Let’s face it. Small businesses don’t always have an outstanding cash flow. So the idea of shelling out more money to hire someone else to write for you? Why would you do that? Words are easy, right?
Well, the reality is, they’re not always easy.
Words can be tricksy things that never quite say what you want them to say. What one person thinks is a clear message, another person finds confusing. What makes one person laugh is a total bore to another.
How do you figure out precisely who to speak to, and how to use just the right words to speak to them?
Here are just three reasons why every small business should hire a copywriter.
1. Copywriters help define your target market
When you approach a copywriter to write your copy, they will ask a lot of questions. Some of them you may not have the answer to — and that’s great. You’ve just discovered potential gaps in your marketing plan to fill in.
A copywriter’s job is to find out precisely who your target market is, and help you define your own sales goals and ideals.
Then, they’ll go away and write compelling, persuasive copy that speaks to the motivations, emotions, and dreams of the people you want buying your products.
Having an outsider work on your business, asking questions, asking ‘why’ and requiring you to fill out forms that describe your business down to the last detail — it can be daunting, but a copywriter’s interest is in finding out exactly who you want to sell to, and going after that market with powerful copy that can’t be ignored.
2. Copywriters think outside the box
A freelance copywriter is focused on writing amazing copy that catches interest and won’t let go. That means avoiding the worn out paths of cliches and familiar phrases.
Good copywriters know the structure of their words, the psychology of your target market, and the goals of your business.
Great copywriters combine all of these in an often totally unexpected mix of character and creativity.
As a quick example, have a look at Vinomofo — they write crackling copy that speaks directly to their target market. If you’re not in their market, you may not like what they write. But the people in their target market? They love it.
Small businesses in particular often struggle to stand out from the crowd. A copywriter knows how to make that happen.
Powerful copy in a unique voice can make all the difference between an ordinary business website and a site that sells.
3. Copywriters are professional wordsmiths
Say your car is acting up. You don’t really know what’s going on, but it’s not driving well and you’re not happy. So you fiddle around with it, and fiddle around with it, and fiddle around some more …
The car putters along a little while longer, but it’s still not right.
So, at last, you take the car to your local professional mechanic. In half an hour she’s got the car running beautifully.
You pay the cost of the repairs, and drive away with a smile on your face.
Copywriting is like any other trade: if you don’t know what you’re doing, it’s never going to be right.
Hiring a professional copywriter means you’re hiring a person trained in words. That means you know your business is speaking to the right people, in the right way — and you don’t have to waste time trying to make that happen.
Small businesses sink or swim on how they sell their products. Hiring a copywriter to work with you could not only save you time and the endless frustration of knowing you haven’t quite got the words right.
Hiring a copywriter can make your business money. Professional, powerful copy tells people you’re serious about what you do, and you know how to do it.
So don’t make the mistake of thinking you can go it alone — you don’t need to.
Copywriters love to write, and they love to write for other people, and see their words shine. Copywriters are here to make your business better.
If you’re a small business owner setting up a website, or looking to overhaul an old one, don’t hesitate to contact me for a free assessment and quote.