Tips, news and views from Green Light Copywriting

The copywriter paradox: why ask a stranger to write about your business? 30 August 2024

So, why ask a stranger to change the way your company is perceived by the world? Here are just a few reasons…

Too close for comfort

The face-palmers, the fifth draft re-writers, the late night scribblers: they are the business-owners who realise that knowing their business inside-out actually gets in the way of them writing about it.

They are the people who contact me when they’ve done what seems like their millionth draft – yet still feel a million miles from the right message.

For people who haven’t had that experience, this can seem like something of a paradox. How can a freelance copywriter – who is effectively an outsider – be able to write about their business in a way that sells it?

See the wood for the trees

The same reason somebody might think twice about using a copywriter is precisely the value of the right copywriter.

It’s all about distance.

For the business-owners that have looked at creating the content themselves and not been happy with the results, this perspective is exactly what they’re after. It can provide that all-important distance to highlight what’s really important and interesting to potential customers.

Look again

This new viewpoint can also show up the strengths that may have been overlooked up till now.

The right copywriter will spend time getting to know not just your business, but your goals and your market – then transform that insight into unique content designed to sell your business.

They should also ensure that your content works with – rather than against – shifting copywriting and marketing content trends. All that should mean that they’ll quickly turn from a stranger into a trusted source of support.

So you can put down that fifth draft and get on with running your business.