Whenever something needs to be written, whether it is a pamphlet, a blog post, a news article, or it is for an online or offline publication, quality matters. Given how regularly most of us write, either as part of our jobs or because we rely on digital communications, it’s easy to fall into the trap of assuming that anyone is capable of writing. In a way this is true – anyone can write – and most people can even write coherently. However, it takes a talented and experienced individual to be able to write well.
No matter what it is that you need written, a copywriter will be able to take on the job for you and will be able to provide a level of quality and skill that the average person simply doesn’t possess. Copywriters don’t just know how to write well, they know how to look at a job and assess the best way of writing, the right style to use, and the audience they will be writing for. These are just some of the reasons that you should always use a professional copywriter to handle your most important writing tasks. Let’s take a look at some more.
Consistent Quality and Style
Having everything you need written done in-house will certainly save you a sizeable chunk of cash, but it will come at a cost. Someone with little to no experience of professional writing will still be finding their feet when they produce work for you. This means that they will be learning and developing their style and approach as they go. In any other circumstances, this would be a good thing, but when it comes to producing quality content for a website, blog, or other publication, it is a hindrance.
Your readers will find it jarring if the content you produce is inconsistent in its style, tone, or overall quality. A professional copywriter, on the other hand, will have already established their own style and approach. They will also have experience working in different formats and writing for different audiences. This allows them to produce work that is of a consistently high quality, and which embodies the appropriate style, and tone for the audience in question.
Connect with Your Audience
Whatever the purpose of the piece in question, you want it to resonate with the reader. Any work that doesn’t resonate and which doesn’t connect effectively with your audience simply won’t have the power to elicit the desired response. A good copywriter can draw the audience in and persuade them of just about anything. Without experience as a professional writer, writing persuasively without your writing coming across as manipulative is very difficult. If the reader feels that you are going out of your way to persuade them of your authenticity, rather than allowing a connection to form naturally, you will elicit the opposite reaction to the one you want.
If the piece in question is designed to promote or sell a particular service, higher quality and engaging writing will be a much more effective way of doing this. On the other hand, if the piece is informative, an engaging voice will be considered more trustworthy, meaning the reader is more likely to take the information you present on board, and will also be more inclined to trust it.
Perhaps the biggest difference between most people’s writing and that of professional writers is that a professional writer knows exactly what to say, and the best way of saying it. The English language is a particularly versatile and poetic language; there are a great number of literary techniques and ways of deploying the English language that are completely unique. There are a million different ways of saying even the simplest of things, but each of these different ways will use different words and be subtly different in their meaning and implication.
Writing that is precise and well-crafted creates an impact beyond the literal meaning of the words. Whether or not the reader is consciously aware of it, a writer’s word choices will affect their perception of the piece and its content in a variety of different ways. Many of these creative decisions and linguistic choices are made by instinct on the part of the writer and are often difficult to put into words. However, this is one of the key reasons that professionally written writing is now much more effective.
Clarity of Thought
When many people begin writing for the first time, they find themselves looking over every word they type, reconsidering every sentence, and ultimately getting hung up on all the wrong things. A professional writer has the talent and instinct as well as confidence in their own abilities to know what to say and how to say it, without second guessing themselves. This means that when it comes to editing work, a professional copywriter won’t be getting hung up on things that don’t matter.
When a piece is edited too much, it almost always ends up being less readable and less precise. Imagine a near-perfect painting with one barely perceptible flaw. In trying to repair this one insignificant flaw, the changes the artist makes can ultimately affect the areas around it. The more the artist tries to fix their one mistake, the more they end up changing the overall piece, until the whole thing ends up worse off.
SEO is something that website owners and businesses are constantly trying to improve upon. There are a variety of different metrics that are used to determine SEO scores and one of them is the number of backlinks your website receives from other reputable websites. Producing high quality content is the most efficient way of encouraging other websites to link back to you. Google also prefers websites that offer long-form and original copy. Again, there are a number of different variables that the search algorithms consider, but if you are publishing high quality copy, you will meet these with relatively little effort.
Whatever it is that you need written, you should always look to a professional copywriter to do it for you. No job, no matter how big or small, should be left in the hands of unskilled and inexperienced individuals. There is simply no substitute for talent or experience.