From advertising to freelance, you’ve heard the term copywriter come up one too many times. You may be thinking to yourself, “what does a copywriter do and are they even necessary to add to my team?”
I can’t tell you how many times businesses have to face this debate, so let’s make it clear.
Doing it yourself can become costly for both your time and wallet. Nobody wants to spend hours creating copy just to fail at what you were trying to do: Grab the attention of your audience.
Talk about frustrating, that has to be the biggest frustration when you can’t appeal to your audience the way you want to. So what do you do? Hire a copywriter and here’s why.
The Importance of Copywriters
Recognizing why having a copywriter around is important is the first step to your business’s success. It has been proven that copy draws 7.8 times more site traffic and higher engagement rates because of brand recall. That means that you need to focus on the quality of your content more than the quantity.
Another perk of having a copywriter is that you basically have a human dictionary in the palm of your hand full of words and phrases. Since 2016 it has been the norm to produce articles that are 1,000 words or more to be at the top in search engine results. That will mean more time and attention on your website with a decrease in bounce rate if the content is intriguing.
That copywriter who has a way with words will definitely hit the target for capturing time and attention for your website along with decreasing bounce rate because the copywriter will produce quality work.
Unfortunately, your typical Ad is no longer as valuable as it once was. Having organic content is the solution to the ad blockers that around 200 million people use today. Incorporating tools like SEO, keywords, Link building, and other techniques into your blogs or articles can help replace paid ads. Statics show that 45% of marketers say that blogging is the number one marketing strategy.
However, with this comes more work. If you can’t handle it, it is best to let the professionals handle it such as a copywriter.
What Does Copywriting Actually Do?
If your company is part of the 43% of businesses struggling with proving return on investment, copywriting may be the savior you need. The Content Marketing Institute states that 63% of businesses find it difficult to produce engaging content, 60% struggle with measuring content effectiveness, and 59% are not able to measure ROI efficiently. The good news is that copywriting can solve these dilemmas.
About 73% of companies hire people to handle their content marketing strategy and see six times higher conversion rates by doing so. That should be enough proof that you need a copywriter on your team.
A copywriter doesn’t just help turn around your business’ appeal, but they also connect with the audience. They know which emotions to tug at with perfect timing. They are heavily focused on what the customer wants to see and how that intertwines with the marketing strategy of your business.
Another point I’m going to make I think we all can relate to. Procrastination. It’s the enemy of all things productive, and because you wear multiple hats, you can fall behind in producing content yourself. Copywriters are the best way to keep you on schedule when it comes to your content. Now for the rest of your schedule, that’s up to you.
What’s The Difference?
Knowing the difference between a content writer and a copywriter can save you a lot of time and money. You get what you pay for after all, so it’s important to make sure the person providing their services is actually what you want.
For starters, a content writer mostly does blogs, articles and post to entertain, inform and appeal to the readers’ emotions. They can even write up a novel, short stories, and scripts. Their expertise should also include on page and off-page SEO, backlinks, and keyword research to name a few.
Okay, that’s great, but how does this differ from a copywriter?
A copywriter is someone who writes copy and words that are used to persuade people to take action. They are selling you something with their words through the art of persuasion.
You will see copywriters writing content for emails, brochures, fact sheets, sales pages, and product descriptions. Their expertise will also include social media marketing, CTA, persuasion, human nature, urgency, scarcity, and market research.
How Can I Get a Good Copywriter on My Team?
Okay, so you’re finally convinced that you need this magical team member called a copywriter, but not sure where to start. There are a couple of different ways to appeal to a copywriters wants and needs so you can move forward in getting great content at a reasonable price.
First, figure out what you want from the copywriter. Hiring a Jack of all trades can lead to your detriment. You want to know the writer’s specialty and figure out if that fits with your company’s vision. Most of all have your ideas ready for what you want them to writer whether it be a blog post or product descriptions. You need to know if that is what they are good at and if you should move forward with their services.
The best way to prepare yourself is to make a list of your priorities for your potential copywriter when they have the job. That way you have a clearer understanding of what type of content needs to be created and can help narrow down your search. If you do want someone who knows how to do it all, then go for it. However, be prepared to pay big bucks.
It’s a good idea to figure out what skill level you need your copywriter to have. Not every project needs the best of the best or someone who has been in the business for years. Decide if these will be one-off jobs where you will need a freelancer or contract writer or if you need regular copy produced that will need a full-time writer. You can even do a monthly stipend if you need someone on staff, but don’t want to have them full-time.
Beware of talking too much about conversion rates. This is a sure way to scare off your potential copywriter. They’re great at writing, but don’t expect them to know specific data that will back up all of their work. I mean come on, you wouldn’t go to the dentist for a backache!
A good rule of thumb is to ask for before and afters of their work. What did their draft look like? How did the final product come out? These are valid and valuable questions. So make sure you ask them!
How You Can Put This Information to Use
Now that you have the ends and outs of copywriters, it’s time to go out on your search. Of course, with a ton of information, you may miss a few steps, and that’s okay. I don’t expect you to memorize all of it. It took me years to figure all of this stuff out.
If you’ve gotten this far then, here’s what I recommend.
Keep your expectations and deadlines as realistic as possible. You don’t want to lose them as a business partner, and you also don’t want to go chasing for this unicorn copywriter that doesn’t exist. Figure out your needs and see if you can find it in multiple people if one copywriter doesn’t do.
It might take a while for you to get things right, but once you find the perfect copywriter for your team, it will all come together. Great things don’t happen overnight.
And, if you need help with your copywriting, don’t be afraid to contact Write On today.