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 strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog.