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Four Major Reasons You Should Hire a Copywriter

by Jim Compton-Hall  |  
February 4, 2016

Let's get something straight. You're not a copywriter.

Do you have qualifications and/or training in writing? Have you spent years writing for brands? Do you spend every day of your life writing? Can you justify every point, word, and punctuation mark in your writing? Do you constantly research how you can improve your writing?

If not, you're not a copywriter.

Now that we've cleared that up, here's the No. 1 rule for creating super-effective copy: If you're not a copywriter, don't write copy.

You wouldn't code a website if you're not a coder, you wouldn't build a car if you're not an engineer, and you wouldn't fly a plane if you're not a pilot.

So if you're not a writer, please stop writing.

Recently, I went on a self-indulgent rant about this strange phenomenon where everyone and their dog thinks they can write, but I neglected the following important questions for the sake of brevity and wit. What is the actual value a copywriter brings to your business? Should copywriters really be a priority for small businesses with small budgets? How can a copywriter write about your business better than you can?

To answer those questions, here are the four most important reasons you should hire a copywriter to handle your copy.

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Jim Compton-Hall is a freelance copywriter at Jim Writes Stuff and specializes in helping smaller companies find their voice.

LinkedIn: Jim Compton-Hall

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  • by Ford Kanzler Thu Feb 4, 2016 via web

    Completely agree Jim. Problem is and will continue being that others are (mostly) literate, ergo they write. I didn't say write effective marketing copy. But they write. And the criticize. And they change their minds about communications direction. Oh, and they pay our fee, so they control the game. Did I mention a few are control freaks?
    Establishing your professional expertise from the outset can be helpful to the above challenges. Having an agreed upon communications strategy is also essential to clearer direction for tactical execution. Even then it may not be enough.
    Best story on this was a client CEO who liked re-writing his high-powered, well-respected (award-winning) agency's ad copy. At a very costly, all-hands team meeting the ad agency principal pointed out the CEO's copy nit-picking as unhelpful, demoralizing and perhaps not a great use of a CEO's time. Going a step further, he said to the client CEO in front of all assembled, "If you ever want a copy-writing job, come and see me." Pretty ballsy but it worked. :)

  • by Loverly Thu Feb 4, 2016 via web

    Huh. Sounds like you're pissed off because people aren't hiring you. So why bother chasing and berating them? Maybe your copy's not as good as you thought.

  • by Jim Compton-Hall Fri Feb 5, 2016 via web

    I think you're right. I don't think it even occurs to a lot of small businesses to hire a copywriter because they can write, right?

    Once you've got the client then it's a different story, of course. Establishing your expertise is a good way to go. Love that story about the CEO.

    Haha, I suppose it does a little. But it's less about berating anyone, or asking them to hire me specifically (it's my job to pitch my services and if I can't convince someone why they need a copywriter then that's my fault, not theirs) and more about trying to educate people that there's a world of difference between amateur copy and professional copy.

    I think Ford hit the nail on the head when he said that everyone can write but not everyone can write effective copy. The problem is that often, small businesses don't even think about this and I think they suffer for it.

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