Why Getting the Right Copywriter Is So Important in the Digital World
Let’s be honest: good copy is the engine that keeps the most successful online businesses running. And before you protest, let me offer a disclaimer: Of course, there are plenty of components that go into running a successful business–from tailored sales strategies to efficient systems and everything in between.
But if you don’t get your messaging right, none of that other stuff can function properly. Strong copywriting is the foundation for all other aspects of your business. And that’s exactly why getting the right copywriter is so important.
On the off chance that you’re scratching your head and confusing “copywriting” with “copyright” let’s briefly answer the following question: what is a copywriter?
Technically, a copywriter is someone who writes content that increases brand awareness and ultimately persuades a person or group to take a particular action (whether it’s a purchase, opt-in, booking a call, or any number of CTAs).
But technical definitions are boring, so let’s skip the fluff and call it what it is. Copywriters write words that sell, plain and simple.
Because while “brand awareness” and those other buzz words sound nice, they’re meaningless unless they’re measurably driving sales.
The problem that many business owners face is that there’s a never-ending supply of copy that needs to be written. From landing pages, opt-ins, ads, emails, website copy, sales letters, SEO blogs, social media, and so much more, it feels like your copy needs never end.
There’s always something to write and all this writing eats away at your time and creative energy–keeping you from focusing on other parts of your business that you’re probably better at.
In this post, we’ll talk about how you can free up your time and energy by finding the right copywriter for your business. With a job as important as capturing & sharing your brand’s message, you need to be intentional about how you choose your writers.
Is Copywriting That Important in the Digital World?
Okay, maybe you’re still not completely sold on why copywriting is so critical. “They’re only words” you say, “they can’t matter that much.” Let me show you why that’s wrong.
Consider the following stats from recent marketing reports:
- You have 8 seconds or less to capture a prospect’s attention
- Most prospects view at least 3-5 pieces of content before they even consider speaking to a sales rep
- It usually takes at least 45-60 days of sustained communication for your prospects to trust you.
- 2/3 of businesses hire outside help to write their content
What does all of this mean? Well first, it’s getting harder and harder for businesses to stand out with their messaging.
Consumers’ attention spans are shorter than Mugsy Bogues (kudos if you get the reference…) and there’s an insane amount of competition for content that will capture your prospect’s interest (and money).
PLUS, you can’t just rely on one sales letter or blog post anymore to build an unshakeably loyal customer base. Unlike the dating game on Tinder, customers expect you to play the long game in marketing. That means you need a constant stream of emotionally captivating copy.
“But, no one knows my business like I do! How can I possibly trust someone to get my messaging right??!!” you say.
I hear this objection all the time, and my reply is always the same: that’s EXACTLY the problem!! Because you’re so zoned in on your business, you actually become too close to it.
Your deep involvement (while an awesome commitment!) makes it harder for you to take a step back and really get in the minds and hearts of your prospects. That’s precisely why you need a good copywriter to help you maintain perspective and get your messaging right.
Before we go over how you should choose a writer, let’s recap a few more key benefits of great copywriting.
- It earns you sales
This one is obvious but often neglected. We’re in business to make sales and make a living. Before you call me a capitalist @S!$, give me a second to explain.
I know we’re called to deeply impact those we serve, of course, but that impact isn’t possible without sales. More sales=more impact. If you don’t like it, I don’t know what to tell you–you’re in the wrong economic system.
Good copywriting requires the creativity to test everything all the time! Constantly split testing every little detail, idea, and word will earn you huge increases in sales in the long run.
Being able to effectively split test is a central part of a copywriter’s job (it goes without saying, then, that you should seriously consider dismissing your copywriter if they aren’t split testing!)
- It builds an EMOTIONAL long-term following
At the core of great copywriting is great storytelling. Humans LOVE stories, and the brands that tell the best ones win. Stories connect your business to your audience FOREVER in a way that nothing else can.
Here’s a quick reminder on why building a loyal customer base is so important:
- The success rate of selling to an existing customer is 60-70% compared to 5-20% for a new customer
- Existing customers are:
- 5x more likely to repurchase
- 4x more likely to refer
- 7x more likely to try a new offering
- Copywriters save you heaps of time, energy, and stress
Because writing eats so much of your creative energy and time, choosing the right copywriter frees up your schedule to focus on other things, and makes your life a million times easier.
The keyword there is right copywriter. Investing in the wrong one who can’t figure out your messaging for the life of them will cause literal nightmares for you.
By now, I hope it’s clear that great copywriting is a linchpin that makes companies thrive online.
Master your messaging, and every other aspect of your business will be positioned to run more smoothly–from your design efforts all the way to your sales team, and everything in between.
