Most of the contractors work in an environment where they do not have a big problem getting a contract. However, if the current statistics are anything to go by, most of the industries in the US are facing stiff competition even among the contractors. Writing can set a contractor apart from the peers. This is because good writing creates an effective mode of communication with all the actors involved in the project.
Therefore, contractors must be willing to make use of copywriting in order to withstand competition. Unfortunately, the responsibilities related to writing are not given a priority. As a matter of fact, they are a last minute endeavor. In such a case, then, the writing outcomes are not professional.
This article will guide you on how a contractor can copywrite either in the website, the blog, or the social media.
How to copywrite for a contractor’s website/blog/social media
It is important that you use your copies to show your customers what you offer. You have to present yourself as offering a unique product or service, better than what is offered in the market. Remember that there are many others in the market who are offering similar services to yours, and you need to set yourself apart. For example, the ability to offer green products and services can be very appealing to the customers.
When you are communicating with multiple stakeholders, you need to think about the language of communication. Using a language that conveys trust plays a critical role in building a strong relationship with multiple stakeholders. In particular, the ribbon ceremony should entail a good deal of spreading the word about the day, and the language that you use matters. In such a day, the copies prepared should be unique and tailored to the big event.
Major construction projects can face a plethora of problems. For example, the investors are interested in knowing about the rate of return on investment and how long it will take to realize the same. Similarly, contractors must show that the project is not exposed to a lot of risks, and that, in the present risks, the project can comfortably manage the risks. Such critical information cannot be presented carelessly.
Similarly, the local community is going to think about possible disruption to the day to day life of the society. In addition to that, a parent in the neighborhood is going to think about the safety of her children more so during the working hours. Moreover, employees could be worried that growth and expansion can lead to a situation where their traditional positions are redundant. This is more so if the affected employees are older employees.
As a contractor, you have to be sensitive to all the parties in the project, including the dissident voices. The way you community should show that you know about values and you are empathetic to the feelings of different parties. The ability for moderation is a matter of public importance. And when the passion in the community is running high, the contractor has to use wisdom and discretion. It is about establishing a delicate balance between the need to
After your copywriting, the comments made are going to help you to determine what the customers want. For example, your clients could desire a lower cost of doing business, or they might be looking for a specific type of equipment like a spray foam machine for sale. This is more so if the other businesses in other market are offering lower prices for the same quality and quantity. If you feel that you are not able to lower the cost of the products or services, then be sure to justify your action with the use of justifiable reason.
You need to evaluate how your customers are going to measure performance. In other words, they are going to seek value for the money. For example, if you have a remodeling business, your clients are going to check how the pictures are going to look like after a few years. Similarly, the customers will look for specific details such as the date of expiry and any extras available.
The brand voice should be strong and consistent. If this is done, it builds trust as well as a strong relationship with the readers. A good piece of copywriting ensures that the texts are appealing to the readers. If the text alienates the reader, then, one is going to experience a lower rate of conversion.
The call to action is perhaps the most important part of the website. As you aim at attracting traffic to your site, the main objective should be conversion without abandonment. A call to action guides the client in making a successful purchase. Its structure must be done right, and it must be conspicuous for all the readers to see. Therefore, the entrepreneur cannot go wrong at this stage.
How to copywrite for the social media
The social media offers a different kind of environment than the traditional marketing platforms. It offers quite a casual environment. However, this does not in any way mean that one should not be serious about the social media channels. Good copywriting skills require that one posts different messages to each social media network. In other words, one should not post identical copies to all the social media networks.
It is estimated that 79 % of the adults do use Facebook. In 2016, Pew Research Center reported that Facebook was the most widely used social media channel. Marketing that favors Facebook include pay-per-click as well as ad spend. Bear in mind that long-form messages are not suitable for Facebook. The message has to be short, and yet, capture critical information.
Facebook is appropriate for the promotion of external texts. These include videos, reports, and blog posts. When you post any link, ensure that you follow it up with an appropriate description. In addition to that, the signals used should be attention-grabbing in order to ensure that your marketing campaign leads to optimal outcomes.
