3 Big Benefits a Good Copywriter Will Bring to the Table

good copywriter at workWell, let’s get a misunderstanding out of the way first. A copywriter won’t help you at all with the issue of “copyrighting” your work. That’s something altogether different.

"Copyright" is a legal protection that grants the creator of an original work exclusive rights to its use and distribution.

A copywriter, on the other hand, is someone who specializes in preparing “copy” (text) for the purpose of advertising or marketing. Copywriters are used to help create direct mail pieces, taglines, jingle lyrics, web page content, online ads, e-mail and other internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media pages.

Now that we’ve got that straight, why should you consider hiring a copywriter? You’re a competent writer. So what is a good copywriter going to do that you couldn’t do for yourself?

Several things:

1. A Good Copywriter Will Drill Down and Find the Gold

A major portion of the work that a good copywriter does actually happens before they ever put pen to paper.

When you hire the right copywriter, you’re getting a fresh pair of eyes to look at your product or service objectively and find your "unique selling proposition". Or in other words, what it is that you offer that separates you from the pack of your competitors. Your copywriter should listen to you and gather all the information you already have, but then go even beyond that and do strategic research to dig deeply and find fresh perspectives that you may not even have thought of. They’re looking for powerful selling points that “scratch where the market is itching”.

This work can be priceless.

2. A Good Copywriter Will Get the Words Right

Some people think that copywriters must be very talented creative types who can “dress up” your language so it sounds better. But that’s really not the strength of good copywriting.

In fact, professional copywriters generally steer clear of flowery prose. We leave that to the poets and literary fiction writers. If someone calls themselves a copywriter and shows you samples of their work that do appear to be literary works of art, you should probably move on and find someone else.

A good copywriter will generally write in plain, unadorned words, and usually in a conversational tone. So, the idea that “I was great at composition in college; I got an ‘A’ in literature -- I can write better prose than my copywriter” … really misses the point.

3. A Good Copywriter Will Press the Power Buttons

There is only one ultimate goal of good copywriting: to persuade the reader to take a desired action, whether that be to buy a product, or mail a coupon, or sign up for a newsletter, or click a link, or whatever.

Skilled copywriters are immersed in two things:

  • A knowledge of human nature. They know the reasons why people buy. They have studied the emotional and psychological triggers that move people to action.
  • A knowledge of the history of proven techniques. Copywriting has been defined as “salesmanship in print”. The professional knows just how to structure a letter or a page of content in a way that keeps the reader engaged and moving toward the call to action. Just as importantly, they know what NOT to do.

(Check out my article "7 Tips For Hiring the Right Copywriter")

Okay, so those are a few of the most important things a professional copywriter will do for you. Some copywriters will have specialty areas, and may offer other additional benefits. Things like search engine optimization, or technical knowledge in your particular field.

Now, if you have the time and money to invest in taking a copywriting course yourself, you can learn the principles and by all means do it yourself. (Although any copywriter will tell you that the hardest copy you’ll ever write will be for your own business; you’re usually just too close to it.)

The question you really need to ask yourself, however, is whether studying copywriting is the best use of your time?

Copywriting is what I do. Let me take that off your plate. Contact me and let's get to work on your copywriting needs.

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2 Comments

  1. […] relationship needs to be collaborative. A good copywriter “digs for gold” (see my article on “What a Good Copywriter Will Do For You”). They will base their writing on solid research, which will naturally begin with your perspective […]

  2. 7 Tips For Hiring the Right Copywriter

    […] relationship needs to be collaborative. A good copywriter “digs for gold” (see my article on “What a Good Copywriter Will Do For You”). They will base their writing on solid research, which will naturally begin with your perspective […]

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