As a business owner, you probably wear a lot of hats. You’re the CEO, the CFO, the sales team, the customer service team, and more. And while you may be good at all of those things, there’s one thing that you’re likely not an expert in – writing. Creating content for your website, blog, and social media pages is crucial – you know that – but it can be daunting, especially if you’re not a writer.  

If you’re looking to take your content marketing to the next level, hiring someone who already has experience in content writing is a great place to start. You need a business copywriter – someone who can create engaging and effective content for your business.

Smiling woman holding a tablet looking out a window

But first, what is copywriting?

Copywriting is simply writing for the purpose of advertising or marketing. It involves delicately crafting persuasive messages to those who can benefit from the value you provide. 

Copywriting requires strategy. You have to choose the right medium, format, or style to get your message across – and to drive your reader towards an action.

The ultimate goal of any piece of copywriting is to convert – to sell your idea, achieve an outcome, or drive your reader towards action, or what’s known as a call-to-action. This can be anything like subscribing to a YouTube channel, buying a sample, calling a hotline, signing up for a free trial, etc.

What makes for an effective copy?

To successfully communicate your call-to-action, copywriting has to do three things:

1. It must deliver significance. It needs to be worthy of attention to those who may never buy but will spread the word. Some people call this the unique selling proposition or USP. The customer behavior has changed a bit, and merely stating your USP isn’t enough anymore. Instead, deliver significance.

2. Appeal to just the right niche audience, not every single potential reader on the Internet. Aim for people who, if they start to read, will always finish. 

3. Provide value in the form of a return on time invested. Remember what I said about the USP and how it’s no longer the key driver of marketing copy? This is why. Marketing copy is the first product the customer buys. It’s their first investment in your product, and they pay with their time. The value delivered can affect their entire relationship with your brand.

What makes copywriting different from creative writing?

Copywriting is nothing like the essay writing we used to do in high school. It has to sell. You need to write your copy to persuade. 

It’s often said that marketing copy is like a handshake. Whether it’s the banner message on your site or a one-liner on your business card, it’s often the first thing that your customer learns about you. What kind of handshake are you giving out to your prospects? Is it a warm and firm one, or is it sweaty and limp?

Confident business woman looking and speaking through the webcam

Why Hire A Business Copywriter?

Now that we’ve defined what copywriting is, let’s look at some of the most common reasons why any business needs a copywriter.

#1. Copywriters Are Expert Storytellers

A good copywriter knows how to create an effective message that resonates with your target audience. They can help you capture the essence of your business and communicate your unique selling points to potential clients. They can help you weave a story around your brand that will resonate with your customers and inspire them to work with you or buy from you.

Copywriters know how to write captivating headlines for you. A powerful headline may make all of the difference when it comes to getting people to read your blog post, open your email, or click on your ad.

#2. Copywriters Set the Right Tone for Your Brand

People want to know who you are, what you stand for, and what makes you different. They want to feel like they’re a part of something special, and that’s where your story comes in. A good copywriter can craft a brand story that resonates with your customers and helps set you apart from the competition. They can help maintain consistency, so the voice and tone of your brand remain the same across different marketing channels.

​​#3. Copywriters Know How to Write for SEO

If you want your website and marketing material to rank high on search engine result pages, you need to know how to optimize your copy. Search engine algorithms are constantly changing, and copywriters stay up-to-date on the latest trends so they can write search-engine-friendly content and copy. Most copywriters also know how to format your material in a way that will make it more likely to show up in search results.

#4. Copywriters Understand Your Audience

A good copywriter will take the time to understand your products, services, and customers. They spend time knowing your market, your competitors, and your business. They’ll use this information to write material that speaks directly to your audience and addresses their needs.

#5. A Copywriter Saves You Time

As a small business owner, you may often feel compelled to wear be a jack-of-all-trades, juggling different tasks just to keep the lights on. When your days are jam-packed with a never-ending list of duties and you find yourself spread too thin across them all, maybe an extra pair of hands can be a good idea? Get precious time back when you hire a copywriter and get back to doing the things you love – what drove you to start a business in the first place.

Man thinking why hire a business copywriter

The bottom line is this: if you’re running a business, you need to hire a business copywriter. It’s one of the best marketing spends any business owner can make. 

Hiring a business copywriter is an investment that will pay off in the form of higher quality content and more conversions. Not only will they help you create better copy for your website and social profiles, but they can also help you attract more prospects and convert leads. 

If you’re looking to take your marketing to the next level, hiring a business copywriter is a great way to start.