I am faced with a difficult task today.
In the expanse of a single blog post, I have been charged with explaining why it’s always a good idea to work with professional writers.
It’s a difficult task for two reasons. First, there are so many reasons to hire a copywriter I could start a series on this and still be adding to it this time next year. Second, I really don’t want to step on anyone’s toes and disparage the work they’ve done creating their own content.
To be honest, if you are doing all your own writing and are getting good results, you can really just stop reading here. For the other 98%, read on. It’s time to stop struggling with your content and start producing copy that your audience wants to read.
So why hire a copywriter? I’m narrowing the playing field to five reasons, and pardon me if this first one seems a trifle obvious…
#1 – Copywriters Write for a Living.
You know your business well. You don’t like it when other people try to tell you how to run things, and you don’t think anyone can do what you do as well as you do it. Well, you’re right. The thing is, that applies to every business. Copywriters are in the business of writing. That’s what they do. Most marketers and business owners don’t have the time and have not had the opportunity to develop the skills necessary to keep up with their own copywriting.
#2 – Professional Copywriters Deliver Fast, High-Quality Results.
The average copywriter writes anywhere from 5,000 to 25,000 words every day. To put that in perspective for you, that’s 2 to 10 times the number of words accomplished authors like Stephen King typically produce in a day. The ones who produce at those levels have typically had experience writing on a broad range of subjects and are able to research virtually any subject and write on it convincingly.
Note the word “professional” above. It’s there for a reason. This is why I strongly recommend working with a copywriting company or agency, but I will not disparage the work of independent freelancers. Whomever you decide to hire should be able to show proof that he or she is capable of producing the caliber of writing you need. The advantage of an agency is that it can match you with capable writers who have experience writing copy for other clients within your industry. A little knowledge going in goes a long way.
#3 – Copywriters Have Time to Write.
The number one objection I hear from marketers who don’t keep up their blogs or touch base regularly with their email lists is this: “We just don’t have the time.” Well, since copywriters write for a living, they have the time to research and write the stuff you need. That frees up your time to actually run your business.
With that in mind, be upfront about the time commitment involved in writing for you. Most copywriters, whether they work for an agency or not, deal with multiple clients. Never assume that you can toss 40 hours’ worth of work at a copywriter and get it back in 40 business hours unless that’s what you contract for. In that case, you’re basically keeping a full-time employee, so be prepared to pay a full-time wage. Nickel-and-diming your copywriters is never a good idea. The old adage “you get what you pay for” is overflowing with truth.
#4 – Copywriters Have a Passion for Words.
We all take pride in our work, and copywriters are no exception. The ones I’ve hired and worked with over the years have typically had one thing in common: They love what they do. Even the ones who aren’t so great at it love it, and many get much better over time.
Good copywriters consider their work art, and I agree completely. What they craft for you is a tangible representation of your business, and the ones who do this kind of work professionally want to produce the best art possible for you. When you look at a copywriter’s work and realize you couldn’t possibly have said that better yourself, you know you’re working with someone who is passionate about what he or she can create with words.
#5 – Good Copywriters Are Hard to Find.
The ugly truth of the matter is that not everyone who wants to be a writer can actually write. When you find one who can, treat him or her well. Pay well. Praise the work he or she does. Share the profits the writer brings your way.
There are tens of thousands of people who will write you an article for $5, and you might even find one of those hidden gems who do a great job for that price. Ideally, though, you want to pay your writers what their writing is worth.
So as a parting thought, hire a copywriter because your business needs your attention. Hire a copywriter because he or she is motivated and results-driven. Hire a copywriter because copywriters have a strong bond and relationship with words. Most of all, hire a copywriter because finding the right one is a win/win for everybody.