Why an awesome copywriter is the most important person on your team

Okay, I’m biased. Let’s just get that out of the way first. But I genuinely believe having an amazing copywriter on your team is transformational for your business. Why? Here are just a few things a good copywriter can do for you.

Help you stand out from the crowd

We all know it’s noisy out there and getting noisier all the time. No matter how good your product or service is, you need to get noticed before anyone uses it. A good copywriter will help you craft a compelling message and a strong brand voice that will help you stand out and attract attention.

Connect with your audience

Possibly the most important part of any copywriting job is getting to know your audience. A good copywriter will spend time getting to know your target reader inside out. Who are they? What makes them tick? What are their hopes and fears? A copywriter will build a connection with your reader by talking to them about the things that matter to them in a tone that resonates with them.

Bring in more high-quality leads

A good copywriter will attract more potential buyers by drawing out the benefits of your product or service that most appeal to them, hitting pain points and painting a vivid picture of what could be. Instead of trying to appeal to everyone, a good copywriter will attract leads that are a good fit for your brand and who are highly engaged and motivated.

Convert observers into buyers

Many would-be buyers are happy to spend a lifetime sitting comfortably on the fence. But a good copywriter can nudge them off and move them from indecision to decisive action, from observer to buyer. They know all the tricks that boost conversion rates from creating a sense of scarcity and exclusivity to social proof to special offers.

Turn your customers into brand evangelists

Once a copywriter has helped you make a sale, they will use that sale to make more sales. By staying in touch with the customer, continuing to add value and creating a sense of belonging, a good copywriter will turn your customers into loyal fans who spread the word about your awesome brand far and wide.

And guess where all of this leads? To a successful business with a healthy bottom line, free coffee for the whole team and a fancy sign on the door.

Good copywriting is critical and can mean the difference between success and failure. Yet we’ve noticed in our years of working with businesses large and small that this task is often farmed out to someone on the team who isn’t really qualified. It may the intern who has some spare time. It may be the academic who got top marks in English at school. It may be someone senior with years of marketing experience behind them. It may even be the owner or MD, who knows everything there is to know about the business. Unfortunately, none of these attributes are going to help them produce powerful copy. None of these attributes a copywriter make.

Copywriters are not just good writers in the traditional sense, they are keen people watchers, able to put themselves in others’ shoes. They are also well versed in the science of consumer behaviour, ever-evolving communications technology and tried and tested copywriting methodology. They’ve studied.

If you think you’re saving money by writing copy yourself, guess again. Hiring an experienced copywriter or getting professional training for your team is probably the best investment you’ll ever make. The returns are huge and I think you’ll soon come to agree that an awesome copywriter is worth their weight in gold.