April 15, 2018

14 Things I Hate About Hiring Copywriters

Do you find that hiring copywriters is a massive pain?

These are the things that frustrate me most…

1. You have no way of knowing whether the fee you are paying is a good investment until after the project, when often the copywriter has jetted off into the sunset. You have to kiss a lot of frogs to find a prince

2. Fees are arbitrary and depend mostly on the ego / celebrity status of the writer

3. Many copywriters choose to bill by time, incentivising them to work longer and charge for amends

4. Many copywriters view their work as ‘salesmanship in print’, even though most have never sold anything in their life, and rarely venture out from behind the keyboard

5. Copywriters who can write in your voice AND take a leading role in developing your message are extremely hard to come by

6. A copywriters portfolio is usually a poor indication of the work they will eventually produce

7. Many copywriters will baffle you with jargon, to make out the process is more complicated than it really is (you wouldn’t possibly understand, Mr.Client)

8. Related to (7), most copywriters perpetuate the myth that production (the eventual copy) is more important than input (the core idea). Very few writers will be brave enough to push back, and help you develop and refine your core idea

9. Copywriters tend to get busy and disappear off the face of the Earth for months at a time

10. Copywriters in the main do not understand marketing funnels and systems. And marketing systems experts in the main do not understand copywriting

11. A copywriter will usually think that better copy (or their copy) is the solution to any and all marketing problems, regardless of context

12. Most copywriters do not know how to track the results of their work, despite the fact that Google Analytics is relatively straightforward. You’re left to do this yourself, which doesn’t happen because you are busy

13. I believe the conventional model where a copywriter you hire is a temporary ‘hired gun’ is fundamentally broken. The copywriters you work with should be integral team members (however you pay them), who understand your mission and aren’t afraid to push back on yourself

14. Many writers will niche themselves into oblivion, marketing themselves as ‘email copywriters’, ‘Facebook copywriters’, ‘direct mail copywriters’ etc. If copywriting really is salesmanship in print, what’s the difference?

What I have at True Story Selling is a network of trained writers who DO want to work with you on a mutually rewarding long term basis. Enter your name and email address below to join my mailing list. I’ll also send you my 7-day email crash-course when you sign up.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.