By Dr. Marie Morganelli
Clients are notoriously reluctant to hire copywriters, despite the strong impact of how words drive marketing. Often, the reluctance to hire copywriters is because clients feel that copywriting is something they can do themselves. After all, you communicate effectively with words every day.
You are likely quite skilled at writing emails, presentations, and reports. You may have even written copy for your marketing materials yourself already. So why hire someone else to do what you can already do?
Reasons to hire a professional copywriter:
It saves time.
You are a busy professional, with a business to run. Writing, even short pieces - especially short pieces - takes time and focus. If you have tried to do the writing yourself, you know that carving the time out of your busy day to make time for the writing process is difficult.
It offers new and valuable perspective.
Perhaps the toughest part of writing about something you know better than anyone is the act of editing out unnecessary details. And trust me, not all details need to go into every piece. Deciding what information to keep and what to exclude is easier and more effective for someone outside looking in.
There is skill involved.
I’ll let you in on a little secret: good writing is all about skill, not talent, and certainly not magic. No one just whips up something wonderful and calls it a day. A professional writer knows how to get the process started, knows how to utilize point of view and adjust the voice, knows how to synthesize information, conduct research, organize ideas, and create an outline. The professional writer also knows how to take all of those steps and all of that material and craft it into a post that looks and sounds like it was written effortlessly and by you. And, they can probably do it a lot faster than you can, if I’m really being honest.
Two common scenarios:
Clients hire copywriters but try to save money by skimping on the fees. Time and again, I meet clients who went cheap on copy and got back material that doesn’t represent the brand. Then they have to pay more money to have the copy rewritten by the professional writer they should have hired in the first place.
Clients write their own copy. Many of my clients are good writers. The problem is that they don’t have the time to put into copy that a professional would take. This means that copy falls by the wayside, not receiving due attention, and, frankly, not doing as much for the business as it could.
What do you get when you hire a professional writer?
Don’t be fooled by thinking that writing short articles is easier than writing long ones. If anything, the opposite is true. A professional copywriter knows how to choose the right words to get the message across. The editorial process can often take as much, if not more, time than the actual writing.
Professional writers don’t just bang out information and move on with their day. They write multiple drafts. They try saying things in different ways. They write outlines and revise them. This is where craft comes in.
The professional writer does not have an emotional stake in the business. When clients write their own copy, they often try to include all of the details about everything, because to them, everything is important. A writer knows just what information to include and just what information to leave out or save for another article.
A good writer won’t be cheap, but shouldn’t break your budget, either. Writers who have the education, experience, skill, and professionalism to back up their rates charge a fair price for their time. Good value doesn’t always mean rock bottom pricing.
Any writer you choose to hire should be professional at all times. They will submit copy on time, every time. Period.
A professional copywriter knows how to craft a message to help you sell your product or service. They understand the power of readability, and will craft thoughtful, readable copy, using SEO keywords if you like.
In the end…
Eventually, most clients realize that there is a real value in hiring a professional copywriter to provide services to their business. Unfortunately, this tends to happen after much time has passed with clients trying to save money by doing the work themselves. When your consultant recommends a professional writer, know that this is because the writer has been vetted as a professional, and is ready to provide a high level of service and value to your business. The money spent on professional copywriting services will actually save you time and money for your business in the long run.