Professional Copywriter meets potential client:
[Scene: INT. CLIENT OFFICE – DAYTIME]
The scene begins in a modern office. Behind an imposing oak desk sits a manager, suited and booted. Opposite is a well-dressed female copywriter holding a pad and pen. We see a long shot of them as they chat about the weather etc.
The female listens intently and takes notes while the manager talks about his business. After a lull in the conversation, we see the female put her pen down and address the manager.
PROFESSIONAL COPYWRITER
“OK, thanks for telling me about the business. But why are you doing this? What do your customers get out of the relationship?”
The room falls silent.
MANAGER
“What do you mean? I’ve just told you what we do and what we want to say on the website.”
PROFESSIONAL COPYWRITER
“Yes, you’ve told me what you do, but not how it benefits your customers. The copy must identify the chief reason for them buying from you. They want to know how you will make their life easier.”
The manager stares at the copywriter. A frown appears on his brow as he fidgets in his chair. He sits upright and leans forward.
MANAGER
“Look. Just write what we’ve asked for. Tell them what our company does, and they’ll buy it.”
PROFESSIONAL COPYWRITER
“No, that won’t work. We have to show them how you can help them. We have to use a voice that they can relate to, a style that sounds natural and welcoming….”
The manager grows visibly uncomfortable.
MANAGER
“Look. Here is an example of what we want. Just write it.”
The copywriter glances at the example. It’s generic, uninspiring, and downright awful. She gathers her things together. She pushes her chair back and stands.
PROFESSIONAL COPYWRITER
“Thanks for your time, but I can see that I’m not the copywriter for you.”
The scene ends as the copywriter shakes the bewildered manager’s hand and leaves the room.
A professional copywriter won’t compromise
Your primary reason for hiring a copywriter is that you want a professional to create content for your business that will sell to your customers. So why on earth would you ignore their advice?
It’s like going to a solicitor to help you fight a legal case and decide to do it yourself. You wouldn’t do that because you’re not a legal expert, so why do you think you can write better than a professional copywriter?
They’ve spent years honing their craft, understanding the customer, and identifying what they want. They may not know your business inside and out, but they do know what works when it comes to content.
Copywriters spend hours developing their skills, studying markets, and searching for trends and psychology. It’s their job not only to write but also to write in a way that will grab your readers’ attention.
Think about it for a moment. Yes, your website showcases your business, but you’re not the buyer; your reader is the buyer. That’s why every word on your website must be aimed at them.
They’re not bothered about your offices, and their only interest in what you do goes as far as how it will make their life better.
You see, regardless of whether you believe your website is a sales tool (which it is) or purely for information (which it isn’t), its content must convince the reader that you are the company they want to deal with because:
- You understand their pain
- Your solution will make their life easier
- You speak their language (no hiding behind jargon or mumbo-jumbo)
The final word
If you only take one thing away from this article, make it this: your website is for the benefit of your readers. Therefore, it must show them how you will help them in simple terms and make it easy for them to get in touch with you.
Sally Ormond, professional copywriter