Why work with a copywriter who believes in what you do?

Passion is contagious.

Imagine you have very little interest in football. Your friend, who has a spare ticket to a big final, is beyond excited and asks you to come along. You agree, thinking, why not? I’ve nothing better to do.

You arrive at the sold-out stadium. You’re surrounded by die-hard fans. But it all means nothing to you, aside from a little intrigue.

As each minute of the match passes, the atmosphere grows more intense. Everyone in the stadium is fixated on a single, barely visible white ball making its way back and forth around the pitch..

It’s 2 - 1 to the other team, with only three minutes to go. You could almost hear a pin drop as everyone holds their breath in anticipation of a miracle. Suddenly, the best striker on your team gets the ball - yes, somehow it’s become your team. He skillfully dodges every tackle on his way to the goal. He goes for it and…

Hang on…you’re holding your breath too. What? You care. How did that happen?

This team means nothing to you. You don’t even like football. But you care.

It’s simple - passion is contagious.

This football match situation directly relates to the copywriter you choose. If you want to convince your audience to care enough to buy, you need to work with someone who genuinely cares about what you offer.

Why passion matters in copywriting

Passion in copywriting goes beyond a love for the power of words.

It's about a deep connection to the message - a connection that’s clearly felt by the reader.

“The advertisements which persuade people to act are written by (copywriters) who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell.” - Bruce Barton, author and advertising executive.

A passionate copywriter genuinely believes in and wants to support your business. They truly understand how the reader will benefit from what you offer.

It’s not only about selling a product or service there and then; it’s about building relationships and fostering loyalty. This loyalty will turn your readers into lifelong fans. True fans are the power behind most thriving businesses.

When a copywriter is passionate about your business, they put their heart into every word, making your content more relatable and impactful.

How passionate copywriters can help grow your business

Improved content quality

The quality of your content matters - a lot!

Unless you’re genius enough to have come up with a product or service that is so irresistible and universally needed (in which case, where can I buy it??), you’ll need copy to sell it.

The better your copy explains the benefits to your readers, the more sales you will make - simple.

As mentioned above, a passionate copywriter finds it much easier to write quality copy about a topic they feel personally invested in.

“There’s never been any marketing of any type that is not enhanced by emotion and sincerity” - Frank Joseph, author and editor.

Additionally, on a personal level, they actually want people to enjoy what you are offering because they know it’s great. This leads to them writing copy that’s engaging and persuasive.

Clearer brand voice

When building a brand, every single word should come from a place of clarity and confidence.

Leave the wishy-washy sentences at the door. If it doesn’t have a definite purpose and serve the brand’s message, leave it out!

Understanding the core purpose of the brand and its offerings is non-negotiable when it comes to developing a clear brand voice - one that your audience will learn to love and trust over time.

Whether you’ve already nailed your brand’s tone of voice or you’re still figuring it out, a copywriter who gets what your business is all about can write copy that matches perfectly. They ensure your brand voice is meaningful, consistent, and authentic, helping to build trust and recognition.

On the flip side, a copywriter who doesn’t fully understand what your brand is working to achieve will find it hard to write about it with confidence and conviction, often filling in the blanks with unnecessary fluff.

Better audience engagement

This comes back to the beginning of the article when I wrote about the football match. Passion is contagious. It’s a million times easier to engage someone when you deeply care about what you’re talking about.

Engaging content is essential for capturing and retaining your audience's attention. A passionate copywriter knows how to create content that speaks directly to your audience’s needs and interests. When you speak directly to a person, they are more likely to respond.

Higher conversion rates

If I’m being truthful, which I always am, this is the one that really matters because, ultimately, the goal of copywriting is to convert readers into customers.

A passionate copywriter can come up with compelling calls-to-action and persuasive content that drives conversions. There’s one powerful reason they can do this: they understand what the audience is looking for.

How to find the perfect copywriter for your business

The tricky part is finding a copywriter who genuinely cares about your business.

It’s pretty unusual for a copywriter to come straight out and say, “To be honest, I find your business rather boring,” even if that’s the case. So, you’ve got to figure out for yourself if they are passionate about what you do.

Finding the right copywriter for your business involves more than just reviewing their portfolio. Be sure to look for a portfolio that showcases experience writing on the topics your business cares about.

Find out if what they write aligns with your values. Ensure the copywriter shares your brand’s values and has a genuine interest in your industry.

Once you feel confident that they can write quality copy, the next most important thing is a personal connection. Remember, by agreeing to the first call, you’re not committing to working with them, so don’t stress - just book a call.

This initial call is to get to know each other and to make sure you’re a good fit. And this works both ways. If a copywriter sincerely cares about working on projects they are passionate about, they will say no to clients who don’t fit their values.

During the initial consultation, gauge their enthusiasm and interest in your business. A passionate copywriter will ask thoughtful questions and show a genuine desire to learn about your brand. True passion is hard to fake, so have a conversation and it will probably become obvious.

Transform your business with a passionate copywriter

Working with a passionate copywriter can transform your business. Their dedication to your brand's message and their ability to connect with your audience on a deeper level can lead to improved content quality, a stronger brand voice, better audience engagement, and higher conversion rates.

If you're ready to take your content to the next level, consider partnering with a copywriter who shares your passion and understands the importance of authenticity.

If you feel your business matches the vibes I’m putting out, contact me today to learn more about my copywriting services and how I can help your business grow while staying true to your values.