Why Should I Hire a Copywriter For My Pet Business?

You may be thinking to yourself: Why can’t I just do all my copy myself? Why can’t ChatGPT do it? What’s the big deal?

The truth is, you can. And so can a boop beep. And you probably have done your own copywriting, with success. At its most basic level, copywriting isn’t necessarily hard. But sometimes, you reach a point in your business where you need an expert…someone who can do more than just pound out a bunch of words on their keyboard.

Because copywriting isn’t just about words. A good copywriter has a keen understanding of marketing and how to craft a message that sells.

A copywriter is one part sleuth, one part empath, and one part nosy Karen.

The sleuth part: They have the curiosity and the analytical mind of a detective to determine the best course of action for your business, and the ability to spot weaknesses in your messaging that are costing you customers and sales. They can spot clues in the market and your business data to find out how to tweak your message to get results.

The empath: They have the understanding to be able to get into your ideal customer’s head and know what moves them. What do they worry about? What are their pastimes? What are their passions? What makes their eyes light up with interest? What are they scared of?

The nosy Karen: a copywriter has the nosiness to find all the information they can about your prospects. Remember the first time you dated someone? A sister or girlfriend did some research and soon knew more about that guy/gal than they probably knew about themselves.

Yep, a copywriter is just as determined to know that much about your prospects.

Why? So they know exactly how to speak to them in a way that moves them to buy from you.

What’s the difference between a copywriter and a content writer?

These two terms are often used interchangeably, but there is a distinct difference.

A copywriter specializes in direct response copy, which is copy that is supposed to get your prospects to take action now. Whether that’s signing up for a webinar, putting a product in a cart, or buying something. These writers write sales pages, ads, and product descriptions.

If you’re writing a website, launching a new product or course, or sending a series of emails to sell a product…you need a copywriter. A copywriter is all about selling something now.

It takes a full set of skills to able to do this effectively.

After all, you’re trying to convince people to part with their sweet dough. It takes practice and a thorough understanding of the craft to be able to do this.

Most of all, everything—your positioning—your messaging—your ICP—must be aligned in order for a launch sequence to work and a product to sell. A copywriter can make sure your messaging is consistent throughout your entire sales campaign. A good copywriter is expensive, but can be one of the most lucrative investments you make for your business.

A content writer, on the other hand, helps with your overall brand messaging and strategy. They write blog posts, lead magnets, brochures, newsletters, and social media posts. They make sure your brand voice is consistent and that your content attracts your ideal leads.

They can help you rank in Google’s search engine through keyword research and SEO.

These two titles often overlap. A content writer can do copywriting, although it is a more demanding skill and not every content writer is willing to tackle it. A copywriter can also do content writing.

For the sake of brevity, I’m going to refer to both as “copywriter,” since it encompasses the full skill set.

Here’s some more reasons why you should consider working with a copywriter:

A copywriter can make sure your messaging sounds consistent.

A strong copywriter will keep your brand voice consistent across all platforms. This develops trust with your clients. They learn to recognize your voice when it’s consistent, and that sends the signal that you are familiar and trustworthy.

As a result, they are more likely to buy from you. An inconsistent voice sends mixed signals and confuses people, and confused people don’t buy.

A copywriter can spot issues in your marketing.

This is especially true for content marketing. For example, if you are getting leads who don’t match your ideal customer profile, something may be off with your messaging. (I only groom poodles…why do chihuahua owners keep calling me?)

A copywriter can do extensive research on your ICP and tailor your messaging straight to them, so that you only get your ideal leads calling.

They can also help you find the root cause of things such as high bounce rates on your website or low email click-through rates.

A copywriter can set you apart from your competitors.

One of your most valuable assets is a strong brand voice that stands out among the noise of a million other brands. A copywriter can help you find your brand voice and differentiate you from your competitors. Buyers are attracted to strong and distinct brand personalities, and a copywriter can help you develop and maintain one.

A copywriter can save you time.

You decided to start a business so you could pursue your passion and focus on your mission. Maybe that’s grooming dogs and helping pet owners take better care of their beloved animals. Maybe it’s selling a food product that promotes pet dental health. Whatever it is, you want to pursue what matters to you.

But running a business is a hassle, and one of the numerous things you’ll have to do is write things. Like emails, product descriptions, blog posts, web pages…the list goes on.

Ugh!

This work isn’t fun for most people. It’s very time-consuming. It cuts into the time you could be using to grow your business, focus on your mission, or just be with family.

Sometimes, the best thing to do is to outsource that part of your business, so that you can do other things that are more meaningful to you.

A copywriter can give your message clarity.

If you message isn’t clear, your prospects bounce. It’s that simple. Three things must be perfectly clear on your site:

1. Who you serve.

2. How you help them.

3. Why they should choose you and not a competitor with similar products.

A copywriter will help you find exactly what sets you apart and makes you the obvious choice over your competitors. This is a combination of understanding your ICP and understanding who you are as a business.

A copywriter can create order out of a jumbled mess of ideas.

Suppose you want to start blogging but have no idea where to begin. Or have ideas but don’t know how to organize them into a content plan. A copywriter can pick your brain and create clarity for you. A copywriter understands how the flow of content should work, how to find what your prospects are looking for in Google, and how to create content that serves your goals.

Let’s say you want more email signups. A copywriter can help you create a lead magnet for your prospects, and then create blog posts related to that lead magnet that will attract those prospects to your site. These blog posts will then point visitors to a signup form where they can download the lead magnet and sign up for your email list.

Or if you want more local visitors to your business, a copywriter can help you research and find what the locals are searching for in Google. They will then help you create a curated content plan that matches what folks are searching for—for example, if you’re a grooming salon—a blog post titled “best groomers in [your local area]” will attract visitors to your site and lead to more business.

A copywriter can give you clarity on your marketing and who you are as a business.

Sometimes, you have a great business idea and some success. But you struggle to fully understand exactly who you serve and what makes you different. A copywriter can challenge you to think and clarify your brand message and positioning.

They can bring you back to the most fundamental parts of your business: who do you serve, how do you help them, and what sets you apart from your competitors.

These fundamentals are the foundation on which you build your business, and if they are shaky, the whole thing will be like the Leaning Tower of Pisa, destined to collapse someday.

Thankfully, that doesn’t have to be you.

A good copywriter will always consider these fundamentals of your business while working on any projects for you. When you have the basics down pat, you become more enticing to potential customers because you are able to speak directly to them. It also gives your business and its goals and future more clarity.

If you would like to strengthen your brand positioning and marketing, you can check out my brand questionnaire here, to help business owners fully understand their marketing positioning and how they stand out in the competition.