Why You Shouldn't Write Your Own Business Copy
Hiring a professional copywriter brings with it a lot of benefits. It takes the task from the plate of busy business owners; brings an objective eye to the business and audience in crafting high-impact marketing messages; and if the project succeeds, the client still gets the credit. Still, it’s common to see slick, brand-conscious, beautiful graphic designs around copy that looks like it was written by the summer intern. Don’t waste time and money on messaging that doesn’t do the rest of your campaign justice. Here are a few reasons why you shouldn’t write your own copy.
True, everyone can write. But not everyone is a writer. Just like everyone—or most people, anyway—might be able to jog around the block, but not everyone is a marathon runner. Being able to express yourself in writing—not just clearly, but persuasively and with your target audience and key marketing messages in mind—is a skill that must be practiced and honed.
That’s not to say that plenty of business owners and managers aren’t also good writers. You might have good writing skills. But copywriting involves a particular combination of marketing savvy, understanding of audience, and structure of written sales pieces that goes beyond good writing skills in general.
Sometimes it’s hard to see the forest for the trees. Even if you are a good writer with a marketing mindset, it can be difficult to really assess your company with an objective eye—and figure out what your audience needs to hear, not what your company wants to say. One essential truth of copywriting is that your marketing materials are not about you. They are about your customer—what they want, what they need, and how you give them that. Even if it’s easy to assess that for other companies, it can be hard to do it for your own. Sometimes even professional copywriters hire others to write their own copy, for that reason.
Writing is an integral part of your branding. If you’re spending big bucks on graphic design for a promotional piece and then having your unpaid intern write the copy, you’re shooting yourself in the foot. Hire a professional to help you craft your marketing message for maximum impact—and you can be sure your written messaging will be as persuasive as your graphics and branding.