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Writing Marketing Copy: Of Haircuts, Competence and Expertise

Writing your own marketing copy is like cutting your own hair before a big meeting. You won't look your best. You might even be embarrassed.

Most of us know that basic competence with a scissors is not equivalent to the specialized skills and trained eye of a good hairstylist. Yet it's not unusual for people to feel that since they can write competently, they can write marketing copy on their own.

Writing good marketing copy is a team sport. You are one critical part of the team, and a professional writer is the other.

Crafting a compelling marketing message is a kind of story telling. Effective marketing writing requires a firm grasp of structure, description and pacing. Logic and analysis must be expressed in language that engages the emotions. Shaping a message requires the ability to ask the right questions, listen well and hear things that may not be said directly. Few of us can query ourselves that effectively.

"But writing my own copy will save me money."

Perhaps in the short run. But even in the short run you could use the time you are spending on writing to make more money than you will save, doing something you prefer doing.

There's also the problem of the "shoemaker's children"—they have no shoes, and too often when you write your own copy, you have no copy, for far too long. After all, you have a job to do.

You are making an investment in production costs for a website, brochure, pamphlet or newsletter. Does it make sense to lower your return by using copy that is less than effective or that undermines your professionalism and credibility?

"I can write it best because I know my business inside and out."

Which is why you are unlikely to bring a fresh perspective to writing about it. Your knowledge of the business is essential to a good marketing writer. Work with someone with solid interviewing skills and experience with a range of businesses and organizations. They have the tools to learn about your business, and the skills to power that message to your target.