What a loaded question!
I’m sure many copywriters would have my head just for entertaining the thought. However, as an email copywriter and marketer, my job is to make sure my clients only spend their money on marketing initiatives that are proven to work.
So really, I think it’s a fair question, and today I’m going to answer it. If you’re wanting to know whether or not hiring a copywriter is worth the investment, here are a few things that you need to consider:
What is your budget?
Great copywriters don’t come cheap. In fact, the worst thing you can do is hire a cheap copywriter because most likely they just won’t care about your business. That’s the truth.
I’ve heard it time after time from clients who’ve hired a low cost provider before working with me, only to realize they wasted their money, and more importantly their time.
On the flipside, great copywriters treat their clients’ businesses as if they were their own, and have a vested interest in doing everything within their power to achieve the best possible outcomes.
Whether or not you want to share your budget with a copywriter you are considering hiring is your decision, but if you are going to hire a copywriter, you need to allocate enough budget to hire a good one. Otherwise, you’re just wasting resources.
Do you have a defined niche market to serve?
In order for hiring a copywriter to make financial sense, you should have a clearly defined target market or niche.
While this is part of a much larger marketing strategy and positioning issue, if you don’t know who your ideal customer is, then how can you possibly relate the scope of your copywriting project to any copywriter that you hire?
Sure, a copywriter’s job is to do research and “get inside the head” of your prospects, but if your company hasn’t clearly defined an ideal customer profile or buyer persona, you’re not ready to hire a copywriter.
How big is your audience?
You have to estimate how much a copywriter can realistically help you. For instance, as an email copywriter, I’m going to be able to help clients with a list of 10,000 prospects much more than a client with a list of 100 prospects (all other things being equal).
How big of a difference in revenue will an increase in conversions mean? We’ll talk about this in more detail later in the post.
What kind of copy will your copywriter be writing for you?
This is a big one. If you’re trying to determine whether or not hiring a copywriter is worth it, you first need to determine what type of projects you want to get done.
In fact, one of the main reasons I specialize in writing email autoresponder and newsletter copy is because I know it is an area where I can make a difference with just about every company that approaches me (provided they have the budget to hire me, of course).
Email marketing has proven itself time and time again to be a high ROI marketing activity when executed correctly (40 times moreso than social media).
Other great types of copy to hire a copywriter for are SEO copywriting, landing page optimization, and sales letters (including video sales letters). You should only hire a copywriter when their copy can prove to be a significant leverage and sales-generating point for your business.
On the other hand, if you’re thinking about hiring a copywriter for something like social media advertising, you may want to think twice. These are typically lower ROI areas, meaning that you won’t get as much “bang for your buck” from a copywriter.
What is your “break even” number?
Let’s say that you sell a product that costs $100, and you are looking to spend $2,500 on hiring a copywriter for an upcoming promotional campaign. Not including the cost of any other marketing, you would need to sell 25 additional units to break even on your copy costs.
Provided you have a large enough target audience, selling 25 extra units for an experienced copywriter is child’s play.
On the other hand, if you’re looking to sell 100,000 extra units of a particular product, and you’ve already maxed out a significant portion of the market, then justifying the cost of a copywriter may be a bit more challenging.
I recently did roughly $2,500 worth of email copywriting work for a client who sold a service for $6,000. Obviously, in this situation hiring a copywriter made complete sense because with just one extra sale from my efforts they would more than double their investment with me.
Of course, we did a lot more than that, but you get the idea.
Who should absolutely hire a copywriter?
The companies that can benefit most from hiring copywriters are companies that are selling a product or service that is new, expensive, or complex.
In other words, industries where being able to articulate the product correctly and sell with words is going to be a key differentiating factor between you and the competition.
Industries where copywriters are typically a sound investment include software & technology, health and fitness, financial services, industrial, pharmaceuticals, and more.
Ultimately, hiring a copywriter is your call. If you happen to be looking for a copywriter that can help you increase your email conversions, drop me a line here, I’d love to learn more about what you’re working on.