Wednesday, January 16th, 2019

How-to: Choose a Copywriter for Your Marketing Success

By Lisa Manyon on Nov 14 2011 • Filed under How-To

How-To: Choose a Copywriter for Your Marketing Success (Photo: Billy Alexander)One of the best pieces of advice I can give any entrepreneur, business owner and marketing professional (remember, if you’re in business you’re a marketer) is to invest in your copy wisely. This means making sure you’re crafting effective messages that move your prospects to take action and support your overall marketing strategies. Often, this means outsourcing your copywriting to a pro.

Copy is the written part of any of your marketing, advertising and promotional materials. I often share one of my favorite analogies from my friend, colleague and the first high-level mentor I ever invested in, Lorrie Morgan-Ferrero. She says that copy is the DNA of all marketing materials. Think about that for a minute. Imagine stripping away the words from any broadcast radio or televisions script, print ad, brochure, website, billboard, business card…well, you get the idea. As you imagine advertising, marketing and promotional pieces without words you begin to realize how important your copy really is.

The bottom line (both financially and realistically) is you should have copy in all of your marketing materials that builds relationships, gets clients and makes money.

Often, those who have not worked with copywriters are not familiar with the process of copywriting. Some even expect that the copywriter will automatically know what you need. Others hope copywriters will magically turn out a proof perfect piece with the very first draft. Copywriters can (and good one’s will) make suggestions on marketing direction and provide valuable input based on experience. This direction comes once you have provided the basic project information needed to proceed. The expectations vary but the reality remains the same.

Copywriting is a process. You, the client, have your work cut out for you. You owe it to yourself and your selected copywriter to commit to due diligence. Your input is valuable and your initial legwork will make the difference between mediocre and money making content.

As you carefully review your current marketing, advertising and promotional materials, decide what else you might need to create copy for and create your content strategy plan (otherwise known as your Internet marketing editorial calendar), it’s time to make an important business decision: will you outsource to a professional copywriter or write your copy yourself?

While it’s been said that copy is one of the most expensive items to outsource, I have to challenge that a bit. I believe it can hurt your business and cost even more if you don’t have the right person writing your copy. I also want to make it clear that I am not the right copywriter for every project either. You’ll want to explore your options and find a copywriter who matches your voice and working style.

When selecting a copywriter there are three key steps you’ll want to take:

  1. Do your due diligence. This means checking out at least three candidates and selecting the best writer for your job.

  2. Get really clear on the process. Copywriters have processes, turn-around time, policies and specific ways they work. Make sure the copywriter of your choice has a work style that gels with you and the way you want things to work in your business.

  3. Talk shop. Be sure to review websites, check out testimonials and, if possible, speak with clients who have worked with the copywriters you are considering.

Remember: All your advertising, marketing and promotional efforts are INVESTMENTS, not expenses. If you choose to write your own copy it’s wise to, at the very least, invest in topnotch copywriting training or, as I like to say, do what you do best and outsource the rest. Return on investment should drive all of your decisions, so make those decisions wisely and remember, your copywriter should save you time, bring real value to the table in form of creative ideas and experience and make the process as painless as possible for you.


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