Everyone in business has different skills. Recently I was watching a TV show with business guru, Lord Digby Jones, the former Director General of the CBI, called Digby Jones: The New Troubleshooter.
Of the many words of advice he gave to a family-run business, one that stuck in my mind was that you should hire people smarter than you to work for you. While this may well be the case, another way of looking at it is that you should hire people with the skills that complement your own.
Writing – a skill that most of the population has – is, of course, very different from copywriting. Because you can write, and because you know how your own business works, it can be tempting to write your own copy. But this can be a false economy.
First, work out how much time you would spend on writing your own copy. Be realistic about this, bearing in mind that good copy needs careful thought, an investment of time and writing expertise. If you don’t have much experience of copywriting, it will take you a lot longer to produce the copy you need than it would a professional copywriter. Don’t forget to factor in time for rewrites and proofing.
Once you have a rough idea, multiply this figure by your hourly rate. The point being, if you invest your own time in writing, say, your web copy, it’s taking up valuable time you could be spending on your business, for example in winning new customers.
If you are still wavering, consider this: using a professional copywriter will help you sell more of your products and services.
Imagine a potential client lands on your website and can’t immediately see the benefits of buying from your company. They will look elsewhere and you will have lost the sale. Now imagine they land on a well-written page with a clear marketing message, explaining in easy-to-follow terms exactly why your products and services are better than the competition. You are more likely to win the sale.
Good copy can genuinely make that much of a difference.
Furthermore, a good copywriter will be able to produce blogs, newsletters, press releases and other marketing material to help sell your business. Writing the copy yourself is often a false economy.
Who comes first in your business? Most business owners will say it’s their clients. So if there is ever a choice between writing copy and dealing with a client, the client will always come first.
For a copywriter, their clients also come first, which means that your copy will be their priority. A good copywriter will strive to produce excellent copy for every client and to hit deadlines. All too often, copywriters get called in at the last minute because a business owner has tried to write their own copy and has woken up to the fact that a) it’s not as easy as it seems and b) it will always come second to running their business.
For more information on copywriting services, please see the Key Words Copywriting page.
Creative, affordable copywriting that will help you sell your products and services. From blogging packages and web content to press releases and e-marketing, we offer professional copywriting in Huddersfield and Leeds and across West Yorkshire and the UK.
Read my monthly column in The Eye magazine, interviews with top authors in Excelle magazine, features written for Around Town magazine and a variety of articles written for the national press.
From Joanne Harris to Iain Banks, find out more about events with bestselling authors and creative writing courses in Huddersfield run by Key Words.
For business there’s a choice of Writing for Business seminars, one-off masterclasses and speaking engagements, as well as our monthly Coffee & Cake Business Network event at Café Society in Huddersfield