Three Questions to Ask Yourself Before Hiring a Copywriter
Author: RyanM.Healy Total views: 9 Word Count: 432
Not everybody should hire a copywriter.
Here are three questions to ask yourself to see if you're ready.
Question #1: Have you gotten sales?
The copywriter's primary job is to increase response... to get more sales from the same amount of potential prospects.
If your offer hasn't produced any sales yet, what can be improved? Professionally written sales copy can't multiply zero and get anything else except zero.
Famous ad man, Claude Hopkins, says this in Scientific Advertising: "The reason for most of the non-successes in advertising is trying to sell people what they do not want." p. 225
Before you invest in a copywriter, make sure your market wants what you are offering. Use low-risk methods to sell the product or service yourself. See how the market responds.
If you get sales, then you may want to hire a copywriter to improve your response.
Question #2: Do you have money to risk?
The reason the best copywriters command big fees is because they will often produce more than enough profit to cover their fees.
Still, not every effort is a success. Among many winning promotions, there are a handful of failures.
Hiring a copywriter is like any other investment. You hope to get your money back -- with an increase in profits -- as quickly as possible. And you could get 1,000% ROI or more.
Naturally, your investment could fail to produce the kind of response you want. Which is why it's important for you to have some money to risk. After that, the decision of hiring a copywriter is up to you.
Question #3: Do you test ad copy?
Want to practically guarantee the success of your ad, sales letter, or offer? If so, there's only one way to do it: testing.
The purpose of a test is to determine what your market responds to best. Example: You decide to test two different headlines. The first headline converts prospects to customers at a rate of 4%. The second headline only converts 2%.
If you had relied on your preferences, you might have chosen the losing version, thereby sacrificing half of all the profits you could have earned.
Testing does two things. First, it proves what works best. And, in cases where your opinion differs from your copywriter (or anybody else), it serves as the court where you can obtain a verdict.
Perhaps you now understand why I believe split-testing is so important. It is the most direct scientific way of determining how well your sales copy is doing.
So how did you do? If you answered all three questions correctly, congratulations. You have an uncommon understanding of copywriting and advertising -- and would probably benefit from hiring a copywriter.
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About the Author
Discover more about writing sales copy, promotion techniques, and marketing when you visit Ryan Healy's business growth blog. New articles are published every single week.
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