Who Should Be Writing Your Brand Copy?

As a business owner, you wear many hats. From sales to marketing, strategy to customer service, there’s never a shortage of tasks demanding your attention. So when it comes to brand copy—whether for your website, social media, email campaigns, or ads—you might feel the urge to take a crack at it yourself. After all, who knows your business better than you, right?

But here’s the thing: while you absolutely should provide the structure, insight, and vision for your brand, when it comes to crafting the actual copy, it’s often best to hand the reins over to a professional.

Why Shouldn’t You Write Your Own Brand Copy?

1. It’s Hard to Be Objective About Your Own Business
   As the business owner, you’re emotionally invested in every detail of your brand. This can make it difficult to step back and see your brand through the eyes of your target audience. A professional copywriter can bring fresh perspective and clarity, ensuring that the copy resonates with potential clients rather than feeling like an internal monologue.
2. Professional Writers Understand the Psychology of Persuasion
   Good copy isn’t just about stringing words together; it’s about knowing how to make people feel something. A seasoned brand copywriter understands the principles of persuasion and knows how to strategically use language to connect with emotions, build trust, and inspire action. They craft messages that guide readers toward making a purchase, booking a call, or engaging with your content. This level of influence takes experience and expertise, something that most business owners don’t have time to hone.
3. AI Can’t Replace the Human Touch
   AI tools are improving every day, but they still lack the nuance, empathy, and understanding that comes from a human being. While AI can generate text based on prompts, it doesn’t capture your unique voice or tone. It doesn’t know your customers as well as you do. And it can’t build relationships in the same way that a human writer can. For copy to truly resonate with people, it needs to feel personal and authentic—and that’s something AI struggles to deliver.
4. A Professional Knows SEO & Conversions
   Simply writing pretty sentences isn’t enough. A professional copywriter is skilled in writing for both search engines and humans. They know how to optimize your content for SEO, ensuring that your brand is discoverable, while also making sure that the copy is compelling and conversion-focused. Without this expertise, you could be missing out on potential traffic and sales.
5. Time is Money
   As a business owner, your time is valuable. Spending hours writing copy can detract from other critical tasks, like serving your clients or working on growth strategies. A professional copywriter is faster and more efficient because it’s their job to write high-quality content that gets results. Plus, they’ll help you avoid costly mistakes, such as misusing jargon, confusing messaging, or creating copy that doesn’t align with your brand’s vision.

When Should You Write Your Own Copy?

There are times when it makes sense for you, as the business owner, to take a stab at writing your brand copy. Specifically, if you’re feeling inspired and passionate about a particular message or have specialized knowledge around a topic, your personal touch can make all the difference. After all, no one knows your customers like you do, and your insights into their pain points, desires, and needs can lead to highly relevant and impactful copy.

However, even if you write your own draft, it’s crucial to have a professional copywriter or brand strategist polish it. A fresh pair of eyes can ensure that your message is clear, concise, and compelling, without any unnecessary jargon or distractions. They’ll refine your tone to make sure it’s aligned with your brand voice, making sure every word pulls its weight. Think of it as a collaboration—where your insights fuel the creative process, but the professional ensures everything lands perfectly.

The Foundation for Great Copy: Brand Soul

At Left Right Labs, we believe that great copy begins with a deep understanding of your brand’s soul. This is where our Brand Soul framework comes in. It’s the heart of your business—the personality and essence that guide every decision, every interaction, and every piece of communication.

Without a clear Brand Soul, your copy runs the risk of being disconnected from your purpose, which means it won’t resonate with your audience the way it should. Our Brand Soul framework lays the foundation for all your brand messaging. It defines who you are, what you stand for, and how you want your audience to feel when they engage with your business.

By starting with Brand Soul, we ensure that your copy is always aligned with your core values and vision. This approach creates a consistent, authentic voice that builds trust, fosters connection, and drives action.

So, while you should absolutely be involved in the process—sharing your insights, values, and goals—a professional copywriter will take your brand’s soul and turn it into language that captivates, engages, and converts.

Ready to build a brand that speaks to your audience? Let us help you craft the copy that captures your essence and drives results. It all starts with a strong foundation in Brand Soul.