If you are reading this article, you are one or more of the following:
- A business owner whose blog is itching for well-written content.
- A business owner looking to start a blog or website.
- A freelance writer (…you’re welcome!).
- None of the above (gotcha!).
If you’re category-free, cruise on. Enjoy the warmth over the curious business owner and the wandering freelance writer.
If you are a freelance writer, keep wandering!
And if you’re a business owner, you’re looking to find out if there are important reasons to hire a freelance writer for your business (expo: you can as well outsmart me by stealing off several tips to curry up your content marketing strategy).
This comprehensive article is the missing link to the secrets of selling with content.
So you’re here certainly because you value your business brand and will do just anything [good] to see it succeed. You’re here because your business needs:
- Visibility: According to Tailor Brands, it takes between 5-7 impressions for customers to become aware of your brand. What that means, you need as much as would get you consistently in the face of your target market. Your brand is only as credible as it is visible.
- Increased traffic: We’re in an increasingly digital age. You know you’ve got to go fully digital with content marketing and you want to do it right. You hear and read people saying nonstop, you need traffic to generate leads. Or, driving the right traffic is the way to getting your sales funnel to the top. And, content is king.
- More leads: Leads prove potential customers are engaging you you’re engaging potential customers. And you want to be in contact with prospects and older clients regularly. A wise business decision is therefore one that directly or indirectly lands you more leads.
- More sales: This is the goal, the intended result of all the leg-breaking, brain-searching, mind-boggling and life-pressuring busyness of a business owner. Anything to drive sales. Oh, the physical and emotional aches! Human resources (efforts) and financial resources (capital) are downed for this one purpose—to sell. Needless to say, your decisions on hiring, remote or in-house, must be with this sole objective in mind.
It’s quite clever to remind yourself what you need to achieve with your business before asking the question, do I need to hire a professional freelance writer?
Knowing what you lack helps remind you of what you need. And the journey to solving business problems surely begins with identifying your needs and strategically figuring out what options best solve them.
The importance of written content for businesses can’t be overemphasized. Startups, small, medium and large-scale enterprises all thrive on the wings of written content.
As a reminder, here are some of the most important written content types for enterprises:
- Blog posts
- Sales copies
- Newsletters and e-newsletters
- Landing pages
- Emails and email marketing campaigns.
- Press releases
- Feature articles
- White papers
- Social media posts
- Print ads
- Magazine articles, etc.
Have in mind that content communicates the values of your business or brand to:
- Existing clients or customers.
- Potential customers.
- Stakeholders or shareholders.
- Investors, sponsors and partners.
- Staff members.
- The press, news media.
- Random members of the public (who can recommend you or share your content to those who are likely to find it relevant).
Below, we bring you eleven (11) important reasons to hire a professional freelance writer for your marketing as you focus on other concerns. But in the end, it is entirely up to you, your budget and your plan for your brand.
You’d be able to make the perfect choice by the time you’re done with this article. At the moment, as regards the topic of the day, you’re reading the most insightful, factual and thorough exposition to be found on the internet.
So relax as we get our teeth to the meat of the matter. Say your business name three times, breathe in and out deeply and keep on scrolling (#heaves).
11 Reasons to Hire a Professional Freelance Writer
- Reason #1: Professionalism
- Reason #2: Favorable neutrality of voice
- Reason #3: Freelance professionals write copies in the language of your prospects
- Reason #4: Competition research
- Reason #5: Mastery over the use of emotional triggers
- Reason #6: Conversational writing style
- Reason #7: On-page SEO
- Reason #8: Structure and consistency of tone
- Reason #9: Work-schedule flexibility
- Reason #10: Adaptation to different working conditions
- Reason #11: Creative contributions and resourcefulness
- Final thoughts
Only a professional writer can truly handle the challenge of content creation. Freelance writers are professionals at what they do. They’re experts at the art (and science) of writing.
Yes, many impersonate writers and they’re easy to find in content mills and social media groups (make no mistakes; there are yet many expert writers here).
The good news, you shouldn’t have it tough spotting impersonators camouflaging as writers.
You know the sort of writers who try to sell themselves with unbelievable sentences like, “If you are need a skill SEO optimized article that make you best everywhere…”
How can someone who’s probably the worst (at writing) promise to make you the best? WTH! If they can’t write for themselves, they can’t write for you either. Impersonators may be everywhere but they’re easy to identify.
And this post would have you avoid them.
Professional writers know the fundamentals of writing, the basics that make the art powerful in summing up a message and delivering it with a forceful punch.
If you’re not skilled with the pen (keyboard?), you’re not. Simple and short.
If you’re not an architect, no matter how well you use the pencil, you can’t sketch the blueprint for a house as well as someone with a degree in architecture.
