When you’re running an outdoor living business, including blinds, patios, pools, or shade structures sales and installation, every word that represents your brand matters. Your website, ads, and social posts are often the first impression a potential customer gets.
So, who should be writing them?
Many business owners assume the best copywriter must already know their industry inside and out. Surely, your copywriter should be an expert in your industry too? Someone who already understands every fabric, mechanism, and fitting. But in reality, that’s not always the deciding factor. The truth is, expertise can be learned, but skill in communication, storytelling, and conversion can’t be faked.
Let’s unpack what really matters when hiring a copywriter for your outdoor living business.
Understanding vs. Experience: Where the Real Value Lies
An industry expert will already know your terminology. For example, they are familiar with terms such as extrusion, motorised cassette, or UV-rated fabric. That’s useful, but it’s only half the job. A skilled copywriter doesn’t just repeat what’s familiar; they translate that technical knowledge into something that makes sense and feels relevant to your customers.
Certainly, in some industries, wrong wording could mean serious consequences. However, the outdoor living sector doesn’t operate under those same constraints. Your customers aren’t buying medical devices or investment products; they’re improving their homes. They want to feel cozy, stylish, and proud of their outdoor space. A homeowner in Brisbane typically doesn’t need specs and technical mumbo-jumbo. Instead, they need to understand how a certain product will make their home more comfortable, private, or beautiful. The right copywriter focuses less on jargon and more on benefits, turning industry language into engaging stories that connect with real people.
That means that your marketing shouldn’t sound technical. It should sound human. A generalist copywriter who excels at translating features into lifestyle benefits will often connect with homeowners better than a writer steeped in niche talk.
The Hidden Trap of “Knowing Too Much”
When someone has worked in an industry for too long, they can become blind to how outsiders see it.
This is a common pitfall for industry experts, and it can sneak into your marketing without you realising it. A copywriter who’s spent years writing about blinds and shutters may fill your website with terms like “motorised hardwired systems” or “extruded aluminium channels,” phrases that sound impressive to you but confusing to the average homeowner. The biggest advantage of an external copywriter? They bring fresh eyes.
A good copywriter asks the right questions, spots what makes your brand different, and identifies what customers actually care about. That outsider’s curiosity often leads to clearer messaging and stronger storytelling than a long-time insider could produce.
It’s like seeing your product through the customer’s eyes again, and that’s where great marketing begins.
What an Effective Copywriter Must Learn
Even if they’re not an industry expert yet, the right copywriter will quickly immerse themselves in your world. They’ll:
- Research your products, market trends, and customer pain points
- Study your competitors’ messaging and tone
- Learn your terminology, but simplify it for clarity
- Ask about your most common customer questions and objections
An experienced generalist copywriter also brings creativity from other industries. Maybe they’ve written for home renovation brands, boutique furniture makers, or landscaping companies. Bringing that diversity into the equation helps your marketing feel unique rather than blending into what every other local blinds business is saying.
Through this process, a generalist copywriter becomes your brand’s voice. You don’t need them to be born in the blinds industry; you just need them to be curious, analytical, and committed to accuracy.
At PurpleCow Digital Marketing, this process is at the heart of every campaign. It’s how we help outdoor living businesses turn generic marketing into targeted communication that converts clicks into consultations and enquiries into sales.
Storytelling Beats Industry Speak Every Time
Customers don’t remember product codes or fabric grades, but they do remember how something makes them feel. That’s where storytelling comes in.
The best copywriters use emotional triggers: the relief of keeping your patio cool in summer, the pride of having an elegant, well-designed space, or the peace of mind knowing your blinds are built to last. Rather than being technical details, these are human touches.
An industry veteran might focus on facts; a great copywriter blends those facts into stories that inspire action.
The Limits of AI Writing Tools
AI can be useful for gathering data or testing ideas, but it can’t replace the insight or empathy of a skilled human writer. It doesn’t know what it’s like to walk through a Queensland backyard on a hot summer afternoon and imagine the comfort a new shade system brings.
AI-generated copy often feels flat and repetitive because it lacks emotional connection. It can’t ask follow-up questions, spot your unique selling points, or weave in your tone of voice. That’s where a real copywriter shines, in blending creativity, accuracy, and authenticity into words that sound like your brand and speak to your customers.
Where Industry Knowledge Truly Helps
Having said all this, there are times when experience in your niche can make a difference. For example, when writing SEO blogs about outdoor blinds or pool restoration, familiarity with industry standards and seasonal trends helps create faster, more accurate content.
An experienced copywriter in your sector already knows:
- Which search terms your customers use (“outdoor blinds Brisbane,” “patio renovations,” etc)
- What visuals resonate best (lifestyle shots over product close-ups)
- How the sales cycle works – from quote requests to installations
So, while deep expertise isn’t essential, working with someone who specialises in your industry often means less explaining, faster turnaround, and a smoother partnership.
Making the Right Choice for Your Brand
When choosing a copywriter or marketing agency, look for more than just experience. Ask questions like:
- Can they translate complex topics into clear, engaging language?
- Do they understand your customer journey and not just your product?
- Are they willing to research, test, and refine their approach?
A true professional copywriter becomes an extension of your business. The best ones write with insight, not assumption.
Expertise That Drives Results
As a business owner in the outdoor living industry, you already have the technical knowledge. After all, you live and breathe outdoor blinds and shutters every day. What your marketing needs is someone who can take that knowledge and communicate it with clarity, confidence, and emotion.
That’s the difference between an industry expert and a copywriting expert.
At PurpleCow Digital Marketing, we work with outdoor living businesses across Australia to build websites, brands, and marketing systems that deliver real results. We understand your audience, we understand strategy, and we know how to turn your expertise into messages that sell.
Connect with PurpleCow Digital Marketing today to find out how our proven approach can help your business attract more leads, boost visibility, and grow confidently in the digital space.
