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Why would you hire a copywriter?

Tom ValcanisOwner at I Sell Words
I am a copywriter, and I could ask myself "Why would I hire an accountant?" Because I'm terrified of numbers. If writing makes you shudder, that's why - on a very basic level, of course!
One of the largest issues is the fact that many (doubtless most) business owners can’t readily see the value of a good copywriter until they have experienced the results that can be achieved. Megan’s first comment was very true, an objective view is usually able to see through the ubiquitous me- too clichéd nonsense that forms most DIY copy.The signs are very obvious usually stating that they are “a leader” in something or other, are “passionate” about their business, are “customer focussed” and offer “complete solutions!” Paragraphs invariably begin with the word “We,” are concerned with how long they have been in business and the expertise of their friendly staff.DIY copy is almost invariably all about the author, rarely about the reader and usually devoid of any discernible marketing value. This may sound harsh, but I have been introducing all my clients to the fact that nobody genuinely cares about them or the product/service they offer for the last 40 years. Never lose sight of the fact Marko that people only care about what is in it for them. Therefore, an accomplished copywriter will be able to convince your readers that what you have will deliver precisely the thing they most desire! That is why you would hire a copywriter!
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Jason Lim
Jason Lim at Asia Recon
Hi Jef, In regards to scope with Forbes, it's fairly broad and flexible. Although I focus on the Asia region including Australia and technology, innovation, entrepreneurship and start-ups. All things I am interested in. Forbes basically approached me on Linkedin and asked me if I was interested to write. In China, I worked on a tech blog business where I lead the English content. My work has floated around various publications including The Washington Post, VentureBeat, Harvard Business Review, so I think they noticed my name. In terms of getting an outlet like Forbes to pick it up, I suggest really understanding the interest of the writer and pitch them on that angle. We get approached a lot by people wanting to publish stuff, especially PR people who are paid to do it. The story has to be compelling and fit the Forbes audience. Hope that helps!
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There are two things which might be niggling you. The first is the mismatch of singular and plural which Gill mentioned.  (As a side note in relation to Micha's comment, in the old days the masculine pronoun was inclusively to encompass female 'someones' as well, but modern sensibilities do not allow that, so the grammatical mismatch is now much more acceptable.  Even if grammatical sticklers like me don't like it.) The other possible cause of concern is a wonderful thing called zeugma.  Using the same verb in one sentence with two different meanings.  So, handling someone who is causing you stress actually means something different from handling yourself - how you interact with someone as opposed to how you control feelings. The classic example of this is in a song called 'Have some madeira, m'dear' by Swann and Flanders. '..he put out the the cat, the wine, his cigar and the lamps'.  Works well in comedy, less well for serious writing.  Steve, you picked it up subconsciously in your rewording.
Micha Wotton
Micha WottonHead of Development at SavvySME
While not strictly correct, using 'them' in the singular sense is acceptable (and in common use) since there is no other non-gender-specific third-person singular reference, and alternatives are more awkward. In this case the singular  'someone' is enough context to understand that 'them' is also singular. Other examples might be "If someone calls for me, tell them I'll call back" or "If you see someone struggling to carry a load, give them a hand".
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