Should You Hire a Copywriter? Yes! Here’s Why.

What is copy?

At its simplest, copy is words that sell. This doesn’t always involve an exchange of money. Often what is being “sold” is getting the reader to take an action. Much of the time that action is buying something. But it could be to learn more about an organization or product. Or it could be to volunteer time or to change a habit. 

Copy is all around us. Most obviously copy is found in advertisements. Those could be TV or radio commercials, print ads, internet landing pages, and social media ads. But copy is also in other social media posts, blogs, emails, and webinars. Any time words prompt us to take an action, that’s copy.

Copy isn’t the same as content. But there’s often some overlap and blurring. Content is straight information without an ask for some sort of action. Copy often also includes a lot of information. The call to action, CTA, is a defining feature of copy.

My favorite definition is that copy communicates the value of a product or service. For me, it isn’t so much about selling. It’s about making connections. Copy helps connect readers with something that they need or want. It helps people improve their lives, and it helps people run their businesses. Those are powerful connections.

What does a copywriter do?

A copywriter writes copy. But you figured that out, didn’t you? Commercials, print and internet ads, blogs, webinars, emails, social media posts and ads, and so many other things around us are written by copywriters. 

Copywriters might work as employees on an in-house team, as part of an agency, or run their own freelance businesses. 

We have a range of skills and knowledge that help us write words that will encourage the reader to take the desired action. We study and practice things like SEO–search engine optimization–that help the copy be easily found by search engines. That gets more readers’ eyes and ears on the copy. 

Copywriters use writing techniques that help readers understand how a product or service has value to them. This can include explaining the benefits rather than just focusing on features. Techniques that tap into the reader’s emotions are also common in the copywriter’s skill set. Storytelling is key to connecting with readers emotionally. Knowledge of attention-getting headlines or subject line types is also necessary. Copywriters consider how to address potential objections and use testimonials to create social proof.

This list doesn’t cover all of it! We can go back to the basic definition of copy as words that sell. You’re probably starting to see that as a very simplified explanation. Effective copywriting has many aspects.

Who needs a copywriter? 

Pretty much anyone who owns or runs a business needs copy. Remember that copy communicates the value of a product or service. It’s what connects people who need or want something with that product or service.

The amount of copy, and therefore the need for copywriters, has increased significantly in the last few years. The growth of the internet since the turn of the century is certainly part of it. But another catalyst was the pandemic. Businesses expanded or turned to online marketing to survive and grow. More people started their own online businesses as other forms of work changed and sometimes disappeared. 

Some entrepreneurs and small businesses write their own copy. We are all familiar with larger companies who advertise a lot, on lots of platforms.

As with many things, copywriting is an area of expertise based on knowledge and experience. Time and skills are valuable. Businesses that value those skills and expertise hire people for those in order to make the best use of their time and budgets.

Why should you hire a copywriter?

There are plenty of other reasons to hire a copywriter. I think they all fall under the two larger categories of time and knowledge.

• You save time and attention spent writing to do things you are best at in your business.

• Whether you’re a solopreneur or part of a team at a larger company, you have your own areas of expertise. 

• Your time and attention may not be best utilized in writing copy.

• You get expert writing.

• Copywriters write copy. They know strategies and techniques to make the copy as effective as possible. 

• They can give you advice about what type of copy you need as well as write those specific pieces of copy. 

• The writing is correct, proofread, and crafted for your particular audience.

• You get an outsider’s approach.

• Sometimes you are too close to your product or service. You need someone a little removed to focus on the key parts that will gain your audience’s attention. 

• Copywriters often study the competitors in order to help you make your product or service stand out.

What about AI writing?

Technology presents new wonders all the time. These tools make it easier, safer, and faster to do all kinds of tasks. But they are tools, not replacements. Once, people thought television would replace teachers. Didn’t happen. Anytime something requires personal interaction, humans won’t be replaced by machines or artificial intelligence. 

I’ll go back to my belief that copywriting is about making connections. AI writing doesn’t create emotional connections. It isn’t good at storytelling. It isn’t so good at creating a particular style or voice. Skilled human copywriters do create emotional connections. We do tell stories that help people connect. 

Consider again that idea of connection. Humans want to connect with other humans. We don’t especially want to buy from machines or work with robots to solve problems and build businesses. Short-term savings of time or money often don’t put people and businesses ahead in the long game.

What are my copywriting specialties?

I have always been fascinated by words and stories. As I have mentioned, the appeal of copywriting for me is the ability to make connections between people who need or want something and the people or businesses who can supply that. Words and stories do this so well.

Sales funnels appeal to me because they create the path for the customer journey. They are the many points of contact that make the connections and build the relationships. 

I also value loyalty. It is important to nurture and retain clients. Lots of statistics will show the value of repeat customers. I enjoy email marketing because it also offers so many possibilities for connection and sharing of information in order to nurture loyal customers.

With a degree in English and decades of teaching experience, I know the rules of grammar and structure. As a copywriter, I know how to bend and break them to speak effectively to a particular audience. I utilize not only my own knowledge but tools to produce polished work for my clients.

Interested in hiring me for your copywriting? Schedule a discovery call to see if working together will be a good fit.