As anyone who remembers 1985 nostalgically will know, Huey Lewis sang ‘The power of love is a curious thing… make one man weep, make another man sing.’  His lyrics were an anthem in the hit film ‘Back To The Future’ starring the irrepressible Michael J. Fox and Christopher Lloyd.  As a fan of 80’s music, it’s interesting to note there are parallels between these lyrics and the ‘power of words’ used by professional copywriters, like me. The way written language connects with our target audiences is equally powerful.

Professional copywriting isn’t just a service, it’s an essential component of a successful business strategy.

Hiring a professional copywriter is a valuable investment you can’t afford to overlook. However, many businesses don’t fully accept that creating effective sales and marketing copy, backed by skills that are honed with years of experience, pay dividends when operating in a crowded global marketplace.

So, how can a professional copywriter drive business success for your brand through the power of words? Well, even before AI emerged, the suggestion that you needed a copywriter was often seen as an expensive luxury. After all, how difficult can it be to write website copy, emails, and marketing collateral? There’s a pervasive thought that writing isn’t that difficult or that it doesn’t take much time. But you only have to look at the litany of poorly drafted websites and avalanche of spelling and grammatical mistakes to know that, for some, writing effective sales copy proves to be rather more difficult than they care to admit.

To help you explore how the right type of copywriting can transform your business and place you ahead of your competitors, I’ve written the following guide.

The Impact of Professional Copywriting in Business

purple background with a cartoon rocket and a person pulling a lever to launch it. The words "Content marketing generates three times as many leads as traditional outbound marketing but costs 62% less" are next to the rocket

In an era where content is king, the role of professional copywriting in shaping a business’s success is more crucial than ever. Here’s why:

  1. Boosting Engagement and Conversion Rates: Statistics show that businesses with compelling copy have a significantly higher engagement and conversion rate. For example, a study by Content Marketing Institute states that content marketing gets three times more leads than paid search advertising. This really does underscore the potential of well-crafted copy in capturing attention and converting prospects into loyal customers.
  2. Enhancing Brand Image: The words you choose to use represent your brand. And a professional copywriter knows how to articulate your brand’s values, mission, and personality in a way that resonates with your audience. This not only strengthens your brand identity but also builds trust and credibility among your existing and potential new customers.
  3. Increased ROI: Businesses that prioritise high-quality copywriting report a better return on investment (ROI). Demand Metric, the Canadian software and advisory firm, reported that content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.
  4. Staying Ahead of the Competition: Having a unique and engaging content strategy can set your business apart. A professional copywriter can provide that edge by creating content that’s not only relevant and informative but is also engaging and unique to your brand.

The Risks of Relying Solely on AI for Copywriting

purple background with AI vs Human Copywriting in bold white text. A cartoon image of an AI Robot is to the right of the text.

While AI-driven tools have made significant strides in content generation, and are becoming increasingly popular, they are not without their limitations. Compare them to the nuanced capabilities of a professional human copywriter and the differences become clear:

  • Lack of Emotional Intelligence: AI doesn’t have the emotional intelligence that’s used by human writers. Professional copywriters write copy that resonates on a human level, and this is something AI struggles to replicate. Copywriters understand the subtleties of emotion, humour, and empathy, which are crucial for creating a connection with your audience.
  • Inability to Grasp Cultural Nuances: AI algorithms may miss cultural references and nuances essential for audience engagement, especially in global markets. A professional copywriter brings an understanding of local culture, slang, and idioms, ensuring that the content is culturally relevant and sensitive.
  • Risk of Generic Content: AI-generated content often lacks the unique voice and personalised touch that brands need to stand out. Professional copywriters can tailor content to reflect a brand’s unique identity, creating a distinct tone of voice that differentiates it from competitors.
  • Dependence on Data Limitations: Don’t forget that AI is only as good as the data it’s been trained on. It may produce content that’s outdated or irrelevant, and it lacks the ability to quickly adapt to current trends and conversations as swiftly as a human copywriter.
  • Ethical and Brand Reputation Concerns: If you’re relying solely on AI, bear in mind that it can lead to ethical dilemmas, including unintentional plagiarism or content that is insensitive or offensive. Human oversight is vital for navigating these complex issues and is essential in protecting your brand’s reputation.

