Having your own business means wearing a lot of hats, including ones that don’t seem to fit well at first. Clients come to me all the time looking for advice on the more intimidating aspects of running their businesses that they just can’t seem to get a grip on.
One of the scariest boogeymen out there is copywriting, and my clients just loooove to ask me about hiring a professional copywriter.
My answer? Nope. Uhn-uhn. No way. Bad Idea.
It’s true — I don’t let my clients hire copywriters. (Though they don’t always listen!)
Believe me, I’ve heard it all…
- “It’s too hard; I’m not trained as a writer!”
- “I already wrote some copy, but it isn’t converting prospects.”
- “I don’t know how to write good sales copy.”
- “I don’t have time to blog or write for my website.”
- “I hate all writing in general and never want to look at my keyboard again!”
If you find yourself in this position, then I hate to break it to you, but most of the reasons tempting you to hire a copywriter are not good enough justifications for actually hiring one.
In fact, these “reasons” are usually just symptoms of a much larger problem with your business — and it’s a problem no copywriter can solve for you.
The Problem, and Why a Copywriter Is Not the Answer
The reason I don’t let my clients hire copywriters is simple: The #1 skill entrepreneurs need to know, inside and out, is how to talk – and sell – to their potential customers. Tweet that!
Profitable businesses don’t just create a product or offer a service and then wait around for the customers to find them. They also don’t slap together any old description of what they do and hope it resonates with their target market.
Successful entrepreneurs devote a hell of a lot of time and energy to crafting their brand identity, web presence, marketing strategy, sales pitches — and even their elevator speeches.
If you’re struggling to do this, then your problem isn’t an absence of writing skills; it’s a lack of understanding about your business and your prospective clients.
That’s so important that I’m going to say it again: your problem isn’t an absence of writing skills; it’s a lack of understanding about your business and your prospective clients.
This is not the time to blindly trust a stranger – even a highly skilled one – with your message, just because you “don’t like writing” or “don’t know how.”
Time to step up and take ownership!
My personal recommendation for you: The “Jargon Trap”: The Reason Prospects Aren’t Turning into Paying Clients & How to Change It Fast.
The Secret to Copywriting for Your Business
If you want your business to thrive, you must know as much as possible about your business and your customers: who you are and who they are, what solutions you offer them, why they need those solutions, how you provide value no one else can, and where you see your business going in the future.
But just knowing these things doesn’t get you off the hook — you must be able to communicate them in writing. Generating sales and driving growth is all about communicating effectively with your target market.
How do you do that? Well, start by putting yourself in your their position. Try to see the world from the point of view of your clients and potential clients. Think specifically about the language they use to describe their problems and seek solutions.
Then take out a notepad and start brainstorming – in their words – about:
- their expectations, desires, and goals;
- what matters to them;
- what influences their buying decisions;
- the challenges they face;
- and the problems they need help solving.
It is crucial that you learn to see things from the customer perspective and adopt the exact words they use to talk about what’s important to them as it relates to your business.
There is no copywriter on the planet who can know your business or your clients better than you! Tweet that!
In fact, if you hire a copywriter (against my advice!) without knowing your clients backward and forward and your business inside and out, you won’t get results you’re happy with anyway. It will just be an extra expense and a great big headache.
My personal recommendation for you: Why You Shouldn’t Sell Coaching & What to Sell Instead.
The Exception to the Rule
While I encourage all my clients to write their own copy and web content to whatever extent they possibly can, I do realize that copywriters have a valuable role to play at a certain stage in a business’s life cycle.
Once you’ve learned to write effective copy on your own and you’ve honed that skill, it’s absolutely okay to hire a professional copywriter to help strengthen your copy or expand your content offerings.
But – and this is a big one – even when someone else writes for you, you should absolutely go over the writing carefully and tweak it so that it sounds just like you and hits all the right notes.
Copywriters can be great, but they aren’t mind readers.
Don’t think that a copywriter will save you if you’re struggling to communicate your business and achieve your goals. I love copywriters (especially my copywriter clients!), but they aren’t going to do the work you need to do of understanding your business and your customers.
Essential to Your Business Strategy
As you know, learning to speak to your people and really connect with their frustrations and desires is essential. to your success. However, this isn’t the only skill required to really make your online business work. In fact, there’s a suite of skills required for building a successful business.
This is why I’m excited to offer a new free training to get you on a path to making six-figures in your online business. It’s not easy, and it won’t happen overnight, but it is possible, and I can’t wait to share with you what it takes to get there.
As always, I want to hear from you!
Have you struggled with copywriting in the past?
Do you have any additional tips for those just started out?
What are your other business challenges?
Share your thoughts in the comments below. I’d love to hear from you!
My personal recommendation for you: Steal This! The Must-Have Copy for Your ‘Work With Me’ Page.