Why using cheap online copywriting services could cost you clients

quality-copywriting-matters-to-your-clients

Wouldn’t you like to have excellent copywriting done for just $5?

Well, don’t hold your breath.

A friend of mine is a marketing consultant. She’s also juggling a couple of other businesses. I think she’s amazing.

Because she’s so busy, and she felt she needed to be publishing regular posts on social media – and she was on a budget – she turned to a cheap online service.

It seemed like a good idea at the time. But it ignores one of life’s great lessons. If you want something cheap AND of high quality it’s just not going to happen.

What she found was she could get lots of posts written. But some of them were clearly written by someone who had English as a second language (though she had specified that they should be a native English speaker). They were stilted, formal and, frankly, a little mangled.

I wondered what that was doing to her brand especially as her business is helping her own clients to communicate better with their audience…

So, the question to ask is, what sort of copywriting do you want when you’re communicating with your clients or prospects?

According to the latest Australian Digital Marketing Association (ADMA) whitepaper, whether you’re reaching out through Facebook, Twitter or Linkedin, or through your client newsletter, the purpose of your messages needs to tick these 7 boxes:

  1. Build and protect your reputation
  2. Nurture your current clients
  3. Deliver leads for prospective clients
  4. Increase engagement with your brand
  5. Inform and educate your customers
  6. Drive more traffic to your website
  7. Increase your site ranking

And you can only do this if you are publishing quality content which is engaging and gives your audience information that is valuable to them.

Good writing is based on a good understanding of your audience.

It’s not about churning out lots of posts. It’s about writing interesting stuff that connects.

Ok, I’ll get down off my soap box now. Of course, you can always try taking the cheap option. What have you got to lose????

P.S. I’m sure some of these online services have their place. If you’re happy with hiring someone who is just starting out and looking to gain some experience on your job (their skills may very well be worth about $3 an hour), why not give it a try? Or if you are very, very specific in your brief it might work out ok.