Why Hire A Writer?

In my last blog, I discussed the value of having a marketing plan that includes positioning statements, key messages and value propositions. I also pointed out that I my specialty isn't marketing strategy; rather, it's crafting what comes next. Now, you may be thinking to yourself, "If I know what I have to offer, why wouldn't I come up with the content for my website, brochures, blogs, e-blasts, etc.? Why hire a writer?"
 
Funny you should ask that. Just today, I gave a presentation at our weekly networking meeting about this very topic.
 
Most clients focus on their emotional connection to the product or business and use that as the basis for communicating to customers. The reality is their audience isn't motivated by what the business owner feels. Granted, a passionate business owner is going to be more impressive and, likely, more successful than a passive one. But, there needs to be an emotional connection for the customer. 
 
Writers aren't emotionally tied to your business, so we are free to select words and phrases in the right order and timing to create an emotional response in the audience. As I pointed out in my last blog, we need to know what your goal is: Do you want the customer to take action or not take action? Do you want the customer to believe something about your product or business? Do you want the customer to feel something about your product or business?
 
I am always circling back with my clients to make sure that what they ask me to communicate is in line with that they are trying to accomplish. This is an especially important conversation when clients insist on using certain words that may not fit with their goals.
 
Speaking of which, one tool we writers use is word choice. Take for example, "Eloquent" and "Expressive." Both technically mean the same thing, but each elicits a different energy level, sound, feel, color and meaning. Pairing the right words with your color scheme, your logo, your fonts, your value proposition and your messaging is a fundamental part of what writers do.
 
We also understand how punctuation and sentence structure can impact the persuasiveness and readability of a communication.

• Writing for the web environment is very different than writing for a print medium. Readers are more willing to read lengthy sentences in print. That is, unless it is a technical PDF that lives on the web.
• Technical writing for financial, engineering, technical and even medical industries is more complex than editorial writing.
• Writers also understand how to write for varying reading levels.

 
Finally, we actually do use those tools that gave you a headache in high school English class. Just because you are serious about your business doesn't mean that your marketing materials should sound serious. Writers utilize metaphors, alliteration, onomatopoeias, personification and other tricks to deliver your message and meet your goals for that message in the most engaging way possible.
 
If you are still not sure why you should hire a writer, think about how much time you spend writing your own content. Multiply that by your billing rate. Add any lost revenue from you focusing on writing instead of selling/running your business. Compare that to my cost for writing the same content and then make a determination. My suspicion is that you will not only save money, you will also get a better return in the long run.