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6 Ways a Copywriter Can Impact Growth in Your Agency

Picture yourself in a room full of prospects with deep pockets and big problems. You have ten minutes to convince them that your product or services solve their needs, but so do your competitors.

What will be your first move?

Let me guess. For the first few minutes, you would probably gush about your product features, the awesomeness of your services, and pretty much everything that makes you proud of your agency. 

Nobody blames you for being so caught up in your invention, so much so that you can’t help but talk about it. But will your love and passion for your product or services convince your prospects to pick you over your competition? Eh, maybe not. 

The average consumer is selfish. In the famous words of Dale Carnegie, “People are not interested in you. They are interested in themselves”. 

Do they care about you or your agency? Not as much as you do. Are they interested in how great your products or services are? Probably not. Do they want to know what they stand to gain from your products or services? Aha! Now we are talking. 

Selling to your prospects becomes a lot easier when you learn that the trick is knowing how to sell a good night’s sleep instead of a mattress. As an agency owner, you may not understand how this works, but copywriters do—call it their forte.

Every day presents new opportunities to address prospects in virtual spaces alongside your competition. The secret to winning the contest is high-quality copywriting. It opens the door to new businesses, customers, and sales.

Copywriters: the new superheroes

Copywriters are the superheroes you probably never knew your agency needed. I mean, who needs batman when you can have a copywriter?

Copywriters are wordsmiths. 

They know what makes an audience tick. They know how to combine words in ways that evoke emotions and trigger actions. 

Want to reach and engage your target audience? Get a copywriter on your team.

Need more clicks, likes, and shares? A copywriter’s touch will do.

Want to increase brand awareness using compelling content? A copywriter is your go-to person.

Let’s explore a few ways a copywriter can impact growth in your agency. 

1. Copywriters are skilled at influencing buying decisions

Have you ever been in a position where you had a pressing need yet were still on the fence about exploring possible solutions? Well, it happens to the best of us, your leads, and customers too. 

A  lot goes on between when a prospect becomes aware of a problem they have and the point where they make a buying decision to implement a solution. 

Aside from putting in the work to explore the available solution options, prospects also have to navigate feelings of indecisiveness and sometimes even doubt stemming from a lack of trust. 

At points like these, a little nudge goes a long way. And this is where a copywriter comes in. 

If there is one thing copywriters are known for, they can weave words to influence your prospects’ buying decisions. It is safe to call them master persuaders.

As an agency owner, having a copywriter in your corner means having someone who speaks the language of your audience and knows how to convince them to make buying decisions with your agency on top of their minds. They do this through compelling content like blog posts, emails, and case studies.

2. Copywriters help to build brand trust

Getting new leads is not the problem. The question is, will they trust you?

Trust means everything to your business. It guarantees a profitable relationship with your customers, as well as their loyalty to your brand—81% of consumers in a recent survey cited brand trust as an essential consideration factor. Unfortunately, it will not always be ‘trust at first sight’ when people discover your agency. Their trust has to be earned.

Communication is one of the most effective tools for building brand trust, and copywriters know how to wield it. 

Copywriters create different kinds of communication materials that are:

  • Infused with genuine care and empathy.
  • Laced with transparency.
  • Consistent across all content channels.
  • Clear and devoid of vagueness. 

In other words, they can communicate and connect with your audience like a trustworthy friend would with another friend. 

Effective communication is about showing concern for the needs and well-being of your audience above your desire to sell—that’s what every other agency is trying to do, after all. It’s about kindness, empathy, and thoughtfulness. Otherwise, you risk sounding like a sales-focused agency interested only in conversions and revenue generation. 

Another way to build trust is by creating valuable content for your target audience. The more valuable content you create around your area of expertise, the more you set yourself apart as a leader in your industry. 

People find it easier to trust brands that know their stuff. 

3. Copywriters understand target audiences

Target audiences are and should be the center of your attention as an agency. They serve as a source of potential customers for your business. Without them, there is a high chance you will miss out on opportunities to increase your reach.

Understanding your target audiences is crucial to your business’s success. 

Why so? 

For starters, marketing goes beyond your drive to increase sales and conversions. Effective marketing prioritizes the people you want to reach by focusing on what they want more than what you offer.  

The last thing you want to do is create aimless and vague marketing content targeted at everybody, which in real life, is actually nobody.

