Should You Hire a Copywriter? (The answer may not be as easy as you think)

When you’re first getting started in business, putting up your first website, dipping your toe into the vast world of building an audience online and marketing your products and services, creating content and driving traffic to your site, and all the other million and one things you need to do in a day to get your business rolling, you’re most likely in bootstrapping mode and watching every penny.

That’s certainly how it was for me when I first got started.

My Very First Business Investment

I remember the first time I spent $97 on something for my business – a course on how to use Facebook for marketing, I believe it was. It felt like a huge investment at the time. And truth be told, it was, because I hadn’t made any real money yet.

Nervous as my twitchy fingers hovered over the “Buy Now,” button, I felt like I’d jumped off a cliff without a parachute the instant I clicked the button and the $97 wooshed out of my checking account.

I tell you this because in the years since then, I’ve made countless other investments in my business:

:: $2200 for an online business-building program

:: $3600 for a 9-month group coaching program

:: $1200 for a 3-month group coaching program

:: $1200 for a course on course-building

:: $600 on a course about list-building

:: Many other $500 – $1000 investments into various other business-related courses, coaching and programs

:: Plus several one-off purchases of $100 – $500 for books and other resources

But I’ll still never forget that first $97 I spent and the way it made me feel. Like “sh*t just got real – I am really doing this here business thing.”

Which was a very good thing, because it meant I now felt serious about my business; I wasn’t just “playing” at business anymore, and “hoping” it would work. Spending that first $97 created the necessary mindset shift I needed if I was going to move forward and support myself with my copywriting and marketing business.

So, Should You Invest in Your Business by Hiring a Copywriter?

If you’re at the stage where you’ve gotten your business ducks in a row – you’ve launched your website, you have your products and/or services ready to roll, you have at least some idea about who your likely buyers/ideal clients & customers are, and you’re ready to start making some sales, then you may be considering hiring a copywriter or other service provider, and you’re nervous about the investment.

I’ve talked to loads of people over the years who reach out to inquire about my copywriting and/or marketing services. Some are clearly ready to hire a professional copywriter and marketer, and some most definitely are not.

It Can Get Really Confusing, Really Fast

Google “When should I hire a copywriter?” or “Should I hire a copywriter?” or “At what stage of business should I hire a copywriter,” and you’ll find plenty of articles with titles like, “14 Reasons You Should Hire a Copywriter,” “5 Reasons You Should Hire a Copywriter for Your Business,” “Why You Need to Hire a Professional Copywriter,” and so on. [Google returned 10,400,000 results when I did that search. Yikes.]

But the truth is, though these articles make some good points, only you know if you have the dollars to spend, if you’re ready for the kind of services a copywriter provides, and if you have the understanding of what a copywriter actually does.

That last one is really important, because I can tell you that the clients I’ve most regretted taking on over the years are the ones who are confused about what a copywriter does, don’t understand the serious investment of time and expertise a copywriter puts in to get to know your business, your clients, and your business goals so they can write copy that converts web visitors to sales, and who don’t understand that copywriting is a collaborative process that requires time, effort and input from the client side too.

These kind of clients have made my life, if not a living hell, then at the very least, deeply unpleasant during the time I was working with them. Luckily, I have a pretty good spidey sense of who those clients are when they first reach out to me, and steer clear of working with them. But every now and then one slips in, unfortunately.

If I Had to Go Out on a Limb and Say When to Hire a Copywriter . . .

For me the bottom line is, if you have a good idea who your likely buyers/ideal clients & customers are, you’re clear on the benefits your products and/or services provide to your clients, you’ve already proven the need/desire for your products and/or services through the sales you’ve already made, AND – this is important – you understand that hiring a copywriter can be a substantial investment and you understand why that is (i.e., you get that copywriting is about so much more than simply writing), and you have the dollars in your marketing budget to hire a copywriter without creating financial hardship, then by all means, go for it.

These are the minimum required “good-to-haves” before you hire a copywriter, in my book.

Wherein Other People Answer the Question of When Is the Right Time to Hire a Copywriter

One of the best articles I’ve read on whether you should hire a copywriter or write your own copy is Amy Harrison’s  . . . wait for it . . . Should You Hire a Copywriter or Write Your Own Copy?

As Amy points out, if you’ve got more time than money, “you’re already watching your budget, and you have a few hours a week to spare, it’s better you flex your own copywriting muscle.”

Check out the rest of Amy’s article here for six questions you should ask yourself before you hire a copywriter.

Another thing to keep in mind is what kind of copy you need written. For example, I specialize in website copy. I’ve written, and still occasionally write, other forms of marketing communications for clients, but my specialty is website copy.  

What this means is that I have knowledge and expertise in how people interact with online content specifically, what a website must do to move people from browsers, to requests for more info, and to clients and sales, and other web-specific attraction, marketing, and conversion knowledge.  

If it’s website copy you need written and you’re going the DIY route, make sure that you’re learning from someone who specializes in website copy, or if your budget allows, and you meet the other minimum required good-to-haves above, that you hire someone who specializes in writing website copy. There are a lot of us out there.

If you’d like to read one of the most trusted resources online about copywriting and when to hire a copywriter, check out Copyblogger’s 5 Situations That Demand You Hire a Professional Copywriter.

This is one of the best short, wise, and to-the-point articles on when to hire a copywriter I’ve read, and I’ve read A LOT. Also, as I tend to great wordiness in my blog posts (*cough, cough*) I surely can appreciate how much knowledge they pack into this brief blog post.

