• Finding the right copywriter matters.
    Connection is KEY. It’s what savvy consumers want and it’s what they respond to.
    Two emerging trends that I predicted many years ago are still rapidly changing the way we do business and are required to make true connections (today more than ever). You’ll want to adjust your marketing messages to connect on a deeper level by incorporating authenticity and true voice.
    It’s absolutely vital to be authentic and to keep it real. Although I believe the word “authentic” is being overused and by some marketers who really aren’t, this is still an important component to your overall message. Copywriters (the really good copywriters) and consumers alike demand truth. It’s becoming increasingly difficult to find quality, professional and reputable copywriters who engage in any questionable salesmanship in writing. (Note the reference to quality, professional and reputable –they’re the people you WANT to work with because they know the difference between the right approach and the wrong approach.)

    An overall change in social focus and consciousness supports authenticity in all aspects of business. Think about this for a moment. How do you like to be treated by people you do business with? Doesn’t it make sense to extend that same courtesy? Now incorporate general decency and ethics into the mix and you’re starting to build solid relationships.

    True Voice

    As more and more busy, successful entrepreneurs outsource their copy to maximize time, they are losing their authentic voice because they are not taking the time to find the right copywriter. The right copywriter is the one who can convey your message as if you wrote it yourself.

    This problem happens for a couple of reasons:

    1. Hiring inexpensive and inexperienced writers to save money is easier than ever before. Anyone can log into one of the many “service provider” Web sites, and hire a copywriter to write a Web site for a nominal fee. In the end what may have seemed like a savings ultimately compromises quality and costs you clients in the long run. More often than not, these quick fix, seemingly affordable copywriters are not seasoned professionals and this greatly impacts quality. Saving money doesn’t matter if they cannot capture your voice, connect with your prime prospect and convert those prospects to paying customers.
    2. Overlooking the importance of spending adequate time building copywriter/client relationships to ensure a good fit.

    Let me ask you an important question. You wouldn’t have your secretary or virtual assistant close your biggest deal of the year just because he or she was available to talk on the phone would you? Never! So why would you outsource one of the most powerful pieces of communication you have to your target market, your copy, to someone with very little experience and who devalues what they do and therefore what you do so much that $5 an hour is an appropriate fee?

    Outsourcing is a brilliant strategy as long as you find the right fit for you. Here’s an article that can help you select the right copywriter for your projects.
    If you cut corners and invest in a copywriter who is unable to capture your spirit, your consumers will notice especially if the tone and voice of your writing suddenly changes.
    This scenario occurred to an Internet marketer I know. The quality and voice of an otherwise powerful message was lost in translation thanks to an inexpensive ghostwriter. Coincidentally, (or not) loyal followers lost trust and unsubscribed from both blog feeds and electronic newsletter subscriptions. It was a hard and expensive lesson to learn. At the same time, hiring the right ghostwriter can work beautifully and help increase revenue.

    Take a moment to review your marketing messages.

    Do they represent you and your business appropriately?

    Have you found the right copywriting to support you, your business goals and ultimately your message? 

    Would you like a resource to help? Claim your Copywriting Action Plan here.

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog


    18 responses to “What Customers Really Want: Finding the RIGHT Copywriter Matters”

    1. Jennifer says:


      What a powerful post! So often, we unknowingly operate from a place of scarcity in our business where we find ourselves cutting costs in the very places that can make or break our ‘client attraction’. After all, our clients are attracted to our authentic voice…it’s up to us to make it easy-breezy for them to find us and then really relate to us once they’ve decided to join our community.

      Many thanks for sharing your wisdom,
      .-= Jennifer´s last blog ..2010- The Year of Illumination-How is Your Midway Journey =-.

    2. It is interesting to observe the shifts and changes in marketing styles over the past few years.

      With the birth of things like facebook and twitter, the main media streams have been diluted and so have the main stream ways of marketing. Thus people are no longer clumped into a mass group of ‘average’ but instead niche groups of individuals.

