5 Reasons Not To Hire a Copywriter
Number 1: I can't afford a copywriter. If your marketing budget or corporate bank account has totally dried up, this might be true. (Warning: seek help soon.) But try not to create print advertising, direct mail, a website, a leaflet or other marketing materials without help from a copywriter as you risk wasting valuable time and dollars on graphic design, ad space, postage, printing and website hosting with very little to show in exchange.
Your marketing tools are virtual salespeople who work 24/7. Don't you look for experienced, convincing sales people? Deal makers who get results? If that is the case, then demand the same from your marketing materials. Hire a copywriter who understands the secrets to crafting words that build credibility, tap into feelings and wants, demonstrate why prospects are better off if they purchase your product, and persuade them to do something, thus generating leads and sales.
Number 2: I can do the copywriting. This may be correct if all of the following are true:
- You like to write.
- You can write well and convincingly.
- You understand the best practices copywriting for all marketing formats (leaflets, websites, whitepapers, case studies, print ads, PR releases and more).
- You've got lots of time on your hands that could not be employed better in other areas of your organization.
Number 3: We've already got some copy. While some copy might be repurposed, it must be done with care. While flyer copy, for instance, can be employed as a foundation for a website, a simple cut & paste could be a disaster. You must understand the guidelines for writing persuasively in each marketing format so that you can choose carefully when you recycle copy.
Number 4: I don't need any copy. What? If you don't need any copy written, you probably don't have a marketing plan. Which means your business may not be on the path to profitability.
There has always been a necessity for convincing copywriting, but in the new millennium the requirement for writing has grown because of the power of the online communications. That's where people find you when they're actively seeking your product or service.
You don't want a website that hides at the bottom of the search engine listings. So you need to supply content as "bait" to lure your prospects: web pages, reports, articles, blogs, videos, tip sheets and more—all loaded with info that helps your prospects, builds your credibility, and sells your product or service.
On top of that there are all of the conventional copywriting needs: ads, newsletters, direct response campaigns, video/CD-ROM scripts, press releases, radio and television spots, business letters, sales sheets, testimonials, manuals, executive bios, case studies, annual reports, menus—-I could go on.
Number 5: I like copywriting. I can write persuasive copy. I understand best practices for writing copy for all marketing formats from print advertisements to websites. There is nothing better I could do with my time or my team's time to move the business forward. You've got me on this one. You should write your own copy.
Your marketing tools are virtual salespeople who work 24/7. Don't you look for experienced, convincing sales people? Deal makers who get results? If that is the case, then demand the same from your marketing materials. Hire a copywriter who understands the secrets to crafting words that build credibility, tap into feelings and wants, demonstrate why prospects are better off if they purchase your product, and persuade them to do something, thus generating leads and sales.
Number 2: I can do the copywriting. This may be correct if all of the following are true:
- You like to write.
- You can write well and convincingly.
- You understand the best practices copywriting for all marketing formats (leaflets, websites, whitepapers, case studies, print ads, PR releases and more).
- You've got lots of time on your hands that could not be employed better in other areas of your organization.
Number 3: We've already got some copy. While some copy might be repurposed, it must be done with care. While flyer copy, for instance, can be employed as a foundation for a website, a simple cut & paste could be a disaster. You must understand the guidelines for writing persuasively in each marketing format so that you can choose carefully when you recycle copy.
Number 4: I don't need any copy. What? If you don't need any copy written, you probably don't have a marketing plan. Which means your business may not be on the path to profitability.
There has always been a necessity for convincing copywriting, but in the new millennium the requirement for writing has grown because of the power of the online communications. That's where people find you when they're actively seeking your product or service.
You don't want a website that hides at the bottom of the search engine listings. So you need to supply content as "bait" to lure your prospects: web pages, reports, articles, blogs, videos, tip sheets and more—all loaded with info that helps your prospects, builds your credibility, and sells your product or service.
On top of that there are all of the conventional copywriting needs: ads, newsletters, direct response campaigns, video/CD-ROM scripts, press releases, radio and television spots, business letters, sales sheets, testimonials, manuals, executive bios, case studies, annual reports, menus—-I could go on.
Number 5: I like copywriting. I can write persuasive copy. I understand best practices for writing copy for all marketing formats from print advertisements to websites. There is nothing better I could do with my time or my team's time to move the business forward. You've got me on this one. You should write your own copy.
About the Author:
Carolyn Frith is the owner of Carolyn Frith Marketing, LLC. Before starting her company she gained 1/4 century of experience in corporate marketing. She specializes in copywriting and content marketing—building sales with words that work.