The integration of AI in copywriting can be beneficial, but it can’t replace the critical thinking, creativity, and emotional depth of a professional human copywriter. The human touch remains indispensable in creating content that connects with and motivates your audience.

Understanding and Writing for Target Audiences

Email illustrationBeing able to effectively reach and engage with various target audiences is a hallmark of professional copywriting. This skill set is essential for the following reasons:

Deep Audience Insights: Professional copywriters invest time in understanding and researching your audience’s demographics, interests, pain points, and aspirations. It’s this knowledge that allows them to create content that resonates on a personal level, fostering a deeper connection with the audience.

Tailoring Content to Audience Preferences: Different audiences respond to different types of content. So for example, a B2B audience might prefer detailed whitepapers, while a younger B2C audience might engage more with visually driven social media posts.

Crafting Persuasive Messaging: Understanding your audience is key to persuasive writing. Professional copywriters use this to craft messages that effectively persuade and motivate the audience to take action, whether it’s making a purchase, signing up for a newsletter, or following a brand on social media.

Consistent Voice Across Channels: A professional copywriter ensures that the brand’s voice is consistent across all channels, whether it’s a blog post, social media update, or email campaign. It’s this consistency that helps in building a strong, recognisable brand identity.

Adapting to Feedback and Trends: Professional copywriters are able to adapt their writing based on audience feedback and emerging trends. They are always fine-tuning their approach to ensure that the content stays relevant and engaging.

Remember, it’s important to understand that the role of a professional copywriter goes far beyond just writing; it’s about creating a bridge between your brand and your audience. By understanding and effectively writing for your target audiences, a copywriter plays a pivotal role in enhancing audience engagement and driving business success.

The Art of Tone and Pitch

Mastering the art of tone and pitch is crucial in professional copywriting for these reasons:

Tone Sets Your Brand’s Personality: The tone of your content is the voice of your brand. A professional copywriter skilfully adjusts the tone – whether it’s friendly, authoritative, playful, or serious – to align with your brand’s personality and values. And it’s this consistency in tone that helps to build a trustworthy and recognisable brand.

Pitch for the Right Occasion: The pitch of the content varies depending on the context and purpose. Whether it’s persuasive sales copy or an informative blog post, a professional copywriter knows how to adjust the pitch to suit the content’s objective, maximising its impact and effectiveness.

Flawless Grammar and Spelling: Everyone makes mistakes but errors in grammar, punctuation, and spelling can undermine the credibility of your content and, by extension, your brand. A professional copywriter ensures that your content is not only engaging and compelling but also flawless in terms of language mechanics.

Explaining Complex Ideas Simply: One of the key strengths of a professional copywriter is the ability to convey complex ideas in simple, relatable terms. This makes your content more accessible and understandable to a wider audience.

The mastery of tone, and pitch is not just about adhering to linguistic rules, it’s about using these elements creatively to evoke the right emotions, the right message, and ultimately, drive the desired action from your audience.

Setting Your Business Apart with a Professional Copywriter

Standing out is key to attracting and retaining customers. Here’s how professional copywriting can give your business the competitive edge:

  1. Creating a Unique Brand Voice: Professional copywriters can project a unique voice for your brand that resonates with your audience and differentiates you from competitors. This distinct voice becomes a part of your brand identity, making your business more memorable and relatable.
  2. Engaging and Persuasive Content: With the right words, a professional copywriter can turn ordinary content into an engaging and persuasive narrative. This not only captures the audience’s attention but it also encourages them to engage with your brand and increases the likelihood of conversions.
  3. Showcasing Expertise and Authority: Well-researched and thoughtfully written content can help to position your business as an industry leader. A professional copywriter knows how to highlight your expertise and authority, building trust and credibility with your audience.
  4. Optimised for SEO: Professional copywriting includes the strategic use of keywords to boost your search engine rankings. This type of SEO optimisation ensures your content reaches a wider audience and drives organic traffic to your website.
  5. Adapting to Market Changes: Professional copywriters make it their business to stay abreast of the latest trends and market shifts, ensuring that your content remains relevant and effective in engaging your audience.

