4 reasons to hire a freelance copywriter
3 min read
Freelance copywriter isn’t the most common job title you’ll stumble across. Unlike waiter, welder or wedding planner, it takes a fair bit of explaining at a family shindig. I’m still not sure my mum gets it.
Combine the ambiguity of the job title with the hesitation to hand over your marketing budget and suddenly you’re faced with a dilemma: do I really need a freelance copywriter or should I wave my wedge elsewhere? Let’s find out.
4 reasons to hire a freelance copywriter
1. You know too much
You’re an expert. You know the ins and outs of your products, services and the latest developments in your industry. But by knowing so much, you distance yourself from your customers. You’ve forgotten what it’s like to know nothing.
That’s where a copywriter can help. Because just like your customers, a copywriter has little knowledge of who you are or what you’re trying to flog. They’re forced to work from the ground up, asking all the right questions to understand your offer and how it should be communicated with your customers.
2. You don’t have the skillset
Sorry Rodney, but a GCE in English means diddly-squat when it comes to copywriting. In fact, a lot of unlearning is often required, especially for Literature graduates with a background in writing drawn-out dissertations. I should know, I was one.
Instead, copywriting is a discipline perching on its own pedestal. It requires a sensitive nose to fluff, a large wastepaper bin, a deep understanding of human behaviour and a knack to paint a picture in the most persuasive way possible – often in just a few words.
3. You’ll make more money (probably)
Where the short-sighted see copywriting as an expense, smarter business owners realise it’s an investment. Just like a shopkeeper takes time to sweep floors, fill shelves and faff around with window displays, savvy business owners know the right copy creates the right first impression.
If you need a little more persuading, point your peepers at Thinkbox’s report: Profit Ability 2: The new business case for advertising. In a nutshell, the findings say advertising (which includes copywriting) has an average short-term profit (ROI) of £1.87 per pound invested which increases to £4.11 when sustained effects are included. Cashback!
4. You’ve got a business to run
Crafting proper copy takes time, even for a seasoned copywriter. It requires research, patience, drafting, editing, presenting, walking away and, quite often, pulling yourself together – especially if you’re dealing with a multilayered sign-off process.
To give you an idea on timescales, a five-page brochure website takes me the best part of two weeks to write. Even if you can afford to lose that sort of time focusing on your business, there’s no guarantee you’ll end up with copy that connects with your customers. Take the smarter route. Leave it to a copywriter.