“I think your business could really benefit from some quality copywriting.”
You’ve heard it from your business pals. You’ve heard it from the panelist from that event you dragged yourself to last Friday.
You’ve read it on this week’s regular marketing newsletter (tell me, was it Moz? Hubspot? Unbounce, perhaps?).
You’ve seen it plastered over the social feeds of countless copywriters. Even from yours truly.
And you’re still sitting here, thinking, “should I hire a copywriter?”
After scrolling down Google and seeing all the benefits you can reap from working with a copywriter who knows your brand, is all about what you’re doing and knows exactly how to bridge the gap between you and your ideal customer…
…you’re still on the fence about it.
Now, I am a believer in transparency and being honest. And let me tell you that a copywriter might not be what your business needs right now.
Hear that? That’s the sound of all my copywriting colleagues and mentors coming after me with torches and pitchforks (kidding. They love me. I think).
But before I continue, let me say this…
Notice I said, “right now.”
See, every business has its own trajectory. Just because you’re not ready for a copywriter now doesn’t mean you should NEVER have to work with or hire a copywriter in the future.
Quality copy, combined with stunning web designs and rock-solid marketing funnels CAN turn your brand communications into a force to be reckoned with.
This post isn’t meant to diminish that value. Rather, it’s here to give you the knowledge you need to make the best decision for your business. It’s here to save you the frustration of having flimsy copy that doesn’t convert, and wasted weeks of your time.
So without further ado, let’s dive right in, shall we?
1. The first reason: there are more pressing issues to address.
Quality copy is, at the end of the day, just one piece of the puzzle.
There are SO many elements that go into drawing customers and clients to your business. Website design, ad targeting, stellar customer service, the list goes on. And before contemplating any of these, there’s also the issue of whether your product or service is something your target market even wants.
The good news is the website design debacle can be fixed by hiring on a designer to work with your copywriter to really bring your brand to life. That’s why many copywriters (myself included) have a network of designers to refer.
The bad news? Compelling copy won’t up your sales if you don’t have the rest of your existing strategies nailed down to a T.
And that brings me to my next point:
2. You’re not clear on your target audience.
Clarity attracts prosperity.
If you have absolutely no idea who you’re selling to, how the solutions you’re offering help them and why the heck they should choose you, then getting copy written is the least of your concerns.
Yes, copywriters do have marketing know-how, and sure, we could probably help you figure it out if you invest a little more of your time and money, but we’re not magicians (as much as we’d like to be). If we have nothing to go off of, we can’t do our thing.
When you try to work with a copywriter without knowing your market, you end up with endless revisions that go nowhere, headaches galore, or worse, you might get a message that completely misrepresents your business and brand.
So don’t try to sprint before taking the first few steps. Do your homework, know who will benefit the most from your offer(s), then see about hiring a copywriter.
3. You want copy for the sake of copy
I’ve seen this happen a surprising amount of times.
Copywriting is not just words on a page. Copywriting is a tool to help you meet a business objective. That objective doesn’t even need to be related to sales; it could be growing an email list or even just building brand loyalty and trust.
The point is, it’s an intentional business investment.
Don’t outsource copy just because you’ve heard it was a good idea, or you’ve seen what it can do for other businesses.
You need to understand how this project is going to move the needle in your business, and what you need in order to ensure its success.
So think about it. How will this copy help you? What is your business goal?
If you can’t answer that, hold off on hiring a copywriter.
4. You have absolutely zero time.
Yes, you’re saving time by outsourcing your copy. No, that doesn’t mean you can just hand everything to your copywriter and drop off the face of the Earth.
When I work with my clients, I work WITH them.
Now, I like to think I’m pretty self-sufficient. So collaboration doesn’t entail you being available to talk every waking moment.
But you DO need to have the capacity to set aside some time to at least:
- Do the initial discovery and strategy sessions to kickstart the project.
- Look over the copy and discuss or approve revisions for each draft.
You don’t want to drag a project longer than it needs to be. So if you’re too busy, it’s best to wait until your schedule is just a little bit more flexible before you hire on a copywriter.
5. You’ve got the time, and you’ve got it covered.
“Wait, aren’t you contradicting yourself a bit here?”
Great question, and no, I’m not. Not really.
The thing is, you know your business best. If you’re already amazing at communicating your offer to your audience, if you LOVE writing your own stuff, and you have the time to do it while also managing the other important aspects of your business, then by all means, DIY that ish.
It all comes down to two factors: how much time you have, and whether that time can be better spent doing something else.
If you’d rather spend your time doing other parts of business you WANT to do, then by all means, outsource your copy. If the parts of business you enjoy doing includes writing your own copy, then do it.
But, even after reading this article, if you think you ARE ready for some copywriting magic…
Congratz! It’s about time your words started working for you to bring in new leads!
If you’re not quite ready yet, that’s totally fine. I’ve got you. Continue perusing the blog to learn how you can DIY your copy and content strategy and grow your brand!