Every business with a website is familiar with copywriting. They have someone create content for their site and hope that the audience will relate to it. The problem is, most businesses usually go for the most cost efficient option without taking experience, niche and other abilities into consideration. So they end up with a website that may or may not have good copy and there’s no guarantee how your audience will connect to it. Alternately, some businesses even make the mistake of hiring the most popular firm or freelancer. Here are 5 reasons to convince you to pick a good content creator over the cheapest/most popular one:
Creating great copy requires an in-depth understanding of the niche and subject matters within the niche. The aim is to create the perfect balance between information and relatability. Not every writer can do this , especially for smaller, less popular niches. A good copywriter makes sure to do his/her research when creating copy. Experience also plays a major role in this as it relates to adaptability and conformation. An experienced copywriter can create content for remote niches even though he\she has no personal experience within the niche.
- Brand Image
Brand image refers to how a company wants to portray itself to its audience. It affects the customer’s perception of your brand and reflects on their buying habits. Good copywriters are able to understand the image that you can trying to put forward and work to create that image through their content. Content reflects brand image through tone, language and relatability. Content that is average will reflect your company in a substandard manner. The same holds true for copy that is rushed, sloppy or error ridden.
- Creating value
Every sentence on your website has to serve a purpose in order to get readers hooked, You only get one chance to create the right impression and you have to be purposeful at what you write. Readers look for quality information and insights. A good copywriter understands all this and creates content that provides the right information along with the benefits of your service/product. They know how to create the necessary tone and encourage users to take necessary action. For example, an About Us page is meant to informative while the products page is meant to sell. Copywriters know the difference in content between these 2 pages and create unique content accordingly.
- The Audience
Copywriting is about communicating with the company’s audience. As such, copy that basically follows a mundane format combined with average content is clearly not the way to go. Many copywriters make the mistake of simply stating facts about the company and products. This is ineffective as most audiences expect personalized content. Experienced copywriters know how to write for different audiences , the content they create for a bakery will not have the same tone as the content they create for an IT company. Another basic rule is listing out how the company’s products will help the consumer instead of just listing their functions, For example, “Our laptops have a large amount of RAM” is better stated as “Our laptops have all the RAM necessary to multi-task effortlessly.” Copywriting is not about the company, it’s about the consumers view of the company. It gives consumers a peak into a brand and lets businesses show them why they’re worth the consumers time. Picking copywriters because they are cheap or because they’re popular, ultimately defeats this purpose. An inexperienced copywriter that doesn’t understand the niche is the same thing as creating your own content by following Google templates. They may work sometimes but often times, it can be disastrous.”
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