The only question that comes second to “What the hell is a copywriter?” is “What exactly do you do?”
Convincing people of the value they’ll gain by hiring a copywriter is often one of the more difficult parts of the job. A lot of people don’t see the benefits of hiring out writing services.
I get it. It’s hard to see the value in something we all think we can do ourselves. So let me present you with a useful analogy instead of belaboring the same trite responses most give.
That Oh-So-Fresh Smell…
Have you ever experienced the pleasure of hiring someone to clean your house? I have.
My wife and I have a toddler and a pre-schooler. We both work full time. Naturally, our house gets dirty.
We pick up. We sweep. We wipe things down. But we never really take the time to clean it. Is it filthy? No. Is it as clean as it should be? No. So what to do?
We hire a professional.
Someone who can do it better than we can. We don’t have the time or the energy to do it ourselves, so it’s worth it’s weight in gold when we can have someone else do it for us. It saves us time and gives us the satisfaction of knowing that something we’ve neglected is getting done right. Did I mention a professional does it?
What Real Value Looks Like
According to my own excellent definition, something with real value solves a problem I have through minimal effort on my part. Hiring the neighbor kid to clean my house would save me money, but I’m not really interested in having it done cheaply. Cheap doesn't necessarily solve my problem. I’m interested in having it done right, too. (For those of you wanting to argue, I understand that it could solve my problem, but I'm trying to make a point here.)
Sure it takes some effort on our part. We have to find someone we trust. Coordinate schedules. Pay a little money. But in the end, it’s always worth it.
Why? Because I value that clean smell when I walk in the door. The polished look of the hard wood floors. The tidy kitchen. The time I get to spend with my kids instead of scrubbing toilets. I get complete satisfaction from a job well done that took none of my time. Plus, I hate cleaning toilets. Money well spent in my opinion.
Do I need to have it done daily? Wouldn't that be great? Weekly? Maybe. Monthly. Oh yeah. Once every six months? Now you're pushing it.
The bi-monthly solution is hardly a solution at all. If you want to maintain that oh-so-fresh feeling, you’ve got to do it consistently.
Get It Done Right
Your business is the same way. Blogs get stale. Websites feel outdated. Newsletters aren’t fresh. Content isn’t relevant anymore.
So just like that dirty sink or those filthy floors, it’s time for some polish.
By now, you get it. Hiring a copywriter is like hiring someone to clean your house. It’s a recurring service that adds value to your business - and life - and frees up time for you to do the things that matter most.
Look around at your business. Is it stale? Does it need a good dusting off? Have you been shuffling stacks* of papers but never really getting down to the business of putting things in order?
Are you capable of writing your own stuff? Of course you are. But you don’t have the time to do it the way it needs to be done. So hire a professional. Preferably me. Know someone who could use some help? Send them my way.
*Sidenote: why does everyone have "a stack"? Where do you hide yours when company comes?