If you were confused when you first started reading this article about whether or not it’s the right time for you to hire copywriter, but based on what I’ve shared, and what the experts I linked to here have to say, you’ve made your mind up about what you need to do, then good on ya. I’m happy I was able to help.

On the other hand, if you’re even more confused now than when you started reading, leave a comment below, and I’ll reply as soon as I’m able and see if I can help get you on the right track.

Next Up

In Part 2 of this post to be published in March, I’ll share my process of working with copywriting clients in detail, so you can get a sense of what really goes on, learn more about how copywriters work and what they actually do (it’s SO much more than writing), and if you’re wondering, find out why the investment can sometimes seem “high” (which of course is relative).

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If you want immediate feedback from a professional copywriter and marketer on your website copy, customized-for-you answers to your top copywriting challenges, and clear ideas for improving your website copy ASAP to more effectively call in and convert your ideal clients, then check out my Creating Better Copy Personalized Help Session right over here.

What questions do you have about hiring a copywriter?

If you’ve been thinking about hiring a copywriter, but:

:: You aren’t sure if it’s a wise investment based on where you are in your business right now

:: You don’t know how the process works, or what to expect

:: You don’t know what results you can expect from getting your web copy professionally written

:: You have some money to invest in your business, but you’re weighing a few options – web design, Facebook ads, copywriting – and don’t know where to put your limited dollars to get the most bang for your buck

:: You don’t understand why copywriters charge as much as they do

Or any other questions or concerns about if/when to hire a copywriter, or the process of working with one, leave them in the comments, and I’ll include the answers in my upcoming blog post! 🙂

Think your business is not “interesting” enough to stand out online and attract more clients & bookings? That’s where you’re wrong, my creative friend.

I get emails on a fairly regular basis from blog and newsletter readers who tell me they have no idea how to differentiate themselves online.

They understand there are many, so very many, other people online offering similar products and services to theirs, and they know they need to differentiate themselves to be able to attract their ideal clients and get more bookings, sell more art, or get more people interested in checking out their offerings.

But they’re at a loss for just how to do this, declaring themselves and/or their businesses, “ordinary,” “too similar to other businesses out there,” and sometimes even “just not that interesting.”

[The cheerleader in me wants to say, “Don’t say that about yourself, yes you are interesting!!!”]

I mean, of course I get it. (Do you even know how many other copywriters there are out there? Thousands, upon thousands. Upon thousands. That’s a whole lotta copywriters.)

And it’s not just blog and newsletter readers emailing me about this, a few of my clients have also shared that they don’t feel they have anything uniquely compelling to offer to get more traction online with their desired audience.

One of the questions I ask on my copywriting client intake questionnaire is:

Let’s say I turn out to be your ideal client. Could you give me two or three reasons why I should pick you/your business, versus another business with similar offerings?”

I typically get one of two responses:

:: The client understands how their business is different from others with similar offerings, but doesn’t know how to express that difference in their web copy in a way that compels their “right people” to reach out to them about working together.

OR . . .

:: They honestly have no idea how their business is unique in the marketplace, or why anyone would choose to work with them over others with similar offerings.

What I say to blog readers and clients alike is that it’s not usually one big thing that sets you apart, it’s a combination of smaller things, that woven together, make up your “meaningful difference” and help you stand out to the clients you’d most like to attract.

Let’s take me, for instance. I’m a copywriter, one of thousands, as we previously established.

BUT.

:: I work mostly with creatives; and I specialize in writing web copy, mainly. I’m also well-versed in web marketing, so I bring that knowledge to the table too. And I have a background in PR, advertising and sales.

:: Plus, I once studied photography, applied to art school, and got accepted to the photography program at The School of Visual Arts in New York City, which gives me some “street cred” (do the kids still use that phrase these days?) with creatives who want to hire me.

All of those elements taken together make up my “meaningful difference,” which becomes part of my compelling marketing message. And that compelling marketing message is what continues to get me clients who are just right for my services.

Now, there’s a wee bit more to it than that, which I’ve written about at length before. You can check that out in this 3-part series on the tale of my 3 business-repelling web marketing mistakes and how you can avoid them

But what I want to say to you today is that you DO have something unique and compelling to offer: your experience, background, founder story, talents, skills, gifts and abilities; the type of clients you work with and the kinds of products and services you offer, all combine to make up your meaningful difference and your compelling marketing message.

So don’t tell me you/your business is boring, or that you’re “just not that interesting.”

It’s so not true. 🙂

If you want to learn how to figure out what your “meaningful difference” is and how to implement it in your web copy to attract more of your ideal clients, read the 3-part blog post about how I did just that and how you can too –> here

And if you’re a wedding, portrait or lifestyle photographer and you’d like to know when my upcoming course, 30 Days to a Magnetic Marketing Message That Sells: A Course for Wedding, Portrait, and Lifestyle Photographers, is ready, get on the interest list right over –> here

3 Simple to Implement Web Copy Tips To Help You Sell More of Your Stuff

If you’re trying to get better results from your website in the way of more client & customer inquiries, e-mail sign-ups, and sales, and things aren’t going quuuuite the way you’d like them to at the moment, the solution could be as simple as a few strategic website copy tweaks.

Fairly simple to implement things you can do today that can have a big impact on your results over time. Or hey, maybe even tomorrow under the right circumstances. 🙂

These three copy improvements are what I call “The Three C’s” – clarity, client-focused copy, and clear, compelling calls to action.

I recently wrote a post about this topic over on the Artstorefronts blog, and though the post is geared to artists, anyone, in any kind of business, can benefit from applying these 3 simple web copy tips:

Learn more here about using clarity, client-focused copy, and compelling calls to action to sell more of your stuff.

 

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