August 1, 2017

Copywriting vs copy assembling

I get an email every Sunday from direct marketing expert Brian Kurtz. Last week Brian was talking about whether to write your own copy, or hire a copywriter.

I believe this is an important topic that generally isn’t being discussed. Possibly because it’s more convenient to look for magic solutions than it is to take on more responsibility.

According to Brian:

While I always say that you should never leave your copy and creative to amateurs and only hire the best copywriters and creative talent, I also think you are often your own best copywriter…and with the right copywriter guiding you, you might actually write your next great promotion simply by talking and thinking about your ”big why.”

In the past, I have readily admitted that I am a “copywriter wannabe.”

I have also learned new lessons from so many of you, my online family, accusing me of being a better writer than I would have ever given myself credit for.

Takeaway: We all need to be a bigger part of the creative process whether we think we can write or not.

Many marketers and entrepreneurs make the mistake all the time of simply giving a copywriter an assignment without immersing themselves in the process right at the beginning.

I encourage you to hire the best copywriters you can find to push the envelope (pun intended) on your behalf–but it’s not just about their writing talent.

It’s also about their gut instinct about what will make your audience vibrate and what will differentiate you from your competition.

What Brian says reflects my experience too. The bigger the role you play in the creative process the better your results will be, even if you’re not the one actually writing the words.

I sometimes describe myself as a copy assembler, rather than a copywriter. Because the words mostly come from a client who is heavily involved in the creative process.

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.