I’m going to be honest with you. I’m a pretty smart guy and I know a lot about a lot of things. My wife says she doesn’t need Google, she has me. And my daughters make a big deal of it any time they hear me utter the words, “I don’t know.” I’m not telling you this to brag, but so you can understand where I’m coming from.
You see, I know I don’t know everything. For example, I don’t know how to change the oil in my car. I don’t know all of the ins and outs of the U.S. tax code. I don’t know how to alter or manipulate images in Photoshop. And I absolutely don’t know how to do a French braid despite the fact that I have four teenaged daughters.
Now, given the proper time and resources, I could absolutely learn how to do all of that and more. But the question is, why should I? There are experts out there who already know this stuff (Fast Lane, Proline Tax Advisors, Brett Briley) and it’s worth it to me to hire them to do it.
The reason I’m telling you this is simple. You need content written to advertise your products, sell your services and promote your business. But do you know how to do that? No? Then stop pretending you’re a copywriter.
Writing good content is more than spelling, punctuation and grammar. And it takes more than just a decent command of the English language. Writing good content means creating relevant and engaging content that brings a fresh perspective, communicates your message, connects with your audience and persuades them to take action. Doesn’t that sound awesome? Yeah, I thought so. And that’s precisely why you should hire a real copywriter.
If you google “why you should hire a copywriter?” you’re going to get a lot of results that tell you a copywriter can save you time and prevent grammar mistakes. While that’s absolutely true, copywriters do much more than that.
We’re really good storytellers.
Speaking for myself, I’m a published author and I used to be a member of the DFW Writers Workshop, learning weekly from amazing authors like Arianne “Tex” Thompson, A. Lee Martinez, Rosemary Clement-Moore and Russell C. Conner. Granted I know that writing a novel isn’t the same as writing copy, but the concept is the same. Draw in your audience, get them invested in what you’re selling, then hook them into acting.
We know how to reframe your product’s value.
Even though you know your product or service, do you know why your customer loves it so much? It’s like the “Sell Me This Pencil” challenge. We all know that a pencil writes. But break it down further and you’ll know that the bright yellow color helps you keep track of it, the flat sides help prevent it from rolling off your desk and the special graphite in the lead writes smooth as silk with little chance of it breaking or cracking.
We know how to use persuasive language.
For example, using you and I makes this blog more personal, like a conversation between two friends. Reading content in 3rd person, whether it’s digital or in print, is like reading a text book. And for the most part, that’s just really boring. Plus, there are certain words and phrases that hook you. It’s like getting whammied by a Jedi mind trick.
Plus, there’s knowing the different formats and mediums. Blogs. Website content. Twitter. Facebook. Instagram. Marketing emails. Direct mail. Flyers. Landing pages. Advertorials. Case studies. Press releases. Each one is a completely different animal and writing for each takes a certain amount of knowledge and skill to not only pull it off, but to be successful.
Combine all of these things… storytelling, value framing, persuasive language, formatting, Jedi mind tricks… and you’re going to get some really good content that’s going to boost your online presence, generate more leads, increase your sales and improve your business.
Bottom line is you hire good people to do the work you don’t have time for, you don’t know how to do or because you need an expert. Your marketing should be no different. So do the smart thing. Don’t try to write your own content. Hire a copywriter. It’s worth the investment.
Until the next time… May the Force be with you…