By leveraging the skills of a professional copywriter, you can ensure your business not only competes but stands out in both print and digital arenas, capturing and retaining the attention of your target audience.

Where Should I Use Professional Copywriting In My Business?

A cartoon image of the various types of places you might need copywriting help for your business

Professional copywriting is a versatile tool that enhances a variety of areas in your business. Here are a few key areas where professional copywriting is indispensable:

  1. Marketing Materials: From brochures and flyers to email campaigns and social media posts, every piece of sales and marketing material benefits from the clarity, creativity, and persuasion that a professional copywriter brings. Well-crafted copy in these materials can significantly improve engagement and response rates.
  2. Website Content: Your website is often the first port of call with potential customers. Professional copywriters ensure that your web content is not only informative and easy to navigate but they also make sure that it’s optimised for search engines, helping to improve visibility and attract more traffic.
  3. Product Descriptions: Compelling product descriptions can be the difference between a browser and a buyer. A professional copywriter knows how to highlight the benefits and features of a product in a way that appeals to the target audience, encouraging purchases.
  4. Blog Posts and Articles: These are vital for establishing thought leadership and providing value to your audience. A professional copywriter can produce content that is both informative and engaging, encouraging your audience to keep returning for more.
  5. Press Releases and Corporate Communications: Whether it’s a new product launch or a company announcement, professional copywriters craft messages that are clear, concise, and reflective of your brand’s voice, ensuring your news makes an impact.
  6. Customer Testimonials and Case Studies: Professional copywriters can transform testimonials and case studies into persuasive narratives that build trust and credibility. I offer a complete service that includes interviewing customers, industry leaders and key stakeholders in your business in order to turn their experiences with your brand into compelling marketing material.

In each of these areas, the role of a professional copywriter is not just to write but to strategically convey the right message in a way that resonates with your audience and achieves your business’s goals.

The Value of Localisation and Translation in Global Markets

As businesses expand into global markets, the need for localisation and translation in copywriting becomes increasingly important. Here’s why specialised copywriters are vital for international marketing strategies:

  • Cultural Sensitivity and Relevance: A copywriter who specialises in localisation understands the cultural nuances of different markets. They ensure that the content is culturally appropriate, resonates with the local audience, and avoids any cultural insensitivities or misunderstandings.
  • Language Proficiency: Professional copywriters who are proficient in multiple languages can create content that is not only grammatically correct but also captures the essence of the message in the target language. This level of proficiency is crucial for effective communication in different regions.
  • Localised SEO: Localised content isn’t just about language translation, it’s also about optimising for local search engines. Specialised copywriters who incorporate regional keywords and phrases to improve local search visibility, drive more targeted traffic to your website.
  • Tailoring Content to Local Markets: From idiomatic expressions to local trends, a specialist copywriter can tailor content to reflect the local context, making it more relatable and engaging for the target audience.
  • Building Trust with Local Audiences: Content that speaks the local language and understands the culture builds trust with your audience. This trust is essential for businesses looking to establish a strong presence in international markets.
  • Supporting Global Marketing Strategies: For businesses with a global vision, specialised copywriters are key players in executing effective international marketing strategies.

The ability to communicate effectively across different languages and cultures is not just an advantage – it’s a necessity. Copywriters play a crucial role in ensuring that your marketing messages are successfully localised for diverse audiences.