If you decide to do copywriting through Twitter, you have to capture the message in question in 140 characters. Dan Zarella, a social media scientist, recommends Twitter messages to be 120 to 130 characters. Please note that when counting the number of characters, this does not include images and videos. Furthermore, Twitter allows a business owner to take advantage of unique features such as stream.
Instagram is most suitable for the use of visual messages. Videos and photos are most suitable for Instagram. Again, the use of long-form messages cannot be used in Instagram. When using this platform, capture the most important information in the first few words. Readers may not read the rest anyway as they concentrate on videos and photos.
Why Hire a Professional Copywriter
Some tasks in copywriter for contractors falls under a Do It Yourself task. In other words, you can do it and be successful, without necessarily seeking an expert. However, there are a number of scenarios which could warrant the use of a professional copywriter. To start with, it could be that you just are not good in writing. Having an MBA does not necessarily mean that you are a good writer. If you cannot write, think about seeking the services of a professional copywriter.
Another reason why it is advisable to hire a copywriter is that the copywriter will ensure objectivity. As a business owner, you are already subjective, and you are going to take a position that is already taken by your business. Some of the blog posts are supposed to be written in an objective eye. Because you are not likely to do that, you should consider having someone else do it for you.
As you take part in the day to day running of the company, you will realize that you just do not have the time to write. If you write when you are rushed, you are going to produce a low-quality work. In such a case, the best thing is to leave writing in the hands of a copywriter, and you will realize that they will do a perfect work.
You may need a copywriter for contractors because he or she has the expertise that you do not have. In the modern business environment, some individuals start a business in an area that they do not have expertise on. In such a case, then, they rely on other business professionals to drive their agenda. A few contractors start a business in an area they are not good in, and leave the professionals to drive their business agenda.
Hiring a copywriter will ensure that the issue of market segmentation and the right audience is done. For example, the language that has been used on parents is different from the language that is used on teenagers.
How to Hire a Copywriter for Contractors
There are many copywriters available in the market. However, you have to make sure that you identify the right candidate in order to separate the wheat from the chaff. Prior to hiring a copywriter, there are a number of factors that you should consider, and these include the following:
-The budget at your disposal
-The purpose of the copywriting
-The expected outcomes of the copywriting
-The timeline of your project
A copywriter should be in a position to articulate his or her area of expertise in a clear and cohesive way. When you hire a copywriter, ask for evidence of the past projects carried out by the professional.
You need to understand that there are different types of copywriter for contractors. Therefore, you need to evaluate your project, and make a decision on who fits the project most. The following are examples of different types of copywriters:
–Conversion copywriter: He is an expert in the art and process of selling. The professional uses strong skills of persuasion
-SEO copywriter: Is best placed to write blogs in a timely manner in a professional way. SEO helps in arranging the key words in order to boost the ranking of the website.
–Technical copywriter: Such a professional work in an industry where the lay people may not easily understand. These include law, medicine, and engineering. If you need a copywriter in these areas, you better book early enough. This is because such copywriters are highly sought after and may take time to respond and be available.
–Video copywriter: Your business could need a video in order to present the rationale and objectives of your company. The copywriter takes a big idea and summarizes it, or breaks it down.
–Product copywriter: If you look at the product you bought last time, you could see a number of phrases and words, written in brief. They capture details about the product, for instance, a caption on how unique the product is. That work is done by the product copywriter.
Referrals are an effective tool of seeking the right copywriter. You need to check out your professional and personal networks in order to seek information about a certain copywriter. Instead of picking a random person, in Upwork for instance, you better ask your business associates, friends and relatives. Such sources of information are not going to mislead you.
However, much as you are going to look for a professional copywriter, that message, ultimately, is going to come from you. You are the one who is conversant with your audience, and you know what they want. The narrative of the good news will have to come from you. Again, if things go wrong in the mode of communication, the blame will fall on you. Therefore, work hand in hand with your copywriter, and be sure to make constructive criticism in the writing process.
The value of copywriter for contractors cannot be underestimated. It plays a critical role in crossing the right message to the audience in a professional way. As a contractor, you should think about the most effective way of exploiting the power of copy-writing. If you cannot do this on your own, it is better that you seek the help of a professional who will walk through the copywriting journey with you. Overall, copywriting has far reaching and positive implication in giving the contractors a competitive edge in the market.