Don’t hire a copywriter may seem a rather odd thing for a copywriter to be writing about but believe me, it’s worth talking about.
The first thing no everyone understands is that the copywriter/client relationship is a collaborative one. You need to work together if you are to achieve your business goals. As a client, you must be as invested in the process as your writer. After all, the content being written promotes your business, so it makes sense that you’ll need to have some input in the process.
Working with a copywriter is not for everyone, so you must make sure you have the right mindset before splashing the cash on a top-notch copywriter.
Should any of these ring any bells, please don’t call me – you’re not ready to work with a copywriter yet.
I don’t know what I’m selling
If this one applies to you, your business is still in its infancy. It may well be still an idea. If that’s the case, DO NOT GOOGLE FOR COPYWRITING SERVICES. It’s way too early to think about engaging with a writer.
Your copywriter is going to ask you loads of questions about your business: what you do, why you do it, who do you do it for, why do they need it, how does it help them…
If you don’t have the answers, your copywriter can’t write.
I don’t know who I’m selling to
Oh boy, you’re really not ready for a copywriter. Writing isn’t just writing. It’s about understanding your reader; what makes them tick, why they can’t sleep at night, what they want from life. If you don’t know who you’re selling to, it’s impossible for your copywriter to find the right tone of voice, let alone work out what they need to say.
Trust me; if you don’t know your target audience, you’re not ready for a copywriter, so step away from that search box.
I’m amazing and do everything, but I don’t have time to write
You’re an entrepreneur. You run your own business. You are unstoppable. This means you’re not likely to admit that writing isn’t your strength and that you need help.
It may be tough to hear, but you (in fact, everyone) need help. No one is superhuman. No one can do everything better than anyone else. However, until you see the light and step away from that mindset, you’re not going to be the type of client a copywriter will want to work with.
Because everything they write will be wrong in your eyes. Trust me, that doesn’t work. I’ve been there and left the relationship pronto. If you hire a copywriter, you do so because she is a professional writer who knows what she’s doing. If you constantly undermine her, she will walk away and leave you to fend for yourself.
I don’t have time to explain my business to you
Believe it or not, if you want to work with a copywriter, you will need to invest time into bringing them up to speed about your business. They’ll want to know your ethos, why you do what you do, who you do it for and why they need it. They’ll want to get an idea of your business’s brand and personality to adopt the right tone of voice.
If all of that is too much like hard work for you, don’t hire a copywriter.
Telepathy is not one of their skills. They can only write compelling copy that will drive sales and leads if you work with them.
The only way you’ll get the content you want is by engaging and interacting with your writer. She will have loads of questions for you, so dodge her telephone calls and emails.
Again, if you’re adamant you don’t have time, don’t look for a copywriter.
Don’t hire a copywriter
When you’re in the right frame of mind and understand the value and importance of professionally written content, find a copywriter. Until that happens, please do me a favour, don’t call.
Sally Ormond is a professional copywriter who loves to work with clients who understand the value of her work.