This display of embarrassment comes up from time to time, and what I find so interesting about it is that clients who acknowledge that they can't write their own material often seem less hesitant about engaging my services than those who could write their own material but choose not to. Their hesitation may be due to feelings of:
- Guilt - "I should be doing this, since I have the ability. Delegating it is irresponsible and lazy of me."
- Concern - "An outside party can't understand my business, industry or unique value as well I can."
- Frugality - "I don't need to be paying a writer for something I could be doing myself."
Let me address each of these pain points in turn. First, there's nothing lazy or irresponsible about outsourcing; it's just good business. You're no doubt exhausted enough by all the other issues you have to deal with on a daily basis -- issues that demand your attention and no one else's. Writing takes time, effort and mental energy you may not be able to spare, so outsource it and apply your strength where it's truly needed.
Second, it's understandable that you might worry whether your writer can grasp your products, services and corporate mission as well as you do. But a skilled professional has mastered the art, not only of writing, but also of listening and absorbing information. Better yet, as relative outsiders we can view your business from the standpoint of the general public -- possibly even better than you can.
Third, the frugality argument doesn't hold up when you think about the value of your billable time. Should you spend that time selling your wares, growing your business relationships and making the smartest possible decisions to steer your company into the future, or should you spend it writing marketing content -- and which scenario is more likely to help you make money instead of losing it?
Okay, so maybe Bartleby, Herman Melville's famous scrivener whose response to every request is "I would prefer not to," takes this too far. But "I don't want to write this" is a perfectly sound reason (among others) to put that content writing burden aside -- by handing it to me!