I expect to get hate mail and backlash from some copywriters out there for this article. I’ve heard all the arguments before, and even had them compare their skills to mine as an ecommerce web designer. After all, anyone can create a website today right? Templated website builders now allow anyone to create their own website and sell online, so why should they hire me? Copywriters are in the same boat: this is something you can do yourself, so why should you hire someone to do it for you?
Here’s the thing: You are the expert on what you are selling, so it makes sense that you should write your own copy. I’m a huge believer in creating content – lots of content that your followers will consume. If you hire a copywriter to create all of your content, you are either a very large company, or you will soon go broke. Copywriters will try to sell you on their services using arguments like freeing up your time, or that you aren’t any good at it, so let them do it for you. Most of those arguments are rubbish. The fact is, you need to be producing your own content. If you aren’t good at it, then you need to learn to at least become moderately proficient. Weekly blog posts, social media posts and other ongoing content is best produced in house by you, the expert on what your business has to offer.
I read an article recently about why a certain web designer doesn’t let her clients hire copywriters, and I completely agree. The underlying reason why people think they should hire a copywriter is something that no copywriter can solve for them, and that is the ability to sell their product or services to their customers. This is something you MUST learn yourself. You can read the complete article here. If you have not given enough thought to your unique selling proposition and marketing strategy where you cannot clearly convey your message to someone else, you have a fundamental business problem. You absolutely must fix these issues first.If you have not given enough thought to your unique selling proposition and marketing strategy where you cannot clearly convey your message to someone else, you have a fundamental business problem. Click To Tweet
Once you have your business issues resolved, writing everyday copy should be pretty easy. Just pretend you are talking to a friend. Nobody likes to be sold to, so simply tell a story about your product or service as if you are explaining it to a single person. Use and active voice and be concise. Use the rule of three when listing features and benefits. Address any objections upfront. If you follow these few simple steps, you will produce your own copy that is better than what a third party person is likely to come up with, because it will be coming from what you truly believe in. It will be more authentic and will resonate with your audience.
Simple steps to writing effective copy:
- Explaining your product or service to a single person
- Use an active voice
- Be concise
- Use the rule of three when listing features and benefits
- Address any objections upfront
Still…I believe that you should engage a professional copywriter for your business. What? Here’s why… […]