How to Choose a Copywriter
Now that we’ve established how important it is to get a good copywriter, let’s talk about how you can actually go about choosing the right one.
There are essentially 3 things you should look for.
- They align with your values and vision
You should already have a concrete vision for what you want to achieve in specific campaigns and in your business as a whole.
The right copywriter for you will understand your vision and values from both a macro and micro level. Why is this so important? Because your core messaging springs out of both!
Every piece of copy that goes out to your audience should be infused with your unique personality, vision, and values. And the right copywriter will know your vision and values like the back of their hand.
- They understand your avatar
A major red flag when interviewing a copywriter is if they don’t even ask about your target audience. You should immediately hang up the phone with any writer who says that the principles of copywriting are the same for every business, and it’s not really important that we determine an avatar. FALSE!
The right copywriter will ask lots of questions about your target audience and understand not only their physical characteristics (age, gender, careers, etc.) but also their psychological makeup (what are their deepest fears, hopes, and pain points).
The first rule of good copy is deep RESEARCH. The best writing proceeds from a complete understanding of both your business’ target audience and core vision/values.
- What type of copy do they specialize in?
We already talked about how much copy is required for any successful business–from long-form sales letters to short, curiosity-based emails and everything in between.
While the principles of good copy do generally hold true across the board, there are key differences between, say, writing a sales letter and an email sequence.
Only the best copywriters are skilled at writing multiple forms of copy, so make sure your writer has specific experience in the type of copy you’re looking for.
This also means that your various copy needs might require different copywriters and that’s completely okay too! Having different writers for your blog posts and social media ads, for example, will keep your content fresh and engaging to your prospects.
Equally important as the type of copy is the niche your writer specializes in. Again, only the most skilled copywriters can effortlessly write across different industries–this is the exception rather than the rule.
Make sure you review a copywriter’s previous samples before hiring, so you know that they understand your specific industry and can write directly to your audience.
Where to Find a Copywriter
Now that you know what to look for in your dream copywriter, let’s talk about where you can actually find them.
The most common place to start is on freelancing platforms like Fiverr or Upwork since they offer the biggest pool of copywriters to choose from. However, these sites can sometimes be a dumpster fire in terms of the quality of writers.
The good news, though, is that they tend to be the most affordable option. So they could be a great choice if your budget is strapped. As long as you do your due diligence on these sites, you could very easily hire a talented up-and-coming writer for a below-market price. Win-win!
While this is certainly possible, the truth is that you generally get what you pay for when it comes to copywriters. My recommendation, then, is that you always think of your copywriter as an investment–not a cost.
For example, let’s say you need a long-form sales letter written and you find a high-end copywriter who charges $30,000 to write the letter. Now you might initially balk at that rate, but if the sales letter is so good that it brings in $500,000+ or more in sales, then of course that’s worth the investment.
There are tons of excellent writers out there for all your copy needs, you just need to know where to look. One of the most effective options you can use is Copy Accelerator’s Hire a Copywriter service. Just click that link, give them some basic details about the project, and they’ll match you up with some of the best copywriters in the business – and review the work they do for you to drive your sales even further!
In addition, Facebook groups like the Freelance Copywriter Collective and the Cult of Copy Job Board are excellent places for you to post what you’re looking for and immediately have your inbox flooded with high-quality leads.
These are all solid options, but my personal favorite way to find the right copywriter is through referrals. The copywriting community is pretty tight-knit, so odds are that many of the business owners you know have already worked with copywriters who could also be a great fit for you. Take advantage of your network, and go get yourself a writer!
Congratulations, you’re well on your way to finding the right copywriter–the one who will have your message & content soaring above the rest of the businesses who don’t invest nearly as much in their copy.
Hopefully, by now, you see why refusing to invest in great copywriting is a huge mistake that could cost you tons of time, energy, and money.
Now that you know where to look and what to look for, let me close by saying that perhaps the best quality a copywriter must possess is: curiosity.
You want someone who you can develop–someone who’s never satisfied and is endlessly curious about your business and your avatar.
Any copywriter who comes to you thinking they already know everything about writing, your business, or your target audience is wrong.
Before investing in your copywriter, you should ask them plenty of questions about how they approach their writing and research processes. This way, you’ll make sure that you find someone who’s a relentless explorer. Someone who always wants to learn more about how they can better connect with your audience.
An explorative nature leads to a willingness to test new words, angles, and ideas (some of which might fail), but this curiosity always pays off in the long-run. It keeps your copy relevant and exciting while also building a deep, lifelong connection with your audience.
What’s your favorite way to find the right copywriter? Let us know in the comments below!