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Don't Hire a Copywriter Until You Answer These Questions

Jul 25, 2008
Hiring a copywriter is not for everybody.

Here are three questions to ask yourself to see if you're ready.

Question #1: Are you getting sales?

The copywriter's primary job is to increase response... to get more sales from the same amount of potential prospects.

If a product or service has not yet attracted customers, then there is nothing to improve. Zero multiplied by anything else is still zero.

Famous ad man, Claude Hopkins, says this in Scientific Advertising: "The reason for most of the non-successes in advertising is trying to sell people what they do not want." p. 225

Before you invest in a copywriter, make sure your market wants what you are offering. Use low-risk methods to sell the product or service yourself. See how the market responds.

If you get sales, then you may want to hire a copywriter to improve your response.

Question #2: Do you have money to risk?

The reason the best copywriters command big fees is because they will often produce more than enough profit to cover their fees.

Still, not every effort is a success. Among many winning promotions, there are a handful of failures.

Hiring a copywriter is like any other investment. You hope to get your money back -- with an increase in profits -- as quickly as possible. And you could get 1,000% ROI or more.

But there is a chance that your investment won't pay off like you expect. Which is why you shouldn't hire a copywriter unless you have some money to risk. You will have to decide whether the risk is worth it.

Question #3: Are you committed to split-testing?

There is only one way to guarantee the success of any ad, sales letter, or promotion. That is to test.

The purpose of a test is to determine what your market responds to best. Example: You decide to test two different headlines. The first headline converts prospects to customers at a rate of 4%. The second headline only converts 2%.

If you had relied on your preferences, you might have chosen the losing version, thereby sacrificing half of all the profits you could have earned.

Here's why you should test your ad copy. First, it gives you solid insight into what really works. And, secondly, whenever there is a disagreement between you and your copywriter (or anybody within your company), testing serves as a non-biased way of discovering the truth.

Perhaps you now understand why I believe split-testing is so important. It is the most direct scientific way of determining how well your sales copy is doing.

So how did you do? If you answered all three questions correctly, congratulations. You have an uncommon understanding of copywriting and advertising -- and would probably benefit from hiring a copywriter.
About the Author
Discover more about copywriting, promotion techniques, and Internet marketing when you go to Ryan Healy's business growth blog. New posts are published every single week.
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