It’s the age-old question – how long does a copywriter take to write great copy?
To an average Joe, writing is something that we all do. It doesn’t take long. You have an idea; you write it down; job done.
Oh, if only it were that easy.
Writing copy takes time
There is a big difference between writing and copywriting.
Granted, on the surface, they look identical, but the process behind each is worlds apart.
Most copywriters frequently come across this comment during their careers:
“I’m looking for a copywriter. It’s a small job and won’t take that long; you only need a day and a half to write that document.”
Is that right?
I’m always intrigued as to how that figure was calculated.
Probably because that’s how long it took you to write the one you created?
How did that one go?
I would imagine not well, considering you are now looking to hire a professional copywriter to create your next one.
Calculating copywriting fees
When pricing up a project, copywriters don’t simply pluck a number out of the air and double it.
Their calculation is be based on their experience and the scope of your project. Over the years, they have worked on numerous jobs like yours, and therefore have a much better idea of what’s involved.
You see, no copywriter worth their salt will get a brief, sit down, and start writing. There’s so much more to it than that.
The process behind the end product
First up comes research into your industry, your company, your customers and your product or service.
Because the content they produce must fit your brand personality.
They will then ask about your end goal – is it sales, sign-ups, enquiries?
Then they will ask about your customers, looking in particular at:
- Who they are
- Why do they buy from you? (What makes your product different from others on the market?)
- What does your product do for them?
- How it impacts their life
After all, if your marketing doesn’t show your audience how they will benefit from your product, they won’t buy.
Then they think about the structure the content will take.
Careful consideration is given to the headline. This is the ‘do or die’ of any piece of content. Then comes the first paragraph, which focuses on the main benefit. Then every feature is qualified with further benefits, and all rounded off with a strong call to action.
The layout will be agonised over to make sure it effectively leads the reader through the buying thought process. Every subheading, every word and every sentence structure will be carefully chosen for maximum impact.
It will be meticulously checked for spelling and grammar errors, although permitting some bending of the rules to maximise impact.
All of this takes time because your copywriter is a professional.
If you want a professional, polished, and effective result, you have to pay professional prices.
To you, it might just be writing, but to your customers, it’s the difference between deciding whether to trust you and buy or whether to look elsewhere.
Sally Ormond is the copywriter you’ve been looking for – call her on 07905 273252.