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Why Look For a Copywriter?

February 3rd, 2010

1994 Dodge Shadow

photo credit: davef3138 - "Listen to that baby PURRRRRR!"

By Matt Cook
Point.Click Media

For small businesses, justifying the hiring of a professional for your marketing purposes can sometimes be a little difficult. They are usually rationalized by the business owner in the same manner: “I can just do it myself. I’ll reuse our old materials. I know the business better than anyone so it should be no problem.” While this may be true, the owners’ expertise is usually tailored to the product or service they’re trying to promote and not necessarily in trying to connect with their demographic on their level.

Copyrwriters have experience in seeing things from multiple points of view as an outsider. This is very important when dealing with your client base. A company that manufactures nuclear reactors for example, will have a much more complex range of services than your average coffee shop. Avoiding over-explanation or under-explanation can essentially be the make-or-break point of your business. If no one can understand exactly what you do, then what would make them buy from you? If your writing doesn’t strike a chord with potential clients, there’s no need for them to look at you any further. It’s kind of like those mechanics who bring you into the shop and tell you all the different parts on your car that need to be replaced. You have no idea what they’re talking about except that you’re going to owe them a bunch of money. Yeah, everyone LOVES those places.

MECHANIC: “You need your Panoramic Seismograph Oscillator replaced. I’m sorry, but Section 3, Paragraph 2 of the Geneva Convention explains that I’m not allowed to let you leave without that.”

YOU: “OK. How much will that cost?”

*This is when the mechanic runs to the back room to get the bone saw. It’s a good thing you’ve got the automatic, because it would be hard to press the clutch with no left foot*

Your corporate image is often what differentiates you from your competition to new clients. If your business has already invested in its identity and making sure they look good, it only makes sense to have your client information just as appealing. It would be like going to a car show in a Mercedes with an engine from a Dodge Shadow. Sure you look good, but what kind of impact lies underneath the hood?

Copywriting is the one piece of information that is imperative to get right with your clients. Above all else, the information that you present to people is what allows your demographic to identify you. A copywriter has the background to make sure you can make a splash with your audience. If you’re looking to get the right message out there about your company – and why shouldn’t you? Contact Point.Click Media.

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Posted in Branding Tips on February 3rd, 2010

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