The value of professional copy
It doesn’t matter what business you’re in; you will need professional copy. It could be your website copy, brochure content, reports, white papers, email marketing, newsletters, case studies, etc.
Although you learned to write many years ago from your earliest days at school, that doesn’t mean you’ve got the right skills to write for your company.
You also probably don’t have the time.
One morning you have an epiphany.
You want marketing content that works, so you look for a professional copywriter to help you.
After a search on Google and asking around for recommendations, you create a shortlist of potential writers and give them a call for a chat.
That list is whittled down to a couple of possibilities.
The next step is to meet them to discuss what you’re after in detail. This is also an excellent opportunity to see if you click.
The meeting goes well, and you get on like a house on fire. After gathering all the essential information she needs, the copywriter goes away to produce a proposal and quote, which is later emailed to you.
During a break, you open her quote, splutter, and fall off your chair, screaming, “How much?”
Professional copywriters aren’t cheap. However, looking at the bigger picture, you’ll realise they’re not expensive either.
What value do you put on professional copy?
How much do you think professional copy should cost?
- £15 per web page?
- £5 per article?
- £100 per case study?
- 5p per word?
To be honest with you, if that’s what you think, you shouldn’t be using a copywriter. Or, if you are, you’re NOT getting value for money.
The value of copy has nothing to do with the number of words written or the time taken to create the content; its value comes from its impact on your business.
Look at it this way. You commission an experienced copywriter to write regular articles for your website.
You are charged £500 per 600-word article. Your neighbouring business also uses a writer and is charged £150 per article.
Your articles are thoroughly researched, original, well-written, and engaging. They are all expertly constructed for SEO (search engine optimisation) purposes and focused on the needs of your readers.
One article alone results in five additional orders worth, let’s say, £1000 each.
The article your neighbouring business uses produces nothing.
Your investment of £500 has netted you £4500.
That’s because the copywriter you’re using is a professional marketer. She’s an ideas person who is highly skilled in search engine optimisation. Her natural writing style appeals to your readers. She uses clear, plain English and isn’t afraid to break a few grammar rules to ensure her copy has the right impact.
Only professionals deliver professional results
The moral of the story is that if you want your marketing copy to reflect the professional reputation you’ve worked hard to build, you must hire a professional writer.
All your content, published in your name, reflects on your company. So cheap content could ruin your reputation.
All marketing and business activities carry some element of risk. However, ensuring you work with a professional copywriter will mitigate that risk – especially where your reputation is concerned.
Sally Ormond is a copywriter based in the UK. Through her business, Briar Copywriting Ltd, she works with a broad range of clients worldwide, from SMEs to blue chip companies, creating eye-catching, compelling copy that boosts their sales and market visibility.