Art is art. Whether done in acrylics or clay or in words.
And it can be done well, or it can be done...well...painfully.
Regardless of the medium, art can evoke emotion or turn people away.
Copy that is done with and for emotion is the kind of copy that garners the price tag you want, be it a share, an email address, or $5000+.
Because when one plays the notes that call to the soul, the heart and the mind tend to follow. Thereby, guiding the hand to open the wallet...or push “Pay” on their phone.
That’s why it’s important to take your words as seriously as you take your product/service/business.
The copy is what fuels the connection to the reader.
The copy is what fuels the connection to success.
What makes good copy?
Specifics, emotions that are illustrated, rather than experiences that are merely “told”, visuals that bring out the power of those words, intimately understanding the person you want to move with said words and knowing what they long for in their soul of souls.
And what they struggle with.
What they fear. Because when you can put yourself in that space, you can’t NOT write powerful copy.
And, lastly, you need a copywriter with the experience to reach those souls you are looking for.
Which is why, even if you’re a writer, the chances are, you’re struggling to make sure all of your systems are in place, that the tech doesn’t fail you on the day of your launch, who else you can contact about affiliate marketing for you, and every other freaking hat that you have to wear...even if you have a team under you.
Having all of those things on your head at once guarantees one thing...you will struggle to slow down enough to create the kind of art that commands the results you really want.
When your mind is torn between too many objectives, your heart cannot be in the game, even if you are a writer.
Because copy doesn’t have the same cadence as prose, though it shares a lot of features with it.
Copy has to be concise, but not so concise that the details that matter are eliminated.
Copy has to pull out specific emotions, not just the emotions that the writer feels.
Copy has to incorporate the elements of surprise and predictability, simultaneously.
Prose is written to entertain.
Copy is written to seduce. To peel back the layers that protect their logic and emotions.
So, allowing yourself to accept anything less than something that might not do that is accepting that your program or service doesn’t deserve the chance to succeed.
But how do you find the RIGHT copywriter for your copy, for your precious baby, for your success?
You look for voice.
Now, when they write your copy, they’ll not use their own voice - I HOPE. They’ll use yours. BUT you can get a feeling from the voice they use if they’ll be able to pull off writing in someone else’s voice.
How? By feeling into the feeling YOU get when you read their words.
Your gut will lead you right 100% of the time. If you trust it.
But, don’t think that if a writer has a strong voice, they can only write for power. I have one of the strongest voices in my industry, but I have some of the woo-est, heart-centered clients whom I DON’T write in my own voice for.
Yeah, I write mushy stuff, too.
So, don’t judge HOW you think they might sound writing for you, because if they are worth their weight in this industry, their voice will be strong for themselves, and will be whatever the client needs them to be when they write for them.
Ya feel me?
Once you have felt into their voice, then reach out and feel into your interactions. Seriously. Emails mean a lot. How long does it take them to respond to you?
How do you feel when you do hear from them? Do they feel heavy? Struggling? Frustrated?
Your copywriter should make this process easy and light.
They should also be able to make you feel at ease. They should take any questions you have and put your mind at ease.
Don’t be afraid to back away even if it’s just the emails or the call that doesn’t sit well with you because these are key indicators that the project may not go down the way you hope.
Ask for previous work
This seems obvious, but make sure you see more than one example of what you want your copywriter to write for you. Everyone can hit it once, but hitting it with each example is a good sign.
But don’t just read them. FEEL them. How did you feel when you read the samples? Did you get excited about the product or service? Then that’s def a good sign.
If you did not, then bow out. Keep your dollar for the next writer.
What to expect if you go with the lower-cost copywriter
Low-cost copywriters are generally lower quality. Lower quality means lower ROI (return on investment). And that’s fine if that’s all you can open up for this time around, but know that you’ll have to work harder on your own, making and taking calls to sell, rather than your copy selling you for you.
Can you afford that? I’d like to argue not. Because lost time is money spent. Add that into the cost of that lower cost copywriter and your ROI takes a nosedive.
Miscellaneous items to look for
What do they expect of you? This process should be as painless as possible. Why hire out your copy if it’s going to be a struggle or frustrating for you?
How many rounds of edits do you get? Any copywriter that stops at 2 rounds of edits already doesn’t plan to deliver something you’re in love with because copy is a dance and sometimes the band is playing Stairway to Heaven and you’re only at the 7:36 minute mark and you can’t possibly deliver until the last note is played.
Sometimes that means more than 1-2 edits. Sometimes. That said, I rarely go past the second round of edits and usually that’s only tweaks. But...I make that third round of edits available just in case you need it because I need you to love what I write as much as your readers will.
So be wary if a copywriter only offers 1-2 rounds of edits.
What’s the turnaround time? Don’t get sucked into turnarounds that are ridiculously short or ridiculously long. Normally, I have a 2-4 week waitlist, meaning it will be that long before I get to your project. But once I start, depending on the size, you should have your work back within 5 business days of that time.
But be careful with people who can’t or won’t outline a reasonable date for delivery.
In conclusion, hiring out your copy gives your product/service/business the edge you need to take a leading edge over your competition, but only if you team up with the copywriter that’s the best choice for you and your business.
If you happen to want to talk to me to see if I am that copywriter, book your call here. I wish you the best of luck, regardless of whether or not I am the right writer for you!