Do you need a copywriter?
One of the first questions I ask prospective clients is “why don’t you write it yourself?”
I’m typically a little more polite, but that’s the gist of it. You’ve got ‘Project X’. It needs to get written. You take a stab at it. Something’s not working. So now we’re on the phone.
Whether or not you need a copywriter depends on what isn’t working.
There are different copywriting problems that business owners/ entrepreneurs/ communicators might encounter. And loads of different ways a copywriter can help.
First — before I get into this — here’s my definition of a copywriter: unlike an author, a copywriter crafts sentences that inspire the reader to DO something. Like fiction, the writing should be interesting, relevant & relatable. And there is a prompt at the end to take action; to click, follow, sign up, buy, book a call, etc. (Sure, lots of things we read inspire us to change our ways or see something differently, but, in fiction at least, there’s no call-to-action at the end telling you specifically what to do next.)
Okay. So, there are a couple of things that can go wrong in the whole copywriting process.
The thing you’ve written is NOT getting results. By results I mean people aren’t taking the action you’ve ‘called’ for in the call-to-action at the end of the piece. For various reasons, the copy is not converting readers into do-ers. The average ‘good communicator’ can’t fix this for you. Copywriters are trained in coaching a conversion. They combine research, marketing, psychology, proven conversion practices and literary devices to construct a persuasive, readable, relatable, interesting, high-converting piece. TL:DR — your writing isn’t getting anyone to DO anything? This is the copywriter’s purpose: writing that prompts action.
You’ve written something, but you suspect it’s not clear. It meanders around. You have a sense it’s too long, but you’re not sure what to cut out. And you know your subject matter almost too well, so now you’re wondering if it communicates your ideas clearly to a reader who doesn’t share your experience or your level of expertise. You don’t need a copywriter to check if something’s clear. You can pretty much hand your writing to anyone to read. If they get it, then good. Having a ‘second set of eyes’ is always a good clarity-check. If they don’t get it… well then you have to figure out how to fix it. If your ideas aren’t clear, a business coach can help by asking good questions. Or maybe you’re clear in your head, but struggling to articulate those ideas. A savvy writer, writing coach or strong communicator can work with you on essay structure, sentence structure, punctuation and alternative word choices. You’ll also want someone you trust and who can provide feedback that won’t land hurtfully (that could be on you or on them but still, if it hurts, it hurts.) TL:DR — If your brother/mother/academic aunt can’t be counted on for objective and constructive feedback, then yes, a copywriter can provide clarity in all the ways.
The thing you’ve written is blah. There are loads of subsets of blah. The topic itself is kinda boring and you’re not sure how to spice it up so that people will stick with you and read through it. Or you’ve backed away from presenting a strong point of view. Or the language you’re using is too formal and stiff, on the verge of un-readable, maybe condescending even? Copywriters are great at uber-readable writing, as are authors, and creative writers. Academics, journalists, subject-matter-experts? Not so much. Because most schooling trains the personality out of our writing. Use complete sentences. Don’t start with a preposition. No contractions. No personal points of view. Third person please. Yeah, these are all rules worth breaking to find your own voice. A great grasp of story-telling helps boil off the boring. As does an imagination and the courage to take risks with weird comparisons (like the idea that ‘boring’ is a thing that can be boiled away). TL:DR — Creative writers know how to keep things interesting; and copywriters love to flex their creativity in service of a business goal.
You have a solid piece of writing but it doesn’t sound like you. Aha. Now we’re into ghostwriting territory. Not all creative writers can adopt different voices. It takes a different kind of skill to fix a piece that’s gone off brand. Or feels fake. Or attracts and appeals to the wrong people. You can have a perfectly solid, clear, strong piece of writing, highly persuasive, loaded with personality… but it isn’t anything you’d ever stand up and say aloud with a straight face. Oh that’s the worst. I’ve done it: I’ve written pieces for people that came on too strong. Or were overly-casual. That spoke to the wrong audience. That used expressions my client had never heard before, let alone would be comfortable saying. You may even have received a draft like this from a copywriter. In this case, you need more than just a copywriter, you need the RIGHT copywriter. FOR YOU. Some copywriters have a very strong niche. And they’re excellent at capturing a certain kind of voice, personality and energy. Which is perfect if that’s how you want to sound. If that’s not how you want to sound, then that copywriter needs to know how to adjust their copy and bring it back in line with your voice. That’s another skill altogether. If you get something solid (ie, clear, compelling & converting) from a copywriter but it doesn’t feel authentic — I’d give them the chance to fix it. I expect copywriters to know how to adjust the voice, tone, attitude, language and energy to bring writing back on-brand. It takes lots of practice working with clients to a) develop a process that enables you to nail their voice and b) develop a process that allows you to adjust as necessary. This might be the hardest thing I’ve had to master. But once you’re able to be a chameleon of writing styles, and you know how to dial certain style characteristics up and down, it’s SO much fun. It’s like being an actor getting to play all the best parts. TL:DR — Don’t settle for writing that feels inauthentic. The right copywriter for you will hear your voice, nail your voice, and help you use it.
You’re up against a deadline. This is a tough one. If the answer to (the polite version of) “Why don’t you write it yourself?” is “I’ve run out of time…” that’s not my favourite answer, although I won’t speak for every copywriter out there. Getting someone’s voice, understanding their business and their business goals, then researching their ideal client and choosing the right conversion strategies takes time. Writing itself takes time. Copywriters train hard to be great at all those things I mentioned above, but we’re not necessarily fast. Maybe we’re faster than the average entrepreneur? But we struggle like everyone else with the blank page and the flashing cursor of doom. We have tricks to get writing. We have strategies to write well. We dedicate our days to crafting great copy, while you might have to squeeze it all into a Sunday night. However, good copywriters will do so much more than just take the task off your plate to save you time. Ideally, you will be your own best copywriter. You’ll get an idea, put it on paper, in your own voice, and hit ‘post’. I can guarantee you won’t be able to book me, brief me, review draft 1, offer feedback, review revisions, approve and publish faster than you could just write it yourself. My goal is always to write it better than you could write it yourself, get better results, and help you become a better writer while we work together. TL:DR — Please hire me for what I bring to the table; not for what I take off your plate.
In summary… (the TL:DR of all TL:DRs)
A good writer will articulate ideas so the reader understands them.
A creative writer will articulate ideas and make it entertaining.
A ghost writer will articulate ideas clearly, in an entertaining way, in someone else’s voice.
A copywriter will articulate ideas clearly, keep people reading, in their client’s voice, and convince/inspire/invite/encourage the right reader to do something specific once they’re all done.
And that, my friend, is your cue to tell me how I can help you with your next draft.