How to Determine If You’re Ready to Hire a Copywriter
Not everybody should hire a copywriter.
With that in mind, answer these questions to find out whether you’re ready or not.
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 has failed to produce results of any kind, then the copywriter has nothing to improve. Zero times any other number still equals zero.
Claude Hopkins, one of the earliest fathers of modern advertising, says this in his book Scientific Advertising: “The reason for most of the non-successes in advertising is trying to sell people what they do not want.” p. 225
Do not even think of hiring a copywriter unless you are confident the market wants what you’re offering. A good way to do this is use low-cost and no-cost methods to promote your product or service. Then measure the response.
If you get sales, then you may want to hire a copywriter to improve your response.
Question #2: Can you risk some money?
The reason good copywriters earn large fees is because their work pays for itself many times over.
And yet copywriters don’t succeed every single time. Even the best copywriters miss the mark now and again.
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?
There is only one way to guarantee the success of any ad, sales letter, or promotion. That is to test.
A test seeks to discover what the market responds to best. For instance, perhaps you test headline “A” against headline “B.” The results show headline “B” converts 4% of prospects into customers, while headline “A” converts only 2%.
If you had not tested, and you had “gone with your gut,” you might have chosen the less effective version — and given up half of the potential revenue!
Here’s why you should test your ad copy. First, it gives you solid insight into what really works. And, secondly, whenever there is a disagreement between you and your copywriter (or anybody within your company), testing serves as a non-biased way of discovering the truth.
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.
Did you pass the “test?” If so, congratulations. Not only do you have an uncommon understanding about the nature of copywriting, you would probably do well to hire a copywriter.
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