11 Reasons Not To Hire A Freelance Copywriter (and Why Theyre All Poor Excuses)
Think you can take the Copywriting Challenge on your own? Allow me to convince you otherwise! Here are eleven reasons why business owners typically choose not to hire a writer, and my argument for each.
Excuse 1. "Why pay someone else when I can do the writing myself?" Next time you sit down with a writing project, pay attention to how you feel. Mentally, are you quickly and effortlessly able to extract the essence of what makes your consumer offering worthwhile? Or do you find yourself mired in extraneous details, unable to focus on what should be crystal-clear to an outsider? Bring a copywriter into the mix, and get a fresh perspective on your product or service, and a clear focus on your product benefits.
Excuse 2. "I know my product/business better than anyone else." This may in fact be true. But when was the last time you analyzed your own target audience? As society evolves, so do the needs of the average consumer. A great product can weather the winds of change and stand up to the test of time ? but competition is stiff, and who is to say your good name will stay in the mainstream? A good writer will analyze the way people live in today's world and then add your product to that scheme in a way that makes it indispensible.
Excuse 3. "I find it difficult to work with someone in a remote location." Let's face it: it's the year 2004 and the world's greatest minds are linking up remotely in ways that are advancing them by light years. There is nothing more convenient than doling out a day's work with a quick click of the mouse, checking your Inbox later and to find five projects awaiting your review. Electronic information transfer is the ideal way to save money, time and resources while making use of a freelance copywriter or graphic artist's greatest strengths.
Excuse 4. "My business is in too great a state of flux for an outsider to keep up." While it may be true that you can typically "expect the unexpected", there is one thing that doesn't change: you've still got a message to convey and a family of products that compel you to put your best face forward. While you're dealing with market fluctuations, a writer can tap your potential buyer pool and harness that purchasing power with an advertising message worth its weight in gold.
Excuse 5. "We already have existing copy and it works just fine." Your current advertising may have served its purpose well once, but how many times have you recycled this same campaign? Another season means another reason to spend money! Let your writer do a little homework and find out what people are responding to of late. Great advertising uses the amazingly persuasive power of the written word to generate an actual psychological need for your product or service.
Excuse 6. "I can't afford such 'luxury business services.'" Many people view hiring independent contractors as a "big business" practice only. Not true! Think about how many times your full-timers worked overtime this year. If you paid them time-and-a-half, can you honestly say their output was up to snuff and worth the extra dime? Eliminate the headaches brought on by a disheartened group whose novice advertising attempts are gropings in the dark at best. Hire a professional writer to write ads that will turn your business around and pump up your sales volume!
Excuse 7. "We plan to bring on a full-time writer in the near future." Hiring someone new means another salary, another employee benefits package-and another set of commitments. While all this may seem like a worthy investment in the long run, there's no telling how the market will affect the future of your firm. Employ a Power Writer on a temp basis that you have the luxury of controlling, and work out a business deal that you're comfortable with.
Excuse 8. "Who needs fancy words? My product sells itself." Nowadays, you're competing with the entire world. It's called the global market, and if you want your name to be within the top rungs of the hierarchy, you must take steps to get yourself noticed. Ignoring the internet is the quickest way to lose your stronghold in your key market segment. Invest in a writer who can isolate your target audience and implement a killer ad strategy that will permanently burn your brand into the consumer mind.
Excuse 9. "Copywriters are for campaign work. We don't have a need for that." Copywriters earn their livelihood writing copy-not just awe-inspiring headlines, but plain everyday language as it's used in every aspect of your business. Crisp, professional writing lends polish and credibility-and establishes your corporation as one run by intelligent, exacting people... the kind others want to do business with! Don't let your reputation suffer at the hands of a poorly written piece! Call in a seasoned copywriter to get the message across with clarity, professionalism, and style.
Excuse 10. "My marketing person writes all of our promotions and ads already." If your marketing person is doing your writing, then who is doing your marketing? Ideally, your marketing guru should be conducting surveys and focus groups, planning long and short-term selling strategies. For those of you have a marketing expert who can do this AND flesh out the creative for all your compelling ads-well, please introduce me to this Super Human! For the rest of you: let the marketing guy focus on his area of expertise-and leave the writing to the writer.
Excuse 11. "I'm not comfortable revealing my business secrets to an unfamiliar outside party."Most writers create for the personal satisfaction that goes along with crafting a message that produces tangible results. By nature, a writer, or a graphic artist for that matter in fact has more to lose by sharing what they already know about effective advertising and mastering the tricks of the trade. An ad writer is happiest when she can deliver your message in the most succinct way possible, and yield incredible results for your business... in the way that you always imagined it could happen... but EVEN BETTER!
