When you’re a business owner, you run into challenges from time to time that you’re not sure how to handle. It’s inevitable. It’s part of the game, much like price drops are a part of the investing game. When you run into a task you don’t know how to complete yourself, you have two options:
1. Find a resource (like a book or website) and teach yourself to do it using that resource
2. Hire someone to do the job for you.
Sometimes, it’s best to just teach yourself how to do something. If you are lawyer, and you want to start a blog talking about the law, it’s better to just write the blog yourself, using some free guide to teach you how to get started blogging. Other times, it’s best to hire someone to do the job for you. If you want to build a website, you’re better off hiring a web designer to do it for you, because it will take you over a year to get your web design skills to the level where you can crank out a quality site.
Not all content you use will require the services of a copywriter. However, whenever you need written text that persuades your readers to take an action, you should hire a copywriter. Persuasive writing is a technical skill, and it should always be done by a professional. The following are the top 7 types of content you should always get a copywriter to write for you:
The text for any kind of paid advertisement should be written by a copywriter. Writing good ad copy is a precise science; you need to be able to generate as much interest as you possibly can in a very small amount of space. This means economizing; pro copywriters will sometimes spend days thinking about 50 words of text for an ad. This goes for print and online ads, as well as scripts for radio and TV ads. Unless you yourself are a pro marketer, always get a copywriter to write ads for you.
2. Landing Pages
Your landing page is the first thing your customer sees after clicking on an ad. You know those stereotypical internet marketing pages you see that have a white background and a bunch of text inside of a narrow white box with a border? That’s the simplest, most cartoonish idea I can give you of what a landing page is. However, any page someone clicks on directly after reading an ad is a landing page. A good landing page uses a combination of headlines, product explanations and quick facts to generate interest in a product. This is where the copywriter comes in. A good copywriter knows how to present information on a page to make it work. Hire a good copywriter to write your landing page, and you won’t regret it.
3. Squeeze Pages
Ever seen one of those pages where someone talks about their newsletter for a paragraphs, then concludes by asking you to sign up for their newsletter? That’s a squeeze page, and it’s one of the absolute most valuable tools in internet marketing. With an e-mail newsletter, you have the power to reach out to viewers en-masse whether or not they choose to read your blog, and with a squeeze page, you have the power to get new members for your e-mail newsletter. Because a squeeze page is designed to get readers to take an action, you should always get a copywriter to write it for you. Otherwise, you risk not getting any e-mail list subscribers.
4. E-mail Newsletters
This one is tricky. Sometimes, you should get a copywriter to write your newsletter. Other times, you should write your own newsletter. If you plan to elicit sales with your newsletter, you should get a copywriter to write it, because a professional copywriter knows the tactics you will need to get sales from your letter. If on the other hand, your newsletter is primarily informational in nature, you should probably write it yourself, especially if you are an expert and plan to cover highly technical topics in your newsletter. However, there are no hard and fast rules, and at the end of the day, you might want a copywriter to write some of your newsletters but not others.
5. Promotional Blog Posts
A promotional blog post is a post you use to promote either a product of your own or an affiliate program you are promoting. As a rule, you should always hire a copywriter to write these posts. Let’s be honest: when you write a promotional blog post, you have only one thing in mind: making the sale. If you have some ideas you think would help the copywriter make the best possible post, you can always provide them with a set of guidelines or bullet points. At the end of the day though, you always want those professional chops that will make the sale almost every time.
6. Promotional E-Books
Another tricky case. A Promotional e-book is an e-book product you distribute for free to get buyers for your commercial products. This is one case where you might want to do most of the writing yourself, while getting a copywriter to do a couple key pages. You DO NOT want your entire e-book to sound like an ad. Ideally, most of your e-book should have high quality, expert content, while having a page or two at the end of each chapter that reminds your readers what other products you have in the genre. If you write the informational product, while having a copywriter write the handful of sales pages, you will probably maximize the marketing value of the project.
7. Infomercial Scripts
We all know what infomercials are about. As television ratings continue to decline, infomercials will probably lose prominence in advertising. However, it is just as likely that a similar form of online video will take their place. If you plan on creating an infomercial or comparable form of video advertisement, you should always get a copywriter with infomercial experience to do the writing for you. The reasons for this are twofold:
- One, script writing is very different from any other type of writing you are likely to have done
- Two, infomercials are expensive, and you want to make sure that if you produce one, it will get results.
Of course, you should always use your better judgment. If you yourself are an experienced internet marketer with years of experience reading and evaluating copy, maybe you don’t need to hire a copywriter at all! However, if you aren’t confident in your own abilities, the 7 content types above make a fairly comprehensive list of what you should get your copywriter to write for you. Never forget: content is king.