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I know, I have a vested interest in this blog post, but that fact doesn’t make the content any less accurate!
Having worked in marketing for over 15 years, it is one of my pet hates when people assume they can easily write their own copy. You’ll see large companies sink thousands into a flashy new website and then ruin it by scrimping on the copy.
It’s like spending a fortune on a flashy new car and forgetting to put an engine in it. If the content of your website has not been written by someone who understands customer profiling, persuasive language, search engine optimisation and unique selling propositions, then you’ve wasted money on your website – it’ll never deliver the results it’s capable of.
Need specific reasons to hire a copywriter? Here’s just six:
1. Expert in writing persuasive content
Copywriters use storytelling, emotion and persuasive language, in as few words as possible, to sell. That’s not an easy skill and done right, it’s incredibly valuable.
Did you know that when writing copy you need to think about customer profiles, benefits and unique selling propositions, emotive language, tone of voice, marketing channel, search engine optimisation and spelling and grammar? When you hire a copywriter – that’s the expertise you’re buying, not to mention the years spent honing those skills.
2. Saves you time
Writing valuable content takes time. A lot of research, thought and work goes into it. Can you afford to take time out from your day job to write marketing content?
3. Improve your sales messaging
A good copywriter will challenge your benefit statements. It’s so easy to mistake a feature for a benefit, or not go far enough with your ‘So what?’ analysis. Prospective customers don’t care about the features – you need to sell the benefits.
Subscribe to my newsletter now or subscribe to my rss feed as I’ll be writing a post about the value of the ‘So what?’ analysis and how to do it.
4. Benefit from specialist knowledge
Copywriters have to keep up-to-date with the latest trends and digital skills – this is of particular importance when it comes to things such as search engine optimisation and new content trends.
5. Supplement your in-house marketing team resources
Are you struggling to take advantage of all the opportunities available to you with content marketing? Or perhaps you don’t have skilled copywriters in your marketing team.
Working with a freelancer can give you the flexibility to easily scale up or down depending upon your content requirements.
6. Proofreading expertise
I think we all rely on spellcheck tools too much. These tools miss a lot – bare and bear are spelt correctly, but if used in the wrong sentence can make you look foolish, but spellcheck won’t pick up this type of error. Nothing beats an expert who knows what they’re reading.
Have I persuaded you? I hope so, it’s my day job!
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