With a copywriter in your agency, you can rest assured that you have someone on your team who knows how to gain insight into your defined target audience. Through research, copywriters learn pain points, get familiar with goals and objectives, and even study the terminology of audiences. 

The end result? 

A more customer-centric brand—your agency creates content that resonates with your audience, leaving them feeling seen, heard, and understood. At the same time, you set yourself apart from the crowd while boosting engagements and sales.

4. Copywriters strengthen your brand image

What are the thoughts that come to mind when your customers hear the name of your agency? 

What feelings does your brand evoke in their hearts?

What is the impact your brand has on your customers? 

The total of these opinions and perceptions make up your brand image. Your customers’ opinions are influenced by the experiences they get from interacting with your brand.

Your brand image is more than the visible and tangible components of your brand, like logos, imagery, and color schemes. It encompasses intangible elements like brand tone and voice, personality, customer experience, et cetera. A blend of these different elements makes up your brand image.

You can have fancy logos and eye-catching imagery, but without an effective way to speak to and engage with your audience, all you’ll have is eye candy. Good copy is an essential part of a great brand image.

Behind every successful brand is a copywriter who understands the brand’s products, services, and core values. A copywriter studies target audiences and know how to communicate with them in a way that leaves a lasting impression. 

Want to build and maintain a consistent brand image? Then get a copywriter on board.

5. Copywriters add personality to your agency

Look around you; there are agencies left, right, and center. And guess what? More and more are springing up with each passing day. 

In our business world today, it is not uncommon to find these brands adopting a robot-to-human style of communication, lacking personality and human touch. While this style may not be harmless, it may be perceived by an audience as unappealing.

If you’re going to stand out from the crowd, one of the things you must be ready to do is take steps to humanize your brand and showcase your personality. The more like a human, and less like a robot you sound, the more you keep your audience engaged. 

Humans are relational beings. 

People feel more comfortable and open to connecting with the human beings behind a brand rather than the brand itself. The connection is deeper and more authentic because brands with human touch are warmer and more welcoming, which pulls people in. 

Copywriting breathes life into your brand, and a copywriter gives it voice and personality. 

Here are a few ways copywriters help to humanize your brand:

  • Create and maintain a consistent brand voice.
  • Carve out a brand personality.
  • Create relatable and valuable content.
  • Infuse empathy into brand content.

And that, my dear agency owner, is how you create an appealing human-centric brand!

Think how much more relatable your brand would be if people could perceive you as a friendlier and more familiar alternative to all the other brands in an already saturated marketplace.  

6. Copywriters improve conversions and sales

In your opinion, what guarantees consistent sales and conversion?

An amazing product?

An exceptional service?

A steady influx of website traffic?

No doubt, these factors contribute to sales and conversions. But the star of the show? That would be the quality of your copywriting.

When prospective customers enter your sales pipeline, they have no idea how great your products and services are just yet. Getting them in is only a piece of the puzzle. The other missing piece of the puzzle is getting them to see what they stand to gain from choosing your products or services out of the myriads of brands offering the same.  

Don’t get me wrong, your products and services need to be exceptional, and you need to work hard to generate consistent traffic. However, even the best products and services will fail to convert if an audience cannot see their value. 

Having a copywriter in your agency is akin to having the wolf of Wall Street on your team, only this time, all the action happens in writing.

Copywriters are masters of persuasion with a detailed understanding of the psychology of selling. You can count on a copywriter to create content that grabs attention, arouses interest, evokes desire, and triggers emotions that lead to a sale or conversion. Having one in your agency is crucial to increasing your revenue. 

Bringing on a copywriter is more than just a good idea

Hiring a copywriter to join your team is more than a good idea. It is, in fact, an essential element that guarantees growth for your agency. It is your job to create valuable products and services that solve the need of a target audience, and the copywriter’s job is to communicate their value to your audience.

At GoWP, we understand how much of an invaluable asset a copywriter is to any agency. So we make it easier for agencies to connect with and hire well-vetted copywriters without hassles. You can say we do all the heavy lifting for you.

And guess what?

You are only a few clicks away from getting a copywriter to join your agency. We are ready when you are— schedule your consultation today!


Jennifer Alimasunya

Jennifer Alimasunya

Jennifer is a dedicated copywriter for GoWP, a company that provides exceptional outsourced Wordpress services to help agencies grow. She lives in Lagos, Nigeria. In her spare time, she writes and records music.

You’ll be joining a community of highly-vetted digital agencies and web professionals with one common goal — growth! Learn more. 


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