It can often be tempting for business owners to take on the task of creating all of the copy their business requires. After all, they are the ones who have the greatest understanding of their product or services, as well as the customers they want to attract. However, much like graphic designers and web designers, it pays (quite literally) to bring someone on board who has a keen understanding of the various nuances that are proven to convert prospects into customers.
Enter the freelance copywriter.
Utterly obsessed with language and its relationship with marketing, freelance copywriters spend their time focussing on the best way to convince readers that their clients are the best choice. From blog and social media posts to the copy which features on company websites and newsletters, freelance copywriters are ultimately responsible for creating messaging that tells readers how great a business is whilst at the same time compelling them to take action.
By combining the creative with the commercial, freelance copywriters help support business growth by attracting new customers and continuing to engage existing ones. Accomplished through engaging advertisements and relevant articles, copywriters will also make decisions which are guided by data. A freelance copywriter might, for example, perform an A/B test on an email newsletter to learn more about the most effective way of building leads for business. Similarly, they’ll spend time looking into Google search trends to have a firm grasp on exactly what relevant searches a business can take advantage of. By doing this, freelance copywriters unlock growth through words by ensuring that the businesses they work for are discovered at opportune moments.
It’s also worth keeping in mind that as “an outsider”, a freelance copywriter provides a fresh perspective that can lead to significant growth. They achieve this by learning how people speak about products and services, and speaking back to them in this same language. Take a car mechanic, for example; he or she is likely to speak in far more technical terms than their average customer is familiar with. If they decided that they weren’t prepared to make things a little more accessible, they would lose business to a competitor who did. This is exactly the kind of thing that a freelance copywriter is sensitive to, and makes certain that no opportunity is lost.
There’s as much science as there is creativity in copywriting, after all.
Ensuring that there’s consistent messaging across digital and print channels, freelance copywriters also establish a tone of voice that provides a unique identity to a business that serves to separate it from its competitors. Something of a subtle art, the tone of voice isn’t simply “how a business speaks” but “how a business speaks in a way that provides assurance and authority when advertising its services”. Far from abstract, the tone of voice which a freelance copywriter creates can be finely documented in much the same way that brand guidelines are. This component of copywriting ultimately serves to unlock growth as it enables businesses to be immediately recognisable and consistent across their various channels.
It’s also worth remembering that by hiring a freelance copywriter, business owners free up a considerable amount of time to focus on the products and services that their organisation specialises in. That’s before the time required from the demands of day-to-day administration.
Altogether, hiring a freelance copywriter enables businesses to unlock growth by ensuring that all of their messaging is as creative as it is commercial. In other words, having someone who is solely responsible for paying close attention to the language used in promotional materials will provide business owners with the greatest chance of securing a sale and retaining existing customers. What’s more, a freelance copywriter brings all of the experience and insight necessary to identify opportunities that might otherwise be missed. Whether that’s the creation of a blog targeting an emerging topic of interest, or making subtle adjustments that spur readers to action, freelance copywriters have an awful lot more to do with revenue than people often assume.
How to hire a freelance copywriter
Despite the obvious and biased suggestion of simply visiting my contact page to hire a freelance copywriter, there are a few things you can do to ensure that you recruit the best person for the job. These include:
- Taking a look at their portfolio and case studies to understand if they will be a good fit for your business
- Reading up on their process to get a measure of how involved you’ll be
- Taking advantage of their contact forms – freelance copywriters are a friendly bunch!