Copywriting is crucial to your business, but there are six key things you need to know about it that you very likely don’t already know. There’s no time to waste—read on!
1. Blog Writing is Not Copywriting
There’s a little bit of confusion in the digital world about what constitutes copywriting. The quick way to remember it is that copywriting is writing that is designed to sell or persuade. It may literally persuade you to make a purchase, it may persuade you to sign up for an email list or click through from a Facebook ad, or it may persuade you as to someone’s expertise on their About Me page.
But content is different. Content—things like blog posts and ebooks—is designed to inform, inspire, or entertain.
Copywriting requires a lot of skill and the savvy use of all kinds of different tactics, insights, and strategies, while content does not. It’s the copy that makes you the money.
Copywriters can write content, but content writers cannot write copy. They just don’t have the skills. So when you find a “copywriter” whose entire portfolio is content, run for the hill—not only does she not know how to write copy, she doesn’t even know the difference between content and copy.
2. No, Your VA Cannot Write Your Copy
I get it: You don’t want to write copy, so this seems like a good task to give to your VA. But here’s the thing: Your VA knows less about your company, less about business marketing, and probably less about copywriting than you do. Which is a dangerous combination. Remember that just because your VA excels at scheduling emails doesn’t mean that she has the skillset to write those emails. There’s no difference between handing your copy projects to your VA and just going up to someone on the street and giving them the project.
And just because your VA says she’s done it before, doesn’t mean it’s a good idea. I’ve wired a chandelier in my living room. It sparked and nearly set the carpet on fine. I’ve done it before, but it doesn’t mean that I’m qualified to do it. And just because another entrepreneur was green enough to give their copy project to a VA doesn’t mean you should do the same.
3. You Don’t Need to Pay $13,000 for a Sales Page
I guarantee I’m going to get some backlash for this one. And it’s not that I don’t support the whole “charge as much as you can” ethos, but as the person paying those rates, there’s something you should know. Just because one copywriter charges $13,000 for a sales page, doesn’t mean all copywriters do.
It’s very likely that you can find a skilled copywriter—one with both training and experience—who will write your project within your budget. There are plenty of copywriters who are still living great lives and pulling in terrific annual revenues, by writing $750 or $1,000 sales pages. Don’t immediately assume you can’t afford a copywriter because someone refers you to one who charges $13k.
4. You Don’t Need a Copywriter for Every Project
If you’re making a boatload (technical term) of money in your business and you can afford to do so, go ahead and outsource every single thing you have to do. Why not?
But if you’re not yet at that point, there are some things that you don’t need to outsource. For example, while you should hire a copywriter to write your email funnels that lead to purchases of your product/services, you don’t need a copywriter for the average weekly emails you send out mostly to keep your audience warm.
You should hire a copywriter for your site page, but you don’t need to hire someone to write your weekly blog content. You should hire a copywriter to write your sales pages, but you can probably use some of that copy to repurpose on your checkout pages.
Be strategic in your spending, and spend money first on the things that will make you money—and, essentially, pay for themselves.
5. Your Copywriter Should Write Like You—Not Like Them
I was at a business conference a few weeks ago—shout out BBD2018!—and I talked with at least three entrepreneurs who had the same problem with their copywriters. More or less, what they said was,
“I really like my copywriter…but her writing feels more like…her saying things than me.”
Big problem! Sure, you may originally reach out to a copywriter because of the vibe you get from them based on their website. BUT, when they write your copy, it needs to sound like you. Your subscribers shouldn’t be able to detect any differences between the emails you write and the emails your copywriter writes for you. In fact, even you should be able to forget which ones you wrote and which ones she did.
Remember, too, why it’s crucial that your copy sounds like you and not anyone else. Your copy helps set you apart from your competition, and it also helps people get to know and like you. If your copy is bubbly and quirky but your real style is more friendly and down-to-earth, you’re going to attract the wrong kind of people and they’re going to feel a real disconnect when they watch your Facebook Lives or when they meet you in person. Your copy helps people self-select so that you end up with a subscriber list of the exact right people for you and your style—not your copywriter’s.
6. Hiring a [Skilled] Copywriter Will be the Best Investment You’ll Make
Here’s the thing: People look at your website design and your pictures to decide if you seem professional. But they read your messaging, your copy, to decide if they’re going to buy. You could have a white web page with nothing but great copy and still make sales. You can’t do that with great images and no copy.
Mastering your message is the single most important thing you can do to ensure your business’ success. Any digital marketing guru or multi-million dollar business owner will tell you the same thing.
Would you hire a “copywriter” who had no experience and no training? Of course you wouldn’t—because they’re not a copywriter. They don’t know what they’re doing. So when you try to do it yourself, that’s exactly what you’re doing: You’re trusting your most important asset to someone who doesn’t have the skills or experience to write copy. (And that’s okay! You weren’t trained to do it. It’s not your zone of genius.)
The sooner you get serious about your messaging…the sooner you’ll see massive shifts in your business.
Like free stuff? Who doesn’t?? Click here to sign up for our 2 FREE ebooks: “What to Say When…22 Pre-Written Replies for Difficult, Annoying, or Just Plain Tricky Interactions” and “Don’t Say That! 8 Common Things Solopreneurs Say…and Why They Stop People From Buying”