The other day, somebody said to me: “I don’t understand why someone would hire a copywriter when they could just do it themselves and save the money.” Hmm, I thought…Usually for one of two equally valid reasons: because they can’t or because they don’t want to.
Can’t write
For some business people, writing is not a skill that comes naturally. There’s nothing wrong with that. Others find it incredibly tough to write about their own company because they’re so close to it every day. Many of my clients are super-intelligent people who run very successful businesses and can talk fluently about their companies, but when they try to put their passion down on paper, they’re lost for words.
Won’t write
Other clients are more than capable of writing – they just don’t have the time or inclination to sit down and do it themselves. For these people, employing a professional copywriter is simply a more efficient use of their time and money and means they can concentrate on getting more business through the door. This is especially true of big corporates, where in-house marketing departments are so stretched that outsourcing some of the more ‘creative’ copywriting is a logical solution.
Will write
Of course, you know your business better than anyone. But copywriters have the edge in one key sense: we’re not emotionally involved in your business, so we’re well placed to convert your passion, expertise and knowledge into tight copy that does your company justice.
And what about the ‘saving money’ point? I recently heard a great saying: “If you think hiring a professional copywriter is expensive, try hiring an amateur.” Anyone who has ever had their copy written on the cheap will know that the cost of unpicking the mistakes can more than outweigh the original investment.
So, if writing is not your strong point, or you’d secretly rather be doing something else instead, paying an experienced copywriter really can save you money, time and hassle in the long term.
The problem is that when companies try to write their own copy, they tend to ‘we’ all over it. They write features, not benefits. And they write what they want to say, not what the reader wants to find out.
The other problem is that everyone thinks they can write. Someone summed it up brilliantly the other day: “I’ve been given a camera, now I’m a photographer; I’ve been given a fountain pen, now I’m a writer; I’ve been given a violin, ….”
Comment by Carole Seawert — February 24, 2011 @ 5:01 pm
Yes, benefits vs features can be hard for companies to get their heads around so that’s a very nice way of putting it! As I recall, Heather Lloyd-Martin covers it very well in her SEO copywriting course too.
Comment by Hannah — February 24, 2011 @ 5:04 pm