When people ask me what I do, if I say ‘freelance copywriter’, they almost always respond with ‘huh?’ Many people have no idea what a copywriter does, but in fact, almost every time they browse a website, flick through a catalogue or read a company newsletter they’re reading words that have been put together by somebody like me.
In in today’s image-driven world, we still need content in the form of written words to get the important messages across. But why do people need copywriters? Surely it can’t be that hard to churn out a few paragraphs for your company website or brochure? Anyway, doesn’t your web developer or graphic designer provide that?
Well, the answer is usually no. Web developers are web developers (ditto graphic designers) and while many of them can do a good job of writing some copy in a pinch, most of them would much rather get on with the job they’re actually trained to do. And all of them will tell you about the power of good copy to drive engagement, reach and results for your business.
We’ve all encountered bad copy. Reams and reams of waffle that takes too long to read? We move on to the next website or drop the leaflet in the bin. Bad grammar or dodgy spelling? If the company can’t spell (or can’t be bothered to spell check) what other corners do they cut? Wrong tone of voice? We feel uneasy about trusting that company to do a good job.
On the other hand, good content will deliver all the information your customer needs in an easy-to-digest format. It will flow naturally without syntactical errors. It will have a voice – your voice, on brand and on message. It will contain the key words and phrases necessary for your website to rank well in search engines ahead of your competitors. It’s the conversation you’d want to have with your customer if they were standing right in front of you.
Many companies spend big bucks on marketing material – whether that’s a fancy-pants website or a load of printed media – without thinking too much about the actual words they contain. But a website or brochure that’s all style and no substance – great design, without great content – is unlikely to engage your client. Creating quality content is a skill and well-crafted content is always a good investment.
If that sounds like something you need, then let’s talk! Get in touch to chat about what you need and how some great writing could benefit your business.
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