Gaining (a Copywriter’s) Perspective

I just read an interesting article on Copyblogger that reminded me of the reasons business owners and marketing firms need copywriters. I’ve mentioned a few of them before. Maybe you don’t happen to have a talent for writing. Maybe creating your own marketing content takes up a huge amount of time that ought to go toward doing your day-to-day tasks that keep your business running. Maybe you do have the talent, but you hate, hate, hate using it. (Hey, some people just don’t enjoy writing.) Maybe the copywriter you’ve been using suddenly retires or goes on a sabbatical or gets too busy to take on additional jobs. These are all valid reasons to hire a copywriter, and in each case I’m happy to step in.

The article mentioned another good reason, though — the possibility that you may be “too close to the topic.”

Let’s face it, you know your business inside-out. You’re immersed in it on a daily basis. You work with other people who also know the industry, and you communicate with colleagues that speak the lingo as well as you do. You live in the world of your business. The problem is, your customer probably doesn’t.

You may find it impossible to see yourself objectively enough to put yourself in your reader’s shoes. Sometimes it’s hard to pretend you’re John Doe instead of Jane Manufacturing Incorporated long enough to really grasp what the reader wants to know, as opposed to what you want to tell him. Time to bring in an objective party — one who happens to write marketing content for a living. Your copywriter can see John’s perspective as well as Jane’s, creating a message informed by one and aimed at the other.

You may also find that your industry speaks a language the general public doesn’t understand. I recall the time I walked into an engineering company and the owner said, “Ah, so you’re the guy who’s going to rescue us!” The company’s leadership team had spent so many years talking engineer-speak to engineers that they’d lost a handle on how to translate their features and benefits into common English. Again, copywriter to the rescue!

Whatever your writing roadblock may be, don’t keep suffering from it. Offload that specialized work to a specialist, and welcome a new brain to your company’s think-tank.

You can check out the rest of the Copyblogger article here.

For more about my writing services and current package deals, check out my website at www.reynoldswriting.com.

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