How can a copywriter understand my business enough to write about it?

This is the introduction to an article I first published on Medium.

There are lots of reasons not to use a copywriter to help you write better marketing materials. Some of the reasons are valid. Some of them aren’t.

One of the reasons I hear most often for someone not wanting to work with a copywriter is simply that they don’t think a copywriter will be able to understand enough about their business to be able to help.

I think it’s understandable to feel that way. If you’re a one person business or there are just a few of you, you’ll have a lot of stuff stored in your heads that you just ‘know’. If you work in a niche or specialist area, it’s easy to think outsiders won’t be able to understand it. If your business is complex, you might think it will be too hard for anyone to grasp.

But while I think it’s understandable, I don’t think it’s right.

In all these cases, it’s the copywriter’s job to unpick all this information and tease it out of you.

So how do they tease out all this information? And what value do they add by doing so?

Read the rest of this article on Medium.

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