Why work with a copywriter?

The first question I get asked is usually not why but what is a copywriter.

A copywriter is, in a nutshell, a marketing savvy writer. Someone who creates written text and marketing copy. It hasn’t got anything to do with copyright.

Why work with a copywriter?

Have you ever landed on the homepage of a website and winced? Have you ever scrolled down to an Instagram post, started to read the caption and scrolled onwards on because the way it is written is completely nonsensical? I have and I don’t feel pity that they got it wrong. I feel sad that they haven’t got it right. I hate to say it but those kind of homepages often belong to small businesses who haven’t taken the time to build their brand identity, found their voice, honed their tone, reigned in the waffle or even read back what they’ve written.

I came across a website the other day that shall remain nameless and I cringed. It was almost painful to read. They were trying to keep their copy ‘nice and chatty’ but it was so evident that their marketing was homemade. And not in a good way. Their product is amazing, but their website is letting them down in a big way. I won’t even start on their clunky 90’s looking website. I’d love to know their bounce rate. The copy! I’ll focus on the copy. It was so long winded and nonspecific.

This! This is what drives customers away from your content and into the arms of competitors. I’m sorry to be the harsh voice of reality but sometimes it’s got to be done. Marketing is so under-funded in small businesses and this is often why they don’t succeed.

Check out this LinkedIn article for some important truths when it comes to small businesses and their marketing.

Copy takes time. To craft engaging copy is a skill. One you might not have and that’s ok. You can’t be everything to everyone, even though as a small business owner that is exactly what you have to be. Is it time to sit down and think about your marketing, your copy and your brand identity?