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In commercial life there are the ‘amateur’ writers, the managers for whom routine writing is just one activity (and often not their core skill). And then there are the professional copywriters, both employed or freelance. They can all claim to be ‘business writers’ or ‘BWs’; but what can such a writer bring to your organisation?

How professional copywriting can help you

Most working people can write. If all you do is draft routine reports and emails, your basic writing skills should be sufficient. Most of us drive cars too, but we’d be rubbish at the wheel of a Formula 1 car. It’s the same for specialist commercial writing (for instance, press releases, website SEO copywriting, or technical copywriting). For best results leave the Grand Prix to Lewis Hamilton and your copywriting to a specialist writing partner.

A good professional writer complements your skills

The right choice of writer brings valuable specialist skills and experience to your company. How often have you wished you had more time to get words working for you? Whether you need search engine friendly SEO website copy, or a client case study, a good copywriter can help you get promotional ideas off your to-do list and working for you. Furthermore, their input frees you up to add more value for your organisation. And if they’re freelance, you’ll get writing power when you need it, but without the overhead when you don’t. Just as you’d hire a Cheltenham based accountant, printer or legal adviser, hiring a specialist makes sense for your copywriting too.

What do business writers do?

Whether employed or freelance, ‘BWs’ are professional communicators. Based on your brief they’ll create or manipulate written information (often working with local website designers and other creative professionals). Whether they’re writing for a small local company or a multinational with a local presence, these commercial writers emphasise product and service benefits and provoke responses. Anything, in fact, from helping customers understand what you do to helping them decide to buy. Ultimately, as professional copywriters we’re all writing to sell.

What background should my writer have?

As a Cheltenham, Gloucestershire based business copywriter with more than 25 years’ experience, I’d suggest that the best commercial writers also have substantial career experience beyond crafting words. In my particular case it’s a unique combination of technical sales, marketing management, technical writing, PR and copywriting experience – allied to an unbridled passion for written communication and writing in general.

So, whether you’re promoting Gloucestershire, a Cheltenham start-up, or a brand as big and prominent as Toyota (I’ve written for all three), isn’t it time you enjoyed the benefits of your own professional writing partner?

Find yours now!

It’s important when you work with a professional writer that you can communicate and end up on the same page. That’s how you’ll get exactly what you envision with your writing projects. The writer you deal with should feel like an extension of your business; a virtual team member. If not, you might want to look for a new website content provider.

When you deal with a professional copywriter, they should be ready to ask and answer questions. Some of the questions they may ask you could include:

What is your goal for your website?

If the writer knows what you want to accomplish, this can help them determine what type of call to action to include in the writing.

Who is your target audience?

A writer should know what demographic they are writing for. If you have several demographics in mind you might choose to write more than one piece. Writing online content for the teen marketplace is very different than writing for businesses or for stay at home mothers.

Where will the articles be posted?

If the writer can see the context of the work, they can learn more about you and your line of business. This can help them write according to the existing voice and style of your website when you are ordering more content to be integrated into an existing website. If your articles are being posted on your site they might be written differently than if they are on an article directory pointing to your site or a news service, etcetera. Seeing your existing keywords and your layout can help substantially.

Managing the Relationship with a Writer

In terms of managing a relationship with your writer, it’s important to discuss things such as deadlines, payment terms and payment methods. If you are working on a larger project together, you might consider interim discussions so you can see the project as it is coming together and reduce the risk of not hitting the mark by the deadline. You’ll also want to discuss how many rewrites or revisions are included in the pricing as well as discussion of future projects so the writer can help you with your business planning.

Having a communicative relationship with anyone you outsource work to is especially important when you’re dealing with someone through e-mail and not face to face where communication can be a less challenging.

When you decide to hire a professional writing company or individual copywriter to do business with it’s wise to deal with someone who you feel comfortable with, who responds promptly to your queries and who is receptive to learning about the big picture. The more the writer knows about your business and your goals, the more likely you are to get written content that will help you reach those goals.