Why you should outsource your copywriting

UPDATED DECEMBER 19, 2023

⬆️ This isn’t my desk in the photo

I’d love to be writing this from a beautiful beach in sunny Thailand.

But I’m not.

I’m actually in my office, looking out on a wet, dull and overcast day in England.

The picture is actually to make a point about perspective, but I’ll get to that in a minute.

Do you write all your copy in-house?

Lots of businesses create their own copy, content and communications. And, if you do, I’m not about to criticise you for it.

But there’s value in outsourcing your writing projects that you might not have considered before — and I think you deserve to know about it.

So let’s look at some of the reasons why outsourcing is such a good idea.

Good reasons to outsource your copywriting

You’ll get a new perspective

I told you I’d get back to the perspective point.

No matter how much you love your business, there are aspects of it you’ll become blind to over time. Things that are so ingrained and familiar, they’ve become invisible and unremarkable to you.

But a freelance copywriter will always see your business differently. To us, it will be fresh and fascinating. We’ll find interest and intrigue in those things you no longer see — and breathe new life into them so your prospects will appreciate them, too.

You’ll benefit from a partnership

Writing in-house can be an insular and inward-looking process. This is because most businesses are self-contained, and staff become accustomed to thinking the same way.

This can lead to some short-sightedness when it comes to your communications.

Because a freelance copywriter isn’t part of your business, we’ll see it from the outside looking in — the same way your customers do.

And working in partnership with you, rather than as an employee, we’ll be able to have more open, challenging and constructive conversations. There’ll be potential to do further research, identify new markets, explore new directions and bring new ideas to the table.

You’ll improve your customer focus

Every communication should be created with your ideal customers in mind — because these are the people you want to read it.

Your communications should:

‘Speak’ their language
Tell them what they need to know
Explain terms that may be unfamiliar
Tell them what’s in it for them
Talk about ‘you’ rather than ‘we’.

But sometimes that’s easier said than done — because you can be too close to your business.

You can’t reset your brain to the time when you knew nothing, so it’s easy to make assumptions about your prospects’ knowledge/awareness levels and skip over important details.

A freelance copywriter is instantly more objective. We’ll take the time to get to know your customers from a base level. This means we can write for them in a way that’s more targeted, that gives them the information they need and that ‘speaks’ to them on a more personal level.

You’ll get a skilled writer

Who’s writing your communications right now?

Does this person enjoy writing? Are they good at it? Do they feel invested in it? Or has the writing been delegated to someone who doesn’t have the time, skills or inclination to write the copy your business really needs?

Is what they’re writing working for your business? Is it generating sales, enquiries and revenue? Or is it falling flat?

Outsourcing means you’ll get a skilled person who writes for a living. Someone who understands what it takes to create targeted, informative and engaging communications. Someone who knows what they’re doing and enjoys the process. Someone who cares about making a difference and getting results.

You’ll have more time for what you do best

Writing effective communications can be time consuming — even for someone who does it every day.

For someone who’s not a writer and who’s having to fit it in around their regular work, it can also be an inconvenience and a chore.

Outsourcing your copywriting to a freelance writer will mean everyone is working to their strengths, doing what they do best and creating the most value with their time.

You’ll save money by not recruiting

If you bring someone in-house to do your copywriting, they’ll need somewhere to work and equipment to work with.

If they’re contracted, you’ll be paying them. Even if your project stalls for some reason and they have nothing to do.

And, with any kind of equipment, there’s always a risk that something could go wrong and you’ll be liable to fix it.

A freelance copywriter won’t be on your payroll, we won’t be taking up space in your office and we’ll have our own equipment, which we’ll be responsible for maintaining.

When you pay your freelancer, it will just be for the project deliverables. Which sounds much better, doesn’t it?

You’ll have access to a larger talent pool

Outsourcing means you can look way beyond your geographical area and find exactly the copywriter you want for your project. You can even hire different copywriters with different specialisms if that’s what you need.

There’s a wealth of talent out there and the technology to facilitate and deliver any writing project with ease.

Your copywriter will be neutral

Even the most successful businesses can sometimes be affected by lost contracts, redundancies and office politics. These things can cause stress, strained working relationships and low morale.

Hiring a copywriter outside your company means they won’t be influenced by things that are going on inside it.

And they’ll see your company as you want your customers to see it.

Outsourcing supports sustainable growth

If you’re thinking about growing your business, outsourcing your copywriting will give you the extra capacity you need, as and when you need it. And it will help you achieve more without making permanent changes or investments.

This will help you grow your business at a steady and sustainable pace. So you won’t have to invest in new staff, equipment or larger premises until you’ve seen the growth you need to support that.