Writing may seem like a walk in the park, something we do naturally without giving it much thought. But to write effectively requires specialist skills. While it’s clear that a business relies on the specialist skills of the director and employees to produce goods and services, it may not be clear that to sell those goods or services and build brand loyalty requires a skilled copywriter.
It can be tempting to save on the cost of hiring a specialist writer by doing it yourself or delegating to your in-house administrator. But in the long run, not hiring a professional copywriter could prove more costly to your business.
Here are seven reasons your business needs expert copywriting
1. Customer focus
You are the expert on your business, so your valuable time is best spent on your business strategy and operation. What’s more, when you’re deeply involved in your business, it can be difficult to focus on the customer. For example, the ‘About’ page on a business website isn’t the place to blow your own trumpet. Counterintuitively, this page is about your customers! What are their pain points? What do they care about? How can you help? Copywriters know how to establish trust and appeal to human emotions, tapping into aspirations, desires and concerns and helping people picture life with your product or service.
2. Brand reputation
The quality of your business copywriting is just as important as the quality of your products and services. Your website could be the first impression of your business. If information is hard to find, or the copy doesn’t address your reader’s concerns or it’s riddled with errors, you risk the visitor leaving your website. If your email communication doesn’t deliver your message in the best way—there’s a way to deliver positive, negative or persuasive messages—your aim could be compromised. And if your marketing brochure doesn’t frame your products or services in the context of what your customers need, you could lose potential sales. Sloppy copy could even damage your reputation.
3. Writing to engage, inform and persuade
Skilled content writers and copywriters know how to create clear, concise, persuasive copy. Through carefully crafted writing, they:
Hook the reader from the outset
Choose the right language and tone for the target audience and context
Use storytelling and creative writing techniques for emotional impact
Lead the reader effortlessly from one point to the next
Turn complex information into easy-to-read content
Mark out your business as a trusted expert via researched blog posts and articles
Persuade people to buy your products or services without a heavy-handed sales pitch
Identify the benefits for your audience as well as the action you want them to take
Ensure consistent brand voice across all communication—branding isn’t just the graphic design, it’s the copy too!
In his free guide The Psychology of Copywriting, digital marketing specialist Nick Kolenda shares his top tips on the art and science of copywriting. “Writing copy is tough. Writing persuasive copy is even tougher,” he says. Rather than simply list features, copywriters understand how to sell benefits. They know how to tap into the audience’s emotions and aspirations. Not only does effective writing need to be persuasive, but it also needs to be clear. Whether your business is B2C or B2B, your readers will want the information they need quickly and without ambiguity. Writing is certainly no walk in the park!
4. Standout headlines
If content is king, the headline is the dazzling crown, expertly crafted to attract attention. The digital marketplace is crowded, but a well-chosen headline or tagline helps your website, blog post, article, brochure or advert stand out. Copywriters use a combination of common, emotion and power words as well as keywords to increase the chance that users will find and read your digital content.
5. User experience
By understanding how users interact with your website and what they expect, a professional copywriter can create content that meets the user’s expectations and needs. By researching the target audience, a copywriter creates copy that speaks to people, giving them information that is easy to find and helpful, whether it’s information on products or services, or a blog post, case study, brochure or guide. If your website considers the customer’s user experience, you’re less likely to lose them to a competitor.
6. Industry knowledge
Copywriters are adaptable and able to write across business sectors, researching topics so they can write with credibility and authority. But if you need copy with industry insight then a copywriter specialising in your industry will write more convincingly using their industry knowledge.
7. Marketing awareness
Content writers and copywriters focus on writing, but an awareness of the wider marketing process helps them achieve the desired results. By understanding search engine optimisation (SEO), user experience (UX), press and public relations (PR) and marketing analytics, writers can fine-tune their copy. Copywriters can help put your business on the digital map by creating awareness of your brand and building your social media following. They can help you collect potential customer email addresses by creating a free eBook offer or digital newsletter so you can keep in touch and nurture a long-term relationship.
Are you ready to pack a punch with your business copywriting? Our experienced copywriters at Leman Language Services can help. Find out more about our specialist copywriting services and get in touch today to discuss what you need.
Written by Tracy B/LLS