When to hire a professional copywriter

Every organisation wants to save money. It doesn’t matter whether you’re just starting out or have already established yourself and are looking to grow – every cent of your marketing budget counts. That’s why when it comes to marketing and sales copywriting, you aren’t alone in asking: is it worth hiring a professional copywriter? And, how do I know if I actually really need one for my business?

Let’s take a look at a few instances where it absolutely makes sense to work with a professional copywriter. But first – what is a professional copywriter?

What does a copywriter do?

A copywriter is someone that writes marketing, sales, and promotional / advertising text.

The text that is written is known as “copy” (hence “copywriter”) and it includes everything from the text you see on websites, landing pages, and in e-mails or newsletters to the product or service descriptions on e-commerce websites, product catalogues, packaging, advertisements and beyond.

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Are copywriters in demand?

Businesses in all industries, for-profit and non-profit organisations and even solopreneurs need expert assistance to write the most effective sales and marketing materials to help them achieve their goals—whether it’s the dreaded “about us“ page or simplifying complex product descriptions.

That’s why copywriters are some of the most highly sought out freelance professionals. What they write has the power to boost revenue, build trust and a loyal following, and grow a business!

Even in today’s climate, the demand for copywriters continues to grow—especially as more businesses shift online or turn to content marketing.

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When should I hire a copywriter?

Professional copywriter brainstorming and writing ideas down on paper

You can’t write well

How many times have you stared at your screen thinking you know what you want to say, but you just can’t figure out how to say it?

Or worse, you’re stuck because you don’t know what to write or where to even begin communicating your message?

And how about all the times you’ve written content that you weren’t 100% confident about or happy with, so you didn’t want to publish it?

Maybe English isn’t your first language. Or maybe it is, but you just aren’t a very good writer. Either way, while you don’t have to be the world’s greatest writer, you do have to be able to write well when you’re writing for your business – because your first impression, credibility, and sales will be affected by the quality of your content.

You can’t write quickly

Your business moves at a fast pace. So should the development of your content.

But how do you manage this if you’re a solopreneur, a family-run business, or a small organisation lacking the time and manpower to dedicate to developing content?

How do you prioritise writing when you’re already juggling so many other seemingly more important tasks?

Adding writing to your daily to-do list can feel overwhelming; it’s tiring and stressful, which is why it’s often relegated to the back burner – and why your website may not be ranking as well as it could be. Or why you aren’t gaining traction with your e-commerce and newsletter initiatives.

Consistency as well as getting everything planned, researched, and written on time is part and parcel of quality—in other words, valuable—content and an important factor in all your marketing efforts.

Everything you write sounds generic

Your business isn’t generic and you aren’t just like the competition. So why is it that when you sit down and start writing, everything you develop sounds so standard? Like you could swap business A, B, and C with each other and no one would know the difference?

When you’re writing content for your business – whether it’s your product’s packaging copy or a service description – you want to make it clear why customers should choose you. Sounding like everybody else is the last thing you want.

You need to be able to highlight what makes you uniquely you and why all that matters to your stakeholders – because if you sound just like everybody else, then your customers can take their business anywhere else, too.

You can’t communicate your value

Professional copywriter's open notebook with notes and ideas

It is all too common for businesses to write about themselves for themselves. And that often leads to tooting your own horn (so to speak), without putting your desired audience front and centre.

Have you ever wondered how anyone outside your industry would actually understand – and interpret – your marketing content?

Is it clear to your audience what you’re offering (what problem you’re solving) and what’s in it for them?

If you’re having trouble conveying your offer, then chances are your audience won’t get what makes you special – and that’s a big problem. Because why should anyone choose you over the competition, when you can’t give any remarkable reasons why you’re the better–nay, the best!–option?

Here’s something to think about: If you can’t communicate your value, how will your stakeholders know about it?

You aren’t achieving your marketing goals

You’ve got a great product / service. You’ve got a hard-working team. And you’ve done everything to market your business – you’ve got a website, paid ads and specialized landing pages, attractive brochures, and even a newsletter. So why aren’t you getting more inquiries? Why is your conversion rate so low?  

While there can be many reasons behind this, poorly written content could be one of the reasons you aren’t achieving your marketing goals. In other words, it could be that your marketing / sales copy simply isn’t as compelling or persuasive as you thought it was. The good news is, with goal-oriented copywriting, this is one of the easier problems to fix.

The bottom line is that while it’s important to write well, communicating effectively is even more crucial to your success.

If you see yourself in any of the above situations, then you will benefit greatly from hiring a professional copywriter. A professional copywriter isn’t there just to dot your I’s and cross your T’s or make your life easier – a copywriter will help your organisation define who you are and what you do.

Your copywriter will help you understand your audience; transform complicated ideas into something memorable and easy to understand; and articulate the problem you solve and why it matters. (And she’ll do it in a way that makes you shine!)

Together, you’ll effectively communicate why your stakeholders should choose you.

Benefits of hiring a copywriter

Not convinced yet? Here are a few additional advantages of working with a copywriter.

  • A copywriter brings with her an outsider’s perspective; a fresh point of view that can help you define what makes you different.
  • She will also help you simplify complicated ideas, so that the average person can easily understand your offer and take action.
  • A copywriter helps you craft text that sells without being overtly pushy or obvious.
  • The copywriter can capture the tone and style that you’ve always wanted but that you couldn’t get quite right.
  • You can be sure that your materials are grammatically correct and free of spelling and typographical errors!
  • For small businesses, working with a copywriter frees up valuable time that you can put towards other revenue-boosting, customer-facing or managerial tasks. (Or, you know, the chance to actually enjoy your morning coffee stress-free!)

Last update: July 9, 2020