We’re not going to tell you that not everyone can write. Chances are that you clicked on this article because you’ve tried writing yourself, found the results majorly underwhelming. Or perhaps you realised that copywriting takes a lot longer than you expected, and you’re currently on the fence about hiring a copywriter.
Here’s what will happen when you hire a professional copywriter: your product immediately becomes more accessible. Because when you’ve spent weeks, months, and years working on a product, all the complex terminology and ideas become second nature to you. The same can’t be said for your clients, who will most likely be witnessing your products for the first time. Good copywriters are ones who can understand the full complexity of your product in a short amount of time, and then convert that knowledge into a digestible format for the layman to understand.
Every business needs a copywriter
Business owners (and non-writers in general) often underestimate just how much there is to write:
- Want to launch an app? You’ll need a product description that will get people downloading in 4000 characters.
- Want to launch a video campaign series? You’ll need video script writers who understand pacing and your audience’s attention span.
- Want to secure that coveted grant to turn your prototype into reality? You’ll need a kickass proposal that investors simply can’t refuse.
And we haven’t even mentioned the social media captions and SEO optimised landing pages that will be required once you blast it out to the internet. Don’t forget about banners, posters, and other advertorial collaterals, either. They may just be a handful of words, but every single word choice is a culmination of considerations between your audience, your image, SEO, and more. The success of your campaign can literally be determined by “those few words”!
Day-to-day, copywriters will probably be handling the following items on your behalf:
- Blog posts. Depending on the type of blog post, these can range from anywhere between 600 to 1500 words, or even more. Trust us when we say: these take time. That is, if you want content that is readable, evergreen, and ultimately builds your audience and client base.
- Website copy. Unlike blogs where you can have a little more room for experimentation, here’s where you’ll want to ensure more consistency in tone and theme across all your landing pages. Even after website copy is done, you’ll want to check on it every few months or so to ensure that your headers (H1, H2, H3, and so on) are aligned with popular industrial keywords so that your website gets a good SEO score.
- White papers. These are official documents that record factual information about products, services, policies, law, and more. White papers can be useful for drawing in business partners or government agencies who will want to understand the ins and outs of your enterprise before agreeing to collaborate with you. They can also contribute to your brand’s authority and credibility in the field.
- Emails. Yes, emails! 85% of people read emails on their phones, and that means the bulk of quick decisions like minor purchases and meeting RSVPs will be made with the tap of the screen. Whoever writes these emails will have to know what they are doing because readers can just as easily tap away if they don’t like what they see. Done right, emails can be useful for welcoming new clients, announcing promotions, and all around ensuring that you remain top of mind with your clients.
- Social media posts. Psst! Want to know a secret? More than half of the posts you see on LinkedIn are probably written by copywriters rather than account holders themselves. Knowing what to post and when to post on social media will determine how you and your brand are perceived, and definitely takes more than 5 minutes a day during your coffee break (unless you’re Elon Musk of course, but we’re willing to bet that he has dedicated copywriters for each social media channel).
Still think you can handle copywriting all by yourself?
In case we haven’t scared you out of writing for your business yet, let us put a couple more caveats towards you. What if we told you:
Even a good command of English does not
make one a good copywriter.
Politicians, celebrities, and other public figures have the gift of the gab, too. But their words often draw ire from the public. That’s all fine and dandy depending on what their goals are, but we’re guessing that as a B2B organisation, you want to steer away from controversy rather than drive towards it.
Good copywriters understand social trends just as well as business trends, and know how to work around controversial words, phrases, and topics whilst promoting their company. Good copywriters don’t just litter copy with flowery language, either. It’s not an O level English exam, afterall. Adjusting the language complexity setting to one that will be most well received by the audience is a sensibility that people simply can’t hone overnight.
Finally, the best copywriters are keenly aware of human psychology. They know how to use words to encourage people to keep reading, and instill feelings that will spur people into purchase. Finding a B2B content writer, who not only writes but creates a story, builds an argument AND ticks all the SEO boxes WHILE using a distinctive voice, motivating energy, and an inspiring attitude is – well, it’s rare!
Want to hire a B2B copywriter?
Instead of flooding your b2b marketing collateral with unnecessary jargon and acronyms that no one outside your department understands, why not inject some personality into your copy so that it actually converts? Piecing stories together from the most mundane products in tech, finance, and b2b is the bread and butter of us word geeks. And your sales people will definitely thank you for it.
So if you’re ready to level up your marketing assets game, then tell us about your product and website at email@example.com. In fact, don’t hold back on the details. The more complex, the better. We’ll digest it, meditate on it, and craft stories that will make your brand come alive.