Business owners are some of the busiest people in the world. It’s no secret that you’re juggling a million things. Writing content for your website, blog, newsletter, and social media platforms probably isn’t high on your priority list. But if you’ve been around here long, you know how quality content can enrich your customer's experience.
The truth is, as business owners, we tend to put too much on ourselves. This isn’t because we don’t trust our staff or don’t know how to prioritize. It’s because we want to do the best we can for our business. But if you’re anything like me, you need to remember you can’t possibly do it all on your own. It's okay to get help.
One of the smartest things you can do as a busy business owner is to hire a copywriter.
Before I start telling you why you need a copywriter for your business, I suppose I should tell you what I consider to be a copywriter.
A copywriter is someone who:
Side note: Unlike a ghostwriter, a copywriter could technically reference the work they do for you in their portfolio. Most likely, their name would never appear on your content, but they would be able to showcase their work.
Whether you love or hate writing, there are many barriers that can get in your way of producing quality content. If you've been struggling to create content for a long time, the relief you'll have once you hire a copywriter will be better than you can imagine.
1. You’re embarrassed about your current content
When someone asks you for your web address or signs up for your newsletter, do you die a little inside? Are you embarrassed about the state of your content but don’t have the time to make it better? Trust me; you’re not alone.
I’ve talked to dozens of business owners who feel stuck because they want to grow their business through content, but they know that what they currently have isn’t going to cut it. And while many business owners want to improve their website content, their blog posts, and their newsletters, there just isn’t enough time for them to get it all done.
A copywriter can be a lifesaver when it comes to editing your current content. They will help you take a step back, identify goals, and establish a consistent tone and style.
Don’t worry, in most cases, you won’t have to start over completely. A skilled copywriter will help you cut the fluff, add personality, and strengthen the overall message. They are there to make you look good while engaging your audience!
2. Content seems like a good idea, but you don’t have time
The number one reason business owners don’t write blog posts, send newsletters, or post on social media is because they don’t have the time. The chaos of running a business is no secret - you have leads to pursue, client projects to complete, and staff to manage. Your to-do list is neverending, and most days you are running from meeting to meeting.
So, when exactly are you supposed to fit in writing a compelling, insightful, and full-of-value content? As ambitious as you may be, this is a task that easily gets pushed to tomorrow, next week, next month. Most business owners I meet have an understanding of how content creation (especially blogging) can increase their online presence and improve their reputation, but the actual act of producing the content is the challenge.
A copywriter’s job is to figure out what you should write, do the research, and then craft an informative, helpful and enticing piece of content. Their days are filled with writing content for businesses just like yours.
When working with a professional copywriter, you can trust that you will have the content well before you need to publish it. You will be able to breathe easy and finally take writing off of your to-do list.
3. You spend a lot of time answering the same customer questions
Does it seem like you answer the same questions over and over again? If you are getting contact forms or phone calls from your clients with the same questions, you’ve probably thought “There’s got to be an easier way.”
While many businesses decide to write up a FAQ page for their website, another proactive and productive option is to write blog posts answering those questions. Blog posts are easy to share and can reach more people than one page on your website can. And if you’re taking the time to answer customer questions, the goal is that they will find the answers!
A copywriter can take the list of questions you receive and turn them into focused, search-friendly blog posts, infographics, and social media posts. Sure, your copywriter may want to gather some information from you, but the nice thing is they will only need to do it once.
Copywriters can take your insight and polish it up, do a bit more research, and create a piece of content that blows your customer’s socks off. Then, the next time you get that question, you can send people to the blog post where they will get their answer and have additional opportunities to learn about your business.
4. Your current content is technical and full of jargon
No matter the field you’re in, each industry has a lot of jargon. It’s easy, whether you’re an engineer, a videographer, a web designer, or an insurance agent, to use the words you and your coworkers understand. Not to mention, by using these terms you can showcase your knowledge and expertise. You want your potential customers to see your prowess of your field, right?
The problem is, if you fill your content with technical terms and jargon-y phrases, your customers are not going to understand what you’re saying’ and they are going to be bored.
As a business owner, when you write, you must be intentional with the words you use. You can’t use acronyms all over the place. You can’t use confusing technical terms.
Most likely, the copywriter you hire is not an expert in your industry. If they don't’ understand the information you provide, they will either ask you or do their own research. Your copywriter will focus on providing value and articulating the information your customer is searching for - and answer it in a way that makes sense to them. By hiring a copywriter, you will ensure that the message you are producing is tailored to the knowledge level of your customer.
5. The content you produce is too focused on selling
Whether you went to business school or not, what seems to be ingrained in the minds of business owners is the need to sell. If we're not careful, that can become our sole focus. If you’ve ever taken a class on marketing, you likely heard all about the 5 P’s (product, price, place, promotion, people) and were instructed to make sure you focus your content on that strategy.
The fact of the matter is today’s consumers are sick of sales pitches. They are sick of hearing all about your products and services. What they want to know is the value you can provide and how you can make their lives easier and better. Today’s consumers search Google for solutions and ideas more than they search for specific products or services.
A copywriter can help you refocus on providing insightful, helpful, compelling content that makes a positive difference for your customers. Yes, of course, at some point you need to sell, but first, you need to gain trust and establish your credibility. If you look at your website, blog, newsletter or social media feed and all you see is content about your business and the things you have for sale, it’s time to get some help. A copywriter can handle the details for you and help you refocus on value.
Do any of these challenges sound familiar to you? If so, you’re not alone! A copywriter can become your best resource and trusted partner. They will get to know your business, help you reach out to your customers, and in the end, present your business with content in the best way possible.
>> Comment below with how you think a copywriter could help your business! <<
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