Many people think that they can ‘write copy’. Copy is, essentially, ‘words’, and we all know what those are. If you know how to piece words together, and your spelling is OK, then there’s a chance you’re thinking that ‘copy’ is something that you can write yourself.
Unfortunately, not really. At least, not if you want it to be any good.
Ultimately, it’s your decision. You might have a knack for the written word. But there’s far more to great copy than merely ‘words’. Great copy engages. It sells. It captivates your audience. It compels them to purchase from you. It drives them to pick up the phone.
Quite simply, if you want to get it right, you need a professional.
Just because we’re aware of the basics of something doesn’t mean that we’re actually any good at it. Harsh, but true.
I could pick up a tin of paint and decide to redecorate my office. I know how to apply paint to a wall. However, quite frankly, it would look naff. Yes, I understand the concept of decorating, but I’d never do it. It wouldn’t project the image I wanted. To get the finish, precision, and efficiency, I’d call a professional.
The impact simply wouldn’t be as strong without a pro, and the same goes for your copy.
(Not only that, but it would take considerably longer for a non-professional to do it and, as we all know, time is money.)
…which might, unfortunately, be the issue. When we’re really close to something, we tend to look at it too subjectively.
You’re the expert in your field. You eat, sleep and breathe your brand. But, for your customers, your offering is probably completely new.
A good copywriter is your objective input. They probably don’t know your technical industry terms like you do. But nor does your audience.
Great copywriters see your business from your customers’ eyes. And that’s how they’ll sell it to them.
…and your branding is flashy and your website is modern. And don’t be modest: you’re amazing. But are you actually communicating that?
Don’t overlook your content.
Your words are what make your customers chose you. There’s little point in having an all-singing product if no-one knows about it. You might have a great offer for your clients, but that’s pointless if no-one opens your email.
Your words communicate your brand. So make them the right ones.