Why hire a copywriter? That’s a very good question.

The first reason is that great web copy is absolute vital for your online presence. A copywriter helps you have an avenue to create consistent content.

The second reason is that writing the copy for your own business is a rather time-consuming process which you could potentially use that extra time to focus on other business activities.

Note this.

A good copywriter can be the thing that scales your business to the next level or the investment you regret NOT making.

Why Hire A Copywriter: Experience Writing To An Audience

Copywriting is a skillset, the ability to sell with the written word. If you’re out of practice with your writing, hiring a copywriter can help you overcome your writing blocks. In addition, a copywriter may have more experience writing and communicating to an audience than you do.

This is because a copywriter’s job is to publish their words online. So they will naturally have more experience writing to an audience and know the language and nuances of how to communicate to one.

The graph above shows that people in general respond to ads at a 3rd grade level English. But funnily enough, writing at a 3^rd grade level takes skill and training. As a copywriter’s skillsets from the get go is aimed at persuasive writing, this is where hiring a copywriter will save you time in.

Copywriter schools such as AWAI, teaches you to write in a way you talk and being conversational. All of this to build a connection with your prospect in order to generate sales and conversions.

However, these are things that are a part of a specific skillset, which requires practice and sharpening daily. Copywriters train in this craft, practice this daily, and get constant feedback from the marketplace so they know what will works and what doesn’t.

Why Hire A Copywriter: Outsourcing Saves You Valuable Time and Money

When you are hiring a copywriter, you are hiring a resource that will ultimately help you save time and money. For example, tedious tasks such as competitive market research, writing and formatting could be done internally, but perhaps your resources are better spent elsewhere.

According to Findstack, about 70% of companies out there outsource to cut costs. Companies can also outsource to save time, but it ultimately allows their teams to focus on activities which are in-demand internally such as product development and even business development.

The biggest advantage of outsourcing to a copywriter is that you will be able to cut costs.  

How does it exactly help you cut cost?

This stems from training and expertise a copywriter has, if they have been trained well – their goal will be focused on improving your conversion ratio. This will save cost for you because you are likely to be making the money through future sales.

An indirect way that this cuts costs comes from the freed up time and resources that your team can then use on other revenue generating activities.

Why Hire A Copywriter: Return on Investment

Copywriting is a return on investment based profession because we are a results based driven profession. A study done by Content Marketing Institute concludes that businesses that invest in content marketing find six times the conversion rate compared doing things in-house. A content leader in the market place will find 7.8 times more traffic than non-leaders.

What does this mean?

This means that firstly, investing in content marketing will bring a strong return on investment. Secondly, if you are a market leader (or someone that produces consistent, high quality content), you will find a strong 7.8x return on investment on your marketing spend.

Copywriters play an absolute key role in determining if a content marketing strategy will make it or break.

Good copywriters know that a 1-2% in their client’s clickthrough rate can mean a profitable business or one that just only barely break even. The goal of copywriting after all is to increase your client’s overall conversion rate.

Hiring In-House Copywriters vs Outsourcing

In house copywriters are also a good way to cut budget costs, after all, they are in-house they can understand the product and can help you scale with you right?

The catch is that the best copywriters out there are all either freelance, or self-employed. After all, if you can help companies make so much money, why not start your own company yourself.

Many stats show that the income of a freelance copywriter is at least 2x that of an in-house copywriter.

An in-house copywriter from an ad agency gets paid on average $47,000 while freelance or self employed copywriters gets paid up to $120,000 yearly. (top 20% of freelance copywriters)

How is that possible?

Think about it this way, if someone were actually that good in copywriting, the skill of selling using their words, they wouldn’t be working for someone right now. They would be selling their own products.

In my case, I have the freedom to work anywhere in the world with whomever I want because I’m good in what I do.  

All of the top copywriters in the United States, from Bob Bly, Justin Goff, Stefan Georgi are all self-employed and can charge up to $100,000 per project. This is because they know what it takes to create a profitable business.

Which is why they can herald these type of costs.

To answer the question of outsourcing vs in-house. In house copywriters are great to start off because they are closer to the product and you can always monitor their progress but if you would like the best talent working side by side you, outsourcing is still the way to go.

In-house, or outsource. Why hire a copywriter? Both are still viable ways to help you generate a return on investment.

Specialized Copywriters, A Special Breed

There is such things as specialized copywriters, copywriters that specialize in certain platforms. In my case, I specialize in email list management, taking someone’s email list and creating a payday from the list. Others may specialize in SEO-optimized blog posts or pitch decks.

Copywriters can also specialize based on their niche, for example, a health and fitness copywriter. You want to look for copywriters that suit your brand voice or niche when you are choosing your copywriters.

In one of my previous blog posts, I explained why when you are looking for a copywriter, you want to be looking out for subject matter expertise (SME) in your vertical rather than overall experience.

Yes, experience does matter and likely if you have an experienced copywriter they may have experience covering your niche. But at the end of the day, we are in the business of generating results and the people that generates the highest results with copywriting are those that understand the market.

That’s why you must hire for copywriters that are specialized and have experience writing in your field.

Finally, the right personality & value fit is also very important when working with a copywriter, as they will be handling a key part of your business. This will include communication skills.

Communication Skills – The Final Jigsaw Piece

Having strong communication skills is a must. As I’ve highlighted on one my Instagram posts, 80% of the work copywriters do does not encompass writing the actual copy itself – that’s only 20% of the job.

The other 80% is on understanding YOUR needs, wants and desires, and also your customer’s needs wants and desires. They also need to be fluid in the editing process and adapt their copy to what you want. Finally, they need to be able to research, talk to people in your market to understand what is required. All of this before jumping in and writing even a single word of copy.

You have got to find a copywriter that also understands these soft skills of communication while having strong written skills.

It’s a lengthy process of interviewing, testing out copywriters but when you find one that’s committed, understands your objectives and is results-driven foremost, keep them because they will be like a diamond in the rough to you.

So why hire a copywriter? They can create paydays for your business. That’s why.

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