The Copywriting Market: Fact and Fiction!

As a small business owner scouring the copywriting market and seeking information on marketing, you’ve probably investigated either hiring or even becoming freelance copywriter.

It might come as a surprise to hear me say this since I’m a pro copywriter as well as a marketer, but hiring a copywriter to write your copy is usually NOT the best idea.There are a number of reasons for this, not least that despite their claims, copywriters are not some advanced life-form capable of Jedi-like mind control.

If you’ve read that hype and bought into it, then it’s more a reflection of your desire to believe than it is of their ability to persuade.

5 Reasons Not To Hire A Pro Copywriter

The most important thing about your marketing is the people you’re selling to, then comes the offer you’re making to them, and in third place is the copy.

Secondly, people do business with people they like and trust, which is why it’s so important to put your own personality and “voice” into your marketing. A pro copywriter can never sound exactly like you.

Thirdly, even with the best intentions, a pro copywriter is never going to care about your business in quite the same way you do. More to the point, if you’re dependent on a pro copywriter, you’re over a barrel.

Fourthly, hiring a pro copywriter doesn’t excuse you from the task of learning how to write, or at least recognise good sales copy, because you need to have some idea of what he or she is delivering.

You’ll never know how well it’s going to perform until you test it, but you can tell when something definitely WON’T perform well, with almost 100% accuracy.

Finally, good copywriters are pricey. Yes, you hope to get your money back, but it can take a while because that’s how the copywriting market is. You get what you pay for and if you want the best, be prepared to pay a lot to get it.

Right now many copywriters are cheap. But they’re cheap for a reason -- they know the value of their own work. The good copywriters have increased their fees in this recession.

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