Everyone can write.
That’s why there’s so much terrible marketing copy out there!
Because most of us have gone to school, learned the language and have written essays, letters and emails, people have a tendency to write their own marketing materials. Or get an employee to write them.
But there’s a difference between writing and effective writing. Writing to generate sales and consumer action is qute challenging and requires years of practice, testing and study. This often becomes apparent when the average person sits down and tries to write a sales letter, website or brochure… or sees the results (or lack of results) of their efforts.
Most of the people that get in touch with me understand the value that a good copywriter offers. But many of the prospects I reach out to through my own marketing efforts don’t see the value in hiring someone to write their marketing materials. After all, they can write them themselves…
It’s interesting to see what people place value in. For example, you could spend time learning how to wire your own house, but it makes much more sense to hire an electrician. The fact is, spending time studying wiring isn’t the best use of a businessperson’s most precious commodity.
People wouldn’t dream of learning how to wire their own house, or design their own website or diagnose their own illness because though they could do these things with enough time and dedication… it makes more sense, both in terms of time and money, to simply hire an expert.
But people do write their own marketing materials even though effective writing is a learned skill that takes years to master.
People have started a company or have been hired by one because of a specific skill set that they’ve learned and mastered. Every minute they spend writing marketing copy is a minute they aren’t doing what they’re best at.
The terrible thing is, businesspeople spending their time writing has some seriously negative effects. Firstly, people are wasting time and money because they aren’t focused on their core responsibilities and competencies and secondly, the writing produced is often ineffective and at times, counter-productive. It can actually turn off prospects and lose valuable leads.
All I can do is try to explain. But I never take it personally because I know… everyone can write.
