1. Because Your Brand Needs It!

Branding and design simply cannot exist without words. And the right words, at that. A copywriter will bring your brand proposition to life in every marketing asset you create. The skilled copywriter knows how to speak specifically to your ideal audience with words and phrases that they can understand and relate to. They know how to explain what it is you’re offering while appealing to their need for a solution that’s right for them.

2. Because Your Messaging Needs a Voice!

As marketers, you strive to make everything coming from your business sound as if it came from the same individual– a united voice. But reality may dictate someone from human resources wrote one asset and someone from sales wrote another. The final assets should be consistent in tone and personality without leaving your audience confused. Sometimes less-experienced writers throw in too much jargon in an effort to sound educated or industry-savvy. But plain and simple English wins over readers, even in explaining a complex process or technical application. That’s the job of a copywriter.

3. Because Most Marketing is Boring!

It’s hard to give all your messaging some zing that appeals to your audience. Fact is most marketing (especially in B2B) is just boring. Copywriters will strive for clear messaging with some creativity mixed in to get the user excited. Maybe they’ll use humor, a relevant cultural reference, an interesting use of terminology or a fun play on words. Copywriters are not just trying to be clever with their word choice. They’re trying to be authentic and interesting. Anything but boring. Because boring is like throwing your money away to create an asset that no one will read or care about.

4. Because Content Should be Purposeful!

What does that mean? Each marketing asset you create has purpose… to educate, to motivate, or to call to action. In order to serve that purpose well, the content must be user-centric, substance-rich and response-driven. Maybe one at a time or maybe all at once. That’s not an easy task. A lot of thought goes into choosing the right topic, best key-words, overcoming user objections, etc. The mix and tone of each asset will vary depending on type, which presents a complex roadmap skilled copywriters are trained to navigate.

5. Because SMEs Might Flop at Writing!

I know what you’re thinking: “No one understands our offering better than we do. Surely, we can write this with in-house expertise.” Many in-house teams have subject matter experts (SMEs) who are awesome content resources. But they’re not copywriters. Typically, they’re valuable senior staff members who have better demands on their time than copywriting. If you’re building an in-house team, hire subject matter expert roles. This may be a product marketing manager or senior sales or engineering role. These in-house experts become vital resources for your copywriter when developing specific marketing asset.

6. Because One Copywriter Doesn’t Fit All!

The knowledge of your subject matter expert will not change much (or only increase) over time, yet the copywriter skills you need for a specific marketing asset will vary greatly from asset to asset. So, one size (or type of copywriter) doesn’t fit all. Copywriters have many areas of expertise, like SEO, branding, social media, public relations, direct response, etc. The fact that there are so many specialties only goes to show you how valuable copywriting can be to your overall marketing efforts.