Copywriting myths debunked: time to stop making excuses!
I have a confession. I’ve been stuck for a while now.
Stuck with a half-formed blog post on why you need a copywriter.
Stuck for a reason why that goddamn post just won’t write itself.
And I’ve got it.
You don’t need convincing. You know it all already.
You know exactly why you need a copywriter.
You know a copywriter can help get your business noticed for all the right reasons.
That they’ll work with you to identify the special essence that’s unique to your company – the things that make you stand out from the crowd.
And they’ll help you articulate the spirit of your business in a way that convinces your target market to choose your business, buy your products, and hire your services.
The reason you haven’t hired a copywriter isn’t because you don’t know you need one.
It’s because you’re stuck, too.
You’re stuck with the sneaky, tricky excuses you churn out to justify why you keep writing your own copy. Those copywriting myths that stop you taking the plunge and choosing a copywriter who can help you get a head start on your marketing.
Here are four of the most common barriers to using a copywriter.
Which do you identify with?
Myth 1: It’s only words
“Surely, I can write the copy myself – why do I need a copywriter?”
Whether you consider yourself a reasonably capable writer or you have an English degree, there’s a big difference between everyday writing and writing to sell.
A copywriter will get inside the head of your customers. They’ll help you identify the things that make your business different – special, even – and articulate those things in a clear, concise and compelling way.
However confident you are about writing your own marketing materials, writing for the web is a different skill.
A copywriter knows how to write in a way that speaks to your customers and to Google – and their words help your business get noticed online by your target audience.
Myth 2: It’s all in your head
“No one knows my business as well as I do!”
That’s true. But a good copywriter knows the questions to ask about your products and services, the problems they solve for the people who buy them, and the sort of customers you want to attract.
They’ll talk to you about your marketing goals and the reasons why you’re in business. And they’ll work their magic to transform that information into words that work hard to promote your company.
Myth 3: It’ll cost too much
“I can’t afford a professional copywriter – it’s too expensive!”
Like anything that works, good copywriting doesn’t come cheap. But your time is money – and if you’re spending that time trying to write your own website or brochure when your skills lie elsewhere, you’re not saving money – you’re wasting it.
The most effective marketing is a collaboration between hardworking, clever copy and great-looking, functional design.
Designers just love working on projects that are being professionally written – it makes them look good. So remember: if you blow your marketing budget on graphic or web design and have no money left to spend on copy, you’re missing a trick.
Pay a professional to do a proper job, and focus on the superpowers that make you money. Chances are that’s the reason you went into business, after all.
Important note: any time you’re tempted to cut corners and buy on price alone, remember this mantra: you pay peanuts, you get monkeys.
Myth 4: It’ll take too long
“I don’t have time to brief a copywriter – it’ll be quicker to write it myself.”
Earlier this month, I had a meeting with a website designer, who told me that seven of the beautiful websites he’d designed had stalled, simply because the client had decided to write their own copy.
In the time you spend agonising over the best way to promote your business – not to mention the stress and headspace involved in doing it yourself – a professional copywriter could have written your website copy ten times over.
That’s valuable time your shiny new site could be live and doing what a good website should do – getting your brand out there, promoting your business, building trust, and selling your products.
Time that your competitors are out there doing just that… and pinching your customers while they’re at it.
If any of those excuses sound familiar, have a quiet word with yourself and make this the year you leave your copywriting to the professionals.
Want to read more?
My bestselling book, Survival Skills for Freelancers is designed to help you ace self-employment without burnout. It’s available on Amazon in paperback and Kindle formats.