You need copy to go with your marketing brochure or website. Or maybe you need a script for your promotional video. Should you save a buck and do it yourself? Or should you start interviewing local ad agencies, digital marketing companies or web design firms?
Probably the best answer is “none of the above.” Consider working with a freelance copywriter for hire. Here’s why:
1. Professional copywriters create copy that gets results.
What’s your main objective? Is it to spend as little as possible on marketing your product or service? Or is it to make sales?
Of course, it’s to make sales. And that’s how you get a good ROI for your marketing dollar.
“Copywriters don’t just ‘write copy,’ according to Coopman Creative. “Our skills and expertise go well beyond that, encompassing brand management, the art of persuasion, understanding nuanced audiences and channels, a genuine flair for language crafting and creative writing, and borderline-obsessive grammar knowledge.”
A professional who offers writing services knows the “tricks” of writing persuasive copy. The copy is likely to pay for itself many times over in the sales it generates. A positive return on investment makes hiring a pro a no-brainer.
2. Whereas your field of specialization may be real estate, financial services, high-tech or engineering, a copywriter’s is creating persuasive marketing communications.
You wouldn’t perform your own surgery or represent yourself in a courtroom, why would you consider writing your own copy?
Like a surgeon or an attorney, a professional copywriter has spent years in college getting a relevant degree and also years practicing his or her craft on a daily basis. She’s also kept up to date on the latest copywriting trends, not to mention related topics like SEO content marketing.
Copywriters are trained to learn as much as they can about various industries to make sure they write quality content.
To presume you can write as well as an experienced copywriter who practices her craft every day just because you received an “A” in Freshman English two decades ago is fooling yourself.
3. Hire a marketing agency or web design firm to do your copywriting, and you could pay more than if you went directly to a freelance copywriter.
Many ad agencies, marketing firms and web designers outsource their copy to freelancer copywriters (like me) and then mark up the price they quote to their clients.
I personally have relationships with at least half a dozen such firms that send me all their copywriting assignments. I work behind the scenes to produce their copy, which those agencies then present to their clients. They charge 20-50% more than what I’m charging them and thus make a tidy profit without adding any material value.
If you’ve hired a marketing agency to manage your project and oversee all the elements that go into its successful completion, then their markup is justified.
However, if your project is primarily copy, go directly to a freelance copywriter and save the fee that you’d have to pay to an agency or website design firm to act as your middleman.
4. Professional copywriters know how to work with related disciplines, helping to ensure the best outcome.
Most copywriters are used to partnering with graphic designers, printers, videographers, web site designers and programmers. They will write the copy with instructions and suggestions to these other professionals to ensure that the design and layout coordinate with the copy.
5. You can hire a writing specialist for your unique needs.
Just like other disciplines, copywriters also have specialties. You can select a copywriter who is expert at writing websites, video scripts, sales letters or brochures or perhaps has related experience in your industry. By hiring a specialist, you’re more likely to get quality copy that achieves your objectives.
6. Writing your own copy isn’t the best use of your time.
If you’re running a business, and particularly if you’re trying to grow your venture, your time is valuable. Do you have the bandwidth to take on a writing project? Any business management guru will you to outsource everything that isn’t directly related to generating income.
Not only will outsourcing your copywriting needs help free up your time, the copy will probably get done more quickly. A professional copywriter has the skills and experience to complete the work faster than you do. And honestly, won’t you feel relieved to have that task taken off your plate?
7. You’re too close to your business to write about it effectively.
Because you are living and breathing every aspect of your business, your perspective is quite different from a customer’s. The problem is you know too much. You understand the jargon and all the intricacies of your industry.
What you need is a freelance copywriter, someone with an outsider’s viewpoint who can look at your business with objective eyes, write content in layman’s terms, and identify the key points that are most likely to attract new customers.
“Good copywriters know how to succinctly position your product, service, and/or business to motivate your target audience to take action,” according to Gravitate. “They are able to quickly produce highly targeted content informed by in-depth digital marketing strategy that drives conversions and ranks well in search engines.”
8. Leverage copy for multiple channels.
When you create a piece of copy, you probably plan to publish it in one place. But have you ever thought of taking that same article and, with modification, repurposing it for other marketing resources such as your blog, social media sites, infographics and videos? That’s something a skilled copywriter can easily do for you.
Distributing content in different forms help drive engagement with your brand. And it’s an efficient way to get more bang for your buck out of your marketing budget.
9. Make your copy error-free.
Anything you write for your website makes a statement about your business. You want only copy that is free from typos, spelling mistakes and punctuation errors. Anything less is unprofessional and doesn’t reflect well on your company. Having a professional copywriter craft your copy helps ensure you get closer to perfection.
10. Why take unnecessary risks with something as important as your brand?
You’ve worked too hard building your business to publish ineffective marketing materials. Even the best company in the world won’t succeed if it doesn’t get the word out about its products and services in a meaningful way.
“Professional copywriters are perfectionists about language. They’re obsessive about tone, subtle shades of meaning, copy structure, and the finer points of grammar and usage,” according to CopyBlogger. They help make sure your marketing message is clear, concise and communicated effectively.
Working with a freelance copywriter isn’t frivolous. It’s a critical part of optimizing your business to generate the maximum sales and revenue.