Copywriters v. Writers: The Do-It-Yourself Marketing Mistake That’s Costing You Customers

Copywriters v. Writers
“Mirror the reader to himself and then show him afterward how your product fits his needs.”Raymond Rubicam

Beauty may have the ability to contort itself to accommodate the viewer, but value through the eyes of your customers can’t be so easily undermined. If you’re writing your own marketing copy, or relying on the writing skills of a staff member who isn’t an expert, you’re missing out on valuable opportunities to connect with customers.

For many small businesses, the “fake it ’til you make it” sentiment has become a rite of passage, a way to maintain their markings in a temperamental economic market. It seems harmless enough, but ask yourself: Would you put your health or the health of your family in the hands of a doctor who had medical knowledge, yet lacked formal training? The same principle applies to marketing your business.

copywriters v. writers

Psychology behind copywriting

To the common viewer, copy is just a series of words strung together on a page. However, this mindset adoption is what separates the average writer from a professional copywriter. The goal of copywriting is simple: tap then latch. In other words, tap into the reader’s emotions and get them to latch onto your brand by crafting your product’s narrative around their emotional reservoir.

Have you ever found yourself purchasing a certain car or outfit and imagining how others would perceive you? If so, you have your emotions to blame, which accounts for the majority of purchasing decisions and sharing of information. According to Jonah Berger, author of a study published in Psychological Science, a journal of the Association for Psychological Science, our social interactions are driven partly by emotional arousal.

Benefits of hiring a professional copywriter

In 2015, online sales were $335 billion and are expected to reach $523 billion in the next five years. Here are 3 ways a professional copywriter can turn your website into a 24/7 selling machine.

copywriters v. writers

1. Higher website rankings on search engines. Landing on the first page of Google search results is the primary objective of every small business, and rightfully so. More than ninety percent of Google traffic never makes it past the first page, according to a June 2013 study conducted by Chitika Insights, an online advertising network. As a business owner, your time should be monopolized by making money, not deciphering keywords and building backlinks.

copywriters v. writers

2. Write from the outside in. When you’re attached at the hip to your business, it’s easy to glaze over the big picture: connecting with customers. People don’t care about how great your product is if they can’t understand how it can benefit them. A professional copywriter can provide an outsider’s perspective on your product and create marketing messages best suited to reach your target audience.

copywriters v. writers

3. First-hand knowledge of what works. A professional copywriter knows what sells and what dulls interest. This alleviates wasted time and energy in developing your online content. A copywriter who is well-versed in appealing to various audiences can also advise the most effective marketing strategy for your product.

Hiring a copywriter to market your business is optional, but then again, so is business growth and success. Saving a few extra bucks in lieu of hiring an outside expert may seem like the best course of action, but at what cost to your business?

Let us know if you have any questions. Just drop a note in the comments section below. And while you’re at it, share your favorite copywriting tip or observation. We’d love to hear from you!

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