Why do companies and agencies often outsource their copywriting? Isn’t it a task best suited to those most familiar with the business itself?
One would think, but here’s the rub: as those closest to it, it’s often difficult to gain an objective perspective. It pays to have a fresh perspective supporting you because to effectively craft the sale, you can’t just think like the company. You’ve also got to think like the prospect. Of course, in matters of style, it also helps to have someone on call who can develop a selling concept, create an effective headline, turn a phrase or two and sprinkle body copy with engaging, motivating ideas. top Q: We’ve tried other copywriters. Somehow, they never quite “got it.” A: Wish I could say I’ve never heard that before, but I have, and all too often. Most times it’s because the people calling themselves copywriters were something more along the lines of reporter, editor or linguist – all totally valuable things to be, but your business needs more – an adjunct to the sales team who just happens to be a communications specialist. Rule of thumb: beware of most puns and any derivative of the
