Too close to your subject to get the message right?

10/05/2011 at 16:38 Leave a comment

Marketing budgets are tight. Deadlines too. So it’s no wonder that many businesses right now think it’s easier, faster and and cheaper to take a DIY approach to words.

They’re getting their own people to write their own web content, brochures or articles instead of calling in a professional copywriter or journalist to do it for them.

But they’re bumping into a problem. It’s this. The closer you are to your subject, the trickier it is to see your company and what you’re offering as your customers do.

You know you’ve got many USPs. But how do you translate them into the right messages for the right audiences? And steer clear of in-house jargon? And fit the presentation needs of different media too? Everything from SEO (Search Engine Optimisation) to making words work at their best on smaller screens?

There are big advantages in getting a sharp new perspective from a writer outside your company to give you the results you want. This sums it up beautifully: