Copywriting is more than simply stringing together a few sentences to describe your business. Good copywriting will help you generate sales, converting potential leads into sales by clearly and concisely setting out where your business shines and why they would be lucky to do business with you.
Online copywriting goes even further, combining traditional copywriting with search engine optimisation (SEO), so create content that shines both when read by people and the increasingly clever search engine bots from Google, Bing, and DuckDuckGo.
1. They know your niche
Good copywriters tend to work within specific sectors where they can apply their knowledge of the industry to the task of writing. If you run a legal firm then you want someone with a legal background to write for you so that they can clearly and concisely put across the arguments and convey to your clients that your firm will best represent their needs.
Copywriting skills are inherently adaptable, but for the highest quality content, it is generally best to find someone with experience in your industry so they can hit the ground running and take your business to the next level.
2. They understand your audience
It can be a difficult task to determine the exact audience for your product and to get inside their head and work out what they are looking for. A copywriter can help you clearly define your audience, which in turn can help you better focus your marketing efforts and even possibly help you focus your products lines.
Knowing your audience is critical to the success of any business, and through good content you can find out what connects with them and how best your business can help them succeed.
3. They deliver value-driven content
You can have the most brilliant website and a landing page that flows beautifully, but if the copy isn’t right then nothing else matters. If you want sales, then you need a good copywriter that can produce content that both engages and excites the reader, pushing them through your funnel towards a sale.
You have spent the money getting the potential clients to visit your website, but if you cannot convert then you will quickly be in trouble. Talented copywriters will convince potential clients of the value of your product or service and entice them to sign up
4. They deliver on time, every time
We all have deadlines to meet and targets to hit. It can be difficult to get those creative juices flowing under pressure, but good copywriters manage their time well and will deliver the content you need on time every time.
If you are preparing your business for a launch, and have the website built and the product ready then you do not want to be waiting for the copywriter to get past their writers block to deliver you those four paragraphs you asked for to put in the marketing mail-out. Good copywriters keep good time.
5. They understand structure
Everyone knows good stories have a beginning, a middle, and an end, but copywriters know that every form has its own requirements as this AP News story makes clear.. Maybe you need a short piece of text for bullet points or a single sentence to encourage people to click and sign up – a copywriter understands how content flows and the format and structure needed to deliver the results you need.
Even on small elements like buttons, should you write “get in touch”, “buy now”, “contact us” or something else entirely. Copywriters know when to pull the right levers to turn leads into customers within the page.
6. They write headlines that connect
When writing longer form content, copywriters take it further than an essay writing service, and can also deliver enticing headlines and introductions that sparkle. Sometimes you need a Buzzfeed-esque headline that are insanely clickable and other times you want something a little more mature and sombre. Copywriters will match your voice and your tone, so that whether the story you want to tell is broadsheet or tabloid they will be writing in the right style for your audience.
The headline is where your article sets out its stall, opens up to the world, and what people will first see when the piece turns in in their Google search results pages. So you need to get your headlines right on the money to get the right people to click, and that is where a talented copywriter earns their keep.
7. They free up your time to build your business
Building a business is hard enough without needing to also be a professional writer. Hiring a talented copywriter that you can trust can explain your business to the world frees up your time to do what you do best – build your company and deliver the products and services your customers love.
Every start-up founder knows the feeling of trying to wear every hat at once, but you quickly learn that you should outsource your accountancy and legal needs, and it should be the same with content. Yes, you know your product better than anyone else, but that does not mean you can explain it best on the page – find someone that can do that for you and alleviate the stress of trying to remember all those grammatical oddities you haven’t looked at since sixth grade.
8. They can make your story relatable and brandable
As a start-up founder, you have built your company from nothing to where it is today, but it is incredibly hard for people to tell their own story – they are the ones living it. Having an outsider tell your story can help you see the value in it with new perspectives and new insights that can help you grow.
9. They can come up with the content ideas
Not only can copywriters write create content that both engages and sells, but they are also highly skilled in coming up with new content ideas. Anyone who has had writers block knows how difficult it can be to come up with new content ideas regularly, but copywriters have honed this “muscle” and can deliver new content ideas for all your platforms whenever you need it.