Of course, no-one knows more about your business than you. You're like a living encyclopaedia of technical expertise and industry secrets. However, this could actually be a disadvantage.
It's possible to be too close to your product or service, so that you lose your customer by getting too bogged down in minutiae or jargon.
Perhaps you should consider engaging a copywriter.
See through your customers' eyes and talk your customers' language
I know; I bang on about this a lot. But that's because this is going to be your copywriter's primary concern. They're going to be brutally honest when you wander into the realms of techno-babble, ask challenging questions in order to learn the true value of your product or service, and help you uncover the hidden benefits of doing business with you – the stuff you didn't even know your customers loved about you!
In order for you and your copywriter to have a great working relationship, I would offer these 4 Top Tips:
1. Choose your copywriter wisely
In the Auckland region alone, there are several extremely competent copywriters. You need to find the person who's the best fit for you and your business.
Take a look at the style and tone of their own website. Do they present themselves in a way which makes you feel intrigued and engaged? Have they made it easy to understand the type of person they are and the manner in which they work?
Has anyone you know partnered with them or used their services previously? What were their experiences? As with any business relationship, you really can't beat a personal recommendation.
2. Trust your copywriter
Let your copywriter do their job. Don't try to write the web copy, press release, or case study for them. I know this may feel like the helpful thing to do, but in reality it's counterproductive. Firstly, it'll take valuable time out of your working day to put the thing together and secondly it could make your copywriter's job harder. Personally, I find it much trickier to unpick and revamp what someone else has already written. Their style, tone, and phrasing influences my thinking, and I'm also conscious of how much effort it's taken.
Give your copywriter a blank canvas. For me, that means that I'd like bullet points of crucial information only. I can ask you the questions which occur to me, carry out any the external research and verification, and then I can write it.
And, when you're handed a press release to approve, minor corrections are fine, but please don't move the text around or try to make it more "salesy". Writing a professionally crafted press release is an art, and there are strict rules that need to be followed. Recognise that your copywriter has already presented your information in the most appropriate way for editorial consideration.
3. Involve your copywriter
A copywriter shouldn't be working in isolation or brought in at the last minute. Whatever your marketing project – online or in print – the sooner you have your copywriter collaborating with the whole team, the better. By way of a few examples, I regularly work alongside experts in:
The best kind of working relationship, in my mind anyway, is one that has a chance to develop over time. The longer your copywriter works with you, the stronger and more successful the partnership should be. With luck, you'll come to regard them as an integral part of the team – an essential cog in your business' engine.
Just a few hours every month can keep your website fresh, your brand awareness ticking over, and communication channels open with your customers. And that's what it's all about, of course – to make it even easier for people to buy from you.