Every company knows that they must keep an eye on the competition. Before starting my business, I surfed around a good bit to check out some established freelancers’ websites. Upon visiting my competitors’ sites, I was shocked at what I saw and I came to one surprising (yet delightful, since it sets me apart) conclusion- most writers don’t know a damn thing about marketing.
I gasped at home pages that read like endless sales letters, filled with 8 syllable words only their geeky, grammar-obsessed friends would find engaging. One page I visited literally required 2 minutes of scrolling to reach the bottom. Who has the time for that? No one. And that’s the key issue I noticed with many writers’ approach. They get lost in a literary fever, eager to dazzle with their impressive vocabulary, but they forget about the reader’s need for quick, informative copy that points toward a clear solution and, thus, they lose the sale.
If they somehow manage to maintain your attention through 2 minutes of scrolling and you decide to give them a shot, expect more of the same when they write copy for your company. After all, if they don’t even know how to market themselves efficiently, how are they going to market your business?
It doesn’t matter how many books they have published or how many awards they have won for creativity from their local writer’s circle- if a writer doesn’t understand how to get into the heads of your target market and speak to them in a way that encourages them to act, they will not be able to help you grow your business. Plain and simple. (Yes, fellow writers, I know that was a sentence fragment but it helped illustrate my point. Now go back to conjugating verbs.)