Copywriting - why go pro?

You can write reasonably well – so why would you employ a copywriter? Here Ellen Widdup explains why it pays to bring in a professional.

You can write, can’t you? 

You know your “their” from your “there” and your “too” from your “two”.
Spellcheck is your best friend.
Hell, you even know how to use a thesaurus.
So surely you can bash out a few sentences which explain what you do and why you do it?

All too often we hear about businesses, which - in a desperate attempt to cut costs - cross copywriting off their start-up shopping list.
But dear me, this is probably one of biggest false economies a fledgling firm can make.
After all, you still need engaging marketing materials to reach the right audience and an effective online presence to improve your SEO.
And while you can write well, can you write something that sells? Which connects? Which adds value? Which elevates you in your field and makes you stand out from the crowd?
Chances are, the answer is no.

Getting it right
All too often we see company literature which has been hastily put together by someone who already has a full workload and has taken a “that will do” attitude to the task at hand – placing it at the bottom of their priorities.
But while this person might be an expert at their day job, and arguably knows more about the company they are writing about than any external copywriter, can they actually translate this knowledge into something which is customer-facing?
Or are they, in fact, too close to the business to see it through the eyes of the customer?
Do they have a tendency therefore to tell the reader all about the company without informing the client what it can do for them?

At Prominent, our copywriting team is headed up by a former national newspaper journalist skilled at asking questions.
This approach helps us understand you, your product and services and, more importantly, the person you are trying to sell them to.
Once we have all the info we need, we can then step into the shoes of the customer and create copy which talks directly to them.

What does this mean?

The results will be:

• Web copy that converts visitors into customers
• Case studies that entertain as well as sell
• Leaflets and brochures that sell and inform
• Internal communications that unify and improve productivity
• Press releases which get picked up by the media and generate new business
• E-shots that get opened, read and acted upon
• Marketing which unites your brand messaging and creates the right first impression

So, do you still think copywriting is something you can do on your own?

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