I think your opening statement says it all..."content helps refine your traffic." Getting more hits seems to be the focus of a lot of cheap resources, when the focus should be getting the right eyes in front of your site. There is no shortcutting solid copy, and writing for the web with SEO in mind is even more of a focused discipline. Your company is worth the investment.
Angie Haggstrom
· 3 months ago
I couldn't agree more David. Unfortunately, many don't. And as I'm sure you already know, copywriting isn't the only industry experiencing this issue. Designers, developers, marketers...the importance of these industries, the work they produce, and the benefits they provide are all horribly underestimated. Until it's often too late, anyway.
Justin Parks
· 3 months ago
Its true, "content helps refine your traffic" is a very important point in this post that many under estimate in their quest to get mass amounts of traffic without realising the significance behind it. Quality is always better than quantity.
The points you raise about "Your Voice" is interesting and well put Angie. Not everyone is a writer and some of us find it hard to articulate things and because we feel pressured to market content rapidly we do tend to take the easy route and hire "a dollar an article" type content, when really they would be better of saving that dollar (or 30, or 50 dollars), having another coffee and making a piece of their own really shine.
Angie Haggstrom
· 3 months ago
I agree fully Justin. Owners almost always create great content even if it isn't quite as 'perfect' as a professional piece might be. If you choose to have someone else write your content, you need to make sure that whoever writes your content can inject your voice throughout the piece. Adding some passion into the subject certainly doesn't hurt, and as far as I'm concerned, should be a requirement.
This is what makes finding a copywriter difficult for most business owners, I think. Whoever you hire has to be more than just a good writer; it has to be someone you can work well with, and who 'gets' what you're all about.
divinewrite
· 3 months ago
Nice post, Ang. I particularly like "you need to build the elemental foundation of trust". As I look around, most copy seems to have been written without this in mind. Also, I agree with Justin. Your discussion of voice is very well put. By accepting low quality copy, you're endorsing it, and equating it with your brand.
Angie Haggstrom
· 3 months ago
Thanks Glenn, unfortunately so many people never stop to think of these things until it's too late. And lets face it, with so many companies reaching into the same pockets, for the same consumer dollars, there really isn't room for experimenting with copy.
mjces
· 3 months ago
Sadly, this 'belittling' of quality copy is very real. I have had clients who would say that as long as people can read the copy, it would work just fine for them.
Your discussion about educating people on the necessity of always going for high quality copy is a great idea. But how? All I can see is the haggling part of the freelance writing business will take longer when you also try to educate your clients about this. But I value the importance of this idea and I'll think of how to best do it.
Angie Haggstrom
· 3 months ago
Hi mjces,
Validating your services and convincing the client of that isn't easy, but it's the perfect opportunity to stretch your copywriting muscles. What makes you better and different than anyone else? What makes the content you write better than the content generated by machines? What will the customer gain when they hire you as a writer?
The idea is to show that you are a far better option and the client would be doing himself a disservice by not hiring you. By the time you're done telling him about how he'll benefit from hiring you, he'll completely forget about using previously distributed content or any other option he may have been considering. He won't be willing to accept anything less than you.
Once you figure out the information your potential clients need, you need to decided where this information needs to be presented and which format will work best? Will you include it on your website? If so, where? Will you use a client brochure?
FrankKnipschild
· 3 months ago
Really made me think about our own copy and i realize i need to pay attention to it. I'll be in touch Angie :-)
Angie Haggstrom
· 3 months ago
Hi Frank,
If it got you to consider your own copy, then my work here is done ;) Glad you found it interesting! (And I'm happy to chat with you anytime!)
All Comments
The points you raise about "Your Voice" is interesting and well put Angie. Not everyone is a writer and some of us find it hard to articulate things and because we feel pressured to market content rapidly we do tend to take the easy route and hire "a dollar an article" type content, when really they would be better of saving that dollar (or 30, or 50 dollars), having another coffee and making a piece of their own really shine.
This is what makes finding a copywriter difficult for most business owners, I think. Whoever you hire has to be more than just a good writer; it has to be someone you can work well with, and who 'gets' what you're all about.
Your discussion about educating people on the necessity of always going for high quality copy is a great idea. But how? All I can see is the haggling part of the freelance writing business will take longer when you also try to educate your clients about this. But I value the importance of this idea and I'll think of how to best do it.
Validating your services and convincing the client of that isn't easy, but it's the perfect opportunity to stretch your copywriting muscles. What makes you better and different than anyone else? What makes the content you write better than the content generated by machines? What will the customer gain when they hire you as a writer?
The idea is to show that you are a far better option and the client would be doing himself a disservice by not hiring you. By the time you're done telling him about how he'll benefit from hiring you, he'll completely forget about using previously distributed content or any other option he may have been considering. He won't be willing to accept anything less than you.
Once you figure out the information your potential clients need, you need to decided where this information needs to be presented and which format will work best? Will you include it on your website? If so, where? Will you use a client brochure?
If it got you to consider your own copy, then my work here is done ;) Glad you found it interesting! (And I'm happy to chat with you anytime!)