Copyright 2005 Dina Giolitto. All rights reserved.
Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.
Finding Your Clients Business Problem Leads To Better Copy
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client's business problem.What IS your client's business problem?Answering this question is the hardest part of marketing. What we all do instead, is focus on our solution, i.e. "what we do.""We sell network management software.""We are a business-oriented law firm.""We trade commodities."Worse still, we continue talking about ourselves: how many employees we have, how many years we have been in business, where our head of...(related: Copywriting)
Four Simple Steps To Improve Your Sales Copy
You know what it's like, you're reading the sales material about a product you're considering buying, but, as you read, all these questions seem to pop into your mind, but there's no-one there to answer them, so you shelve your plans to purchase.If it happens to you, you can guarantee it also happens to your customers when they read your sales copy. So, what's the answer?You don't have to practise mind-reading, just good-old fas...(related: Copywriting)
How To Find Editing Services Online
Quality is what you need. What you don't have is time. You need to find an editing service online that can help you get the work you need done, quickly and effectively. But, where do you look? Where can you find such a service and know that it is of good quality? While it would have been a difficult task to find an editing service online a few years ago, there is now an ever growing supply of them. You'll find quite a selection to choose from as well. Here are some guidelines that may help you in finding not only a service to use, but a good quality one at that.First off, you need to know what you want from your service. If you are just in need of a few editing projects, you might want to look at price and a larger compa...(related: Copywriting)
How To Write For A Paper Or Magazine
l. Introduce yourself to the editor of your local newspaper. (Or, if you do business within a certain neighborhood, talk to the editor of the neighborhood paper or shopper.)Tell him/her about your profession. Express your availability to serve as that paper's free-lance "expert" for that profession.2. Invite the editor to call you anytime the paper is doing a story on your field.3. If you offer to work for free initially, it should be easier to get published. And this will show the editor your ability to generate interesting, informative copy.4. Suggest a question/answer column about what you do. Develop a "sample" column where you ask questions consumers might have...then provide the answers.5. You don't need to stop at just one newspaper! If your customers are located t...(related: Copywriting)
Copywriting Makeover: Making An Emotional Connection - Part 1 Of 2
One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too. This...(related: Copywriting)
Prevent Procrastination With Positive Pressure
My wife and I recently bought a house.It's currently being built and moving day is slated for December. So we decided to buy some furniture in order to fill some of the "extra space." (Our new home is double the size of our current one.)Now, something really interesting happened.The story is a little long, and almost unbelievable, but let me cut to the heart of the matter. (I'll tell you the whole story some other time. You'll cringe!)After shopping around a few stores, ...(related: Copywriting)
Five Keys To Leaner And Meaner Copywriting
Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very short attention spans, so you can't afford to waste your prospect's time - give them the good stuff and then let them go as soon as you can. Writing effective marketing material is all about writing crisply with just a handful of words.Clean writing isn't an accident, but is instead the result of the careful application of certain principles and tools. Try these five techniques for crafting leaner, meaner, more effective business copy:Avoid modifiers. Modifiers change the meaning of other words; the most common of these are adverbs and adjectives (words that describe verbs and nouns, respectively). They're used when the writer feels that the noun or verb needs a litt...(related: Copywriting)
Its Not What You Say But How You Say It
Copy is all about words. Or is it?Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some kind of action.But is it really ALL about words? I mean, just words? No.Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader's focus away ...(related: Copywriting)
Does Your Copy Look Fake To The Search Engines?
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text. The more adva...(related: Copywriting)
5 Critical Mistakes Most Freelance Copywriters Make
Think you have what it takes to be a freelance copywriter? I wasn't so sure I knew when I first started in 1999. All I knew was I desperately wanted to work from home to raise my two sons after my divorce. It took a lot of trial and error to get to the stabile and profit...(related: Copywriting)
11 Things You Must Know Before Hiring A Copywriter!
If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right.Many business owners and marketing professionals have valid co...(related: Copywriting)
3 Copywriting Tips - How To Edit For Mass Appeal!
Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.1 - An idea can...(related: Copywriting)
The Power Of Saying You Can
If you have children, you will doubtless remember saying to them, "You can do it."It's what we say when our toddlers first struggle to their feet.It's what we say when they face their first day at school, when they first ride a bicycle, or first swim a full len...(related: Copywriting)