Many small businesses will first engage the services of a graphic designer to create marketing materials.  There’s nothing wrong with that; in fact, I strongly advocate finding a good graphic designer to help your vision come to life.  But while the design is what initially attracts your prospect’s attention, it’s the copy that holds their attention and drives them to buy your product or service.  All too often, though, it’s easy to overlook the copy and try to write it yourself.  But you do need a professional copywriter, even if you think you’re best able to describe your business. Here’s why:

1. You’re too close to the business.  There’s something to be said about knowing the business, but as the person running it, you don’t necessarily see the benefits of your services or products as easily. A professional copywriter can jump into the shoes of the customer, as well as conduct research and create a brand persona for you.
2. You’re not skilled at marketing copy.  A good copywriter is and can write in a way that will engage potential customers and encourage them to act.  It’s not an easy thing to do, and it involves research, playing with words, and really digging into the business and its customers.
3. You’re not sure of your writing skills.  You’re great at what you do: personal training, healthcare consulting, IT consulting, interior design, etc.  But you’re not a skilled writer, and you can’t find the right words – you’re sitting there with a blank Word document, and the blinking cursor starts mocking you.  A copywriter can extract what you’re trying to say and present it in a coherent way to prospective clients.
4. Grammar may not be your strong point.   A good copywriter is a trained writer who knows the mechanics of writing.  She is committed to the written word and produces well-written, grammatically correct copy that increases your credibility.  When you’re looking to hire a copywriter, it’s always a good idea to ask if she uses any particular style guides or reference manuals (AP, Chicago, Strunk & White, even Yahoo!).

The investment in good copy pays for itself in a few clients.  Instead of trying to write copy yourself, hire a professional copywriter to do it.  You’ll have more time to focus on your business, get your materials ready faster, and increase your credibility and sales with well-written copy.  Read what my satisfied clients have to say about the copywriting I’ve provided here, or contact me for a complimentary consultation to learn what I can do for your business.

(And to save you time on point four, I have all four style guides and reference manuals at my fingertips, along with two different dictionaries and a thesaurus!)

 Christine Parizo is a professional independent copywriter specializing in print and online copy.  Her modern marketing knowledge and vintage grammar sensibilities blend seamlessly to sell her clients’ products and services.  Visit her website at www.christineparizo.com.