In Copywriting, SEO Blog Copywriting, SEO Web Copywriting, Small Business Owner Tips and Social media copywriting
By Sarah McKenize, guest blogger
Being a freelance copywriter for more than ten years, I’ve heard a lot about my trade.
Thankfully, the majority of people I encounter understand that like many other careers, copywriting requires a certain type of discipline, attention to detail and skill set unlike any other.
In this article, I’ll debunk three of the biggest myths about copywriting that are currently floating around.
MYTH #1: ANYONE CAN BE A COPYWRITER
The majority of our clients have attempted to do their own copywriting prior to using our services.
They spend hours brainstorming topic ideas before trying to compose the first paragraph – then the first page.
Oftentimes, they even publish their blog post, website, e-newsletter or another type of copy, then are surprised and frustrated when it doesn’t produce the results they expected.
It’s understandable that many small business owners attempt to complete their own copywriting. As the person running your business, you live and breathe your company’s brand, goals and positioning. You are the sole person who knows it best.
You’re also likely trying to save money.
But let me tell you: Although there are some areas that you can DIY on your own in the business world, copywriting isn’t one of them.
A good copywriter has a solid education, skillset and, most importantly, lots of experience. Well-versed in SEO techniques, quality copywriters have a strong understanding of punctuation, spelling and grammar. They know how to compose copy that targets an audience interested in your business’s products or services and can integrate sales tactics to generate leads.
The bottom line? Even if you think you’re a good writer, you may not be a good copywriter.
MYTH #2: COPYWRITING IS EASY
So much more goes into copywriting than writing sentences.
To start, a thorough understanding of your business’s brand, positioning and target audience is needed. This helps a copywriter compose copy that appeals to potential customers interested in your offerings – and helps generate leads.
With the introduction of Google, copywriting got even more difficult. A great copywriter needs to stay up-to-date on the latest SEO techniques, which change by the day. They need to know what to include in their copy to get your business the results it deserves – as high up on the search engine results page as possible.
And they need to be great at what they do. The field of copywriting is competitive, so if a copywriter is going to be successful, they need to be better than “good.”
Besides SEO techniques, many other tactics are used to create compelling copy. Knowing – and using – these tactics effectively isn’t easy!
MYTH #3: COPYWRITERS HATE FEEDBACK
Although I definitely can’t speak for all copywriters, I know that I love hearing feedback about my work. That’s why each piece of copy I create includes a complementary round of revisions. Doing so presents the opportunity for you to provide me with constructive feedback, good or bad.
Feedback from my clients provides me with a clear direction in my writing and strengthens our working relationship. When criticism is received, I’m sure to incorporate it into upcoming projects for you.
Listening (and integrating) your feedback helps strengthen the relationship I have with you and your business. It shows that I am fully committed to your brand’s messaging and the marketing goals of your organization.
Although negative criticism can sometimes be difficult to hear, I know that it’s a part of any career. And in the end, constructive criticism only helps make me a stronger copywriter!
WRAPPING UP
Us freelance copywriters are a seriously misunderstood bunch.
Sure, we have the luxury of working in our pajamas if we so choose, but that doesn’t mean we don’t work hard.
In fact, we work super hard – and don’t have the ability to “leave our work at the office” at the end of the day. Oftentimes, we’re constantly thinking about how to strengthen your business’s copy – even when we aren’t sitting in front of our laptops. In fact, some of my best sentences are formed in the shower!
In my experience, I’ve found that the most understanding clients are ones who have attempted to write their own copy before contacting my business. They have witnessed firsthand how difficult it can be to string words together to form traffic-converting sentences. They completely understand the amount of time, dedication and hard work that goes into the art of copywriting.
Written communications need a dedicated effort if you want to stay competitive. Our in-house team at Trellis business Services can work with you to provide well-written copy, from snappy headings and persuasive sales copy or personalized storytelling. Let us be your voice! Contact us today.
By Sarah McKenzie
Sarah is the owner of Sarah McKenzie Copywriting & Web Design and is a regular guest blogger for Trellis. Sarah has provided well-researched websites for a variety of industries for more than 10 years.
Trellis has worked with us to help promote our brand in a much more professional manner. The result has been increased awareness and understanding of our company, which has led to more business inquiries. Our account lead is great to work with. She dives into each project with great enthusiasm and is a pleasure to work with. We call on her time and time again and she always delivers.
Samantha and her team listen - and that's why she's so good at what she does. She asked questions to understand my brand. Working with her helped me focus on what my own vision is for my practice. They designed a stylish, personalised logo that really reflects my tastes and goals. And they arranged a photo shoot that produced great results.
Trellis produced marketing and program materials in support of the 2012 conference of the Canadian Positive Psychology Association. The work was attractive, professional, and always completed in a timely fashion. We will definitely work with them again.
I hired Trellis for two projects: 1. to design a conference program for the Canadian Positive Psychology Association and 2. to design an ad for my own business, LVS Consulting. The CPPA program was a large project for a new organization, and Samantha dealt with us very kindly and professionally. As this was our first conference, we didn't really know what look and feel we wanted, and so Samantha put together quite a few samples and talked with us about colours, design elements and other aspects of the creative process. She worked uncomplainingly with our logo (which was designed part-way through the program process) and she dealt with different Board members very professionally and insightfully. The overall conference was a huge success, and the evaluations of the conference program were excellent. We were entirely pleased with the program, the process and the team's contributions. I would absolutely hire Trellis again, without hesitation
Trellis designed our conference brochure and signs and did an outstanding job. We looked very professional. The designs were modern and professional and dramatically improved our image. Our designer was great to work with and very responsive. I would recommend her to anyone.
In the last several years I have been able to reconnect with my community to celebrate its beauty, while deepening my understanding of the challenges and opportunities available within individuals, families and organizations. One group I was fortunate to work with is Trellis Concepts, a Mississauga-based agency, providing a range of marketing, creative and communications support services. If you are seeking "boiler plate" or "cookie cutter" communications and marketing support, then Trellis Concepts is not the agency for you. However, if you are in search of a creative, responsive and flexible agency that makes the time to understand and support your efforts, then Trellis may be the right agency for you. They have a knowledgeable, helpful and experienced team, and best of all as a client, you will feel cared for, listened to, and satisfied that they are fully vested in helping you meet your needs.
Taneja Consulting Inc. has been working with Trellis Concepts for the past 5 years and continues to work with them as they are responsive, creative and bring innovative solutions to all deliverables. We have worked with them in creating interactive, well laid-out websites - the websites have taken complex data and illustrated it in ways that resonate with any stakeholder group. Their document preparation services are tailored to the diverse needs of the reader and reflect so many amazing design elements that make content more appealing and interactive for the reader. We look forward to our continued work together!
It is a pleasure to work with Trellis Concepts. Samantha Angel has assembled a team that brings a variety of skills and experience to any project that we’ve worked on together. When you work with Trellis you can expect a positive client experience that is rooted in creativity, uniqueness, and professionalism.
We have worked with Trellis for several years and our experience has truly been a positive one. The Trellis staff is reliable, their work is timely and they will go the extra mile to ensure their clients are satisfied. We highly recommend Trellis to anyone looking to grow their business.
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