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Hiring a copywriter – A surprising insight from the CopyHackers book

Yesterday I wrote a quick review of the Copy Hacker’s books.  Today I found myself contemplating either writing the copy myself on the eventual main site for Profit Awareness, or hiring a copywriter.  I was surprised because the Copy Hacker’s books do a great job of telling you how to write copy – and I am a cheap do it yourself-er.

Another printing press at villa d

Showing the importance of copywriting

I thought a bit more about it, and I realized that (prior to reading the book) I had not even thought about the copywriting, and had assumed that the words would just appear on the page.  After all, a product page should describe the product, right?  The thought of hiring a copywriter was as foreign as hiring an alchemist.

I did not consider the copy a separate part of the process, and something to be crafted, but rather an offshoot of the site’s conceptual theme.

After reading the book(s) I now understand these important things:

  1. Your website needs a message
  2. Messages need to be crafted
  3. Copywriting is essential to crafting that message
  4. I can probably write adequate copy
  5. Copywriting can be a lot of work for me
  6. I can identify a good copywriter
  7. I can manage a good copywriter tolerably well.

Doing it myself or hiring a copywriter

My innate stinginess will probably win, and I will write the copy for myself, but at the moment I am split on hiring a copywriter or not.  I am now convinced of how important copywriting is.   In either case, there will be some copywriting going on.

Giving it away

The important thing I learned is that if you give away your methods, people will see the value of your craft, and they see how essential it is.

By convincing the potential buyer (in this case, me) of the value of the whatever it is you’re selling, your craft transforms from an unknown element to an essential element.  Giving away the secrets of your craft is the best way to show how essential your craft is, which creates demand.

Now I want to write my own book on the bundle of services I provide and it to potential clients.


Editor’s Note

This blog post originally appeared on the Profit Awareness Blog – as that app is up for sale, it has been consolidated into the main Digital Tool Factory blog.

Nov 11

Written By Steve French


Copy Hackers book review – go get it now

Short Version of the Copy Hackers Book Review

These books rock – go buy them now.  They will pay for themselves in an hour or so.  That is all you need to get from this copy hackers book review.

Long Version of the Copy Hackers Book Review

Copy Hackers at work

ep66mnl © by Ed Passi ©

I heard Joanna Wiebe’s interview on TechZing and I was intrigued.  A good friend recently suggested that I consult a branding expert to refine my offerings.   I liked that idea.

However I’ve never met a branding expert (and I’ve met many) who was anything other than a talented high end salesman.   Their “branding” efforts consist largely of repeating what you say back to you and ending it with an impassioned plea to “make the hard choices”, which only you can do.   The choices are just as hard as they were before you met the expert, but this way you’re out an hourly fee.

But I digress – a book on copy writing (which is not branding, I know, but something is better than nothing), seemed like an ideal middle ground between doing nothing and finding an expert.   And what a happy middle ground it is!

I bought the first book in the series “Where Stellar Messages Come From” and was thrilled to discover that it met the three golden criteria of work-related reading

  1. It was short
  2. It was well written, and on-topic
  3. It was actionable

The third point is the hardest to find.   I would put this book on par with the Start Small Stay Small by Rob Walling in terms of actionability.

In this book you will find both general strategy and specific worksheets for the specific things you will be doing while you read this book.  Did I mention you can do specific things after you read this book?  Things like determining which of your customers you are writing for, or splitting out benefits and features, or doing keyword research, or doing a content audit.  This book leaves you in a better spot than you were in before you read it, which is rare these days.

So anyway, this is the only Copy Hackers book review you need.  Go buy them now.


Editor’s Note

This blog post originally appeared on the Profit Awareness Blog – as that app is up for sale, it has been consolidated into the main Digital Tool Factory blog.

Nov 11

Written By Steve French


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