Do you REALLY need a copywriter?

Have you ever tried to replace the radiator in a 2004 Volvo XC90?

My husband has.

He watched approximately 1000 hours of YouTube videos and removed quite a few major organs from our critically ill car before finally admitting something I’d known for at least 2 weeks.

He’s not an auto mechanic.

He ended up jamming those parts back under the bonnet and paying someone who actually knows where the radiator is to make the problem go away.

Sometimes, even when it’s obvious from the outside that you shouldn’t be attempting a DIY job, things are less clear when you’re the one opening your wallet.

Just recently, a new LinkedIn connection messaged me, asking for advice: how do you know when it’s time to hire a copywriter?

That’s a really good question.

It’s easy for those of us who work with larger businesses to say, “You should always get a copywriter to write your marketing words. Always.”

But as a small business owner, you’ve arrived at this crossroads via a very different route. A long, winding one, full of potholes, that periodically veered off into the darkest parts of the forest and involved wading chest high through crocodile infested waters.

You’re used to doing everything yourself. That’s just how it has always been.

Plus, the money you’re considering spending on a copywriter isn’t coming out of some pot of gold marked ‘marketing budget’. It’s probably being scooped off the top of the family holiday fund. Or the money you’d earmarked for your kid’s oboe lessons. Or to pay for emergency auto repairs.

Pretty easy, then, to rationalise writing your own copy. After all, that way it’s free.

Except, of course, it isn’t.

Taking on the job of writing your own website, marketing emails, ads, brochures and other wordy bits and bobs usually winds up being an expensive mistake. You’re almost always saving a penny that costs you a dollar.

Why?

Well, let me rattle off three good reasons you should reconsider DIY-ing your copy:

#1 It’s less likely to sell stuff

Your copy must nudge customers towards taking a certain action – usually buying your products or services.

If you aren’t skilled at writing in a way that turns browsers into buyers, then what you’ll have are generic words that push the pictures apart. They won't explain, engage or sell - which means you’re leaving money on the table. Potential customers will soon zone out or click away.

An experienced copywriter brings an understanding of psychology, storytelling, persuasion and sales techniques to the table.

Hire an expert and their superpowers become yours.

#2 It’s gobbling up your valuable time

Think of a number. Not just any number. I want you to think of your hourly rate.

Now, how long would it (realistically) take you to write your own copy? Do the math and I’ll bet those ‘free’ words come with a surprisingly hefty price tag.

Chances are, you can find a copywriter who charges the same or less than what you earn per hour. Plus, with experience and processes in place, they’ll get the job done a lot faster*. Not only will this reduce the cost of your copy, it also frees you up to spend more time on money-making activities.

*Pssst: that’s not even taking into account what it’s costing you to delay putting effective copy to work for your business. Just keeps piling up, doesn’t it?

#3 You can’t see the label from inside the pickle jar

People rarely recognise their own magic. What seems ordinary to you may be the very thing that sets you apart from your competitors.

Expert copywriters are gold diggers. The good kind. They’ll take the time to uncover your you-niqueness (ugh, sorry) – the thing that makes customers breathe a sigh of relief their search is over.

All that said, there are times when you may not be ready to hire a copywriter, such as when:

Your business is only just taking its first steps

Copy is most effective when you can support it with social proof – claims you can back up and a bunch of happy customers who won’t shut up about you. Without those reassuring stats, reviews and testimonials, even a skilled copywriter can only do so much. For a small business, it can be worth holding off until you’ve got a few runs on the board.

You haven’t nailed down your marketing basics

Before anyone can write anything about your business they need to know three things: 1) what you offer, 2) who it’s for – your target audience, 3) what customers get out of it. And it’s better if you know these things, rather than just going with your best guess.

Small businesses actually have an advantage over larger ones when it comes to collecting this intel – you’re close enough to talk with your customers. At every opportunity, ask what brought them to your business (i.e. what problems were they trying to solve) and why they chose you over other available options (which won’t just be your competitors – there may be other ways they could have solved the problem).

Once you have those marketing fundamentals sorted, you’ll be in a much better position to work with a copywriter and end up with words that connect with the reader.

You simply don’t have the budget to hire an expert

Hang out in a small business Facebook group long enough and you’ll see plenty of advice to head for budget options, like Fiverr, for marketing support. “You can’t tell the difference – why pay more?” is often the justification.

You can tell the difference. And, more importantly, so can your customers.

As tempting as a $30 logo or $150 for full website copy may seem, you risk damaging your brand. You can’t expect someone working for these lowball rates to put the work into truly understanding your business, your customers, what appeals to them or how to communicate your value.

Saving money in this manner will mean chucking important things overboard – and it’s almost always the strategy. Far better to wait until you have the cash to buy someone’s expertise.

Look, my husband is really good at his job. As a senior HR professional, he manages large teams of people, ever-shrinking budgets and routinely solves impossibly sticky ‘people problems’ without breaking a sweat. He also plays a blistering guitar solo.

But he couldn’t fix our car.

Sometimes, you just have to know your limits.

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