Copywriting generally conjures up images of a bygone age with Madman-esque smoking writers hunched over a typewriter, clanking away feverishly. However, new data from the top names in internet searches are showing that demand has never been higher for copywriters for businesses. With 9 out of 10 Americans now owning a smartphone (Pew), almost all of your customers are checking you out online before they ever move further.
We’ll show you how an investment in a business copywriter is one of the most cost-effective yet high-returning marketing activities you can undertake.
But We Can Do Copywriting In-House
This is one of the top rejection lines we receive at Team Bizwrite. Owners feel either they or their marketing team can easily take on the additional duties of a full-time business copywriter. Looking at the numbers, it is by far cheaper, and you can get a better product by outsourcing copywriting.
Why Your Business Needs a Copywriter Example
The owner decides to flex their writing skill-set by writing their own blogs. We see this a lot in smaller offices, especially in solo and small law firm marketing. The owner is undeniably the most intimately involved with their brand and service offering. This venture is their baby, and they could write a book telling you how great it is. However, there are two key costs when an owner decides to put hours into marketing: opportunity cost and direct/indirect costs.
Opportunity costs are the value of what you give up, i.e., the billable work you could have been doing. Direct and indirect costs are the owner’s salary, overhead, insurance, etc., and they are included in the time it takes to write a business blog. If the owner is making a modest $50,000 per year, a blog post can take hundreds of dollars in actual costs, plus even more when you consider what else they could have been doing to make money for the company.
Great Business Copy Connects with Your Audience
Many people can write well, but few can write with authority for different businesses each day. That level of chameleon-like writing takes years and thousands of assignments. Being able to identify a brand’s voice and audience requires a writer to research the topic in depth. When it comes to professional services or technical services, most writers lack the know-how to do this quickly and with the ability to boil down high-level material into easy-to-understand material.
If you’re trying to pitch an expert as a source to journalists, you need to be able to quickly boil down high-level industry jargon and connect that in a way to a newsworthy event. We do that every day for lawyers, engineers, and other professionals because we’ve ghostwritten extensively in the professional services arena.
Further, excellent marketing communications copy makes your audience actually want to learn more. They’ll find themselves immersed in your story, eager to move on to the next stage in the buying process (more on this later). Cookie-cutter content writing that just re-articulates an idea is boring. Audiences today are far more savvy and want authenticity in what they read from your brand. If you don’t have a gifted business copywriter creating your copy, it may not make the types of returns you were hoping for, e.g., more website traffic, more leads, more conversions, more brand evangelists, etc.
Business Copywriters Make Your Brand Voice Seamless
From the first copy on, our writers work to make every single word sound with the same voice of authority for your brand. Often, marketing, social media, business development, and even PR are siloed into different divisions, especially in larger organizations.
Even if you’re a small operation trying to make sure that traditional collateral matches website and social media content, it is a full-time job by itself. Brands fight hard to have a voice that reaches their customers’ ears but then can totally drop the ball by keeping that voice consistent across all of the different places where their product/service interacts with customers. When customers hear mixed messaging, something profound in their reptilian brains sets alarm bells ringing with unauthentic branding.
Copywriting for Businesses is Designed for Action
Whenever our writers create, it is for absolute intent. Writing is all we do, so we’ve gotten pretty good at making a product that inspires action for our clients. Now, consider if this task is just one more thing for your marketing person to do or just one more thing on a long list of to-dos for an owner.
Are you really pouring yourself into making the copy the crisp, clean, and compelling copy your audience wants to read, or are you just doing it as a means to check off the monthly blog post box?
Consistent Copywriting Increases Leads
What would you do with four times the number of leads you currently get? According to internet marketing wizard Neil Patel, that’s precisely what a blog can do for your business. However, as with most things in life, consistency is key.
Your business needs to have no less than two blogs per month and ideally more like 1 to 2 per week if you want to blow up your online presence. Internet search giant HubSpot reports that companies that prioritize blogging as part of their marketing strategy are 13 times (that’s 13,000%!) more likely to see a positive return on their investment.
Good Writing with SEO is a Rare Combo
Great copywriting for businesses isn’t enough to get you a bunch of new leads and web traffic. Your blog needs to meet a lot of SEO hurdles as well. Whenever we train new writers, we always have to break a few habits to get writing that’s both engaging and SEO-friendly. Elements like keyword research, keyword integration, internet readability, headlines, meta descriptions, title tags, and more all serve to make your shiny new copy readily searchable by Google, Bing, and other search engines.
Schedule a Free Content Consultation Now
Our team of professional digital PR and business writers stands ready to take your online presence to the next level with the crisp, clean copy your audience will crave. With some of the best turnaround times in the industry, our team makes content managers’ lives easy. As a small team, we can change on a dime and adapt to changing industry trends and client needs. Business copywriting for professionals takes a professional approach. Contact our team now to get your content pipeline flowing.
