Copywriting – Why it doesn’t always pay to do it yourself

It’s tempting to write your own website or marketing copy, but here are some reasons why you might be better off getting help from a copywriter.

Is it ever worth paying a copywriter when you could just do it yourself?

When I need to put up a shelf, I can probably just about do it myself… But if power tools are involved, then I’ll probably need the local A&E on speed dial, just in case.

A bit of DIY saves money. And once the bruises have faded I can enjoy the satisfaction of having done the job myself. But while I might be a poor handyman, I’m a great copywriter.

Stick to what you’re best at

I write copy for a lot of websites. But if clients need design services too, I’ll recommend an expert. (Because design is well outside my level of expertise.) Fortunately the designers I work with feel the same way about copywriting.

Three reasons why you shouldn’t write your own copy

Now, I know that you could probably write your website / newsletter / speeches yourself, but here are three good reasons why you probably shouldn’t.

1. Good copywriting is about more than good writing. Good copy shows an understanding of client requirements and tone of voice. It speaks in ways your customers will respond to, and it sells your services without seeming to try too hard.
2. Writing compelling content takes time. A professional copywriter will spend that time researching, writing, revising and polishing your copy till it is absolutely right. Because if your copy doesn’t draw customers in and sell your services in the right way, you’ll lose them.
3. Objectivity is important. A copywriter will look at your business from a different angle. They’ll see the things the way new customers see things. Their objectivity is a great asset.

So is it really worth it?

A professional copywriter will probably charge you a couple of hundred pounds (or more) for a day’s work. Are you willing to pay that?

At the moment, I’m having my website optimised for mobile and tablet users. I know lots of people access my site like that, so it absolutely needs to be done. And I know it’s a job worth paying for. If just one mobile user finds my site easier to use as a result and then commissions me, the work’s already paid for itself.

Most clients know that applies to written content too. They see it as a worthwhile investment. They know a well-written web page will help compel browsers to get in touch. They appreciate that a compelling product description will encourage more people to buy right there and then.

No guarantees?

There’s still a problem though isn’t there? You don’t know your copywriter will increase sales. You don’t know they’ll convert more browsers into buyers.

Okay, I’ll admit there are no guarantees… but there are plenty of cast-iron assurances…

Here’s what you need to do:

1.  Check out your copywriter’s testimonials and portfolio to get a sense of what they do and how they work
2. Get specific examples of ways in which they’ve met their clients’ objectives. Case studies are good; they detail a specific outcome the copywriter needed to meet and then explain the steps they took to get there.
3. Once you’ve talked in detail about your objectives, ask for a sample page. It’ll ensure your copywriter has got a good feel for your objectives and tone of voice.
4. If you’ve got very specific expectations for your copy, you might be able to negotiate a price reduction if the content doesn’t hit your targets. This can work well for tenders. Perhaps your copywriter can give you x% off the price if you don’t make it through the first round of the selection process and y% off if you don’t win the contract.
5. Remember that your copywriter will probably want an ongoing working relationship. And that’s a great way to ensure their standards meet your expectations. If project one does well, then you can talk about project two…

Chris is the owner of Clear Comms Copywriting. He specialises in ‘anti-buzzwords’ business copy that’s easy to read.