Excuse 1. "Why pay someone else when I can do writing myself?" Next time you sit down with a writing project, pay attention to how you feel. Mentally, are you quickly and effortlessly able to extract essence of what makes your consumer offering worthwhile? Or do you find yourself mired in extraneous details, unable to focus on what should be crystal-clear to an outsider? Bring a copywriter into mix, and get a fresh perspective on your product or service, and a clear focus on your product benefits. Excuse 2. "I know my product/business better than anyone else." This may in fact be true. But when was last time you analyzed your own target audience? As society evolves, so do needs of average consumer. A great product can weather winds of change and stand up to test of time – but competition is stiff, and who is to say your good name will stay in mainstream? A good writer will analyze way people live in today’s world and then add your product to that scheme in a way that makes it indispensible.

Excuse 3. "I find it difficult to work with someone in a remote location." Let’s face it: it’s year 2004 and world’s greatest minds are linking up remotely in ways that are advancing them by light years. There is nothing more convenient than doling out a day’s work with a quick click of mouse, checking your Inbox later and to find five projects awaiting your review. Electronic information transfer is ideal way to save money, time and resources while making use of a freelance copywriter or graphic artist’s greatest strengths.

Excuse 4. "My business is in too great a state of flux for an outsider to keep up." While it may be true that you can typically "expect unexpected", there is one thing that doesn't change: you’ve still got a message to convey and a family of products that compel you to put your best face forward. While you’re dealing with market fluctuations, a writer can tap your potential buyer pool and harness that purchasing power with an advertising message worth its weight in gold.

Excuse 5. "We already have existing copy and it works just fine." Your current advertising may have served its purpose well once, but how many times have you recycled this same campaign? Another season means another reason to spend money! Let your writer do a little homework and find out what people are responding to of late. Great advertising uses amazingly persuasive power of written word to generate an actual psychological need for your product or service.

What exactly is a “brand?” The term probably originated at a time when when ours was a strictly agricultural society. Ranchers take a branding iron to their cattle, as a way to signify they OWN those cows. Likewise, modern corporations choose a logo to brand their name into mind of consumer. Every time you label an ad or website with your company logo; every time you take a political stance on behalf of your corporation, you’re putting your brand into effect. And if a brand indicates ownership, then it should be your ultimate mission to dominate, or own, your niche. Brand your company. Own cow.

How do you determine your style of branding? Analyze your audience. Zero in on group you’re trying to reach. Are they male, female, or both? What's age group and economical level? What are their spending habits, their values? How do they TALK? What are they concerned about? What do they think they NEED? Where will their focus be in six months? And most importantly, how does your marketable product fit into scheme? If you never really get to know your audience, you can read all marketing how-to strategies in world, and it isn't going to mean diddly-squat for your business. It isn’t going to help you build your brand.

What’s next step? Always, always, always put yourself in their shoes. Jump right into their heads, if you can. Think of your audience during business-plan conception process. How do they communicate? What do they find visually appealing? Are you marketing to senior citizens? Use bigger fonts, a nostalgic tone, and a morally forthright attitude. Is it filthy, stinking rich whom you’re trying to attract? Save Crazy Eddie shtick, because money is no object here. Every bit of energy used to promote your brand should be focused toward winning over your key customer.