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Why we might be our own best copywriter

Marketing copywriting is using words to persuade people that what we’re offering is worth more to them than what we’re asking in return. That takes effort and skill, either in the copywriting or even in the offer itself.

However, a good writer is not necessarily a good copywriter. It’s a very specific ability, and not cheap.

Sadly, few of us are likely to have the sort of budget needed to hire a really good copywriter to write our entire website. If that’s the case, we may well be better off learning a bit about copywriting and then ‘hiring ourselves’.

(Note that if we do find a good copywriter, the first thing to get them to work on is our outreach material – such as emails – followed by the landing pages these work alongside. This will give us the chance to evaluate what they can bring to the party.)

Great copywriters understand that it’s about the ‘why’, not the ‘how’. The word ‘because’ gets people to do stuff. Read this excellent evidence which is as true today as it was back in 1978.

One of the best ways to find out ‘why’ is to talk to existing customers (or at a pinch, our sales people who know them). That’s something we can all do. It will give us such a head start over even a good general writer that we may well instantly be the best copywriter that our company can afford.