In business communications it’s hard to over-emphasise the importance of compelling, persuasive content. A lot of businesses spend heavily on website design and on marketing collateral, but if these sales channels are filled with poor content it can damage your brand. It can also mean you won’t achieve the business results you were hoping for.
A good copywriter will make sure this doesn’t happen to your business, by bringing expertise, ideas, creativity, craft and personality to your content project.
Great Content is an Investment
In 1974, Sumner Redstone, a U.S. media giant, coined the now famous phrase “Content is King”. He was talking about programming in cinemas and on TV, but the sentiment is every bit as relevant for magazine articles, software or the web. He understood that great content is an investment, and should not be viewed through the lens of cost.
Is Copywriting Really So Hard?
Perhaps you’re thinking…writing great content doesn’t sound that difficult. I’ll just do it myself and save some money.
In my experience, businesses often underestimate the amount of work that goes into producing compelling content. There are several different elements involved – research, getting the tone of voice right, interviews, storytelling, editing, re-writing and SEO. A copywriter understands the role of each and has the skill set to bring them all together for you, the client.
I’ve written a blog about this: Content writing is actually a bit like plastering – plastering is another “trade” that looks quite easy…but definitely isn’t!
I hope I’ve convinced you that half-baked content won’t wash. And it definitely won’t help you achieve your business goals.
Copywriting is one of those jobs that’s best left to a professional. It takes time, skill and rather a lot of effort.
In the words of Red Adair, the legendary oil well firefighter:
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”