Why should industry experts stay away from their business copywriting?
You’re an expert in your industry. We’re not arguing that – but we are challenging your ability to talk about your industry.
To write for customers, and for the web, is an industry in itself. There’s a knack to it, there’s tips and tricks that – believe it or not – require some expertise.
The crux of the matter is: using industry-written content is hindering your business
You could be a professional writer-turned-tradesman, or a mathematician who finds more comfort in numbers than in words.
The point is that it doesn’t matter what your previous relationship with words is – you shouldn't write your business's content when you're immersed in that world, and it's jargon, every day.
4 major disadvantages to writing your online business content
So, what’s detrimental to the effectiveness of your writing, when it comes from an industry professional? Surely an expert makes the content more impressive, right?
1. You’re too close to the topic
You probably have a wealth of knowledge on the subject of your business. And while it’s undoubtedly necessary for the work you do, it’s not actually necessary for writing about the work you do.
Readers don’t seek an in-depth understanding of your topic before approaching your business. The whole point is that they don’t want to become an expert. Getting your readers to understand what you're about is important but they just need the information that’s relevant to them.
But because you’ve got so much industry knowledge – condensing that into something engaging and digestible is challenging.
It’s difficult to break up what you know and create a clear, understandable pathway for readers to follow – readers who aren’t interested in becoming an expert themselves.
2. Your writing will be too technical
With a lot of knowledge comes a lot of technicalities. And what do we call words that are technical? Industry jargon. Dreaded, industry jargon. Complex jargon. Confusing jargon. Customer-isolating jargon.
When you have that depth of knowledge behind you, it can be hard to break up your business writing into layman's terms.
Think about it this way, if you’re used to a detailed, thorough approach to your work and technical terminology, do you ever need to simplify it? Of course not, because you already know what it means.
The reality is that when you write your own business content, you’ll find it difficult to simplify the jargon and break down challenging concepts.
3. You’ll intimidate your customers
When your writing reflects an expert level of understanding and knowledge, it only says one thing to your customers. And that is that their knowledge needs to reflect yours.
It’s not true, their knowledge doesn’t need to reflect yours at all.
But if you’re speaking directly to a customer and using too much industry jargon and technicalities, you'll only isolate those you should be trying to attract.
Your customers will be quickly overwhelmed by your business writing and concerned that they’re not equipped enough for your service.
4. You’ll sound like all your competitors
There’s nothing worse than sounding exactly the same as everybody else providing the same service as you.
If you're using the same over-technical industry jargon as your competitors, there’s absolutely nothing that tells your customers that you’re unique.
When everyone else is trying to sound like an expert, and you remain authentic – it creates your point of difference.
So far we’ve told you that you shouldn’t be doing your business copywriting. Then who should?
The answer is simple and it should be pretty clear: the best person to write your content, is someone not involved in your industry. A talented writer who can make your business palatable to anyone.
The professional writer: writing from your customer’s perspective
An outsider to your industry is able to look at your business with the same view as your customers, and extract what matters
When a professional writer creates the content for your business, you can be sure it will be written in the language your customers speak.
How? A writer understands how your business works, then communicates that to your customers – in their terms. Because a writer's expertise is getting to the core of your business, while still understanding what your customers are thinking.
It's time to draw a line between industry expertise and quality content. To best engage with your audience, keep the expertise within your industry and let the writers tell your story.