Common Mistakes to Avoid When Hiring a Freelance Copywriter

An orange typewriter on a purple background. How to hire a copywriter

Hiring the right freelance copywriter is crucial, and yet businesses often fall into common pitfalls. Understanding these mistakes can help you make better choices:

  • Prioritising Cost Over Quality: While budget constraints are very real, choosing a copywriter based solely on how cheaply they can carry out your project is never wise. Remember, effective copywriting is an investment that yields returns.
  • Overlooking the Importance of Niche Expertise: Not all copywriters are suitable for all industries. It’s important to find a copywriter with experience or understanding of your specific sector to ensure that the content resonates with your target audience.
  • Ignoring Writing Samples and References: Always review a copywriter’s portfolio and ask for references. Their past work is the best indicator of their writing style, quality, and versatility.
  • Neglecting the Fit with your Brand Voice: A copywriter must be able to adapt to your brand’s voice and tone. A mismatch here can lead to content that feels out of place with your brand’s identity.
  • Underestimating the Need for a Clear Brief: Effective communication with your copywriter is key. Misunderstandings can lead to content that doesn’t meet your expectations. Make sure that you provide a clear brief of what goals you need to achieve – this will make the process easier, more cost-effective and enjoyable, with the bonus of reducing the number of revisions needed.

Blueprint for Successfully Hiring a Freelance Copywriter

Aitkens Media delivers social media marketing & copywriting solutions for medical and healthcare business ownersTo ensure a successful hiring process, I’d suggest you follow the following blueprint:

Define Your Content Needs and Goals: Clearly outline what you need in terms of content, the goals you aim to achieve, and the tone and style that represents your brand.  If you struggle with this, I can help you.

Search for Copywriters with Relevant Experience: Look for copywriters with experience in your industry or the type of content you need. Platforms like LinkedIn and industry-specific forums can be good places to start.

Review Portfolios and Writing Samples: Assess their past work to gauge their writing style, quality, and versatility. Pay attention to how well they’ve adapted to different brand voices.

Conduct an Interview: It’s important for you and your copywriter to be a good fit for each other. Arrange either an in-person or virtual meeting so that you can get to know each other, ask relevant questions, and explore ideas.  Remember, your copywriter will have a huge amount of experience that you can draw on if you need help with the direction of your marketing campaign.

Discuss Expectations and Communication Style: Ensure that both of you are clear about expectations, deadlines, fees, payment terms and feedback processes. Effective communication is crucial for a successful partnership.

Start with a Trial Project: Before committing to a long-term arrangement, start with a small project. This allows you to evaluate their work in a real-world situation.

By avoiding common hiring mistakes and following this blueprint, you can find a freelance copywriter who not only meets your needs but also adds significant value to your business.

If you’ve got this far and are reading this, you’ve hopefully learned a number of useful tactics in implementing professional copywriting and uncovered several key insights in the importance of hiring your own professional copywriter.


  • Copywriting is a Business Catalyst: It’s not just about writing words; it’s about creating impactful messages that drive engagement, conversions, and ultimately, business success.
  • The Limitations of AI in Copywriting: While AI can help you, it lacks the emotional intelligence and cultural nuance that an experienced human copywriter brings to the table.
  • The Power of Localisation and Specialisation: In a global market, specialist copywriters who can navigate cultural and linguistic nuances are invaluable.
  • Common Hiring Mistakes: Avoid pitfalls such as prioritising cost over quality and overlooking niche expertise – it’s crucial to find the right freelance copywriter who will be a valuable addition to your marketing team.
  • Blueprint for Success: A clear hiring strategy, including understanding your goals, reviewing portfolios, and conducting trial projects, ensures a successful partnership with your freelance copywriter.

As another year zips by, the need for professional copywriting in your business cannot be overstated. Whether it’s enhancing your brand’s presence, breaking into new markets, or ensuring that your message resonates with your target audience, a professional copywriter is an indispensable asset.

Joanna Aitkens, social media marketing, copywriting & business coach



Are you ready to elevate your business with professional copywriting?

Contact me today to transform your business’s communication strategy.