Hiring a Copywriter: So Much More Than Words on a Page

by Michelle Salater on July 8, 2010


What is the benefit to your business of hiring a copywriter?

Have you ever thought about it?

Let’s back up. What is a copywriter?

Most people think anyone can write copy, when in reality a copywriter is a highly skilled wordsmith who knows how to speak to your target market and influence them to buy. They highlight the pros of your company and minimize the cons. Simply put, a copywriter influences prospect behavior through the written word.

So what? You might ask. Anyone can slap words onto a web page and convince people to buy.

Not so fast.

To sell your product, you need copy that resonates with your target audience and motivates them to take action. A good writer knows the benefits of your product and conveys them to your prospects through several key avenues.

Higher search results rankings

Copywriters research and determine the keywords and phrases your prospects use to search for solutions to their problems. You provide the solution they need, so a copywriter will weave these words throughout the copy and add them to the internal meta data of your website.

When your prospects go to Google and search for the solution to their problem, they’ll find you.

Effective brand messaging

To make an informed decision to buy, your prospects need to understand what you do and how you do it. Your company needs a single, clear brand message. A good writer knows this and can create a cohesive brand message that is unambiguous and speaks loudly to your target audience.

Whether you have only a website, or you use brochures, white papers, press releases, and articles, by using a copywriter your brand message stays uniform and consistent throughout your marketing materials.

Compelling company and product story

Your prospect is at your website and understands what you do and how you do it. Great. Now he or she needs to make the decision to buy. Your copywriter carefully and skillfully outlines the benefits of buying from you and drives your prospect to take action and contact you, either to buy or for more information.

It’s all about your prospects, and they don’t care about you or the fact that you’ve been in business for 59 years. They want to know what they receive—what’s in it for them. Your copywriter ensures that they see exactly how their problem is solved and how it will make their lives better.

Your prospect buys and is now your client, thanks to your copywriter.

When you have a copywriter working with you on every aspect of your marketing strategy, you can’t help but generate more business and sales. He or she is a vital part of your team and essential to your success. Find a good copywriter, and you’ll never have to worry about sales again.

What are you doing to portray an accurate brand message? Let us know in our comments section.


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