You haven’t worked in my industry. How do I know you can write good copy?

Hiring someone to write for you that works in your industry makes sense. They know the buzzwords, understand the terminology, and you don’t have to spend extra time explaining everything to them. Plug and play.

 But the things that make it seem like a no-brainer are also reasons why your messaging gets lost in a sea of noise.

 You, of course, know your industry backward and forward. And that’s part of the problem. People’s brains only have so much capacity to figure things out before they start to shut down.

 Think of that person you met at a cocktail party who goes into a lengthy description about their job. Or remember that detailed set of instructions that came with your IKEA purchase. Looking at them, you can almost feel the wheels inside your head start to slow. You make a lame excuse to your new friend or throw the pages down and turn on Netflix.

 It’s the same scenario with website copy. You understand what your company does, but a new visitor doesn’t. And they don’t want to use up a lot of brain power to figure it out, because a thousand other things are vying for their attention at any given moment.

 Bringing someone in to handle your copy and marketing that’s new to your business and industry can be a game-changer, because they’re looking at everything with fresh eyes, just like your website visitors. A good copywriter will be able to make things clear for readers, offering explanations where needed and getting rid of or condensing other text that isn’t critical to your objectives.

 My expertise and experience is in asking questions, writing, and simplifying complicated concepts. I know how to take those words and work with a designer so that everything comes together on a website or a printed page. The end result works to attract and engage people and turn them into customers.

 It sounds counterintuitive but create messaging that is so simple a 5th grader can understand it. Not because your customers aren’t intelligent, but because they are busy. Respect their time and they will reward you with their business. As Donald Miller says in Building a Storybrand, “If you confuse, you lose.”

Hire an expert for technical projects like manuals or journal entries. Hire a great copywriter to increase sales.