Ok, so there’s a little tongue in cheek going on here, but sometimes it’s easier to run with the hounds than the hare. What do I mean? Well, quite often, if copy has been needed in the past, it’s been created in-house. Possibly by the business owner, or at least a decision maker – maybe even yourself. Because, that makes sense, right? Why ask an outsider to do it when you (or your in-house scribe) have years of experience of doing whatever-it-is-you-do. And let’s face it, you wouldn’t just be ‘asking’ an outsider. You’d have to pay them too. God forbid.
Which, thinking about it, is as good a place as any, to start.
1. Using a Copywriter Adds ££££ to the Bill
Well yes, you’d have to compensate a copywriter for applying their experience in contributing to your business. Just as you would with an accountant, an IT engineer, plumber or car mechanic… assuming you’re none of the above! But what’s the price of NOT bringing in an expert? What’s the cost of their time versus the value of your time? What would you NOT be doing in the day job whilst trying to craft effective copy? And who may be more efficient at generating web-friendly copy? Particularly if considerable volume is required, say, for downloadable guides?
2. Poor Value For ££££
If they’re so good, they’d probably knock out the copy in no time and still charge the full quote. Well, the first draft ending up being the finished article happens, almost never. Any quote would allow for briefing time, creating a first draft, receiving feedback, working in a series of revisions and submitting a final draft. Copywriting is a process, worked through until the blend of content, tone and pace, deliver the desired end product.
3. There’s No Rush
You’ve already spent ££££s on your new website or having a brochure designed. Waiting a bit longer and doing it in-house won’t make much difference. But then again, you’re investing in these shop windows to get your name out there in front of potential 24/7 customers. All the time you’re not putting your best self forward, your competitors are taking advantage of your silence.
4. Someone In-House Is A Great Writer
This is a fair point to some degree. Although, they still don’t do it for a living so it won’t be a core strength. And similar to the first point, they’re not employed to write copy. Meaning when they’re trying to write, there’s a day job not being done. And let’s face it, the day job is always going to take priority so the copywriting will often be kicked down the road. A professional copywriter will also understand how to maximise the SEO benefits of a piece of copy – how to help it be found by Google and her army of bots.
5. SEO Isn’t That Important – Most Enquiries Are Referrals
Which is absolutely fantastic! To have champions out there, recommending you is a real testament to the service you provide! But you can’t control that tap and turn it on when you need it. Flip it – and think of enquiries from organic search results as creating a steady flow of business, which your current referrals can then top up. A professional copywriter should be able to get you onto page one and two of Google, for some of your key search terms.
6. We Don’t Need A Blog Or News Page
The essence of a blog or news page is to allow new, relevant, content to be easily added to your site. Why? Well, there are two very powerful reasons. The first is back to our old friend Google. Google loves new content. It’s constantly scanning the internet, looking for new material to catalogue. To Google, new content means that a site is active and of value. Especially if it’s well optimised with relevant key words regularly used in searches. But regular blog and news items are relevant to the human eye, too. Firstly, from a learning and relevance point of view, but they also create a sense of vibrancy about the business. Something which is attractive to choosy, potential new employees who may considering a role at your company.
7. A Copywriter Doesn’t Know Our Business – We’d Waste Time Briefing Them
If you have masses of highly technical content, then yes, a copywriter might not be best placed to generate details around specifications and features. But an effective website shouldn’t really be selling features. It should be selling the advantages and benefits of working with you. Of conveying your point of difference, your usp, and the character and culture of your business.
8. A Copywriter Won’t ‘Get’ Us. They Won’t Be Able To Capture Our Tone
That’s exactly what a professional copywriter does! A good one, can adapt to suit a multitude of personas from the downright Downton m’lud; to the chilled, late evening beach-vibe of paddleboarders, backlit by the warm ochre of a sinking sun…. whoa, nearly tipped out of my hammock there! The point is, your website has been designed to reflect your brand identity and personality. A professional copywriter reinforces that through the written word.
9. A Copywriter Works With Many Clients – They May Share Confidential Information
Be assured – all information is treated with the same confidentiality as any other business transaction. Besides, once again, flip it. Working with other clients means the copywriter brings insight and experience, bringing freshness and new ideas to how your shop window appears to the world. This detached, impartial, helicopter view of content creation, is actually a superpower of the copywriter, amplifying the effectiveness of a new website.
But then again, I would say all this wouldn’t I? I’m a professional copywriter with over 25 years’ experience of creating copy for startups, established businesses, multi-nationals, associations and community organisations. I help clients showcase their products and services, so that they can focus on what they do best – delivering them.
Surely that’s worth a conversation?
Image: courtesy of Karolina Grabowska @ Pexels