3 Reasons To Increase Your Content Budget

Feb 28, 2019

Hiring a copywriter to join your marketing team isn’t as easy as it seems. On the surface, it seems like all you need to do is find a talented writer with a style that matches your brand. That’s part of it, but there’s more.

Many successful content creators are resourceful, and develop better writing skills as they go. You may have some of these people on your marketing team. While self-motivated people are valuable, you can’t afford to have your copy written by someone learning by trial and error. If your copywriter is a decent writer, but lacks marketing expertise, you’re actually paying them to informally train themselves to develop the same skills a professional copywriter would bring to your team on day one.

Yes, it’s more expensive to hire an expert copywriter in terms of payroll, but you’ll generate measurable ROI from hiring an expert.



1. Copywriting is a Profession, Not a Position

Copywriting is a profession, not a position. Copywriting is distinct from content writing in the sense that copywriters are formally trained to generate a specific response from readers. Content writers are trained to write well, and create interesting content.

Most people wouldn’t recognize effective sales copy if it was presented to them. Effective copy is often grammatically incorrect, informal, and full of improperly used punctuation and formatting. Full sentences are italicized, bolded, and even underlined. Some words are underlined multiple times. Headlines can be extremely long—fifteen words or more—and sentences are often short and incomplete.

For example, a well-known and successful piece of copy written by John Carlton has a 59-word headline, and multiple sentences that begin with the words “and,” “so,” “anyway,” and “but.” Didn’t your high school English teacher tell you never to begin a sentence with those words?

Your high school English teacher wasn’t a copywriter.

Contrary to what many believe, what’s described above is the kind of copy that gets results. That’s why A-list copywriters like Dan Kennedy, David Deutsch, and John Carlton can charge six-figures plus several years of residuals for a five-paragraph ad.



A Budget Gives You Access to Experts in the Industry


You can’t afford to hire a “good writer” to write your sales copy. You need an expert copywriter who can deliver your marketing message with maximum clarity, and persuade readers to take your desired action. When writing for the web, a copywriter needs to understand both marketing and the principles of writing for SEO. Those skills don’t come naturally; they must be intentionally developed.

If you’re writing content for your website, you need a budget for hiring a copywriting service for SEOs. If you’re writing direct mail copy, you need a budget for a pro, not an employee on payroll. The best copywriters don’t work in-house, they work with clients on a per project basis.



2. A Jack-of-All-Trades in Writing is a Bad Idea


Sometimes it pays to have a jack-of-all-trades on your team. For example, if you run a retail business, your most valuable employees will be the ones you can move into any position or department throughout the day. You want your sales floor team member to be cross-trained as cashiers and customer service reps. However, when you’re running corporate teams, cross-training outside of administrative positions is detrimental.

Beyond the administrative level, the structure of your business relies on industry expertise. For instance, your marketing team should consist of experts in their particular branch of marketing. All positions should be held by qualified specialists, including the people who run your PPC ad campaigns, create your newsletter content, define your social media strategies, and design your direct mail pieces.

The problem with assigning copywriting duties to a jack-of-all-trades writer is that they’ll lack the industry experience and expertise required to generate continual success. They won’t know how to run proper tests, or establish a good control. Their limitations will become your company’s limitations.



3. Paying for a Marketer's Mindset


There’s nothing wrong with being self-taught. However, self-taught copywriters tend to miss important aspects of marketing because they don’t seem logical at first. For instance, they often get caught up in describing product features in their copy and don’t realize they should be focusing on the benefits.

The best writers who aren’t trained to see a project with a marketer’s eye will almost always miss the mark. For instance, people don’t buy drills. they buy the hole in the wall. If you can show someone a way to put a hole in the wall without using a drill, they won’t need the drill. A professional copywriter will sell that hole in the wall to readers whether the product is a drill, a hammer and nail, or some new tool.



If You Want to Win, Hire the Best

Top companies across the world don’t hesitate to create large budgets for copywriting. They understand the necessity. If you’re not seeing a significant return with your current copy, hire an expert just this once and see if it doesn’t increase your ROI.

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