What’s the point of a copywriter?

in Working with a copywriter

When I’m at networking events talking with people about what I do, one of the most common comments is something along the lines of “I’m an expert and my business is very technical. By the time I’ve briefed you I could have written it myself.”

At this point, I’m pretty certain I’m never going to form a meaningful long term working relationship with the person I’m talking to. There are two reasons why.

If you love what you do, you’ll love the opportunity to talk about it. When you work with me, you get the opportunity to talk about what you do with someone who really wants to know. I’ll be easier to talk to than your customers because you won’t have to worry about making a sale at the end of it. I’ll be better to talk to than your friends and family because I’ll never roll my eyes or wander off and start doing something else. And I’ll be more polite than your team because I won’t be thinking about how my workload is going to be affected.

I love working with people who love what they do and try to steer well clear of those who don’t. When you’re passionately engaged with your business, I’m passionately engaged with it too. And when you aren’t, well, I’m not either.

But there’s a much more important reason why the comment misses the point.

Yes, you’re an expert in your business and your business may be technical. But I’m an expert in using words to persuade people to buy.

Yes, you may need to spend a little time briefing me. But the time you spend will be time well spent. I’ll combine the expertise you’ve shared with me with my own expertise to create something that’s greater than the sum of its parts.

In short, when you work with me, we become an unbeatable team. Now doesn’t that sound like a good idea?

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