I spend a lot of time on this blog talking about how to be a successful copywriter. But why hire a copywriter in the first place? Can’t someone else in the company write that blog post or send the monthly email newsletter?
Remember, a good copywriter is an asset. Here are five reasons why it makes sense to hire one—either in-house or on a contract basis like you do with a freelance copywriter like me.
Psst. Do you learn better by watching a video? I got you! Scroll to the end of this blog post where you can view my video on this topic.
Why Hire a Copywriter
1. A good copywriter can help you clarify your brand messaging, tone, and voice.
What’s special about your business? How do you put that “something-something” into words that will compel prospects to take action? How do you put that special “something-something” into optimized words that can be found in search? How do you make sure that the special “something-something” theme is infused throughout all the different types of content you have, like a website, blog, social media, brochures, and the like? A good copywriter will be able to capture the essence of your brand in words and parlay it into messaging that will resonate with prospects and current clients alike.
Now, I know what you might be thinking: “Well, I can do all that.”
Can you, though?
Aren’t you busy running a business?
Besides, do you truly understand what goes into branding and messaging, inbound and outbound marketing, SEO and social media? There’s a reason why big brands have full-time copywriters in-house and smaller businesses outsource to people like me.
2. A good copywriter can free up internal resources.
Sorry, but Bob from the mail room shouldn’t be tasked with blogging, and Peggy from accounting has enough on her plate without having to write pithy tweets.
Unless you or someone on your team is a naturally talented writer, it makes more sense to work with someone who has talent in writing.
A good writer can also take on overflow work. Much of the work I do falls into this category. The business might already have a full-time writer or marketing person on staff. There’s overflow work, but not enough to justify hiring another person full-time (and all that entails, like benefits). I serve as a cost-effective stop-gap.
Hiring a copywriter can free up in-house marketing teams to focus on other important tasks.
3. A good copywriter will understand how to write content that is optimized for search engines (SEO), which can help improve website traffic and ranking.
Digital marketing is where it’s at. A good copywriter will know SEO, and they’ll keep up with content marketing trends beyond SEO so that you don’t have to.
4. A good copywriter can help you create a consistent and cohesive brand identity across all marketing channels.
You’ve worked hard to create your business and connect with customers. Your brand identity matters, and it needs to be consistent across all marketing channels. A good writer will make sure that consistency stays intact.
5. A good copywriter can think in terms of strategy.
A good copywriter can do so much more than “just writing.” They can identify content gaps, they can provide input on larger marketing initiatives, and they can look at your existing content library and find ways to get the most out of every piece of content.
Because remember, a 2000-word white paper isn’t simply a white paper. It should be a series of blog posts and social media posts. It should be an offer in lead nurturing emails and the subject of a video for your YouTube channel.
Bottom line: A good copywriter is an asset, not a liability. Hiring or contracting a good one might be the smartest move you make.
Got a question for the Copy Bitch?
That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.