If you don’t have a copywriter working on behalf of your business, you’re probably leaving money on the table. Here’s why.
Consumers are savvy these days. Research has shown that millennials are adept at filtering out ads, and people are able to easily discern sponsored, advertorial content from organic content.
Don’t get me wrong. Ads are great, and they’re a very effective tool. But these days, people want more from the companies they choose to do business with. They want to connect with brands, not just be barraged with their products and brand-driven messaging. They want to be entertained and informed, not sold. People now expect high-quality content across all media channels. As a former PR guy, I know first-hand that what matters most in communicating a product or service to a consumer is how you package it. Trust me on that one.
Many businesses don’t consider copywriters a necessity, but there’s a problem with that. If you don’t have a dedicated copywriter, the task is probably being dumped on the plate of somebody who may not have enough time to do it properly. While this may seem trivial, it’s not, because it’s a valuable business tool when used in the right ways.
Here are 6 reasons copywriters make money for your business.
1. Copy is Used LITERALLY Everywhere
This isn’t an exaggeration. Copywriting is everywhere. It’s part of a $2.3 trillion worldwide industry. Every day, 27,000,000 pieces of content are shared online alone.
Consider some of the main initiatives you might undertake to help drive leads, build awareness, and generate revenue for your company. Things like:
Direct response ads
Billboards, postcards, and posters
Social media posts
They all have two things in common. One – they are all designed to communicate to your target audience that they have a challenge, and that you have a solution. Two – they all share the common thread of containing copy.
Copy. Is. Everywhere.
2. Copywriters Make Your Content Stand Out
After reading that last point, I know what you’re probably thinking.
“With 27 million pieces of online content being shared daily, consumers are being inundated. There’s no way mine is going to stand out from the crowd.”
You’re not wrong in that consumers are being inundated. But that’s where a copywriter comes in. They don’t just produce content at random, firing meaningless words off into the abyss. They conduct thorough research on your brand, your industry, and your target audience. A great copywriter will become integrated into your company strategy and become a member of your extended team. They’ll put their research to work to develop strategic content recommendations. Then, they will develop timely, relevant articles that will resonate with your audience in an authentic way.
3. They Generate Persuasive Content
OK, so, we’re all agreed on the fact that great copy is valuable, and that copywriters add strategic touches to make it stand out. But there’s another layer to it: the ability to influence.
Here’s the thing: when communicating to today’s savvy consumer, you need to have some finesse. You need to write great, engaging copy – not just content. Great copy adds to your customer’s experience and connects them with your brand and purpose.
Copywriters take your “ad” and transform it into literary genius – the kind that makes readers convert and buy. That’s because, as we know, it’s all about how you package it.
Take, for example, the below…
Which of these would entice you to buy a digital camera?
Content: 4:3 ratio at 12 megapixels
Copy: Because memories fade
Which of these would make you want to purchase a collaborative software for a remote team?
Content: Multisite networking and collaboration solution
Copy: Work together even when you’re apart
Copywriters can harness emotion, creativity, power-words, and persuasion in a way that entices audiences to engage with your business. They make your products and services approachable by removing jargon, eliminating filler, and writing like a real human being who’s telling a story to their friend. And most importantly, they help you move away from talking about yourself, and instead focus on the benefits a consumer will get from your product or service.
To create effective copy, copywriters can tweak their approaches for different purposes:
For further proof, check out this awesome case study by HubSpot on 14 Copywriting Examples from Businesses with Incredible Copywriters.
4. Copywriting is Selling
The copy you create is a selling tool which is available all day, everyday. It’s there, just waiting for your potential customer to track it down, find value in it, and take action on it. Your FAQs provide answers to their questions when they need it. Your blog offers them interesting and informative information. Your website takes them through how you can solve their problems.
And copywriting is also selling because…
5. It Helps Craft Your Brand Image, Create Relatable Messaging, and Provide Value Beyond the Sale
Branding is an integral and defining characteristic of your business – a unique identity and consistent personality. It lives in your logo and brand colours, but also in the copy you write, the tone you use, your taglines. All of it.
Your branding is like your sales rep. They may dress well and look good, but if they stutter, mumble, or fumble their words during their sales pitch, they probably won’t close the deal. A great sales rep is only as good as their ability to articulate their pitch.
Great copy can also provide value beyond the sale. We know that consumers want more from the companies they do business with, and great copy – utilized on blogs or social media – can offer your audience something useful and relevant beyond your product or service. By tying your brand name to a sentiment of being helpful and relatable, you increase your chances of driving sales and then retaining repeat customers afterwards.
6. Copywriters Help You Generate Organic Traffic and Bring in Sales
Ads are great, but they’re expensive. And while they’re still an important tool, organic traffic is integral in helping you find and retain legitimate customers. It can help lead to quick sales and customer retention.
Copywriters can develop SEO-driven content to help your brand rank higher, driving more traffic to your website, and they can craft compelling copy that catches your audience’s attention and will keep them on your page once they get there. They can also craft clever, engaging, and compelling content for social media, which has been shown to help boost SEO and drive inbound links to your website.
I say it again. Copy is everywhere. And it’s one of the most essential elements of effective marketing. Copywriters will help make money for your company. Whether it’s getting people to click PPC ads, open your emails with creative subject lines, or drive click-through rates through the roof on organic blog post headlines, almost everything marketing-related comes back to copywriting at some point.
To learn more about how TMC can help create impactful copy for your business, get in touch. We’d love to discuss how we can help you tell your story.