How to Know When to Hire A Copywriter
I’ve been surprised at how many people (in all sorts of roles ranging from project manager to CEO or President) are unable to tell if they really need a copywriter for a project. Is it because they are unsure of what a copywriter does? Or do they think that copywriters (who generally charge less than, say, digital marketing strategists) will get them where they want to go for a lower price? I haven’t found the answer just yet, but the confusion over whether potential employers actually need a copywriter persists. So, to help everyone out, let’s talk about how to determine if you need to hire a copywriter.
I Need A Good Writer
If this is your primary thought, then you definitely need to hire a copywriter. The copywriter’s primary goal is to take that shapeless mass of information you want to convey to your audience and distill it down to something they can read, understand, and communicate to others. They are masters of using your brand’s voice to communicate clearly and effectively. In just a few short words they can turn that landing page of yours into a masterful sales funnel. A good digital copywriter (they are a specialized breed of copywriter) can even help you improve your on-page SEO and help you build SEO content for launching a new site.
I Need A Person With A Varied Skill Set
This is where it gets sticky. I’ve seen numerous job ads and creative briefs that are seeking an individual who is both a “copywriter” and a designer. These ads then go on to list requirements that indicate they are looking for a skilled and experienced digital artist or graphic designer… who can also write complex, technically efficient, and engaging copy. It’s not that these people don’t exist, they do. But they won’t go for that 18-22 dollars per hour you’re offering. That is a $50/hr skill set at the very least. What you are asking in this scenario is the equivalent of an MIT software engineer who also happens to be a practicing heart surgeon. They aren’t mutually exclusive, but that combination of skills is far from natural.
In the event you find yourself needing such diverse skills, then its time to consider freelancers. If a project consists more of one task than the other, then hire full time the person needed for the larger portion of work and then hire a freelancer to handle the few tasks that are outside his or her skill set.
I Don’t Need A Copywriter
People who say this are typically wrong. They either assign writing tasks to someone who is not a trained writer or they take them on themselves, which is usually the same thing. From formatting and grammar to creativity, writing isn’t something that just anyone can do. This is especially true if you want your writing to achieve a specific result. When it comes to website copy and blog posts, the text on the page conveys to your audience who you are and what kind of work you do. Typos and grammar mistakes chip away at their trust in your brand, so it’s important to get it right. Regardless of what your writing needs are, there is a copywriter out there who can help you and it’s worth your time to talk to them to find out how.