If you’re not trained to write, there are dynamics you can’t know and implement. So if your ROI matters to you, it is in your best interest to let the pros do their thing rather than impersonate.
Would you have your handy neighbour temporarily mend a reoccurring leakage in your toilet pipes when you can phone your plumber?
Hiring a freelancer to write content for you can be helpful in so many ways. One way it gives you an advantage over your competitors is the chance to sound neutral to your website or social media audience.
If you or any co-owners write for your business, you’re more than likely to inject bias into your copy.
I find it easy to identify pages written by the owner(s) of a business.
The reason is simple:
The copy often fails to be objective, as though I can hear the page screaming, “BUY MY PRODUCT, SUBSCRIBE TO MY SERVICES. I’VE GOT TO RECOVER MY CAPITAL AND MAKE HUUUUUGE CASH FROM Y’ALL!”
Put in another way, most pages written by business owners tend to push the offer down people’s throats in a self-centred manner. And the last thing you want prospects to suspect you of is selfishness.
They want to know how they can benefit from you, not how you’re awesome enough to have made a world-class product or service with the highest array of lovely features (they’d rather be selfish than let you. And they’re right. Customers always are).
Your sales copywriter isn’t (shouldn’t be) you. And they’re not your direct customer either (not exactly). This puts them in a neutral position.
So when he or she writes your copy, they do so from a neutral perspective. They simply study your product, service or idea, observe its unique features and present them persuasively to your prospects as irresistible benefits.
When prospects learn that something makes you stand out from your competitors, your call to action becomes pretty effective.
The second reason why your business must get a pro writer naturally ties into the third. For one, a neutral view is key.
But professional writers (copywriters in this sense) know to switch up in their heads.
So, they eventually take a side. Your side, right?
They take the side of your customers and sound exactly like them because writing in the language of your target customers have been proven by research to lead to more sales.
When members of your target market read copy written by a neutral salesman who eventually steps into their shoes, they often can tell. And to them, that is what it means to be neutral.
No surprise, some of the best sales copies are testimonials and favourable customer reviews or whatever content is written like them.
As an enterprise owner, you can hardly think and feel from your customer’s exact point of view. The subconscious bias is certain to blur your sight. But a copywriter can because he’s a neutral man and in fact, a potential customer (have you ever thought about it?).
So he fits himself easily into the position of your target market and begins to communicate in their words.
Testimonials and reviews are often loaded with emotions and psychological configurations like fears, concerns, ambitions, excitements, weaknesses and inadequacies, lack, insecurities, desires, etc.
And product and service users are known to communicate these feelings differently based on the market. No one can step into the shoes of your customers better than a potential customer who triples as a neutral salesman and an existing customer.
You know your competitors pretty well and perhaps not even the best writer in the world can take that from you. You know how they’re faring and how you measure up against them. You don’t need a writer to help you find out the stats and figures.
But there’s a lot you don’t know.
You don’t know how to sell persuasively through written communication without losing the pure business virtue of objectivity.
A freelancer knows enough to research your competitors thoroughly. And he retains his objectivity in the process because no business-owner-sentiments apply. No business-owner-emotions.
All you have is the effective use of persuasive words. The result is a classy display of salesmanship through written words (leading to sales).
NB: A good copywriter researches to pin the features that make your brand stand out from the rest; something that singles you out from the crowd. A great distinguishing feature makes for irresistible benefits to members of your audience.
Here’s perhaps the greatest concern as a business owner thinking to hire a writer: “No one knows my business better than I do. How then can they write effective copies for me?”
But here’s the truth: no one needs to know your business as much as you to write you copies that sell. Your overwhelming knowledge of your business may just be why you’re in a bad position to write your own copies.
You know it all. You subconsciously want to cram every good thing you represent into one copy.
Your business is your baby and the love has made you too blind to keep emotions aside, emotions that shouldn’t be obvious when selling.
The only emotions that should be stirred (and obviously so) are those of your readers.
Trained [copy] writers understand buyer psychology and trigger them effectively with the use of words that strike a blow.
Harvard Business School professor Gerald Zaltman, in his book How Customers Think: Essential Insights into the Mind of the Market, says that 95% of purchasing decisions are made subconsciously, that is, based on emotions.
How about that for a fact?
Persuasion done with simple, clear language works magic in selling and the reason is simple: consumers buy based on emotions and then find logical reasons to back their decision.
Some writers picture someone they know physically as they write and pretend to be writing to that person alone like they’re standing with them, talking to them.
This is called conversational writing. But not all professional writers write this way. And it can be used mildly, depending on one’s audience and the kind of writing in consideration.
Needless to say, proper conversational writing is never dared in academic or research papers.
