Why You Need a Marketing Writer on Your Team
Yes, even you, DIY solopreneur!
Nowadays, you’re probably really tactful when hiring staff and contractors. You want someone you can trust with insider information and who will be a long-term asset.
If money is tight, you stress about what professional services you need to pay for and which you can do yourself. Let me tell you this: If you’re going to have just one other team member, make it a marketing writer.
You might hesitate and think, “I have to pay to post my ads and maintain my website. Why should I pay someone to write stuff on top of all that?” Or, maybe you push marketing writing onto your web content writer, social media manager, web designer or even yourself.
The truth is, marketing writers (AKA copywriters) are messaging specialists with distinct skills to get more sales, traffic and conversions with the exact customers you’re looking for.
Why is a marketing writer so essential?
The essence of marketing writing (copywriting) is to make the connection between what you offer - your products and services - and the exact problem it solves for a customer.
That means your customers will recognize that your solution is a “no brainer,” and they’ll buy from you without hesitation. Making this connection is really hard to do - and hard to write if you’re not an expert… or if you despise writing.
What does a copywriter do for the business?
Copywriters get more action and conversions on your marketing efforts. Send out an email, and a copywriter can help get higher open rates, more clicks and better conversions. Hire a sales page copywriter, and you should see more sales!
Results to Expect When Hiring a Copywriter
Increased conversions
Higher open rates
More social media interaction
Accurate customer targeting
Bigger client base
More sales and upsells
Stronger brand loyalty
Smoother buying progression
Better user experience (UX copywriters)
Clearer messaging so customers know what they heck you’re talking about!
Now, copywriters can’t magically make all your marketing better. There are countless factors that affect brand awareness, website traffic and SEO rankings.
Well then, why hire a copywriter? Copywriters focus on one piece of copy at a time so that once someone reads it, customers will be (way, way, way) more likely to take action. You can hire a marketing writer for all sorts of projects in your marketing strategy!
What does a copywriter do for the customer?
Again, marketing writers make that critical connection and convey your company’s value to the customer. Copywriting isn’t scammy! It’s helping everyone out!
What Your Customers Get from Great Copywriting
The correct solution to their problem
Buying from a brand they trust
Feeling good about their purchase
Visualizing what better life they’ll have after working with you
Less confusion when browsing your site
Getting excited about what you offer
Discovering a product or service they love (and feel like the value is well-worth the price)
Falling in love with your branding and brand voice
Aw, see? Copywriting brings us all together! But more importantly, they quickly get the right products and services to people who need them the most. Isn’t that what the people want?
Marketing Writer Projects to Capitalize On
What projects can’t a copywriter do? That would be way easier to list. But, here’s a list of all sorts of copywriting services you can get out of the best marketing writers!
Projects to Hire a Copywriter for to Get the Best Conversions
Email marketing copy
Course creation and promotion
Social media ads
Content marketing strategy
Print ads and direct mail pieces
Newspaper and magazine ads
UX for software, apps and programs
Sales letters
Product descriptions
Newsletters
Video ad writing
Infographic writing
Tone guides
Customer persona guides
Ahh! So much more!
Regardless of how you use a marketing writer, a great one will write copy designed to sell more, get more action and build brand loyalty!
What skills do copywriters bring to the table?
Okay, so you know you should hire a writer - but wait! Not all writers are capable of writing copy that drives results. No, do not use a content writer to write your copy. Do not use a newbie from Upwork. And… if that writer is wiling to “write copy” for dirt cheap, they’re not a copywriter.
Copywriter Skills that Amplify Your Marketing Strategy
Writing concisely and clearly
Making everything easy to read (so customers keep reading)
Writing compelling messages that spark conversions
Crafting content writing (blogs and articles) that acts like marketing
Prioritizing which projects will help you achieve your marketing goals
Discovering where and how customers should receive messaging
Planning future marketing campaigns
Blending SEO into your copy (because customers and Google hate keyword stuffing)
Whittling out key information to convey to customers
Determining the most important messages that’ll get action from your customers
Make sure you’re hiring a writer that will actually meet your business goals and get the results you want. Learn more about what makes a great copywriter.
What’s the ROI When You Hire a Marketing Writer?
Some writers can give you statistics about how their writing affected traffic, click through rates and conversions for previous clients. However, every business is different and copywriters alone can’t totally transform your marketing and search engine rankings (but they can be a huge help).
Things like site loading time, Google algorithms, your customer service, competition, spam history and business handlings will all impact on how well your marketing performs. Plus, if you hire a copywriter for a single webpage, that one webpage won’t likely totally transform your entire brand marketing results (if it does, that’s a damn good copywriter).
The ROI of a Copywriter Can Be Qualitative or Quantitative
More sales from an ad
Less customer questions about your product or service
More efficient lead generation
More email opt ins
More upsells and purchases
More time for you to do other things! Writing projects will be done.
More income opportunities for you (finally, you can create that course you’ve wanted to do for years for a passive income stream)
More brand uniformity, distinction and professionalism
More authority in the industry
Less turmoil after a bad incident (hello, rebrand!)
Less outdated and ineffective marketing
More useful, helpful content for your readers
Having a freelance marketing writer on your team gives you so much more than words!
Your options for marketing writing
The choice is up to you who will write your website, emails, Facebook ads, etc. If you’re not totally sure which way to go, I’ll break down the pros and cons of having someone write your copy.
I won’t include other team members like social media managers, designers or an intern - because those are just bad choices for marketing copy!
You write it yourself
Oh, you DIY solopreneurs and coaches! Your gusto is inspiring. The good thing about writing your own copy is that it’s free and you can do it at your own pace.
The bad thing is that you actually have to write it. Plus, effective marketing writing only gets results using certain tactics. You may spend hours writing, editing, erasing and inputting the copy. If you’re spending all your time writing copy, what else are you neglecting in your business?
You hire an agency to write your copy
There are good marketing agencies that will take time to truly understand your brand, write perfectly in your brand voice and do all the marketing for you! If that’s the case, they likely have some skilled copywriters on the team.
But, I’ve had plenty of clients come to me after using these agencies and complaining that they felt the copy wasn’t totally what they wanted. These clients wanted more say in their messaging. I’ve even heard some of my clients say they weren’t able to keep their copy if they stopped using the agency!
You hire a freelance copywriter instead
If you ask me, this is the best choice! Sure, freelance marketing writers for coaches and small businesses aren’t cheap, but you’ll know the copy will get done (and done well) to rake in more revenue, leads and customers!
Want to explore freelance copywriter pricing for your projects? Contact me and we’ll get on a call to talk about your marketing projects!
