Small business owners often try to write their own copy but get bogged down, wasting valuable time that could be better spent on their core business. But there’s another very good reason why you need a copywriter.
Someone who understands copywriting will see things that a business owner can’t.
Generally speaking, the closer you are to something, the more you lose the ability to see where you’re going wrong.
Countless errors/slip-ups/miscommunications in business are down to a disconnect between what a writer is saying and what they mean.
More often than not, that’s because the writer is too close to the subject matter. That’s true not just of small businesses who have yet to hire a copywriter, but multi-million dollar organisations who probably employ three or four.
Death to corporate jargon!
I come across a LOT of websites that leave me asking this question:
The worst culprit for this? Corporate jargon. Big corporates talk how their organisation ‘believes in a blue-sky approach to facilitating logistical time-phases’ as if it makes perfect sense.
Small companies read websites belonging to big corporates and think that’s how they need to write in order to sound successful. It won’t. It will make people think ‘man, these guys need a copywriter.’
Whether or you think you actually need a copywriter, you should have an end goal in mind. It may be generating more sales or it may be reducing support enquiries.
But you’ll never reach that goal unless your customers can make it through your website without a dictionary. You need to speak their language.
You hate corporate jargon. Your customers do too. So make sure you hire a copywriter who does as well. Like…oh, I don’t know, me?