How to Know When You're Ready to Hire a Copywriter
So, you’re the head of your empire and ready to unleash your glory on the world - is it time you lassoed a copywriter to power your words and propel you to your destiny? (Read: refresh your copy and make a killing?)
If your messages aren’t getting any traction, and your business isn’t getting hits or engagement with your ideal audience – a copywriter is a logical investment.
But, to ensure it’s a beneficial investment – you gotta make sure you’re ready.
When to Bite the Bullet and Hire Your Copywriter
A professional writer can help you sell ice to Eskimos (#IRL – we use our powers for good). They use powerful, persuasive words and stories that inspire your Eskimo to ‘sign up’, ‘apply now’, ‘register your interest', ‘enquire now’.
So, it’s a good idea to invest in a copywriter if:
- You’re not getting any traction during recruitment
- You’re not getting applications (or you're not getting enough of the 'right' applications)
- You’re not engaging your employees with traditional comms
- You’re not a strong writer
- You’re introducing change.
But First, Make Sure You’re Ready
Don't go flippin' ya dollar bills off in the street like you don't need 'em! Be prepared.
I’ve worked with clients who’ve seamlessly transitioned from word noob to word Superstar – because they started with a purpose.
I’ve also worked with clients who didn’t get as much bang for their buck. Because, they lacked a clear purpose. The result of course is countless writes and rewrites, stretched deadlines and budgets, and your constantly changing mind. A lot of time chasing changes and locking down intentions instead of perfecting your word masterpiece.
Copywriters aren’t mind readers, yo.
We can’t tell you what you’re trying to sell, why you’re selling it, and who you’re selling it to. That’s what you bring to the relationship. Purpose.
Let’s start with an intro to Communication 101. Communication is the process of sending and receiving messages.
The Sender (you) sends a message to their intended Receiver (your employee / client / candidate) that inspires them to respond. Super nerdy stuff here, but important.
There are 4 elements in this exchange.
- Your message (what you want to send)
- Your objective (why you’re sending the message)
- Your audience (who you’re sending it to)
- Your channel (how you’re sending the message).
Missing any one of these elements will result in DOOM. Or, you know, probs just message undelivered.
So, let’s get you ready.
1. What are you trying to say?
Before you start pulling those glorious locks from your head, hear me out.
A great copywriter can craft your message, sex it up, and make it irresistible. But, we can’t make up the details in your message. That's on you.
Here are some prompts:
- Who are you?
- List your values and mission statement
- What's your brand personality / tone?
- What are you doing?
- Launching a new product / service / brand / rebrand
- Sharing a story
- Providing advice
- Communicating organisational change?
- Advertising a new position
- What details need to be shared?
2. Why are you sending the message?
We copy linguists call this your Call to Action – it’s what you need your audience to do when they receive your message.
Like, when Batman sees the bat light up an ominous night sky, he knows – someone’s in trouble and they need me to save them. And, off he goes to kick ass.
So then, what are you really trying to achieve with your message?
- Increase quality of applications
- Increase service sales
- Increase online enquiries
- Grow your talent pool subscribers
3. Who needs to hear it?
Your audience – something business owners should understand (but, rarely do).
So, who’s your customer avatar? Your ideal customer / candidate / client / employee?
- a 40-year-old, single, balding man who lives in rural Queensland and works for council?
- a 19-year-old tech savvy female uni student blogging about health and wellness?
- Mumpreneur? Blogger? Traveller? Adventurist? Socialite? Local? International? Tech savvy? Tech phobe?
The more specific you can be about your audience the better we can craft an irresistible message that makes your audience super-frothy and eager to do anything you ask.
4. How are you sending the message?
This is something a copywriter can advise to help you maximise your reach. But, you still need to understand your audience to know where they hang out!
Is this a post for Facebook or LinkedIn?
Is this a kick-ass email campaign for your talent community?
Is it an irrisistable white paper so you can capture your lurkers and persuade them to finally buy from you?
As much as we like to think so, copywriters aren’t really superheroes.
We possess a magical craft and powerful word swords, but, we can only do what we can do with the information you provide us. The clearer you are about your purpose - the more time we can spend crafting #amazeballs content.
So, before you part with that hard-earned cash - make sure you’ve put enough thought into your purpose!
Have a clear purpose but need some magical craft to help it stick?
Let's talk word turkey.