Aug 13 2009
Erin Ferree of Elf Design recently wrote an article for her newsletter essentially saying that small business owners should write their own copy and forego hiring a professional copywriter. I disagree.
Erin starts by saying that if you write it, it will sound more like you. Well, yes, that's true. Creating your own logo could make your business more you too. But somehow I doubt that either will help you sound and look professional. Having worked with a few copywriters, I know that a **really good** copywriter won't just write stuff up that basically applies to you (and possibly anyone else in your industry). A good copywriter will take the time, much like a good designer, to sit and talk with you about your business in order to really grab the nuggets of information that form *your story*. And that makes a huge difference: telling a story. Yes, most folks can write. Not everyone can tell a good story.
Her next point is that your voice will remain consistent throughout not only the copy, but throughout your daily activities as a business owner. Again, this is true to an extent but what happens if you're not the one answering the phone all the time or interacting with customers? Not all small businesses are run and operated by one person. Her point is weak at best. Further, a good copywriter will take you into account, as well as the culture of your business (every single business has one) and what it means for your customer base.
The idea that writing your own copy gives you a chance to work out your offerings (her third point) isn't a bad one. However, I can't help but wonder why you would work out your offerings while writing copy. The former should be done when you're writing your business plan and/or goals, not when you're creating or collaborating on marketing materials. Again, Erin insists that handing the writing process over to a writer means they'll take over and not take your opinions and goals into account. Sure, that's true - if you hire a bad copywriter (I've made that mistake). But a good copywriter won't do that.
As a closing point, Erin "highly recommends" hiring a professional copyeditor to "make sure it makes sense and that all your commas are in the right place." In my opinion as a fellow creative professional, this is a bit of a slap in the face for writers and editors alike. While copyeditors do ensure the copy flows and corrects grammar and spelling errors, Erin is implying that's all they do. I seriously question that. If we were to turn the tables around and say that designers should only be hired after a business owner has created a logo or website in Word or Publisher to ensure that it's balanced, using correct color profiles and prep for printing or web use, I'm sure Erin would disagree (at least I would hope so).
Many folks already make the assumption that since they're literate and can write pretty well that they can write their own web copy. While that may be true to an extent, writing good copy is much more than just putting words on a page that describe your business and your offerings, just like design is more than just making your marketing pieces look pretty. To hear (or read as it were) a *designer* suggest this of copywriters is appalling. When it comes to **branding** (something Erin says she's an expert on by calling herself a "brand designer") and marketing your words and message are just as important as your visuals. Writing your own copy might be a decent place to start and it may end up working for you. But do not dismiss the value of a good copywriter. The difference he/she can make is not much different than the difference a professional designer can make when creating a logo.