Content is king

The phrase ‘content is king’ originated on the web, reminding us that information is more valuable than visuals. But the principle holds true for every kind of communication. Although presentation and branding are important, what you way is ultimately more important than how you say it.

A copywriter helps you establish exactly what you’re trying to say, and to whom. Then they find the words to express it as clearly as possible, in a way your audience will understand. So when people meet your marketing, they will immediately see why your product or service is important and relevant to them. Making this first, basic connection is far more important than trying to impress people with flashy design.

A sound investment

Content comes remarkably cheap, considering how crucial it is. Even if you’re just creating a basic leaflet, your design and print will cost far more than a freelance copywriter.

Moreover, your copy can live on and on. For example, a concise summary of what your business does might work very well on your website’s home page, welcoming visitors and confirming that they’ve found what they were searching for. But it could also be used in leaflets, brochures, presentations, reports, directory listings and sales letters. In fact, it’s an indispensable part of your marketing, and will pay for itself many times over.

Don’t do it yourself

While you probably can’t print your own brochure or build your own website, you can certainly do your own copywriting. The tools of the trade are in your hands right now. We write all the time at work, then blog in our spare time. Couldn’t you just write it yourself and save the money? Of course you could. Many people do, and the results are all around us: dull websites, unread sales letters and confusing presentations. And those who get professional help with their copywriting are grateful, because it means they stand out from the crowd. As Red Adair said: ‘If you think hiring a professional is expensive, try hiring an amateur.’

Not sexy enough?

Some of the reluctance to hire freelance copywriters may be to do with product perceptions. Designers can dazzle you with their visual invention. Web developers can grant you access to a password-protected secret garden where your new site is being carefully cultivated. Print reps can bring in boxes of your wonderful, shiny new brochure. But copywriters just email you a boring old Word document.

You need to think carefully about the business value of what you’re buying. While it’s important to reach the appropriate quality standard, marketing should not be a creative love-in where you just indulge your own sensory whims. Every component of the marketing machine should perform as well as it can.

The view from outside

It is very easy to get too close to a communication project. The result is too much focus on in-house concerns, or a lack of essential background. There’s a danger of overestimating what the audience knows - or how much they care. A freelance copywriter can help by taking the part of the audience and ensuring the fundamentals are covered.

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