Guest post by Tania Shofron (learn more about Tania at the end of this post)
How may times have you sat down with a writing project and just couldn’t put together a sensical sentence. You knew exactly what you wanted to say, but your brain wouldn’t communicate with your fingers poised at the keyboard. But is the occasional “writer’s block” really justification for paying a “pro” to do it for you? You’ll eventually put together something and save your company money in the long run … But will you???
Here are the top 10 reasons why outsourcing a copywriter will always increase your bottom line:
FRESH PERSPECTIVE
Someone from the outside is much less likely to find themselves mired in the extraneous details of your product or service, and much more apt to clearly focus on the benefits. Further, an outsider is more likely to think outside of the box when it comes to new and innovative ways to market your business. For example, a health food company may hire out to produce advertising copy and direct marketing pieces. But an experienced and professional copywriter could also suggest producing a monthly newsletter to convert initial customers into repeat clients, bring in more referrals, sell more products and enhance the overall business image. In other words, a newsletter would boost overall sales which is music to the ears of any business owner.
A BETTER UNDERSTANDING OF THE TARGET MARKET
Though you’ll argue that you know your product or business better than anyone else, as society evolves, consumer needs change. Businesses that succeed are businesses that grow and change along with their target market. An outsider, as part of the ever changing society, can better understand and analyze the way people on the outside are using your product or service and, thus adapt your marketing scheme accordingly. Even if you’re not constantly evolving and growing along with your target market, your competition will.
IT’S SO EASY TO FIND THE PERFECT CANDIDATE FOR THE JOB
In today’s day and age the world’s greatest minds are able to link up in a “virtual office.” Through the beauty of technology, you have your choice of any copywriter, with any specialty, located anywhere in the world. It’s so easy to find a copywriter that has an expertise, and even a pay scale, suited to your particular project. Plus, what could be more satisfying than doling out your specs with a quick click of the mouse, and later finding a finished product in your inbox awaiting review.
THERE ARE TURN-KEY COPYWRITERS WHO WILL SAVE YOU HIGH AGENCY FEES
Say your project is more involved than simple copy. Perhaps you want to launch a direct mail piece with fancy graphics or photography. It’s easier to hit up a “one-stop-shop” advertising agency instead of trying to find all the “creatives” piecemeal? But this service does NOT come without a price. Agencies charge regular hourly fees plus a markup. But you don’t have to give up the convenience of a turn-key project. Most freelance copywriters are very well connected and can team up with other creatives to offer a package deal.
REPEAT COPYWRITER HIRES QUICKLY LEARN YOUR BUSINESS AND BECOME A VALUABLE COMMODITY
Even if you run a business which is currently in a state of flux, you’d be surprised how well a copywriter can get up to speed. But things get really interesting whey you decide you liked their work on one project and hire them again. A good copywriter will quickly become so knowledgeable of your buyer pool they can harness a purchasing power with an advertising message that is worth what you pay them a thousand times over.
FREE YOUR EMPLOYEES UP TO DO THEIR JOB
The state of the economy today has many employees wearing several hats which may not have been part of their initial job description. It’s no news that staff could be much more efficient if some of the extraneous workload was taken off their plates. Furthermore, when it comes to copy that goes before the eyes of your target market, would you rather have it done by an overworked employee trying to check it off his list, or by a focused copywriter who’s only job is create the perfect message to communicate with your customers?
CLARITY, PROFESSIONALISM AND STYLE, NO MATTER WHAT SIZE PROJECT
Copywriters earn their livelihood writing copy. In addition to jaw-dropping headlines, they more often write plain, everyday language as it is used in every aspect of your business. Crisp, professional writing adds polish and credibility – and makes others want to do business with you. No matter how small you think the project is, don’t let your reputation suffer because of poorly written copy.
SAVE TIME … AND MONEY!
Outsourcing copy is a time management strategy that business leaders are now realizing. Professional looking, well written material takes a great deal of time to create. Even if generated in-house, not only might you end up with lackluster quality, but the employee’s primary responsibilities and distractions might take the whole project longer to complete. A professional copywriter has time for nothing else but creating first-rate copy for you.
QUALITY
Business leaders who want professional results hire professional writers. If you’re still debating on whether to hire a copywriter, take their portfolio as a vote of confidence in the quality of a writer’s work. As a consumer yourself, if you recognize the names of some of the writer’s past clients, then they’ve done their job, haven’t they?
SIMPLE ECONOMICS – THE BUSINESS ALWAYS WINS
Even if your company already has an in-house creative or marketing department, these lean economic times mean fewer people, less resources and smaller budgets. There are solid economic advantages to the freelance model: No benefits to pay; A business only has to pay when they need a project done; Fresh outsider perspectives combat insular mindsets; And, via the web, companies can access a huge range of talent and expertise. On top of all of that, what if your company’s in-house creative team hits a serious time crunch? Outsource the overflow to a competent freelance copywriter and everybody wins!
About the Author
Tania Shofron is a copywriter offering services through her website shofron.com.
Susan Gunelius
Susan Gunelius is the Founder and Editor-in-Chief of Women on Business. She is a 30-year veteran of the marketing field and has authored a dozen books about marketing, branding, and social media, including the highly popular Ultimate Guide to Email Marketing, 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing and is a Certified Professional Career Coach (CPCC).
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Very true. Even if you have a good writer on staff, she won’t be as fast as a professional copywriter who writes full time. Paying your in-house person for four hours to do something a pro can do in one will never be cost-effective.
All right on target but biggest reason is a good copywriter can help you generate qualified leads…then revenue.