4 Signs That Your Business Would Benefit from Hiring a Copywriter
Take a minute to think about the times you’ve been marketed to and it worked. What was it that made you say yes and purchase?
Was it the charisma and clarity of the live salesperson?
Was it the way the product was visually represented or demonstrated in a video advertisement?
Or was it the clear, compelling message that resonated with you as you clicked through a website?
Oftentimes, successful sales come down to the carefully crafted messaging and the ability to make an emotional connection to gain customer interest and trust.
You may have invested in a skilled sales team, but don’t underestimate the power of professionals when it comes to marketing. Copywriters can be highly valuable as they are experienced and knowledgeable wordsmiths that know how to speak to your audience, emotionally engage with them, and influence them to buy.
As a business owner, perhaps you’ve taken on the role of crafting copy for your website, penning posts for your blog each week, and writing emails and sales funnel copy.
You may have thought to yourself, “I know my industry, brand, and products to their core so it makes more sense to write my own copy. And I’ll be saving money doing it myself.”
At a certain point, it might make more sense to hire a professional copywriter. The following signs can serve as indicators that it’s time to find someone who can write clear and compelling copy for your business…
1. You’re too busy with other elements of the business.
Driving sales, experimenting with product creation, following up on orders, and writing all of your own marketing copy often requires you to be superhuman.
It’s not possible to give every aspect of your business 100% if you’re doing it all, so why not bring in someone who can dedicate the focus, attention, and skill necessary to help your business sell its products and services?
2. Copywriting isn’t your strength.
When it comes down to it, there are certain skill sets we excel at, and certain tasks that would be better handled by others.
You may already know that your copywriting abilities aren’t stellar. Or, perhaps it’s time to take a good, hard look at your marketing efforts and consider that maybe they would achieve more desirable results with someone else writing your copy.
3. You’re too close to the copy.
If you’ve ever been in the middle of writing a blog post and wondered whether the content is relevant and interesting to your audience, then maybe you need a fresh and neutral pair of eyes involved.
Your prospects want to know the benefits they receive from buying from or working with your company. A copywriter, if she does her homework, knows exactly what your audience’s pain is and how your product solves that pain and makes their lives better.
As a business owner, you may just be a bit too close to the subject itself, and need someone who can translate how your product or service solves a problem, prevents a future perceived problem, or makes your customer’s life better.
4. Your marketing department is overwhelmed.
Even if you have a dedicated marketing department and aren’t writing any marketing copy yourself, you may still need to add a copywriter to the mix who can produce effective messaging.
Just because your marketing manager is good at creating a marketing strategy and managing your social media channels doesn’t always mean he or she will achieve your goals when it comes to writing effective email campaigns and sales funnel copy.
What to Look For in a Copywriter
Once you decide your business would benefit from a dedicated copywriter, there are a few qualities to look for in prospective candidates. These include:
- The ability to understand customer psychology. A good copywriter should have an empathic and intuitive ability to place himself in the shoes of various demographics of people–from a 15-year-old boy who enjoys video games to a new mother in her 30s. Copywriters need to be able to tap into the mindset of these demographics and tell them exactly why your products or services fulfill an unmet need or desire.
- They can express complicated ideas clearly. Effective copywriters take complex ideas and break them down into digestible messaging that communicates what something is, how it works, and why it’s needed. The best writers can do all this and make the copy read seamlessly. It’s hard to conceive of another way it could have been said.
- They are experts in digital marketing. Web copywriters should have extensive knowledge in how to optimize copy for internet searches. Ideally, they also know a good amount about website design features, blogs, online marketing materials, and traffic-generating tools. A great copywriter not only generates compelling writing, but can advise on the overall marketing strategy that amplifies his or her efforts.
Questions to Ask Copywriters before Hiring
If you’re considering a candidate for a copywriting position at your company, be sure to ask them the following questions…
#1 Which type of writing is your favorite? Make sure your copywriter actually enjoys the assignments you will give her–otherwise, your copy will suffer. An aspiring travel writer struggling to write technical instructions may not deliver your desired results.
#2 Which media have you written for? Whether it’s website copy, blog articles, long-form sales pages, or email copy, each medium has its own challenges and best practices for effective copy.
#3 How familiar are you with ___? Ideally your copywriter has a good understanding of your industry prior to working for you, but this isn’t always the case. Make sure you build in time to educate him about the topics he will be writing about.
#4 How fast can you turn around projects? You don’t want copywriters who can’t stick to deadlines, but you also don’t want anyone who won’t give each piece the attention and time it deserves. Try to get a picture of their abilities when it comes to writing and time, and plan accordingly.
#5 How do you handle rewrites? Ask copywriters about their policy for rewrites beforehand, and be wary of copywriters who want to charge you a ton of money for them.
#6 Do you have a written contract for me to sign? It’s best to have a written contract or memorandum of understanding before taking a copywriter on. This will protect both of you moving forward and ensure that the terms and legalities are agreed upon from the start. Better to be safe than sorry!
#7 What is your expectation of payment? Each copywriter prices differently. As you would with other vendors, it’s important to ask payment terms up front.
If your business is feeling the strain of a lack of time, attention, or skill paid toward effective copywriting, it may be time to consider bringing in a seasoned writer who can take your business to the next level.
You’re now equipped with sample questions to ask copywriters before hiring them.
Now check out the 10 questions you should ask yourself before hiring one.