It's better not to write about what you do yourself: Four reasons to leave your content creation to an expert

November 7, 2023

In the fight for the attention of prospects or in the drive to profile potential employees, a strong impression is decisive. When you say a strong impression, you say thought leadership, and when you say thought leadership, you talk about content. It's just that people dare to pinch their shoes here. Although most companies know they need to say something, they don't seem to care less about the importance of the quality of the message. Be it due to a lack of resources or a trust in their own writing skills: all too often, someone internally takes pen to write a blog or press release.

By Jesse Huybrechts

However, Roger's adage from Dobbit TV doesn't apply so much to the written word: you don't always do better what you do yourself. Attractive content pens that should captivate and convince are different than installing skirting boards or filling the ceiling. What are the main reasons why it's better to leave your content, your organization's intercom, to a professional?

#1 You're missing the right skills
People are talking. About what they love to do and what they do well. If you want to sell, you'd rather talk. At network events, in the elevator, at trade shows, with prospects at the meeting table... But ask most of them to translate that same conviction into a blank page and it will soon be looking for the right words. Many know what to write but don't get it down on paper so others want to read it, despite all their expertise.

You can learn the art of the written word, but it starts with talent. Content is a story of originality and creativity, but also of structure and rhythm. It's a matter of feeling and knowing who reads it depends on who reads it. This certainly applies to business communication. Your target audience won't pull out the wallet for a nice rhyme or catchy title. They want to know what you or your product can do for them. In plain language. Fluency before complexity. A CEO who has no clue about technology, clearly explaining how your new PLC control can increase the efficiency of his production line, is not something you can do without a good pen.

#2 You don't have the time

Building a successful company means hard work. Just about all the energy goes into the quality of your product or services and the support of your customers. There is little time left to invest in yourself. For me, that's no different. This blog has been planned for a few months, but assignments have always stopped it so far. It's the plumber's office that it leaks. When you're too busy with your clients' business, you can't get around to your own.

A free quarter of an hour somewhere? Then don't think you can use that time usefully by quickly writing a nice blog. Strong content takes time: time for research or an intake interview, time to write, delete and rewrite. A good article requires complete dedication, which is impossible if you already have your head on your next meeting. By outsourcing your content, she gets all the attention she deserves.

#3 You're missing experience
Working with a professional copywriter not only gives you access to plenty of space and genuine writing talent, you also reap the benefits of his or her experience in black and white in a content portfolio for companies and organizations just like yours. Choose the right party and he or she is undoubtedly already in touch with your business, the sector in which you are active and, equally important, your target audience. That knowledge gives him or her an advantage, saving valuable time to understand what you want to say and to align the violins.

After years of pens for tech companies, I've picked up a few things as a copywriter. I know my clients' target audience, but in addition, the writing in my filing cabinet has also enhanced my technical knowledge. I am not a subject matter expert in machine learning, blockchain or low-code, but I have already become a lot wiser. And I include the insights I get in one project in later intakes. So I can ask even better questions. Questions that help me extract relevant input that the customer didn't initially think of, make the story more complete and expedite the entire process from first letter to final approval.

#4 You're too close on your subject
As a professional or entrepreneur, you know your business inside and out. You have mastered the subject matter and know every nook and cranny of the sector. You are in the middle of it. But, to write about your business, it's best to take some distance. You don't want to teach potential customers the technicality of what you do, but demonstrate how to answer their questions and needs.

A copywriter therefore looks at your business from a different perspective. As an outsider, he or she bridges the gap between your expertise and the reader's interest, between your unique added value and the specific needs of your audience. Plus, you're sinking way too much into unnecessary details when you have to write about yourself. A professional copywriter removes this inconvenience. Dare to leave the helm to a professional who is emotionally detached from your organization, and you will arrive at strong content much faster.

That said, these reasons don't mean you should outsource all your business communications right away. Perhaps you have a love for language and would like to further develop that skill. That's possible. But when it really matters, when that strong impression matters, it's best to outsource your pen and leave your content to an expert.

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