Good writing is good marketing. Good writing is not interchangeable with bad or adequate writing. There’s a real difference, not only in the writing per se, but in its effect.
Some people think that the product or service they sell really speaks for itself. They look at copywriting, social media, and other communications as something they need just to fill a space or satisfy some marketing convention (like producing a brochure because everyone else has one). When seeking a writer, their sole criterion is price.
This attitude ensures that they’ll have a harder time standing out from their competitors. Assuming they have the absolute best product in the field, if they cannot communicate this fact convincingly, their superiority may not translate into higher sales/business success.
It’s also a mistake to think that effective SEO writing is equivalent to good writing. Improved search ranking and site traffic is just an opening; you also need to close. Good SEO writing that cannot make a persuasive case for your product or service is ultimately not good writing. It’s a well paved road that leads to a derelict shack.
What about “content” and social media marketing? The writing in these areas cannot come across as overt marketing. In blogs, Twitter, and other vehicles, you have to actually add value (not just appear to), by providing services/information that complement what you sell.
As marketing gets more subtle, more sophisticated, more UBIQUITOUS, consumers or “targets” get more sophisticated, too. People are more wary than ever of being marketing to. That’s why the content you provide, even if it has an ulterior motive, must contain some kernel of meaningfulness.
Good writing is more than just words on a page or screen. Good writing is a vehicle for ideas, which takes it beyond the space it fills and creates another dimension. This is no abstraction, especially in marketing, where words must drive action and produce concrete results. A typical copywriter will likely produce typical results, while a writer with genuine passion can make his excitement for a subject contagious . . . In order to make your products/services speak for themselves, you need a writer who can give voice to them.
To learn more about writing and strategic communications that can amplify your voice, contact me at ajeisenstat[at]gmail[dot]com, or visit my portfolio AdamEisenstat.com and LinkedIn profile.