For some business owners, creating marketing messages is easy and profitable.
If that’s you, chances are, you have your own in-house professional copywriters. Or, you hire out your writing to top-notch freelancers.
Because you’ve already experienced the value of using a professional copywriter, you know it’s one of the quickest and easiest ways to generate new, high quality leads, and to convert those leads into customers who buy more…buy more often…and buy at higher prices.
But you don’t want just any copywriter. You want a writer who knows how to accurately identify your target audience (match the right market)…discover what’s important to them (with the right message)…and determine how to approach them (and use the right method).
Then, as long as you have a marketing plan in place ahead of time…know exactly how you’ll execute it day in and day out…and track your results, you’re guaranteed an audience that’ll always be eager and responsive. And, ensures your marketing “makes” you money.
Turn your marketing “cost” into a business “investment”
However, if you still look at money spent on marketing your business as a “cost”, yet want to know how you can drive your business into the black quicker and easier than you ever thought possible, then your first step is to hire out your writing.
Why use a copywriter?
As indicated here by internet marketing expert, author, and copywriting coach Nick Usborne, copywriting makes or breaks an online business. Something the direct mail industry has known for nearly a century.
And now, successful online marketers have finally figured out what the direct response industry and sales professionals have known for years…effective selling is more about psychology than it is about your products or services.
Said another way, people don’t really want or need more stuff…they just want and need to solve problems.
To be sure, what you say makes a difference. In other words, your product or service must show them how to mend a relationship…restore health…replenish a bank account…build a business…or other. But more importantly, how you communicate this message will determine whether they consider your solutions…or that of your competitors.
That’s where a well-trained or seasoned professional copywriter comes in.
Because if you still struggle getting the attention of your audience, or rousing their enthusiasm about your products or services, a well-trained and seasoned copywriter can give you some new-found traction by determining the “how” of your marketing message.
If you’re still wondering what a copywriter actually does, check out this informative article by Jody Medland. It’ll help you understand why hiring a professional copywriter—one schooled in the art of persuasion techniques—can help you create more effective, better targeted marketing messages that motivate your prospects or customers to take action.
When they do, it’ll mean more money in your pocket. Then, you’ll no longer see your marketing as a “cost”, but rather, as an “investment”.
7 reasons to hire a copywriter to create your next marketing communication
With that, I’ve put together the following list of 7 compelling reasons for using a professional copywriter to create your next marketing communication.
1. Offers fresh perspective. No one argues the benefit of having a steady supply of new ideas when trying to jumpstart or grow a business. But what if you struggle coming up with a fresh marketing approach for your next product or service?
Professional copywriters are creative people. They typically have extensive training and experience in understanding the selling process, both online and off.
If you can find one with some sales, marketing, or business experience—or even someone familiar with your industry—chances are good they’ll contribute significantly to your business growth by offering up a fresh perspective on how you can effectively communicate a sales message to your audience.
2. Dedicated to get results. Good writing is hard work. So even if you have a writer or two on staff, chances are creating your weekly sales copy, or even content, is not their favorite thing to do.
And so, they’ll usually just slip it in when they have nothing better to do…put it off till the last minute…wing it when they finally get to it…or hurry to get it done just to check it off their list.
Problem is, that’s not the best approach for communicating effectively with your prospects or customers. In fact, motivating prospects to notice you and take action requires in-depth, targeted research, a focused message, and a keen sense of the psychology of selling. Something only a dedicated professional copywriter can do…to get the results you expect.
3. Provides flexibility. As seen in this recent infographic, freelancing is the wave of the future. Yet, some business owners dread the thought of looking for a good freelancer with whom they’d enjoy working with. And so, they never even start the search.
But look at it another way. Freelancers allow the business owner the flexibility of managing their constantly fluctuating project workload. Which means you hire your writing out when—and only when—you need to. That way you benefit by saving on those overhead costs normally associated with full-time hires.
Plus, you’ll discover freelancers to be more highly-motivated, detail-oriented, and efficient than their full-time counterparts.
4. Builds your credibility. I’ve written extensively on the significance of building a relationship with your audience. Here’s one article I shared recently, detailing the single biggest marketing mistake small businesses still make online.
Any copywriter who understands sound persuasion techniques should already be familiar with the importance of building credibility with a reader first, before trying to sell them something.
That understanding alone will ensure you get high-performing marketing communications to put in front of your audience. Better sales copy equals more conversions equals greater profitability.
5. Asks the right questions. A professional copywriter is thorough and inquisitive. How? He always asks plenty of the right questions before beginning any project.
