The importance of good copywriting
Copywriting is not rocket science. We all do it every day. We write long emails, we post on social media – hell, some people even still write letters! It’s all copy. Words. Most of us can write decent copy but, the thing is, copywriting is time-consuming. It requires you to think a lot. It requires patience. And in this hectic, digital age, patience is not in any great abundance.
If you are “time-poor”, then you will almost certainly not have the time (even if you have the inclination) to write good copy. Small business owners, in particular, are very short on time. There’s so many more important things to take care of: sales, stock levels, answering the phone, paying the bills – the list goes on. And yet good copy is absolutely vital to the success of any business.
Perhaps the most important copy you’ll need to write (or have written for you) is the “foundational” content on your website. Your business needs to be found by potential customers, and in order for them to find you via the usual method (a Google search), your website content needs to be well thought out and written with the search engines in mind. Actually, not just Google – Bing & YouTube are important too. This optimisation process is called search-engine optimisation (or SEO) – you’ve probably heard of it. It’s a dark art – but an important one.
At a very basic level, if you are, for example, a freelance Graphic Designer based near High Wycombe, it would be a travesty if your website did not show up on the first page (preferably in the top 3 results) of the Google search results for the phrase “freelance graphic designer in high wycombe”.
Similarly, if you are one of only two spoonbenders in the UK, it would be somewhat disappointing if you didn’t feature very highly for the term “UK spoonbender”.
Good copywriting, in conjunction with good SEO practices, will achieve the results you need.
Do you have time on your hands?
In my last corporate role I managed an 8-strong marketing team. We were part of a much larger marketing team of some 200+ people (it was a very big company!), and as you can imagine we spent a lot of time and a lot of money creating marketing materials and campaigns. But we didn’t really write any copy. That might seem curious – highly-paid professional marketeers, most with degrees, unwilling or unable to write their own copy. But the truth is we simply didn’t have the time. Corporate marketing at the highest level is really like spinning plates. Lots and lots of plates. There are a million and one things going on at any given time and there simply isn’t enough time to stop and write good copy. Because good copywriting does take time. Time to think, time to write, time to review. So we tended to outsource the copywriting to professional copywriters – and what a great job they did!
The bottom line
The bottom line is that writing good copy to promote your business is an absolute pre-requisite to success. And if you don’t have the time, skills or inclination to do it yourself, then it makes sense to engage a good copywriter. If you’d appreciate some help copywriting for an email, a series of emails, a flyer, a brochure or even some signage (very important!), please do get in touch – we’d be delighted to assist.