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Copywriting is a profession. Interestingly, it’s a line of work many businesses fail to utilize. The creative professions understand, inherently, the value of precise writing. Photographers, web designers, public relations firms, advertising agencies and publishers have long employed professionals to write their copy for them. Corporate enterprises regularly hire writers or use freelancers to complete their marketing projects. The small to medium business (SMB or SME) is often reluctant to make an investment in writing services. That reluctance is costing them.

Establish Authority
SMBs exist because they work in a niche that major corporations do not address. Every operation is different but the principles for success are the same. The business, no matter how small, has an obligation to present themselves as an authority for a specific product or service. It might be price point, local presence, superior quality or quick turnaround but it’s imperative the SMB establish their particular expertise. Failing to do so reduces profit and, in the worst case, contributes to failure.

Inform your Prospects
Understandably, the SMB is likely to focus on “doing” and not “telling.” I’ve spoken to many talented business owners frustrated by their inability to attract paying clients. They have a great product or provide exceptional service but aren’t enjoying the success they rightly deserve. In every case, it’s because prospective clients are unaware of the opportunities on offer.

Take Action
Depending on word-of-mouth is no longer an effective way to manage a business. With the proliferation of the internet and the advent of globalisation, consumers have more information than ever. If you’re not actively promoting your product or service, it won’t be long before you’re filling out job applications. It doesn’t take an expensive advertising campaign or a public relations firm to improve the profile of your company.

A Different Kind of Marketing
As consumers become more sophisticated and budget demands enforce careful spending decisions, it becomes imperative that the SMB educate their prospective clients. Glossy brochures, expensive advertising and inscribed gifts are giving way to professional documents that position your company, eliminate competition and instruct your client base. A case study or a white paper might be all your company needs to gain a competitive edge and establish your organisation as the leading provider of products or services in your field.

Educate
White papers have been around the IT industry for decades. Due to rapid technology changes, IT professionals have long depended on white papers to keep them abreast of new developments in software and hardware. Much like the trusted Cliff’s Notes for literature students, reading a white paper is a quick way to learn the basics. White papers are no longer used exclusively in the IT industry. Any business using a white paper as part of their sales cycle will benefit because they have ensured their prospective clients understand the broader issues, the competitive advantages and disadvantages, and the cost benefits to making a decision.

Credible Success
Case studies, or customer-success stories, are another effective way for the SMB to define themselves as the authority in their area of expertise. In Casey Hibbard’s excellent book “Stories that Sell”, she explains that it is human nature to trust a personal observation about a company more than anything that company would say. This is true even if you don’t know the person with the experience. By capturing your best customer stories in an easy-to-read document, you’re guaranteeing that your marketing budget is working hard to impress your prospects.

Copywriter Required
Make no mistake, documents like white papers and case studies are specialised writing projects. It is essential that a copywriter with specific expertise be employed to produce them. SMBs should be focused on their own business and not spend precious time labouring over a paper that will likely miss the mark. Investing in documents that educate and inform is the best use of your marketing budget. Enlisting the help of a professional copywriter demonstrates that your business values their public image. If done correctly, your professional marketing documents will continue to add value and attract customers for a very long time.