I’m a decent baker. I make pretty awesome chocolate chip cookies, but I’d never dream of baking a wedding cake. That takes real expertise.
So why are companies having “decent” writers create web and brochure copy? If you’re a geophysicist or a banker, go ahead and write your own emails and business letters. But when it comes to creating sales, marketing, editorial and web content, those things require expertise. Here are five reasons you should hire a writing professional:
- A pro can identify your communication needs. It’s not unusual for a client to call and say, “I need a brochure.” When I follow up with questions about what messages they want to include and what action they hope clients will take, I’m often met with a blank stare. They just want a brochure because their competitor has one. A professional writer will help you identify your message and the best channel – website, social media, brochure, article – through which to send it.
- Audience matters. Your basic message may be the same, but the way you need to say it will vary depending upon who you’re trying to reach. Are you talking to potential clients? Long-time customers? Vendors? Regulators or governmental officials? A communications professional can help identify your intended audiences and tailor-make messages for them.
- Sometimes you’re too close to the subject. For example, a real estate agent who sells a couple dozen homes each year, doesn’t think twice about terms like “amortization,” “adjustable rate mortgage” or “bridge loan.” But if you’re a first-time home buyer and you encounter a website filled with these foreign words and phrases, your heart will start to race and your anxiety level will rise. A professional writer can make even complex subjects easy to understand.
- Mistakes make you look bad. Sure, Spellcheck will catch a lot of errors, but it won’t stop you from using the wrong there/their or its/it’s. You may argue that no one is hiring a plumber or landscaper based on their spelling ability. You’re right. But people do want to hire someone who projects reliability and professionalism. Silly errors make you look amateurish.
- Efficiency matters. Unless your expertise is content creation, you’re liking spending far longer writing and editing than you should be. Wouldn’t your time be better spent doing your real job? You have processes and knowledge that allow you to get your job done efficiently and effectively. The same is true of professional writers. By hiring a pro, you’ll save time and money and end up with content that draws people in.