But writing the way you would speak to a friend or neighbour is necessary if you’re communicating to your business clients and prospects.
You just may not know this, but a true writing expert does.
Conversational writing is simple, clear, readable and engaging. And the writer often uses pronouns like “I” when referring to himself or clients and “YOU” when referring directly to content readers.
Your readers want your writing to appeal to them specifically as though you’re writing to them alone. Generic writing makes for a robotic content shot in no particular direction.
And if you want to sell, you must not stray your bullets. You’ve got to aim and hit the target [market]. Write for or to one person. You’ve got to inject your personality and make your page read like a conversation, friendly and smooth.
You may not have mastered the art, but you can hire a freelance writer who has.
Writing for the internet is way different from writing for traditional media.
Because the internet helps people find information on search engines through queries, keywords are required for a good search.
To be found as well, you must use the right keywords in writing copies and blogs.
As a business owner whose brand owns a website, you should know some on-page Search Engine Optimization (SEO) basics. You should also pay attention to back-end or technical SEO (you should let the tech guys do their thing too. Except you’re one).
What a website content writer does for you is to optimize your content to be search-engine friendly.
Before starting to write this article, I made a detailed outline of it.
I wrote down five possible titles, trying out different keywords in numerous ways.
I also made a list of short-tail, mid-tail and long-tail keywords. I wrote out all relevant and related keywords.
I can do this the right way because I know what it takes to write for the web.
It is in this regard a seasoned website content writer does the sales magic for you.
Writing for the web is different from other writing types, and except you have someone who knows how it works to write for you, you hamper the rapid growth of your business.
Structure and consistency of tone are important factors in making your business brand stand out from others.
Your readers notice the big things and the little things as well.
They notice your textual voice and mannerisms. They take note of how you paragraph. With time, they observe reoccurring words, formatting patterns and textual order.
They notice inconsistency in style and tone.
And even worse, they observe a few undertones of poor or hard-to-read structuring in the process.
Such inconsistency, if noticed, makes them distrust the brand in question.
You may not be able to save yourself from such a dilemma, but the good lads at writing can because they understand and implement writing structure and consistency of tone.
They know how to come to your rescue and help you establish a solid brand voice or stick to yours.
Some brands use really short sentences and paragraphs when writing website copies. They do so for readability.
They want their readers to have mental breaks for digestion when they read.
They also know how engaging it can be—readers won’t speed off from a seemingly unbearable overload of information.
Some brands look so colourful you may think they co-painted the rainbow.
Others make you laugh so much you start to think of Louis C.K. as boring.
And then there are those who tell a thousand stories in a single line.
Whatever your case, you need a professional writer who treats every business content as a copy and brings structure and consistency to your brand.
In-house employees typically work from 8 or 9-5, Monday to Friday. To work beyond normal hours, you must pay overtime.
And in-house staff members are paid specific salaries weekly, biweekly or monthly regardless of the volume of work completed.
These limiting factors and more make choosing a freelance professional a fantastic option.
Some job roles (content writing for instance) require more flexibility than others. Writers you can reach for emergencies (imagine a Friday night project).
Customers remain customers even on Fridays, Saturdays and Sundays. So there must be no off-day for selling through written communication.
By training and experience, every freelance writer who has been in the trade for some years have worked under largely different conditions, circumstances, industries, terms and timing.
The process teaches writers to adapt quicker than chameleons.
Freelancers can quickly fit into different working situations and execute largely different tasks and projects.
We behave like the Romans when we’re in Rome. We become Jews when we’re with the Jews.
Freelancers fit in under all working conditions—project scope matters little.
We niche down for sure (“adaptation” here has more to do with different scopes of projects and little or nothing to do with dabbling into all industries).
But every freelance writer is inherently a natural adaptor. An all-weather animal.
Expert freelancers know something about everything and everything about something.
When a freelance writer joins your team, you don’t just have a new content creator. You have a:
- Personal assistant
- Market surveyor, etc.
Your writer is your mole among existing and potential customers. Their contributions and insight help you sell your business brand and often points out the gaps and holes you may not be able to notice.
If you hire a professional freelance writer, you have a dozen more employees on your team.
As a business owner, you want to grow your trade and measure up with your industry’s big shots or surpass them.
You want to position your business as an authority in your industry as quickly as possible. You want returns on your investments. And since you’re making huge financial commitments in the process, you must make the best decisions for your brand.
Whether you should get a good writer to fit into your content marketing strategy therefore depends on your logical considerations of how much of an impact such a move would have on your dear, precious ROI.
So you see, it’s entirely up to you.
Do you think your content marketing strategy must have room for a professional freelance writer to create business content for you? Let’s engage as you share your opinions in the comment section below.