Recently I was talking with a fellow freelance copywriter, and we were discussing a common topic: How much do you typically charge for a certain project?
Now, I know that I have my weaknesses when it comes to writing copy (for instance, I really don’t like writing long-form sales letters). I personally like writing emails because I know they can have a big impact on my clients’ businesses, and I can write an email in one sitting.
So this fellow copywriter tells me “to be honest Matt, I don’t write very many emails. It is a weak point for me, and I feel like I have to force it when clients want them.”
Even though it shouldn’t come as a surprise, I was a little floored. I know this guy. He is an excellent copywriter. Yet, he admits that he isn’t very good at writing emails?
Which brings me to the point of this post…
Just because you are working with a copywriter, doesn’t mean it’s a great fit
If you’re looking at hiring a freelance copywriter, a quick search will show you that many, many copywriters claim to “do it all.”
I want to make it clear that I’m not writing this to bash anyone, a lot of these people are extremely talented. Just like in any other business discipline however, it’s very hard to be GREAT at everything.
I know I’m not…which is why I mostly just write emails and landing pages for clients.
I stick to my guns. I know what I’m good at and focus all of my energy and resources into churning out the best profit-pulling emails you’ll find from any copywriter.
I decided that instead of telling potential clients “I do it all,” that I would focus on what I’m great at so I can tell my prospective client “I don’t do it all…but if you’re looking for someone that can turn leads into sales with magnetic emails, I’m your guy.”
If you have a brain tumor do you want a general practitioner or a neurosurgeon?
If your family doctor walked into the operating room and said he (or she) were doing the surgery…you’d probably try to bust out of that room.
Hiring the right copywriter for your project is the same thing. Once you’ve identified what your goals are and what medium (hopefully email) you are going to use to achieve your goals, then it’s important you choose the right specialist to do the job, and not just settle for a generalist.
You’re doing yourself and your business a huge disservice by not hiring a specialist to help you accomplish your goals.
Are specialists more expensive? It depends on how you measure it.
Sure, copywriters who specialize in a particular niche or type of copy are going to “cost” more, but what ultimately matters is the ROI you get from your efforts.
When you hire the right copywriter who specializes in the type of copy you need, you’ll get better copy, sell more, and have a better overall experience as a result.