Why get in touch with a copywriter?
(Posted on 07/04/16)
In the digital age, everyone is a writer. It’s the way we communicate more than any other medium. Even newspapers are using content now provided by unpaid scribes. When Stephen Hull, the editor-in-chief of Huffington Post UK, was asked why he doesn’t pay his writers, his answer is not very heartening for professional writers: “If I was paying someone to write something because I want it to get advertising, that’s not a real authentic way of presenting copy. When somebody writes something for us, we know it’s real, we know they want to write it. It’s not been forced or paid for. I think that’s something to be proud of.”
But in the world of marketing and PR, there are huge benefits to be gained from hiring a professional copywriter and having content written by someone who knows what they are doing. It’s sometimes difficult for companies to articulate exactly what they want to say, be it in a press release, website copy, poster or brochure. They know how they see themselves and how they want to be seen, but it’s not always easy to communicate that to the wider business world and prospective customers. Bad copy will deter customers rather than encourage them, so writing filled with spelling mistakes and grammatical errors will telegraph incompetence to your audience. You need copy to match your company’s image and vision.
Companies want copy to speak for their company and writing good, imaginative material is often time-consuming. Employing someone to write your copy will mean it arrives to your deadline. Having someone separate from your company write about your company, service or product will help give you a sense of perspective. Copywriters are used to writing for other people and adapting their ‘voice’ to make it sound like the company they are representing. Outsourcing your copywriting is also a good option when research is required, as copywriters are adept at sourcing material and collating it into digestible articles or copy.
At its best, good copy will deliver your messages clearly and concisely. Copywriters represent an additional cost to running a business, but the pros outweigh the cons and the benefits of added quality, offset against the monetary outlay, will ensure your company diffuses the right kind of message and attracts the right kind of business.