Why would anyone write their own copy?

Replies to This Discussion

Permalink Reply by Karen Swim on December 11, 2007 at 1:10am

Writing is a hard sell because it is technically something that everyone can do. Many people have a natural talent for communicating their thoughts in writing so feel confident in developing their own copy. However, copywriting is a specialty that combines both art and science. In business I have discovered that it is always more cost efficient to spend your time in your area of expertise and delegating the rest. Why hire a copywriter? Unless you are a copywriter (and even then it's good to have another expert handle your copy) a specialist can get the job done better and faster than you ever could hope to do. A good copywriter can help you spot gaps in your marketing plan, help you refine your target market and messaging and more. There are many writing tasks that you can handle but when the job requires a specialist, hire help.

Karen

• ▶ Reply

Permalink Reply by Michael Gorga on December 13, 2007 at 9:25pm

I agree with Karen. I deal with this very situation on a daily basis. I believe someone can actually harm their business by writing their own copy. Copywriters utilize certain methods and techniques in order to convince consumers to take action towards various products and services. Many of those who try to write their own marketing collateral fail to understand that writing in the English language is not the same as writing to sell. I never understood why they would attempt such a task, especially having no experience whatsoever writing sales copy. I mean, I wouldn't take on the task of performing my own dental work. The idea would be absurd! My advice for those who are considering writing their own copy: Don't try this at home!

• ▶ Reply

Permalink Reply by Niel Leon on December 20, 2007 at 10:05pm

As a Product Developer, I recognize that the biggest trap we fall into is that we KNOW the product to well. As a result when trying to get products into the marketplace the product developer looks at the product from the wrong side. The copywriter by the simple act of not knowing the innimate details of the product can look at it with the fresh eyes of a user.

If nothing else developers must learn to let go and to let someone else learn to love there baby before it is released upon the world.

Getting the copywriter to do that and to put it in terms that the potential decision maker can appreciate will do more for a mediocore design than making it the optimal design.

Niel

• ▶ Reply

Permalink Reply by Maria Sosh on January 7, 2008 at 11:28pm

Niel,

You echo my thoughts.... I wouldn't tag myself as a big time copywriter, but every time I've done copywriting for a product or service, the client has always been startled to learn that there is more to their 'baby' than meets their eyes.

I have been scrutinizing things, people, behaviors since I was a kid--always asking 'why?' I may not have a lot of answers, but I do have fluid perception paths and a compunction to twist and pull and warp a thing until it breaks or snaps back.

My copywriting clients to go 1 of 2 ways-either I'm brilliant and have opened their eyes to new wonders in their creation-or I'm demented and am politely thanked and given the bum's rush out the door.

The client has the knowledge, but long ago probably lost their user connection to their product/service. The best copywriting clients I've had are those that have been successful for several years and decide it's time to re-evaluate their market--and they make a huge step by deciding that they need someone's help to write their 'stuff'.

I'm a writer first and foremost, not a marketing whiz, so must rely on ancient schooling and years of hands-on business experience---consequently, I choose my clients carefully. I may be able to write smashing copy, but must feel I have sufficient expertise to guide their move into new waters.

Maria

• ▶ Reply

Permalink Reply by Joshua Henry on January 10, 2008 at 2:56am

Looks like I'm in agreement with the lot. You all say it well and pretty much give it a name. I've lucked into a few of these jobs. Not really having any marketing experience prior, I seemed to have a knack at wowing the buyer. Just to be up front now, I definitely don't do what y'all do. I'm but a writer, like a writer writer. You know, books and poems and songs and haikus and eulogies. Oh, man! Scratch that last one, it's too depressing.

But I would hire-out if I needed any sort of marketing. I think, if nothing else, I'd be too biased towards something my own. And touching on what Maria said, I know I'd miss something in my baby that someone else would likely catch.

So, my shared opinion, we need copywriters. They say money makes money; maybe there's something to that. Spend to hire someone/s qualified who can do you justice and get results. Not being a rich fat-cat myself, I couldn't pretend to know how successful businesses are built, but I assume they're not built through shortcuts.

• ▶ Reply

Permalink Reply by Niel Leon on January 27, 2008 at 5:19pm

Maria:

It is more than simply "more that meets our eyes", what has happened is that our mind have stopped seeing what our mind has created. Many time I will reduce a characteristic of a system to a word or phrase. In my mind that word or phrase describes everything about that particular characteristic.

It is not until some one else questions me about the characteristic that I will be able to again verbalize what an end user needs to know about a product.

I wish I could give you a concrete example off the top of my head.

Niel

• ▶ Reply

Permalink Reply by Maria Sosh on January 27, 2008 at 7:01pm

Hi Niel,

I see what you mean....

the knowledge is all there, just waiting behind the 'key'....yes?

very interesting......you've made me realise that I do that, in a way, with certain behavior patterns I observe--the difference, of course, is that I haven't created them.

For the systematic creator, I can see that your process would come very naturally---perhaps my only contribution as a copywriter is to be an alternative perception that translates--hopefully accurately--what the creator wants to achieve with their end result.

thanks --- always enjoy your input :)

Maria

• ▶ Reply