Data helps your copywriter improve everything

If you were to jump on Google on the 21st October 2017 and type “reasons not to” in the search bar, the top 5 auto-suggestions you’d get back were:

  • Reasons not to have kids
  • Reasons not to get the flu shot
  • Reasons not to go to work
  • Reasons not to get married
  • Reasons not to vaccinate

People are looking for a lot of reasons for not doing a lot of things (I wish I’d googled that third one a few years back).

So I thought I’d add my 5c worth. I’ve already talked about 3 reasons to not hire a copywriter in a recent email.

  1. When it just don’t matter
  2. When you’re starting out
  3. When you have no idea what you’re trying to

3 pretty good reasons in the right circumstances.

But there were a few that I couldn’t include without making the email run far too long. So let’s take a closer look at 4 more reasons why you should think twice before grabbing the phone to call a copywriter.

If it feels like an unnecessary cost

Does this seem like a bad deal to you?

Hundreds (if not thousands) of your hard-earned dollars + waiting time = bunch of words

Now, before I go any further – I want to say copywriting is NOT a “bunch of words”. It’s usually well-crafted, well-considered marketing material that can have a highly visible impact on the success of your business.

But if you’re not convinced of that.

It’s DIY time.

Read a few blog posts about copywriting. Buy a copywriting book or two and digest those. Watch a couple of videos on YouTube.

Then roll up your sleeves and get stuck into the writing yourself.

None of the above will make you proficient. You won’t have anywhere near the skill or experience that a professional writer has. But you *may* be able to knock together something half-decent if you spend enough blood, sweat and tears on it.

And who knows, you might even enjoy it!

If you’re not totally adverse to the idea of dropping some cash, you could always hire an editor to polish it afterwards.

You think copywriting can save your product, service or business

Is this a fervent belief you’re holding right now?

“Copywriting is the key to saving my product / service / business.”

I hate to tell you this, but no, it probably isn’t.

Copywriting can be a great sales multiplier, but it can’t create sales from thin air.

If what you’re selling isn’t what people are wanting, no amount of clever or persuasive copy can change that.

It’s the same when it comes to a badly-run business. Copywriting can’t fix poor administration, bad management or dumb / lazy staff.

Heck, if you have a badly-run business and a good product, copywriting that increases demand (and possibly pressure on staff to fulfil) may just make things worse on the business side.

If you’re at this point in your business, copywriting should be waaaaaaay down the list of priorities. Sort things out internally first, then start thinking about how to boost your marketing.

You want to outsource all your writing with minimum effort

This is kind of the flip side to the first reason in the post.

Copywriting = splash some cash, then sit back and relax until award-winning copy that’ll 10x my sales lands in the inbox a couple of days later.

Didn’t wanna break this to you, but this ain’t how copywriting works.

Well, maybe it is in the movies (though a copywriting movie would be pretty boring).

Copywriters can deliver results. BIG results. They know how this stuff works. But if you think you can task a copywriter to “make this widget sound like the best widget ever made”, then head off to a long lunch, then no.

Great copy comes from collaboration. You’re the business expert, they’re the writing expert. You need to teach, or at least show them, a lot about your business. At bare minimum, you’ll have to fill out a detailed brief to give the copywriter as much as they need to start.

And then… as the project goes on, you’ll answer a bunch of questions, review the copy, and suggest edits or improvements.

In short, it will take your time.

Don’t hire a copywriter because you want to minimise your work.

Hire a copywriter as a partner who’ll not just save you time and trouble writing, but with help from your end produce some world-class marketing for you too.

You like everything how it is

Everything is whirring like clockwork.

Sales are coming in.

You’re happy with how things are going right now.

So don’t hire a copywriter.

If the status quo is looking good, there’s absolutely no reason to bring in someone who’s going to change things – and there’s a fair chance that’s exactly what a copywriter will do.

A copywriter will analyse your marketing and then go to work improving it (hopefully for the better). But it’ll take time and some trouble from your end.

Unless you want to improve your marketing – no matter how well or badly it’s going – a copywriter is a superfluous extra.

Follow this famous quote’s advice: “where it is not necessary to change, it is necessary not to change”.

So there you go – 4 (more) reasons a copywriter may not be the instant “go to” when you need marketing.

Any other reasons I’m missing? Leave a comment if you can think of one.

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