In today’s day and age, and rapidly changing marketplace, it can be difficult for a business to keep up with the competition. Today’s business requires top notch industry professionals, insightful advertisements, knowing your customers and their habits, and powerful branding. All of this can’t be achieved without doing market research and knowing what exactly your customers want, and how best to deliver it. It is only after knowing your product well, you can sell it well.
A content writing agency is a powerful factor to drive business growth in many places. It works for all medium-scale to large enterprises, however where the topic of discussion comes to small-scale businesses or startups, it is always best to go with the opposite, a group of freelance writers. In this article, we shall try to outline why.
-
Freelance writers are customers first, salesmen second
This is meaningful to us because we understand how the market works. Being a freelance writer means always knowing what new products are on the shelves, what new selling tactics all the different companies are using, and many other details. When a freelance writer goes into a shop or a supermarket, these are the things he/she looks for. And always if you ask them, they’ll be able to tell you how they could do it better. This is because they are consumers, and being in touch with the consumer base gives them that rare insight into consumer behaviour which can illuminate at the correct moment, and end up on the drawing board, and result in a great ad campaign for your company.
On the other hand, a content writing group doesn’t have these moments of market interaction. Most of the writers have stable jobs, and don’t really see the need to interact and understand the market deeply. It is all about hitting the books everyday and churning out a large quantity of work, albeit of quality and high value, that fits their client’s bill. This may work for a large company with many ad campaigns running consecutively, in many shops and stores, but for a company with only a few products, it would mean the campaign wouldn’t have the same meaning to it.
Freelance writers, being more in touch with the stores and market are able to give color to the apprehensions of the customer, and make the campaign as meaningful as needed, hitting the right chords with the customer and the seller, and driving the point home.
-
Freelance writing is more inspired, company writing is bland
This can be observed from noting the work of your colleagues and other writers in the market. Once you get hired, freelance writers tend to get lazy, and don’t keep up with the market. In a competitive marketplace, this can mean getting out of touch with the consumers and what they really want. On the other hand, freelance writers are always in touch with the stores, since they have to live paycheck to paycheck and have to keep up with the latest deals, discounts, coupons, etc., to cover living expenses. This sounds like a struggle, but in reality, it gives them that very rare insight into how the marketplace works, and lets them tap into the feelings and aspirations of the consumer class, such that they are able to envision what kind of ad campaign might actually speak to them, or come up with the creative advertisements that can inspire them to buy a new product or try a new pair of sneakers.
Freelance writers, as opposed to full time content writers, are out in the streets, using public transportation, looking at all the billboards and hoardings, and are more capable of making impulse purchases than company employees. All this makes them the ideal content writer because being a consumer themselves first, they are able to see exactly what is missing in the stores, and inspire the right emotion from the consumer, thus egging them to make the wanted purchase, and maybe even on impulse. Thus it is easy to see why it is said that freelance writing is more inspired, while on the other hand, company writing is bland.
-
To sell products, you must tap into consumer’s mindset
Freelance writers are able to tap into the consumer’s mindset like nobody else. This is because they are consumers first and producers second. Using the same services and products in the city as the consumer, and fitting into the mold of the expected customer base, with the same ideas and mindset as the consumer, makes him or her the ideal marketer. As the freelance writer is able to understand better the needs of the consumer, his budget, his finances and his language, the freelance writer can write much closer to what the consumer wants from his ads. Every ad campaign has a key customer in mind, the customer that is ideal, for soda companies this could be early twenties, for a watch company it could mean early to late thirties, for apparel, late twenties. But age is just a number when it comes to advertisements. It is important to know the habits of your consumers, what they like to eat, what movies they like, and where they go when they want to let their hair down. Being a consumer themselves makes it possible for the freelance writer to be in touch with all of these different zones of consumer behaviour.
A good freelance writer is a psychologist, a salesman and a cinematographer, all wrapped up into one. Using these skills, he/she is able to properly imagine what the ad campaign should look like, how it must impact the consumer, and what should the consumer be prompted to think before he/she makes the purchase.
These are just some of the points in favour of freelance writers. Truth is you can’t sell without knowing your customer well. And to know your customer well, you have to first become a customer yourself.
For this effect, some may employ a group of freelance writers while some may employ a content writing company. There are no right or wrong answers as no two ad campaigns can be completely alike. It always requires imagination and creative thinking to sell. And these skills can be nurtured but it is only if you have the spark that you can speak the language of advertisements, which is of creativity and constant innovation.
Freelance writers are better in this respect to company content writers, but given the opportunity, both can do a splendid job in the right time frame and given the proper instructions. Thus it is both the company’s job to elucidate clearly what they want from a campaign, and the marketer’s to properly understand what the client wants. Only after this can a successful campaign be designed and implemented.