Running a small business can often feel like a case of continual crisis management. The last thing on the harassed small business owner’s ‘to do’ list is making sure that their website is up to date and that the content on that site is fresh, original and engaging. But are you missing a trick here? Do you realize just how important your ‘virtual image’ really is, particularly in a rapidly changing and global marketplace? Copywriters do. These mysterious and talented people are possibly one of the most important links to your Internet customer base and, consequently, the success of your business. Why you need a copywriter?
1. They understand language
Top quality copywriters have one powerful tool at their fingertips – language. Many copywriters have experienced journalists or have been trained in the use of language. That may seem like an obvious concept – after all, don’t we all know how to write? Well, not exactly. Being able to communicate effectively in a way that engages your customers is an art form that is completely different and far more complex than firing off a quick email to a colleague or supplier. And copywriters are rather good at it.
2. They understand business
this is one of the things that make good copywriters stand out. Rather than just being ‘good at writing’, copywriters also have to understand the fundamentals of business – how to engage customers, how to write copy that prevents customers from ‘bouncing’ to a competitor’s site and how to develop a business image that sells.
3. They understand how Google works
Copywriters also have to know how the mysterious world of SEO (Search Engine Optimization) works. The copy they produce for your business doesn’t just have to catch the attention of the human visitor; it has to catch the attention of the search engine ‘bots’ as well.
4. They’re affordable
Compared to a full-time marketing manager, a good copywriter is the small business’s answer to a hat-full of prayers. One page of quality copy can make all the difference to your Internet profile and, ultimately, your business success. There’s no need to spend a fortune, to begin with, and will usually work within a set budget, rather than encourage you to spend more money than you can afford on your online advertising.
5. They understand your competitors
it’s not just knowing what your business is all about, it’s also about knowing what your competitors are doing. When you employ the services of a copywriter, part of their research process is to take a look at your marketplace and see what works for other companies and how that could be adapted to work for you. Learning by example is a key component of effective copywriting.
6. They work to your brief
Tell a copywriter what you want to achieve with your online presence, and they’ll do it for you. And if you’re not happy with it, they’ll rewrite it – as many times as it needs to make sure that you are 100% happy with the final result. While they may make suggestions based on their experience as writers, the final say is yours, meaning that you have complete control over the content at all times.