MAY 13, ISSUE #1540
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How to Choose the
Right Copywriter for YOU
By Ken Hoffman (c) 2011
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What Type of Copywriting Are You Looking For?
What kind of copy are you looking for? There are many
different kinds. First, there is copywriting by niche
specialty. For example: copywriters who only write for
alternative health, or financial, or self-help markets.
Second, there are copywriters who specialize in the type of
copy: landing pages, white papers, video scripts, etc.
There is advertising copy. There's corporate copy such as
marketing collateral, newsletters, and product literature.
There's slick ad agency copy. There's branding, direct
response, and B2B. There's web SEO content and web sales
copy.
For the sake of this report I will divide copy into two
primary types: copy designed to sell and copy designed
for other reasons. Now there is some copy that is
supposedly designed to sell, but has no way of measurement.
The most powerful type of copy and the hardest one to find
is the one that sells. If you just want content, you can
find that cheap anywhere.
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Think Marketing Strategy First, Copywriting Second
What will your marketing strategy be? Unless you yourself
know and understand marketing strategy it's important to
get some feedback on this. Copy is one part of three
things: Your message (the copy), your list (or target
market), and your marketing strategy (the process of getting
the prospect to your copy, through your copy and to your
order page).
Good copy multiplies sales results. But you can't multiply
zeroes. If your strategy is off you'll get zeroes. Almost
every copywriter offers a "free" consult. But that's like
trying to go to your doctor and asking for a free visit for
him/her to tell you what's wrong with you. A good doctor
will tell you he must be paid for his time, just like any
qualified professional.
Usually you get what you pay for, and paying for marketing
advice is a good investment because without the correct
strategy, the quality of the copy is irrelevant. Keep in
mind that you may THINK you know what you need, but unless
you are a marketing expert, you may be way off. The right
copywriter will be able to help you formulate and clarify
an effective marketing strategy, not just write the copy
for you. The right copywriter will be a marketing consultant
first and foremost.
Which Skill is More Important: Sales or Writing?
Think sales ability first, writing ability second.
Advertising is salesmanship multiplied. You'd be far better
served having a door-to-door sales person write your copy,
than an English teacher, novelist, or business writer.
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Why is this? Good writing is persuasive. But getting a
person to open their wallet or purse to give you money is
going another step further. There is a structure to sales.
There is a process that takes a person from not interested,
to interested, wanting to know more, and deciding to make a
buying decision. That process is different from any other
style of writing. In fact great copy can easily be
transferred from one media to another. For example, a great
sales letter can be turned into a script for a live sales
presentation. Conversely, a live sales presentation can be
edited and turned into a sales letter.
Experienced professional sales closers are rare. Even more
rare are those that can write. There is lots of copy under
the category of "marketing copy" that doesn't really get
the job done. Copy written by ad agency copywriters,
freelance writers, and even journalists who specialize in
commercial writing. Unless the copy has the underlying
structure of sales and is asking for a response from the
reader that is measurable, it's really not copywriting that
sells.
There are many wannabe writers out there. And even more
wannabe copywriters since it's been turned into a home-based
business. Many, who have no background in sales
or writing, are attempting it. Sadly, there is an ocean of
mediocrity. And with all the deception it can be very easy
to be led astray. If you have to choose between sales or
writing ability, choose sales. Sure it may not be the most
elegantly worded copy, the rhythm may not be perfect, BUT
at least it will have the structure of sales. And that's
what you are ultimately after, right?
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Know What You Want the Copy to Do
Know your outcome. This comes straight from Neuro-Linguistic
Programming. Or you may have heard it from Tony Robbins.
It's critical to know exactly what you want. Few who go in
search of a copywriter have this clarity. This requires some
thought beforehand. What specifically do you want the copy
to accomplish? What do you want the reader to do as a result
of reading the copy? Signup for your free ezine/offér?
Compel them to watch a free video. Get them to make a
purchase?
When you know your outcome, you will be much more likely to
find the copywriter that can help you achieve that outcome.
If you are unclear about it, how likely will you be able to
find a copywriter who can achieve it? When you can tell the
copywriter specifically what you are trying to achieve,
they are much more likely to hit the nail on the head.
How Much Will You Invest in Your Copy?
What is your budget? If you only have a few hundred
dollars, you may be better off getting a copy critique of
your copy or writing a rough draft of your sales pitch
yourself and then having a writer edit it - or getting some
basic courses on marketing so you have a better idea
of what good copy entails.
There are wide ranges in fees: Anywhere from $500, to
$1500, $2500, $5000, $10,000, even as much as $25,000 plus
royalties on sales. But even at that price range you aren't
gonna get a guárantee of results. With business there are
risks and rewards. There are too many different factors for
anyone to promise you a certain result. If they do, that is
a red flag. It can be very risky to take the advice of a
rookie copywriter. Like taking legal advice from an
inexperienced attorney when you are charged with a crime.
Either you purchase a copy critique from a known professional
copywriter or have a buddy read your copy.
Make sure what you are saying comes across clearly, Find
out if there are any spots where they stop reading, and
ask them if the claims are compelling and most importantly
believable. If not, why not?
Do You Have Realistic Expectations About Copywriting?
Have realistic expectations. Almost every copywriter
promises to make you more money. The truth is, copy is only
one part of successful marketing. And even the absolute
best copywriters in the world bomb 20% to 30% of the time.
Yet no one seems to talk about this. That is why the
typical assurance you will see is this: if you don't make
money, we will happily rewrite it for free. That's ok on
the Internet if you aren't spending a ton of money on your
marketing campaign. But what if you ARE spending a lot on
advertising or marketing offline to promote? If anybody
could actually promise you success, they would promise
to make you money or else refund their fee. But they won't,
because they don't want to work for free.
Why You Should Consider a Marketíng Partner
How to get the best chance for success: Partner with
him/her. The deal that all clients are glad to make that no
copywriter wants is this: I'll pay you after I see the
sales with a percentage of sales that your copy brings in.
What's wrong with this? It's pretty lopsided. Clients fail
to implement correctly or something else goes awry. It's
far too easy for the copywriter to end up getting nothing
out of the deal. What is fair? Paying a reasonable up front
fee and then a portion of sales generated. So be willing to
put some skin in the game. The copywriter will work very
hard for you when motivated by a share in the potential
revenue. Wouldn't you? This is how it has worked with
several of the largest marketing companies for many
years. The best copywriters in the world realized at some
point that they were creating assets for these companies.
And that as such they should share in some of the revenues
generated.
When you follow these guidelines you can find the best
copywriter for you. Especially if you are looking for a
copywriter that can boost your sales. You don't need to
hire the most expensive copywriter to get the job done.
About The Author
Ken Hoffman is a strategic business advisor and direct
response copywriter. He is the author of "Scientific
Advertising For The New Economy." Download his free report,
"17 Website Conversion Strategies To Boost Your Bottom
Line." Download it now from
www.goodmarketingforbadtimes.com/ezine.html
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