copywriting services at silvertoad!

But that’s not the point. It’s not about what you know. It’s about what you can tell your customers quickly and convincingly, so they buy your product. And, sometimes it’s easy to be so close to the products that you miss the most important thing – objectivity. When was the last time you really stepped outside of your business to see things the way your customers do? – be honest now! That’s what a copywriter does, every time. A copywriter (well, a good one with a bit of marketing nous) won’t be content to read your brochure and rehash it. They’ll want to get right under the skin of your business and product. They’ll look for the differences, the values, the unique benefits that matter to your customers. Think of your copywriter as a fresh pair of eyes on your marketing. Now, that’s worthwhile.

Not really, no. Well, you can give it a go – but it takes a copywriter to put the right words in the right order. And in the right places. A copywriter will understand the questions your customers ask, put them in a logical order, and answer them. Why does this matter? Well, the more you can think like your customers, the easier it is to overcome any objections they have to buying your product. Getting things in the wrong order will confuse potential buyers, make things sound more complicated than they are, and simply put people off. Make things easy for your customers, and you’ll find they read on. And while you’re at it, you’ll make it easier for you to sell.Of course, there’s more to it than just the structure. Once that’s right, there’s the content. A copywriter will look at a number of things, including the types of words used, the length of words, the length of sentences and paragraphs, the pace of the copy, the tone of voice, the position of words in a sentence… A copywriter will draft the copy, think about it, sleep on it, come back to it once or twice, or as long as it takes to get it just right. It’s a process of perspiration, as well as inspiration!

How long do you think it will take you to write a piece of copy? Not sure? Have a guess – then double it. Now grab a calculator and work out how much it will cost in your salary – that’s the first cost. Now think about what else you could have been doing with the time – that’s the second cost (called ‘opportunity cost’). You might not even have written great copy, which means you’ll probably lose out on sales too. So you’ve just ‘spent’ three times. Isn’t it better to just spend once and get a professional to do it for you?Here’s another thought. Companies are often quite prepared to spend money on corporate design and branding, and a website. I’ve seen some beautifully designed websites filled with some shockingly poor copy. It’s like buying a designer outfit for a red-carpet occasion and wearing it with muddy wellies. Think about the overall impression. Professional copy is as much a part of your brand as your logo (copywriters call it ‘corporate voice’). Get the copy wrong, or out of step with your design, and you risk sending mixed messages. And no-one likes those.4) Our MD writes everything.

My personal faviourite. See reason 1. Even if your MD is a copywriter (unlikely), or thinks they are (much more likely), their job is to run the company, not write copy. While they’re below decks writing the copy, who’s steering the ship? They must be stopped.

5) We use an agency.

OK – you’re at least getting an objective view on your marketing communications. But do take a minute to make sure the agency use a ‘proper’ copywriter. Designers are designers – copywriters are a different breed entirely. Yes, the two work hand in hand, and when they do the results can be impressive. Just make sure your agency is giving your work to a copywriter like Silvertoad always do, preferably a qualified one or one with proven experience (or both). And make sure it’s not a designer or account manager writing your copy.

Any other reasons? Let me know. Or even better, let me handle your next copywriting job and see for yourself how professional copywriting can make a difference to your business and sales results.