A professional copywriter is essential for any business wanting to create a content strategy that helps their business to grow.
But why is that?
Every business needs carefully constructed messaging that’s tailored to your consumer, failure to do so can mean the difference between someone choosing a competitor over your business.
High quality blog, social, email, guides and other brand messaging is absolutely mandatory in any marketing effort, so whether you hire in house, or you rely on a B2B/B2C digital content marketing agency, having a word wizard on your side will help you to say the right things, at the right time to
the right people.
What is a copywriter?
A copywriter is someone who writes carefully constructed text for advertising, marketing materials and websites. Good copywriters consider the business’ goals, target audience and industry, and can
write for organisations in any sector.
If you needed someone to replace wiring in your office, you’d get in touch with an electrician, so why wouldn’t you get in touch with a writer when you need crucial business communications writing?
Why do businesses need professional copywriters?
The benefits of a professional copywriter are myriad (I may well be biased), and will make a huge impact on how well your messaging is received by your audience.
How you write directly reflects the amount of care you have for your business. Fail to invest properly into your written communication, and people won’t bother listening to what you have to say.
1. Why can’t I just write copy myself?
Well, you absolutely can write copy yourself, especially if you have a flair for writing.
However, your time is way too valuable to be writing your organisation’s content. You should be focusing on your specific role, not on whether you’ve used the word “myriad” correctly in the paragraph above.
2. Save loads of time
Following on from #1, a professional copywriter will be able to produce content much faster than you’d be able to.
This isn’t any fault of your own – we do this day in, day out; we have our own methods for rapid research and content production, meaning that it can be more than twice as fast for a professional writer to produce content than you can.
3. Proofread carefully and avoid common mistakes
We have seen some truly rubbish content over the years.
Proper proofreading is necessary, and it can be hard to find the time if you’re writing content in addition to your main duties.
Even people who are 100% confident in their writing skills can and will make mistakes – a professional copywriter has the time (and necessary knowledge) to ensure that your content is immaculate before it goes live.
We’ve collected some examples of poor copy further down in this blog – take a look!
4. Provide an unbiased viewpoint
Writing content for your own product/service is seriously hard work.
If you’re an expert in what you do, you will likely have a goldmine of information stored up in your head, but if you can’t deliver it in a clear, concise and unbiased way, then this information may as well stay locked away.
A professional copywriter is detached enough from your offering, enabling them to write about it in the objectively best way to engage with your audience.
5. Maximise your return on investment
You’re investing time and money into writing copy, why wouldn’t you want the most bang for your buck?
You might be able to produce a good blog that delivers relatively well, but wouldn’t you prefer an exceptional blog that drives leads, is SEO optimised and provides a solid ROI?
Any competent content marketing expert can and will produce copy that really does deliver what it says on the tin.
Examples of bad copywriting
Here’s the fun bit, a few examples of some truly rubbish copywriting that’s found its way into our inboxes over the last few months:
An introduction to the true complexity of night vision goggles
Here’s a gem that arrived in an inbox a little while back:
“In a dark, you can see people, animals, and objects up to 1,000 yards away using high-quality motion detection telescopes and scopes. Night vision monocular cameras allow you to picture and video objects that you couldn’t see your eyes closed in the black.”
If you’re writing for an English audience, you need to ensure that someone with a really good grasp of English grammar is involved in the proofreading process.
The dreaded block of text
Nobody wants to read a huge block of text, it’s unsightly and can make your eyes feel funny.
Humans much prefer their information in bite-sized chunks. It’s more pleasant on the eyes, and easier on the mind.
Here’s an email that found its way unceremoniously into the spam folder:
Not only does it reek of desperation and a possible scam, but using multiple articles of punctuation is never acceptable in B2B marketing, and only ever acceptable in B2C content in very, very niche situations.
We’re still trying to figure this one out
This article raised far more questions than it answered; it felt more like a dream than something a real human being had written.
AI copywriters showing off
This screenshot was taken from an advert designed to show off how “good” an AI copywriter can be.
Riddled with errors, this particular example shines a light on how AI-produced content is not the way to go.
While AI can produce some competent writing, it will never quite manage that human touch (and apparently, in this instance, the correct use of “your” – oops).