Sunday, 8 April 2018

What are you paying for when you hire a copywriter?


In a recent Facebook group chat, copywriters were asked what clients ask them most frequently. For many of the respondents, the answer was about rates and cost.

If you're considering hiring a copywriter and your main concern is the cost, maybe it's because you don't have a full appreciation of our value proposition.

When you hire a copywriter, you're not just paying for words to fill a void. Here are just some of things you get. 

A professional service.

As the saying goes, "Anyone can write, but not anyone can be a copywriter."

Like any professionals, we copywriters have learnt our craft. We've done the courses, studied the techniques and understand the principles. Many of us have years of experience too.

So when copywriters write, we know exactly what to say and how to say it.

When you hire a copywriter, you're getting professional expertise.



A brand champion.

You need someone who can speak to your customers in a way that strengthens your brand.

The strongest brands have a consistent tone of voice, which helps build interest, engagement and trust.

Professional copywriters take the time to understand your business, your market and your customers. 

We then use or create a tone of voice to suit your brand's personality. This ensures your messages are on-brand and on target.

When you hire a copywriter, you're investing in your brand.



A competitor analyst.


You need someone who can analyse what your competitors are doing — and do it better.

Professional copywriters are often discerning editors who can find the mistakes, holes and flaws in the work of your competitors.

Using this skill, we can make your copy stronger and more effective, to give you a better competitive edge.

When you hire a copywriter, you're investing in beating your competition.


A creative.

You need someone who can think creatively and help with creative projects.

Some copywriters can use their expertise to help in other creative areas. For example, if you need help to brief other creatives, such as graphic designers, illustrators or photographers.

We can also help by sourcing stock pictures and graphics for your project, or advising on what images will work best to accompany the copy we've written.

When you hire a copywriter, you're investing in your creative strategy.


An interpreter.

You need a go-between who can engage with your audience on their level.

A copywriter can take your proposition — even if it's complex — and explain it so your core audience can understand and buy into it.

When you hire a copywriter you're investing in effective communications.


An influencer.

You need someone who can trigger actions from your customers.

Copywriters are Masters of Manipulation with acute Powers of Persuasion. We know how to push your customers' buttons.

By focusing on the key benefits, we can turn what you're offering into a marketable proposition your customers want.

We then create the mental images and scenarios that exemplify their needs and stimulate their desires.

When you hire a copywriter, you're investing in your sales.


A researcher/fact checker.

You need someone who writes with integrity. 

Copywriters understand a statement is empty without the evidence to back it up. So if we want to prove a point, we need to do our research. 

Not just unidentified research from someone's blog, but trustworthy research, from credible sources. It may take a little time, but it will show your expertise and your customers will thank you for it.

When you hire a copywriter, you're investing in your credibility.


An SEO keyword expert.

You need someone who can get your online content listed by all the major search engines.

Many copywriters are skilled in writing search-engine-optimised (SEO) copy. We know how to research the most effective keywords — and where to put them on your website to get the best results.

The research alone can take time, but getting it done properly is vital if you want your content to be found.

When you hire a copywriter, you're investing in your online success.



An editor.

You need someone who understands the value of excellent communications.

A good copywriter proofs and refines their copy — sometimes several times — before they send it out for client approval.

Editing distills a communication to its most effective form by filtering out all the impurities: the unnecessary words, insignificant details and redundant sentences.

When you hire a copywriter, you're investing in the best copy you can get.


Hiring a good copywriter is an investment — not a cost.

Instead of focusing purely on the cost, consider the value a copywriter can add to your business and the potential returns on your investment.

If you want to build a standout brand your customers can depend on, maybe consider some of the more important questions, such as:

  • How can I make my SEO website copy more effective?
  • What can I do to increase my conversions?
  • How will my customers understand what I'm offering?
  • I want my brand to be more quirky and fun — can you help?
  • How do I convince my customers I can give them what they need?
  • What can I do to improve my email open rates?


Ask me how I can help.

I'm a creative copywriter, content writer and copy editor with more than 18 years' professional writing experience.

If this post has convinced you that you need a copywriter, this should be some testament to my skills.

You can find out more about me and what I can do by visiting my website.

Or send your copywriting questions to me at Facebook, Twitter or LinkedIn


No comments:

Post a Comment