By Gery L. Deer
Founder, Creative Director
If you’ve taken the time to read beyond the title of this article, you probably already know that there is a plethora of media out there trying to convince you why hiring a copywriter is the right move for your business. This is not one of them.
Well, OK, that’s not entirely accurate. This work has, in fact, been put before you precisely for the purpose of selling you on hiring me - the writer. I mean, what did you expect? I’m a copywriter - my job is to sell things through effective and persuasive prose. But it’s also intended to educate you on the subject and help you make good decisions regarding your content creation.
Copywriters are used in a variety of ways, from newsletters and ad creation to video scripts and speeches. I have been a professional copywriter for the better part of a quarter-century, and I can tell you they are the most important, least appreciated members of any creative team. So, with that in mind, before we move on, let me first share some common excuses I often hear against hiring a professional copywriter.
“I don’t need to hire a writer; my assistant can do it.” No. She has other duties.
“We have a marketing director, isn’t that her job?” No. Your marketing director has a lot of jobs, but a copywriter is not one of them.
“Just Google it and copy something off the Internet.” Not recommended unless maybe you have an intellectual property lawyer on staff.
And my personal favorite … “Everybody’s a writer. Anyone can do that.” Wow, just writing that out had me laughing so hard, that tea came out of my nose.
Look, time is money, so I’m not going to waste any more of yours on an even longer-winded introduction. Here are my top 10 reasons why you should hire a professional copywriter.
- Economics. Yes, it might be a little on the nose to start this list by telling you about the money you’ll save using a freelance professional, even if you already employ someone who does this kind of work. If you don’t have a dedicated writer on staff that means you’re pulling resources from somewhere else to get it done. In that case, it may require repeated revisions to nail down the copy, dramatically increasing the cost of the work - and you are probably not even aware of it.
- Expertise. According to the Bureau of Labor Statistics, fewer than 133,000 professional writers work in the United States. Chances are you don’t have one working for you. An experienced, professional writer will know how to organize the project and get it done better and more efficiently without the distraction of split duties.
- Clarity. Even if you have someone in-house writing content, it’s always a good idea to have it reviewed or edited from another perspective. Sometimes, even the theme and topic of the project might be better tuned for the intended audience. It may take an outside eye to catch some of these issues.
- Networking. If you’re a web developer, print company, or another creative shop, a professional copywriter is probably a great referral source. Often content developers are approached for one service but, in total, also need a variety of others. Creating a referral partnership with each other keeps business flowing and the cash registers ringing for everyone!
- Return on Investment (ROI). Let’s face facts, the reason for copywriting is to generate revenue. If it doesn’t bring in a good return on your investment, then why bother? Hiring a professional copywriter, particularly one with solid marketing experience, will improve your return on investment.
- Quality. Often, some of the best and most experienced talents work independently - the “hired gun” model, if you will. Independent contractors (freelancers) generally have a better understanding of business operations and the importance of value and efficiency in any expenditure.
- Innovation. Independent copywriters tend to be more adaptive and open to new ideas and technology. Not bogged down with some of the inside issues of “this is how we’ve always done it,” a freelancer can more easily suggest and install new methods, ideas, and technology with less resistance.
- Flexibility. Not being tied to an 8 to 5, Monday through Friday work week offers a great advantage to clients of an independent copywriter. Since they are often on a flexible, self-generated schedule, you could potentially begin an assignment with them on Friday afternoon and possibly have the result waiting in your inbox Monday morning.
- Objectivity. Sometimes, we are too close to our own work to be objective. An independent copywriter can help you to see yourself and your company more realistically. Or they can help present your organization’s message the way you want the world to see it – especially your potential customers.
So, after all of this, if you still see hiring a professional writer as more of an expense than an investment, nothing is likely to change your mind. If, however, you would like to take advantage of the benefits, engage a professional copywriter to help you.
Keep in mind, however, that the most effective professional copywriters aren’t always the English-degreed college lit teacher or ex-journalist. Most of the best have many years of experience in areas other than writing, from marketing to the trades and everything in between. They will listen more than they speak and encourage authenticity in your material rather than fluff or spin.
For more information on how professional copywriting can benefit your business, contact GLD Communications through our website at gldcommunications.com.
- Language. Do you know what “language” is? Language is more than grammar and alliteration. Word selection, dialect, context, and syntax are all vital to your message and audience. Professional writers understand language use between industries and consumer groups.