These are some of the same questions successful marketers often provide in their creative briefs. I shared what these might look like in my four-part series on how to write an effective creative brief to increase the results of your next marketing project.
While it may seem like a lot of work up front, the profitability of any project depends on your marketing team—including your copywriter—creating a better strategy and message that increases the conversion potential of your deliverables.
6. Provides proven competence. Look, I know there are plenty of writers out there trying to pass themselves off as “qualified” copywriters. Don’t be fooled. There’s an easy way to separate the good ones from the not-so-good ones. Simply check out their credentials. Effective copywriters will always have relevant samples of their writing to show you, as well as some testimonials from satisfied clients.
In fact, finding a competent copywriter is easier than you think. Start by asking trusted friends or business acquaintances for a referral. Or, do a quick search on the internet, using the keywords for your industry…like “natural health copywriter” or “real estate copywriter” or “financial copywriter”. Chances are, those that come up on page one or two of your Google search know a bit about SEO too. Then, just go with your gut. And be prepared to try out one or two before finding a good fit.
But one word of caution. Selecting from a pool of writers listed with those popular online staffing platforms has its own set of risks. While it may seem cost-effective on the front end, just remember that you get what you pay for. In other words, only a successful campaign can make you money.
7. Gives you a competitive advantage. Look, with every passing day, your competitors are gaining the upper hand when they hire professional freelance copywriters. Because now, they’re communicating more effectively with their target audience (meaning your target audience).
Professional writers schooled in the art of persuasion simply write better copy and content that generates more qualified sales leads. And, converts more of those leads to buyers who buy more…buy at higher prices…and buy more often. Which, of course, turns your “cost” of marketing into an “investment”.
Want to communicate more effectively with your audience? These are just a few of the reasons to consider hiring a professional copywriter to help you.
However, there are some watch outs when it comes to hiring out your writing to freelancers.
The danger of hiring an inexperienced freelance copywriter to write your marketing messages
You already know the importance of spending time up front to find a competent freelance copywriter who’s a good fit and can help increase your profitability.
Of course, the main goal of your writing is to create enthusiasm among your readers so they want to buy from you. But rarely is the lowest quote you get for any project your best bargain.
Business owners tell me all the time how their “last writer” just didn’t understand their marketing goals…couldn’t pick up their voice accurately…didn’t ask the right questions…never really knew who their target audience was…were difficult to work with…or were lacking any number of other necessary qualifications to ensure project success.
In fact, like them, you may find you’ll spend more time and money fixing their mistakes in poor writing—or even scrapping their contributions altogether—when you get minimal engagement and only modest sales from your promotions.
And remember, quick turnarounds are not always a good bargain. Writers who insist they write fast really mean they skimp on research or bypass the hard work of using sound persuasion techniques…two critical elements necessary to convert skeptical prospects. Instead of fast writing, look for a copywriter who is responsive to your requests and easy to work with.
An additional concern for businesses in “heavily regulated industries”
One additional concern for some marketers is the hiring of copywriters in any number of the “heavily regulated industries” (HRIs). In fact, here’s a nice breakdown by Holly Antle explaining the consequences marketers face in hiring inexperienced copywriters for these HRIs, such as financial, insurance, or natural health.
In the natural health industry for example, stories abound how the FDA and FTC have shut down websites and closed down businesses—even stormed manufacturing facilities to seize product by force—over unauthorized drug claims or untruthful, misleading advertising of certain natural health products. Most notably…dietary supplements.
You see, dietary supplements are defined as food, not drugs. Specifically, an issue arises when writers make health claims for dietary supplements that are reserved strictly for drugs. In a nutshell, drugs can claim to prevent, diagnose, treat, cure, and/or mitigate disease. Supplements cannot.
A complete and detailed explanation of the extensive rules regulating the manufacturing, labeling, and marketing of dietary supplements can be found in the federal legislation known as the Dietary Supplement Health and Education Act of 1994 (DSHEA).
As you can see, hiring inexperienced copywriters can “cost” a business owner more in the long run…in wasted energy, time, and money on underperforming promotions and possible legal consequences.
If you have a telling experience working with an inexperienced copywriter…or how hiring a professional copywriter boosted a promotion’s success…please share it with us in the comment section below.
About Jerry Bures
Jerry Bures is a direct-response web copywriter and marketing consultant. Since 2010, he has helped natural health, self-help and business opportunity clients—as well as local small businesses—become more visible, credible and profitable online.