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Do You Need to Think About Hiring a Copywriter?

March 29, 2018|

What is copywriting?

Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.” (source)

When I work with clients on copywriting projects, I go through a specific process before getting started. It first starts with understanding their brand’s story and why, who their audience is, and what’s the goal they want to achieve with the copy. After all of this, I sit down and start brainstorming and researching key phrases in Google, a creative way to express the brand’s message, and researching a bit more about their audience.

Most of the time, I receive questions asking if businesses can DIY their own copy. Is hiring a copywriter recommended for all businesses? Are they just as important as all of the professionals who work in visual branding?

The simple answer is: YES. 

Copywriters are an investment.

What does a copywriter do?

If you’re interested in hiring a copywriter, in my signature service package, Copywriting & Messaging, I work with professionals in the tourism and hospitality industry to perfect their message and website copy, to reach more of the right clients online. What does this include?

  • A Branding questionnaire to understand what your business is all about and they why behind it all. Through your answers, I pick out the words you use often, that make up your personality. Then, I start diving into your ideal client and what you understand about them.
  • 45-90 minute Brain Dump Call to hear your voice and listen to how you express yourself. We’ll go through the branding questionnaire to gain more insight.
  • The TQP Studio Branded Copy Style Guide that holds your mission statement, unique selling point, key phrases, and more, gives you easy swipe copy for future marketing campaigns.
  • Drafts are where I take your message and craft it to sound like you! You’ll have the time to work on your business, while I’m working behind the scenes.
  • Revisions to make sure your copy sounds like you and shares your message to attract your community of clients!
  • Client support & 30-minute wrap-up call to ensure you’re confident in sharing your new message and ready for launch!

During my signature process, research about your ideal audience, your services, keywords, and SEO tactics are done to increase your visibility online. I start with focusing on your goal for your copy, for example: connecting with your community online to convert them into clients. From there, the process goes:

  1. Understanding what your community wants
  2. Picking out pieces of your story and message that can connect with them
  3. Discovering the strengths you provide in your business that can give them the results they want
  4. How to phrase all of this in a way that connects and draws in more clients to your business!

Skilled copywriters can clearly and concisely share your business’s message in a way that captures your audience’s attention, and retains their interest!

Interested in DIY-ing your copy, first? Join our Skillshare course, “How to Write Captivating Website Copy that Actually Converts”, for FREE! You’ll also receive 2 months of Skillshare Premium on us!

Copywriter Cassandra from The Quirky Pineapple Studio working on a laptop
Photography by Laura Quintero Photography

Questions to ask before hiring a copywriter

The branding process can easily be broken down to all the beautiful and visual aspects that make up what your business looks like online, but what’s often forgotten is the message and values your business carries along the way.

Before diving into the aesthetic of your brand, it’s important to think through the underlying meaning behind all of those colors, symbols, and fonts that portray your brand’s personality.

To make a cohesive brand that connects all written and visual aspects, the message starts first. If you have or haven’t thought about any of those important, soul-searching, questions – start by asking yourself these if you’re considering hiring a copywriter to make it easier for you:

  • How much time do you have?

Although some copywriting projects can be shorter (i.e.: social media captions), how much time do you have to dedicate to research, understand your ideal audience, write, edit, and revise? For example, my copywriting and messaging package will average around 4-5 weeks for completion.
How much time do you have to go through all the data you’ve compiled about your service and ideal clients, research more information, write, edit, and then publish, while also running your business? A copywriter can dig through all of your data with an unbiased eye to create compelling copy that can persuade your audience to take action.

  • Do you write often?

Most business owners I’ve met will opt for DIY copy. There is NOTHING wrong with DIYing your copy for your website, sales pages, email funnels, etc. But, before you decide to do that and “save money”, do you write often?
And a better question is, do you write often in a way that connects with your audience to like you, trust you, and want to buy from you? Is it clear to your community what you do, what you offer, and how it will ultimately help them solve a problem they have?
Copywriters are trained to write in different “voices” and tones, to match each of their clients and respective communities. Personally, I’ve switched from being a do good/feel good, social impact voice, to an enthusiastic wedding planner, to an Iceland travel blogger, excited to help you plan your next big trip. Copywriters are versatile and adaptable to brand personalities and are “voice chameleons”.

  • Are you familiar with SEO strategies, keywords, alt tags, etc?

Search Engine Optimization, or better known as SEO, keywords, and alt tags are all tools to use if you are producing content online. As we all know, Google is the main search engine for everything. Do you know how to optimize your organic search and show up on the first page of Google using copywriting techniques and strategies?
Many of these important parts of “getting visible” online are constantly changing. It’s part of a copywriter’s job to keep track of all the changes and make the best efforts to include all of these strategies so that your website easily shows up as one of the first recommendations on Google.
Learn how to optimize your website and blog posts for SEO to reach more clients and book out your business in our course ‘How to Use SEO & Content to Rank on Google and Reach More Clients’!

  • How familiar and comfortable are you with your ideal audience and clients?

Although most business owners have a clear grasp of who they want to work with and who their ideal communities are, most aren’t too sure how exactly to talk to them.
Is the best way through social media, blog posts, video content, email newsletters, or other means? When you talk to them, are you connecting with them personally, before trying to sell them something?
As a copywriter, it is my job to write copy that persuades your ideal audience to take action towards what you’d like them to do. This can be taking advantage of your sales, offers, or joining your email newsletter.
Many times, I’ve talked to branding professionals and have realized that a copywriter is usually the last option when it comes to investing. When you think of branding, what are your first thoughts:
  • Photographer
  • Graphic designer
  • Website developer
  • Copywriter
To create a harmonious brand that is consistent on all levels and messaging (visual and written), each branding professional knows exactly how to tie everything together to create a brand that is unique and true to your values.
Want a full breakdown of how to write copy that sits in the heart and soul of your ideal audience? Get your copy of the Your Soulful Branding workbook, with over 100+ pages of tips, strategies, and best practices from 2 branding professionals!
White laptop with purple desk accessories
Photo by Pixi Stock
And how do you build a brand that flows and weaves so effortlessly in everything you do? Create a clear message that connects with your community.

What makes you interested in hiring a copywriter? What’s stopping you from working with a copywriter? Let us know in the comments below!

Are you ready to create a clear message and website copy so your community can easily find you online? Schedule a 30min strategy call with me to see how we can work together! 

Enjoyed this post? You might like these, too:
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