You may be considering writing all of the web copy, product descriptions, and emails for your beauty brand to save the cost of outsourcing yet another task. What’s so special about a copywriter, anyway? You may be a pretty decent writer and sure that you can pull it off yourself.. and you could be right! But here are a few compelling reasons you may want to reconsider:
You already dropped a nice coin on your web designer— Why is that a reason to spend even more on a copywriter? Because though your site looks dope, it’s the words that get the sales. Amazing graphics can be eye-catching for sure, but without a good copy, your investment in the design will be all for naught.
If you are not skilled with spelling, punctuation, or grammar, you should definitely consider handing off the task of writing to a copywriter or, at the very least, hire one that offers proofreading and editing services to polish your copy before publishing it for the masses. Your copy needs to be perfect to capture the SEO results you want and maintain your position as an authority in your field.
While no one demands a beauty brand owner to also be a grammar whiz, it’s been proven that typos and misspelled words can cost you sales. Research by Website Planet discovered that an ad with a typo resulted in 70% fewer clicks compared to the same ad without the typo. In a separate test, typos on a landing page caused an 85% bounce rate increase in comparison to the typo-free version. Yikes.
Copywriters are by trade, skilled in the art of persuasion. Writing words that sell absolutely requires it. A skilled copywriter has studied the psychological motives behind why people really buy as well as how to successfully anticipate and combat the objections your potential customers may have.
They also have studied the all-important buyer’s journey at length. The path before purchase is crucial, because sending an email or landing page link to a prospect who is not in the right stage of the journey to receive it will likely result in the loss of a potential sale.
The right copywriter can set you up to win by giving you the relevant message for each step of the buyer’s journey to gain your customers’ trust and keep them on the path to purchasing.
Is your brand solely for MUA’s or for everyday amateurs? Or maybe for makeup users somewhere in the middle? This is part of determining your target audience, which is something you should definitely do prior to hiring a copywriter.
With a target audience in mind, your copywriter will write copy that is perfect for their level of expertise. Strobing, baking, and cut crease are all beauty industry jargon that are not part of most people’s everyday vocabulary. A potential customer that comes to your website will be immediately confused and probably make a quick exit if it’s full of terms that they’re not familiar with.
There’s opportunity to introduce your customers to this terminology in a non-intimidating way via your blog or vlog, but your main landing page is not the place for it. Your copywriter will know exactly how and when to use your industry jargon to make the most impact.
A professional copywriter knows how to conduct market research to find out what questions your ideal customer is asking, the language they’re using, and the problems or issues they have. This research is key in developing your unique brand voice in a way that speaks directly to your target audience.
A memorable and consistent brand voice is an important key to building trust and establishing a lasting relationship with your customers. It makes your brand instantly recognizable in a sea of competitors and improves the readability of your content, while creating a connection with your ideal customer. Your copywriter will be able to seamlessly blend your vision for your beauty brand’s personality with the market research to create a strong, unique voice that is consistent throughout your multiple marketing channels.
What is SEO? Search Engine Optimization. SEO is the way you get your site to organically show up on Google, Bing, and other search engines.
Most copywriters have adequate SEO training, which includes (at minimum) keyword research and applying those keywords to your content in a way that doesn’t kill the readability or engagement. Your copywriter will be able to optimize your headlines and body copy so that you’re not stuck on search results page 2, which is widely known as the best place to hide a dead body.
After all of the other reasons I’ve already talked about, this one should be a no-brainer. All of the previously discussed skills take a pretty big chunk of time to research, learn, and implement. Time that you could be spending on other important parts of your business. Things within your zone of genius… the things you’re excellent at and actually enjoy doing.
Or you could be spending that time for more date nights, a long weekend, or testing out ALLLL of your new lipsticks.
Any way you look at it, hiring a competent copywriter is a shortcut on your path to success. Allowing an expert to elevate your brand through bomb copy that connects and converts, while you focus on the parts of your business that showcase your own magic is a winning strategy.