According to WordLead, there are approximately 131,200 copywriters in the United States. So why can’t you pick just anyone to help you with your copy? Why not pick a really experienced senior copywriter instead of someone more junior? Their experience would give you faster and perhaps more polished copy, right?
Well… not really. Hiring someone in your industry means having someone who can speak to your target audience in their language. Someone who truly understands your industry and knows its language and terms. Someone who definitely gets why your product is useful, important, and unique.
For example, anyone who has wethers (male neutered goats) knows that they are prone to forming urinary calculi (crystals) like male neutered cats. Form enough of these crystals, and the urethra gets plugged, and it gets harder and harder for the goat to pee.
What was once a nice healthy pee stream dwindles down to drops with straining. Eventually it stops completely. The bladder swells, and finally bursts, causing a painful demise.
Someone who hasn’t been through this, or doesn’t know about this, can’t possibly understand how important ammonium chloride is. This is a chemical that acidifies the urine, so crystals can’t form. It is a staple of any wether’s medicine cabinet, given over a week once a month as a preventative.
BUT … ammonium chloride is incredibly bitter. Yes, like any good pet parent, I’ve tasted it. Even though animals seem to tolerate bitterness much better than humans, this is so bitter that the goats will not voluntarily take it.
So, it’s mixed in water and given by mouth, and what a struggle that is after the first taste!
If a company were to create a more palatable form, for instance by mixing with molasses (which is what I do), all wether parents would celebrate! And if the copywriter for this product had wethers of her own, she would try it on her companions.
If she found that they took their medicine without struggling, she could also write a powerful testimonial for the product!
Only a copywriter who has wethers or knows the importance of ammonium chloride for wethers, would be able to see the unique benefit of this product. And she could showcase it as a special and unique product that would spur other wether parents to buy it.
Someone in the financial or real estate or health and wellness industries could not do this.
This is why you should hire copywriters in your industry. They understand your customers and know the importance of your products and services. And they can talk to your target audience about why they should buy your products and services instead of someone else’s.
Do you need help talking with your target audience? Contact me and we can talk about it!