      In order for the new niche groups to survive, they rely on individuality and ‘authenticity’ as you said. Their individuality is what gives them power in the new media.

      Having a copy writer who gets the individual message is great! But it really starts with the individual having the clarity on their message, their individuality and what they stand for in the context of their niche.

    3. […] This post was mentioned on Twitter by Lisa Manyon, Jennifer Longmore. Jennifer Longmore said: What Customers Really Want & Why Finding the RIGHT Copywriter Matters – http://b2l.me/ahznt4 (via @WriteOnCreative) […]

    4. Sue Painter says:

      Great article, Lisa. Just was talking to a marketing guy up in Canada the other day about this “authentic voice” component and how vital it is. Thanks for always sharing your expertise so well.
      Sue Painter

    5. Lisa Manyon says:


      I couldn’t agree more — if people don’t already know what makes them unique or they don’t have a general strategy to stand apart from the crowd they won’t be able to craft and effective, clear and connecting message.

      Write on!~


    6. Lisa Manyon says:


      Yes, “authentic voice” is crucial. It’s amazing to me to see how many people miss that mark in their copywriting. 🙂

      Write on!~


    7. Mitch Tublin says:

      You are the pro and here you let it show. Great piece on the content matters more than the price, not to mention the relationship.
      .-= Mitch Tublin´s last blog ..Hanging Up a Framed Photo and Your Business Are Related How =-.

    8. Kiyla Fenell says:

      Thanks Lisa for giving the confidence to those that need to outsource and letting them know that they can still be authentic to their market.

      Kiyla Fenell

    9. I haven’t outsourced copywriting yet. Thanks for giving me the information I need to heed if I ever do.

      Dr. Robert Fenell
      Repetitive Strain Injuries

    10. Great post, Lisa! So great to be reminded… I absolutely agree with all you wrote. Write On, Sister! XO, K.

    11. Phil Dyer says:

      This is definitely one of the areas where you get what you pay for. I frequently tell my clients “I’m not cheap, but I am really, really good…which do you prefer?”

      Good copy is a critical investment…

      Thanks for sharing!

      .-= Phil Dyer´s last blog ..What is the Best Investment You Can Make Today =-.

    12. Hear, hear! You’ve gotta take the time to build a relationship with your copywriter. I would argue it’s one of the top 3 STRONG relationships you must have for your business to thrive. 🙂
      .-= Carmen@GetOrganized´s last blog ..Get Organized- Are You a Grasshopper or an Ant When It Comes to Organizing =-.

    13. How about a new word: “individthenticty”! Love the Enlish language for new words being coined all the time.
      I can’t imagine anyone else speaking for someone in their own voice. So I can greatly appreciate the job of a copywriter! And how incredibly important it is to choose the best.
      I’m blessed that I found mine! 🙂
      .-= Get Clear Goals with Lynn Moore´s last blog ..How a Principle Can Give You What You Want =-.

    14. Lisa,

      As always, you provide thoughtful and well said advice! Cutting corners rarely works well in the long run.


    15. Lisa, at our group mastermind call today a member mentioned that unless you are extremely good at copy yourself, you should contract it out. You offer good advice to those of us that are looking to do so. Thanks again for your advice.

      Stampin’ Up! Demonstrator
      .-= Debbie McNeill´s last blog ..Butterfly Card from Card Template =-.

      • Lisa Manyon says:


        Yes, this will act as a great guideline and often I suggest that clients create their first draft and then have a copywriter do some copy editing to make sure it’s as effective as it should be (tip: copy editing is generally more affordable than copywriting). 🙂

        Write on!~


    16. Great advice, Lisa – I tried this years ago and didn’t find the right person – the “authentic voice” piece of the puzzle. This will help me rethink my strategy moving forward!
      .-= Patricia Selmo´s last blog ..Everyday Sacred =-.

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