I was chatting to a client this week who wanted to know what hiring a copywriter could bring to her company, when they knew their business so well they had far more expertise than me.
Fair point, but my answer is that the very fact that I am an outsider brings the virtues of the 3Cs: the work I do for her website and social media will be clear, compelling and concise.
Clear: it is because I’m not a specialist in her business that I can bring clarity, grasping the overview, picking out interesting detail and seeing what’s important in a way that she finds hard (she’s too immersed in it all.)
Compelling: I’ve been writing for so many years as a journalist and a copywriter that I know how to make a story compelling, how to present a case, how to choose the right words, how to edit down to the essentials.
Concise: impatience is a great skill to have as a copywriter because you cut through the fluff to the really important message and deliver it as concisely as possible. Which is good, because my client’s potential customers are impatient, too.
Of course, another advantage of hiring a copywriter is that they can dream up gimmicks like ‘3Cs’ to encapsulate your message or make it presentable. Or not, if you don’t like that kind of thing. Tip: choose a copywriter who won’t dictate, but will work with you!
