRITER WILL MAKE YOU MORE VISIBLE
You know that business website that just captivates you, until you look at the clock and realize you’ve been on the site for 30 minutes already? You read, click and read some more because it is just that good. A copywriter probably wrote that content. Copywriters know how to write copy that is jam-packed with value for its target audience. It catches fire as people talk about it and share it with friends. They post it to their social media feeds where others in their network see it and do the same thing. Suddenly your little known small business is a thing. And your audience is converted into customers.
Small business owners need to view a good copywriter as an essential tool. If you are ready to hire a copywriter, ask other people in your niche, use social media platforms or consider hiring an agency to connect you with a writer that will suit your needs. Then leave the writing to them, so you can be about business.