The Dirty Truth About Copywriting
What you need to know before hiring a copywriter or writing it yourself.
You don’t have to hire a good copywriter to create your content.
Many businesses carry on providing their readers with a mediocre experience. Some of them even make money. But…
They’ll never become a major influencer.
They’ll never be known as the ultimate expert in their field.
And they’ll never have enough time to concentrate on doing what they do best.
But hey, the choice is entirely yours to make.
To be fair, one of the reasons people don’t choose to hire copywriters is because they don’t know what a copywriter actually does.
You’re in luck! As you may have guessed, I’m a copywriter.
Here’s what I do:
- I write web pages your visitors love to read so they stay on your site longer
- I write Facebook ads that stop your scroll in its tracks
- I write product descriptions and promotional materials that engage your customer’s hearts so they reach for their wallet
And I do all of this with an eye for SEO, keywords, and good old entertaining information.
Sometimes, I even use words of two or more syllables (but not often).
Oh, and here’s another thing great copywriters do: break all the rules.
Proper spelling, rules of grammar, and technically-correct prose all fly out the window when my job is to engage your reader and stop them from clicking out of your site and into someone else’s.
In other words, I play dirty. That’s what a good copywriter does. We write to captivate your customers, not blend in with your competition.
Here’s an example. Here’s a product description for a green velvet top, I have listed on a second-hand clothing site.
The first example is a typical description, not written by a copywriter:
Green Velvet Top Size 22:
In good second-hand condition, this is a size 22 green velvet top that doesn’t have any stretch in the fabric. Very pretty. Long sleeves with gathering under the bust.
…Oh! Sorry, I took so long to get back to you there, I nodded off briefly.
Here’s another version of the same product description, this time written by a fabulous copywriter - moi:
Gorgeous Green Velvet Top Size 22
This top has always been one of my favorites but now it’s time to pass it on for someone else to enjoy. It’s in great second-hand condition and is a size 22. The green velvet doesn’t have any stretch but it’s a very flattering style. It has long sleeves and some gathering under the bust for extra detail.
I won’t insult you by asking which one you think is more likely to bag the sale, I’m sure you see my point.
Before You Write Your Next Post/Ad/Sales Page
Look, I’m not saying that your writing isn’t any good. I’m saying there is a particular set of skills needed to make your website and advertising materials stand out from all the rest out there.
And you can only get those skills from someone who deeply loves to write.
Yes, I believe you can learn to write adequate copy that will get your point across. But to write content that makes the reader feel something, smell something, or vividly see something in their head, you need to adore the act of putting words onto a page. And if you do adore it, you can write anything with the right amount of research.
Yep, that’s another thing that great copywriters like to do: research.
We love to learn about things and that’s another reason why you want to use us. A good copywriter is able to explain things in a way that any fool can understand.
When you’re passionate about your product or your service, you’re often too close to it and you get lost in the “everyone knows that” state.
Side note: In case, you’re wondering, here’s what I do for fun - I write my own social media posts, my Vampire novels, my tarot journal, and as many lists as I can possibly fit in each day. Nothing compares to a good list.
How To Hire The RIGHT Person (Even If It’s Not Me)
Once you’ve decided you want to work with a copywriter, the next question has to be: “Where do I find one?”
We’re not that difficult to find. We’ve usually got a loud but dignified website hanging around and a quick search with Google will help you find those. Of course, the problem with that is, trying to pick one out from the others. Your best bet is to get a referral from someone else who’s used a copywriter.
And please, please, please, I beg you, don’t use one of those dreadful content mills.
The damn things need to be stamped out; they’re no good for anyone. (Been there, done that but definitely not bitter, you understand.)
As much as I’d love to give my fellow writers the work, I cannot recommend those content websites at all. Any of them. Not one.
The #1 problem is that they have strict guidelines their writers have to follow which doesn’t leave much room for creativity.
And trust me, you need that creativity.
You want your copywriter to deliver your message to your readers in your voice, not some content writing guidebook language.
It’s the writer’s creativity that gives you that spark, the “damn that’s good,” feeling.
And don’t get me started on the ridiculously low amount they pay their writers!
And that brings me to another reason why people are dubious about hiring copywriters: the cost. Most people assume that they’ll have to sell their firstborn to be able to pay a writer.
Not so, my friend.
Like most professional services, copywriters range in prices but if you want a really good one, it’s worth every penny.
Part of the process in hiring a copywriter is finding one that you like. Somebody you’d like to have a drink with on a Friday night.
Best of all, someone like that will be happy to work within your budget or figure out a plan for you. Writers can charge by the word, by the page, by the project: we’re a very flexible bunch. And we’ll usually give you a discount for bulk purchases!
To return to my original point. You don’t have to hire a copywriter to write your content, you can do it yourself, save a few bucks, and add a new string to your bow.
Or you can hire a professional, to do what they do best, while you get on with the actual business of your business.
So you can become a major influencer and be known as the ultimate expert in your field.
The choice is yours.
Leave a comment below to join the conversation or ask questions.
About the Author
Fiona Tate, aka Countess Drusilla Steele, is the countess of copywriting to captivate customers instead of blending in with your competition.
She specializes in embracing what makes you different and letting that shine through your writing to attract soulmate customers.
Read more in the Copywriting Section.
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