As a business owner, you've come a long way. You've brainstormed ideas, built your product and learned some hard lessons. You've outsourced where you need to and you're focused on the future.
You can also write. And considering there's no one who knows more about your business than you, who better to write about it?
The problem is, writing and copywriting are two different things.
In 1927, Claude Hopkins described copywriting in his book Scientific Advertising, as "Salesmanship in print". And that's exactly what it is.
Copywriting is a scientific skill that that is solely focused on getting sales for your product or service (not to be confused with content writing).
And unless your expertise lies in that area, doing more harm than good is a real prospect.
So, here are some reasons why hiring a skilled copywriter could change your business fortunes.
You've worked hard to get to where you are. You've poured all you have into your business and the product or service you're selling. But the fact is, as much as you love what you've got to offer, not everyone else does. In fact, the majority of people are likely to not have any desire to want what you're providing.
That may sound tough, but it's the truth.
So, your goal is to get as many people as possible to want and NEED what you've got to offer.
By using engaging and nurturing content and copy, you're increasing the opportunity that someone will buy your stuff.
A good copywriter will immerse themselves into your business and industry and use persuasive copy techniques throughout to engage potential clients and target them directly, boosting your reputation and top line.
Think back to last time you wrote something for your business. It could have been a blog post, sales email or even a promo post on LinkedIn.
How long did it take you?
You slaved over it. Hours passed. That blinking cursor turned into your enemy. And what was the result? Probably something you still weren't sure about. Good? Bad? Who knows? But at least it got done, right?
And that was just once.
Now, just think what you could have been doing instead, had you not done that yourself.
Whatever it is, by hiring a professional writer, you'll get all that time back and be able to put it to much more effective use. And at the end of it, you'll also have stronger copy that will likely result in a better return for your business.
If copywriting isn't what you do best, why are you writing all your copy?
The closer you are to your business, the harder it is to 'see the wood for the trees' and filter out the unnecessary and flawed sections of your copy.
You only have one chance to create a long-lasting, positive impression. So, you need to make it count.
A good copywriter will create content that hits the tone from the start, providing the right information that's focused on the benefits and strong, persuasive copy that's geared to sell.
You've toiled hard over your new product or offer. It's taken time, late nights and frankly, probably a lot of wine to make it perfect.
And now, you're down to the final hurdle:
It's probably something you've hardly thought about, until now.
But without the best copy for your launch, all that hard work will be for nothing. Sure, you could throw money at some Facebook Ads, but why take the risk after all that effort?
Investing in valuable content, with the right marketing and copywriting campaign can make the difference between success and failure.
Whether you like it or not, your product isn't the only selling point for your business. It's also about your brand and brand image, and how your target audience perceives it. In virtually all cases, it impacts the buying habits of the consumer.
Getting a copywriter on board will help you project your brand image in the right way - after all, it's the words around your product that move the consumer towards the buying decision.
Your content's language, tone and projection is part and parcel of your brand image, so getting it on point is crucial for success.
Getting it wrong simply results in a weak perception of your product, however good it may be, and reduced sales.
When visitors land on your website, landing page or social media page, you’ve got literally seconds to grab their attention and direct them where you want them to go. And it’s the words on those pages that take them there.
Remember – it’s not your product or service itself that ultimately matters. It’s your prospect’s perception of it that makes the difference to your bottom line.
I'm Dan. After over 20 years working in finance, including starting my own regulated business and then transitioning to a copywriter, I've decided to share my knowledge, experience and business views with you.
My mission? To empower you make better decisions in your business and personal life. You'll find me talking about business, success, copy and marketing techniques and how this connects to well-being and mindfulness.
Given that I'm still passionate about investment, you may also find some personal finance guidance (not advice) here and there. Enjoy!