It’s said that a great way to attract the right clients is to be genuine. Be yourself when writing content for your website, and authenticity will emanate from the screen like pheromones, drawing clients in with wit, charm, and whatever juju you’re throwing out there.
Odds are, though, you need help to accomplish all that. Don’t get me wrong. I’m sure you’re amazing at what you do. I’m sure you put your heart and soul into building your business and create wonderful work in the process. When it’s time to take pen to paper and write ads, blog posts, articles, landing pages or anything else, though, it’s best not to go it alone.
Copywriting for businesses is a finessed art that uses persuasion and communication techniques to inform readers and inspire action.
When people who aren’t strong writers go for a “real” feel in their writing in an effort to personally connect with readers, it can backfire, often disastrously. “Personal” writing can come off as sloppy. The wrong words are chosen. Meanings are misconstrued. The only persuasion that winds up happening is people are persuaded that the writer doesn’t know better or doesn’t care.
Writing for yourself can lead to writing that works more like Agent Orange, repelling readers long before they even get to know the “real” you.
The best advice for successful writing for businesses is: Hire a professional copywriter to create original content. If you absolutely must insist on using your own writing, hire an expert editor to proofread for grammar and misspellings and edit for clarity and flow.
Level the Playing Field With a Professional on Your Team
One thing is certain: Businesses must develop an online presence. Getting content in front of readers builds relationships that matter. Click To Tweet According to Demand Metric, 60% of consumers enjoy reading relevant content from brands, and 82% feel more positive about a company after reading custom content.
It is tough to consistently create high-quality content. Many medium- and large-sized companies enjoy the luxury of hiring an entire digital marketing team to meet the ever-increasing demand for more great content. Small businesses don’t have the resources for that.
What they can do is outsource their writing needs to a professional who knows how to read the landscape and can win playing on the same field with the big boys. Partnering with a professional copywriter allows small businesses to generate content that competes with top brands at a fraction of the cost.
Create High-Quality Content Consistently
Gone are the days when you could experience success by jotting down random thoughts and posting them online an hour or two later. The internet world matured as more businesses and blogs began creating higher quality content. People expect to be informed and educated when they read about a service or product. They expect to find the type of worthwhile posts that take an extended amount of time and expertise to write.
A recent survey by Orbit Media on blogging trends found that the average blog post takes more than three hours to write. Yet, twice as many bloggers are taking six or more hours to write each post. Taking the extra time to care pays off. Thirty-three percent of bloggers who take six or more hours to write a blog post report “strong results” from their efforts, whereas only 23% of bloggers who spend less than six hours writing a post report “strong results.”
Consistently producing blog posts, articles, newsletters, and other marketing material is difficult and time-consuming. It is so difficult and time-consuming, in fact, that 64% of B2B marketers outsource their writing.
Many small business owners find it nearly impossible to keep up with the amount and quality of writing necessary to remain competitive. Enter the copywriter who makes it her business to keep up with your writing demands. Producing fresh content on a regular basis is a copywriter’s bread and butter.
Copyedit for a Professional Appearance
Even seasoned bloggers recognize the importance of proofreading. Orbit Media’s survey also found that most bloggers are now using editors to edit and polish their work. That’s a smart move because readers are paying attention. Up to 74% of people notice the grammar and spelling quality of a website’s content.
“Typo” is a four-letter word that happens to everybody. But typos don’t just distract readers. It’s been shown that bad grammar and spelling mistakes erode trust and drive nearly 60% of potential customers away from a website.
Bad grammar and spelling mistakes indicate that the writer doesn’t care, doesn’t know any better, or is too rushed to fix the errors. These are all not impressions you want to make. Most small business owners are none of these things. They simply need a hand with their writing. That’s what copywriters and editors do best, allowing business owners to do what they do best: Run their business.