Why Copywriters are Expensive
Why spend your hard-earned cash on a copywriter? They’re expensive. Why bother?
After all, you can write and spell. Grammar isn’t a problem. Heck, you even know the correct use of a semi-colon; and you know tons of stuff about your business.
What’s the big deal?
Well, that’s the first problem. You know tons of stuff about your business. Let me explain:
Readers don’t care about your business
What is the most important message on your website? It should be about your product or service, right?
Wrong. It should be about your customer.
Do you know how to spot self-written website content? There’s one dead giveaway.
It’s all about them.
Are you`we-ing’ on your website visitor?
In most self-written content, the business takes centre stage and ignores the person who’s actually reading it. That person is your future customer.
I call it ‘we-ing’ on a visitor. Those `we’, `our’ and `us’ words appear all over the place like an unwelcome shower of…um…. rain.
Sure, copywriters will research your industry thoroughly, but you’re also paying us to research your target market.
Who are they? Why do they need you? What worries them? How do you help them?
You’re paying a copywriter to get into your customer’s shoes. And we don’t just try on those shoes. We walk around in them, thinking like your customer, working out what’s important for them.
Only then do we start writing. But here’s the thing:
There is one magic word that all good copywriters use, no matter what we’re writing about.
It’s all about you (or them, actually)
You is the most engaging word in the English language.
It grabs attention because `you’ addresses the reader directly and personally. For them, it transforms boring waffle into something with potential.
They think: “Wow! This content is all about me, and therefore it could be interesting.”
Which brings me on to…
Copywriters see benefits. Most businesses don’t.
Your potential customer needs to hear about benefits.
The website may mention your great customer service, years of experience, big-name clients and industry awards. You’ve described the latest bells, whistles and buttons. You may even have told the reader that you’re trustworthy.
Yeah yeah, yada yada.
No one cares. People don’t buy features, they buy benefits – and nobody will just take your word that you’re trustworthy. They need proof.
We look at your products or services from a reader’s viewpoint – a warm lead who’s mildly interested but not yet ready to make a decision.
We build trust by demonstrating an understanding of their situation. We persuade them to make that final leap (buy, download, get in touch or whatever) with clear, unmissable benefits.
They carry on reading, all the way to the “add to cart” button, because the words have engaged them. They click the button because it’s obvious what they’ll gain by doing so.
We speak their language… which brings me on to my final point.
Copywriters`speak’ to readers
You know what I said before? About the fact that you can write?
I lied. You can’t.
Good copywriters write in a way that’s conversational. I’m talking to you right now, for instance. We’re having a chat, aren’t we? Except it’s happening in writing. Sounds easy, right?
It isn’t. Most people can’t do it.
We can also adopt a variety of voices, chopping and changing until we find a tone of voice that speaks to your customer.
Copywriters are a communication bridge, a smooth pathway between you and your customer. We speak as you (the business) but to the reader (your potential customer).
Let’s bring it back to you
In the end, there is one major advantage in speaking to thousands of potential customers in a way that’s readable, likeable, professional and persuasive.
It’s an advantage that answers the question`Why are copywriters expensive?’
We make money for you.