The best copywriter for your business IS YOU.
If you’re thinking about hiring a copywriter, you probably think, “Like everything else, you get what you pay for.”
What you may not know that the most inexpensive copywriter is the one who will do the best writing for your business. Yep, you read that right. Inexpensive copywriting may be your best bet…
Why am I telling you this? You’d think as a freelance copywriter I’d be making the claim for exclusive, experienced, and pricey copywriting services. Well, above selling you on my services, my job is to tell you the truth.
I’m going to let you in on a little secret your copywriter is hiding from you because she likes getting paid big bucks for her writing. (Even as I write this, I’m wondering if I’m going to regret it.) This might surprise you, but I hope you take it to heart…
The person most qualified to write copy for your small business –emails, blog posts, web pages and even Tweets and Facebook updates – is already working for you.
If you’re someone who doesn’t want to write your own stuff it’s usually for one of these three reasons:
You loathe writing.
You’re busy doing other important things like running your business.
You don’t have confidence in your own writing ability.
Now the first two reasons are perfectly understandable (and I’m happy to pick up the slack in that area because I both ENJOY writing AND, coincidentally, I get paid to do it.)
But that third reason…the ability thing; I just don’t buy it.
You probably have more natural ability than you think.
In fact I know it you have the ability to write. There’s a damaging myth pervading writing that is preventing you from doing it, if you really want to. It’s time to dispel that myth and replace it with truth.
Hang on to this truth: “If you can speak you can write.”
The Myth of Perfection
Many entrepreneurs who aspire to write their own stuff freeze when they write.
I’m sure this “page fright” has noble beginnings. Several years ago a book by Don Miguel Ruiz called The Four Agreements was popular. His explanation of Ancient Toltec spiritual knowledge was inspirational for many people in contemporary American culture.
I too liked the last three agreements a lot (look into it, if you’re curious), but that first one – “Be impeccable with your word” – not so much.
In fact, as a copywriter who studies what people say and how they say it… being impeccable with my words scared the crap out of me.
“Be impeccable with my word.” Well, WHICH word exactly? Which of the 20,000 words I speak today should be “impeccable?” All of them?
Did the ancient Toltecs believe it’s “the message” that should be impeccable? The general meaning? Your intentions behind your words?
Maybe the Toltecs just did not say very much.
The average person who goes online in 2012 is deluged with more words in 48 hours than the entire lexicon of human knowledge from the beginning of time to 2003! The would-be copywriter contributes but a few snowflakes to that avalanche of daily information.
Admittedly lot of that content is junk, just words for content’s sake. But even great writers don’t stretch to be impeccable. They try for “good enough.” And usually succeed.
The Fallacy of the Impeccable Message
Yes, everyone wants to write — and read — accurate, interesting, compelling, even entertaining copy… but “impeccable?” Whew.
I can see why anyone holding themselves (or their copywriter) to that standard would think they’re out of their league when it comes to producing great content for their business! Perfection is a tall order to fill.
So don’t! I’m going to show you a better way to look at this copywriting thing, and to actually forge ahead and tackle it yourself.
The Blogging Solution
Think it’s difficult to write a blog? Au contraire. Here’s why it’s easier than you’d expect, even if you’re not a writer.
Many aspiring copywriters/businesspeople converse naturally and enthusiastically about their products and services. When they’re telling their friends, family or colleagues about something related to their expertise, business owners don’t struggle to find the perfect word. They just explain things:
- “This is how it worked out.”
- “I can help with that.”
- “The function is simple; it works like this…”
- “You won’t believe what happened today.”
Hopefully, also, they seldom rewind their customer conversations from memory and parse every word. They don’t can’t go back and edit everything they say. (Don’t worry; we can talk about editing another day.)
So neither should you be so hard on yourself in your writing. Instead, just chill.
When you attempt to write that first page, think about the big picture. Toss out the notion that your copy has to include everything, for everybody, in one complete and perfect page.
It doesn’t. It can’t. It won’t.
Think about your favorite websites. Each page has a unique purpose and message. Blogs allow you to frame one idea per post and organize how and when you share those ideas. Yes, sometimes there’s some overlap of information, certain strong themes emerge over time. The writing is personable, understandable, and specific to that brand (even if the brand is just one person).
You can do that, too, without any copywriting or content writing experience. Blogging is an excellent way to hone your writing skills.
If you’re still with me, and you want to hire yourself as your copywriter, then try this…
Start with a short blog post every other week. Don’t worry if you leave out details. Try to get 400 words down on there on the screen. A good plug in to your content management system should even keep count for you.
Gradually build up to regular communication with your readers. Consistency is the key ingredient, not perfection.
Maybe you didn’t catch this, but this post is actually a rewritten post from way back in 2012! I build on the original content because I’m still writing about the same things and sharing information about content, writing, solopreneur-ing, working from home, etc.
Furthermore, I still believe that hiring yourself to be your copywriter is a great idea, especially if you’re just starting out and you have more time than money. Search this blog for posts under the “copywriting” category, and you should have more than enough free information to study!
Want more copywriting tips? Grab the free video series of my 21 best copywriting tips. It’ll take you less than 25 minutes to consume all 21 short videos, so you don’t even have to sacrifice tons of time!
One thing you must remember is that no single drop of insight will win over a new customer, or persuade someone to come over to your side… it’s the ongoing engagement you’re working toward. If you stop after one attempt, then yes, this one piece of writing will be your only dismal contribution to your company’s portfolio of copywriting.
But if you keep at it, over time you will paint a cohesive picture that will compel the right customer to read your articles, notice your work, visit your shop, or do business with you.
You’ll stop being that wavering, lone voice in the wind, and become that person who just always shows up and contributes. That, to me, is the hallmark of a great blogger, content maker, and businessperson.
You know your company’s story and the ins and outs of your business better than anyone else on the planet. That’s what truly makes you qualified to by your own in-house copywriter.
Use that edge and you may discover that YOU are best copywriter than your business can afford to hire!