You may be a highly skilled writer who can craft brilliant sentences. Which is why you might be surprised that I believe you probably shouldn’t write your own copy. Do I have a reason for that assertion? I do — actually several:
- It’s a waste of time. Well, maybe a waste of your time. Odds are your plate is pretty full, and writing your own copy may not be the most efficient way to empty it.
- Copy is a different animal. The style of writing most of us learned in school isn’t particularly effective when it comes to communicating with key stakeholders.
- You’re too close to things. You’re an expert on your subject matter and your organization, and that affects your ability to see your audience’s point of view. It’s easier for an outsider to view you in the context of your marketplace and challenge internal assumptions.
- You can be detached. When an outsider writes your copy, you can be more objective in editing. Plus, you can deflect internal criticisms.
- You still get the credit. When the project succeeds, it’s because of your solid direction and your ability to identify the right writer.