Is copywriting more crucial than ever? And should you write your own copy or hire someone to do it for you?
Copywriting is a funny business — one that’s incredibly complex and widely misunderstood. For starters, it’s one word. In its purest form — whether you take the scenic route or go straight for the jugular — its primary purpose is to sell.
For you, that probably means attracting a stranger on the Internet, taking them by the hand, and leading them on a journey that ultimately ends in a sale. Ca-Ching!
It’s all words: Use the right ones, and you’ll succeed. Use the wrong ones, and you’re screwed.
Legendary copywriter, Gary Halbert, explained the process like this;
“What I am doing here is taking the reader by the hand and leading him exactly where I want him to go. It seems like a small point and, maybe it is, but it is the little touches like this that keeps the letter flowing, the reader moving along, and, it relieves him of the burden of trying to figure out what he is supposed to do when he finishes reading a particular page.”
While that might sound straightforward, the reality is far from it. And with dwindling attention spans, consumer trust at an all-time low, and skepticism at an all-time high—it might be more challenging than ever, thus making good copy more crucial than ever.
Which brings us to the million-dollar question: Should you write your own copy or hire someone to do it for you?
This is as straightforward an answer I can give: If you do it and it works, you’re probably good. If you do it and it doesn’t, you probably should.
Human beings are indecisive. They want to be told—in a subtle way or not so subtle way—what to do. They want the fairytale and the dream. They want the best of what you have to offer. And they don’t want to doubt it for a second…
Otherwise, they’ll be gone.
Convincing someone to hit the “buy now” button requires a deep understanding of behavioral economics, psychology, persuasion, perception, and perspective. And even with that, you still might suck at writing your own.
Personally, I can’t write my copy for shit because I’m too in it. My identity is involved. Blinded by emotion and ego, I want to believe I can defy the laws of psychology, which is really dumb because not only am I screwing myself—I’m screwing my customer.
So, if your copy isn’t ringing the cash register, here are 4 reasons you might be screwing yourself that would warrant hiring someone to write it for you:
- Imposter syndrome
Imposter syndrome is a real problem that has no place in your copy.
We tend to be overly cautious to protect ourselves, which will always shine through in the text. Unfortunately, humans don’t deal well with uncertainty. And they certainly won’t pay for it.
Your prospect wants full confidence in you and your product. If you don’t convince them of it, they’ll find someone else that does.
A copywriter won’t give a fiddlers fuck about your imposter syndrome.
- You assume your prospect knows more than they do
The only person that knows too much is you. And you are not your prospect.
I hear you say, “but my prospects are smart and educated and brilliant like me,” which is fantastic. They are smart, brilliant, and educated just like you. So don’t make them doubt it for a second. Because if you do, they’ll happily buy from someone else that doesn’t.
If you can’t simplify your messaging and all the benefits your customer stands to gain, you had better find someone that can do it for you.
- You’re humble
Humility is a wonderful quality, but it has no place in sales. Therefore, it has no place in your copy.
This doesn’t mean you have to be an arrogant asshole. But it does mean you’re going to have to write things that might make you cringe at first. That or enlist the services of someone who has no problem doing it for you.
- You’re too honest
Not everybody who buys your product will be satisfied with the results. Especially if you’re a hit. So give them a refund and get over it.
You cannot live in fear of those who might not love it because it will prevent you from reaching those that will.
Managing expectations is important. Knowing when to manage them is even more important.
Remember, this is a sales pitch. And you have a great product. If you don’t get the sale, you’ll never have a happy customer. You have an ethical obligation to do your very best to make it as easy a decision as possible for your prospects to buy.
Writing is no easy task. An epic sales page is not something you can whip up in a day. Or even a week. It takes time, research, and testing. You wouldn’t design your logo without the necessary skills, so why would you write your copy without the necessary skills?
Especially when good copywriting is going to do a hell of a lot more for your business than a fancy logo.
When you hire a professional to help you in any aspect of life, they will be invested in your success. The more you do that, the more your business will grow.
And when it works, you won’t feel like an imposter anymore.
You’ll no longer be paddling upstream against the current — you’ll be paddling downstream with it.
You’ll actually feel like an entrepreneur.
And you’ll have more money and time to spend doing that which you want to be doing, which is probably the reason you decided to run your own business in the first place?
And motherfucker, it will be glorious.