Every industry has its myths. Misconceptions that people have around what you do that are spread just enough that people believe them. Some can be pretty outlandish, while others are bland and boring – but either way they can be incredibly annoying to deal with!
Copywriting is no exception there. Plenty of myths surround wordsmithing, and often business owners will use them, as excuses not to hire a copywriter, even when they desperately need one. So today let’s rip the bandage off and bust some myths wide open.
Myth 1 – It’s Only Words
On the surface, I see where you’re coming from with this one. But there’s a difference between being OK at writing, writing every day, and writing to sell. A copywriter is skilled at getting inside your customer’s heads and identifying not only their pain points, but what they want to hear. They know how to choose the right words, put them in the right order and the right place to have the impact you want. A copywriter helps you articulate your offering in a clear and concise way, helping you get the outcome you want from your marketing.
I think we can both agree that’s a bit more than ‘just words’.
Myth 2 – Only I Know My Business
Yes. No one knows your business quite like you, and no one can. It’s your baby.
But the thing is, a copywriter doesn’t need to know every single detail of the inner workings of your business. Instead, we’re very good at asking the right questions about your products and services, the problems they solve for the people who buy them, and the type of customers you want to attract. We’ll get you talking about your marketing goals and the story behind your business. And then we’ll weave it all into some fantastic copy that works hard for your business.
I once worked with a client who was so surprised by how well I had taken her ramblings and turned them into wonderful web copy that she was convinced I had been living in her head!
Myth 3 – It’s Expensive
Like any service, there’s a cost spectrum involved in copywriting, and every copywriter will charge differently. What I can tell you is that good copywriting rarely comes cheap! But here’s where you need some reframing, because you aren’t just buying words – you’re buying time. Time you don’t have to spend pouring over every word, agonising until you get it right. You’re also buying years of experience and knowledge you wouldn’t have access to otherwise. For example, if you hire Eleven Eight you’re hiring 9 years of copywriting experience, plus an Undergraduate and Masters Degree in English and Creative Writing.
It’s important to remember that hiring a good copywriter can also help boost your sales, covering the cost of hiring them and then some! As long as you pick the right copywriter for you, you’ll make far more than you spend.
Myth 4 – It Takes Ages
Have you ever times yourself writing something? I guarantee it took longer than you think. Because unless you write all day, every day, it’s not something you’re in the habit of. I actually had this argument with my husband about a year ago. He wanted to see how many blogs he could write in a day compared to me, convinced it would be similar. At the end of a 8-hour work day he presented me proudly with 1 finished article and a half-written one. And I handed him 6 finished blogs.
Copywriters take the time they need to create a good result, true. But it’s almost always going to be quicker than you!
If you’ve ever used one of these myths as an excuse before, I hope you’ve rethought after reading! Don’t feel bad though, it’s very common to believe these misconceptions, which is why I wanted to set some of them straight. If you have any questions, or want to see if we could work together, just drop me a line so we can arrange a coffee.