You are a business owner with an online website.
It has come to light that you could benefit from a stronger brand message that converts organically, or you need a complete marketing strategy makeover.
With these new changes in mind, you are wondering who to contact to handle the job…
If you are struggling to keep up with your brand voice, headline strategy or marketing campaigns, it might be time for you to hire a copywriter.
Caring for your business equals paying attention to every detail.
Where graphic designers bring ideas to life with visuals, copywriters do just that but with words.
Strategically placed and formulated for each purpose, copywriters know when words convert or engage a conversation.
Writing to seduce customer is no minor tasks. Conveying the right message on a page needs to have a strategic meaning.
Gone are times when we could throw mindless sentences for the sake of it.
All copywriters say
Now, you might be facing a different challenge: which copywriter to hire?
Either as a freelancer or in-house.
How do you identify who is better than the other or who will understand your business?
Don’t be solely focused by the big brand names some freelancers have worked with. It is by no means an indicator that other freelancers have less value or experience than them.
Do you remember the sentence “this is not what you know but who you know”? Some freelancers have made their marks through those industries and might have had a good referral.
What should be an indicator of a good copywriter is no less than good communication.
Exchanging conversation with this freelancer you consider for the job is key to understand how that person works.
If you enjoy the personality & the approach that person has with your project, then it is a good sign they will bring value to your business.
But let’s jump ahead and identify the pros and cons of hiring a general or a niche copywriter:
Hiring a General Copywriter:
Let’s define what a general copywriter is: a copywriter that has no preferences of topics or feels comfortable tackling any challenges.
PROS
These professional writers must have several years, if not decades, of experience in copywriting on any projects.
They might have a passion for research, which involves taking time to study the industry you are in. They could also bring insight and add more value to your brand message.
CONS
Hiring a professional copywriter that has a hand on every topic will (most likely) cost you an arm. It might not be a negative point for some companies, which is good news as it means they value their expertise.
Or you might be facing a freelancer that wants to get their hands on a new challenge. There could mean a longer time scale for execution or facing trials and errors during the project.
Hiring a Niche Copywriter:
Let’s define what a niche copywriter is: a copywriter that specialises in particular topics or writing formats.
PROS
This class of copywriter is perfect for specific projects.
The result of your project could exceed your expectation and surprise you. If you are looking for a health post about exercise and mental health, you should be looking for copywriters with experience in that field.
Their level of expertise will benefit your business.
You could also benefit from insight and suggestion the copywriters have been facing in the past in that particular industry, adding more value to your brand message.
CONS
Trying to find the perfect match of niche copywriter is challenging. You might be looking for quite a while if you have no referrals.
If your project is vague or you are not sure what needs doing, maybe you should approach general copywriters as well.
If your project is precise and needs an expertise mind in that field, try to reach out a niche copywriter.
Although it is also possible a niche copywriter turns down your project because it doesn’t match their value or interest.
CONCLUSION
Hiring a copywriter for your business has many benefits. You could be struggling at first to find your match, but you will value their expertise at the end of the day. Keep reaching out and engaging conversation with them, this is the only relevant approach that will determine who you want to work with.
You can test that theory by contacting me for your project or talking about brand strategy options 🙂