As a copywriter, this feels like such a self-serving article to write.

Here I sit, at 2 pm on a Thursday afternoon, about to justify my choice of career to you all.

But the thing is, it’s a fair question.

After all, they’re just words, right? You’re fluent in your native tongue, and you know what you do better than anyone.  Doesn’t it stand to reason that you’re the best person to write your own copy and content?

Well, no, it doesn’t, and here’s why.

Copy is a crucial part of your marketing

Yes, they’re “just words”. But they’re words that are carefully chosen and arranged in such a way that they do what you need them to do.

While your marketing design attracts the attention of your audience, it’s the job of your copy to persuade that audience to take action.

In other words: design attracts, copy sells.

A study by Conductor showed that reading content from a brand increased the likelihood of participants purchasing from said brand by 131%. The same study also showed that content provided by a brand led to study participants viewing the brand as “helpful” (78%) and “trustworthy” (64%).

Good copy:

• Promotes your product or service effectively and to the right audience.
• Improves your SEO so your business ranks higher on search engines.
• Increases brand awareness amongst your target audience.
• Increases your conversion rates and thus, your sales.

Okay, so I need copy; but why do I need a copywriter?

If you want expertise, you go to an expert.

You don’t hire a plumber to redecorate your home, or a nutritionist to rewire it.

A good copywriter knows how to craft copy and content that is professional, error-free, persuasive, and varied. They know how to use copy to generate organic website traffic and drive reach and engagement on social media.

They know how to drive sales.

The key to writing copy for a business is to think like the client, not the business owner, and that’s something you can’t do yourself; you’re simply too close to the topic.

Not only that, but your time as a business owner is too valuable. What might take a copywriter two hours to write will take you three or four times as long, for a lesser result.

That is time you could be spending securing a new client, working in your business, or taking a much-needed break.

Yes, they’ll charge for their expertise, but with everything good copy will do for your business, the ROI is worth it.

Still not convinced?

Think about this: if good copy does all that, what does bad copy do?

Bad copy isn’t neutral. It doesn’t just have no positive effect, it can actually have a negative effect, decreasing SEO performance, conversion rates, and sales.

Bad copy can repel the clients you want to attract, and leave you languishing on page 6 of SEO rankings (bad news: only 0.63% of internet users click through to the second page of search results – Backlinko, 2022).

Marketing is crucial to your business growth, and copy is the lifeblood of your marketing. Isn’t that reason enough to leave it to an expert?

I’d love to hear from you: for those of you working with a copywriter, what has your experience been like? Are you getting the results you want? Has it been a positive move for your business?