Use Your Words.
If communication is the critical connection between what you mean to say and what is actually understood, why do so many clients take a do-it-ourselves approach to writing? Is it the tiny budget or the learning curve or just the trial-and-error hassle of finding a writer who "gets" you?
A good, smart, experienced, copywriter can make your life so much easier, and is well worth investment to get up to speed.
A great copywriter:
1. Is fast and efficient at choosing the right words and stringing them into golden prose that communicates.
2. Will give you grammatically correct, proofed copy that needs few edits.
3. Is adept at leading the reader down the path towards "yes."
4. Listens well and adds value to your input, incorporating their own knowledge of your industry, marketing best practices, and sales techniques.
5. Accepts edits with a smile, but pushes back when appropriate.
6. Takes the burden of writing, editing, blogging, etc. off your staff's plate, so they can concentrate on their primary jobs.
7. Can become an invaluable partner over time, as they get to know your business.
Are you telling your prospects what you want to say or what they need to hear to make a decision?
It happens all too often. The client is well versed in their company's strengths and weaknesses. They know their sweet spot—their ideal prospect—and they want to win them over. They've prioritized their services, honed their messaging document, and feel like they're ready to write that website or that powerpoint, or that brochure.
All good stuff. Until they start acting like a guy in a bar who is desperate to score. This never works, especially if you try to get the girl to go home with you before she knows what kind of person you are and how she's going to feel in the morning.
When we see a client pushing their agenda, and not acknowledging the needs of their prospects, leading with features and ignoring benefits, we advise them to stop, drop, and roll, because that fire is going out.
Why buy a clothes dryer when you live in the tropics with a big old sunny porch? Why use 500 words when 50 will be read and 5 will be remembered? I think that's all we need to say on this subject.