Knowing what areas to outsource and when is a massive part of being a business owner. Whether you’re a solopreneur or you’re building a team, outsourcing is inevitable.
As a business owner, it’s your responsibility to either master a skill or outsource it to someone who has already earned their badges in their subject specialism and art.
So, when it comes to copywriting: should you outsource it? Or keep it in house? The decision you make will have a huge impact on your business. So, here’s everything you need to know so you can make the right choice.
Let’s start with the basics.
What Exactly Is Copywriting?
Before you decide whether to outsource or keep your copywriting tasks in house, you need to have a crystal clear understanding of what copywriting actually is.
Many people will confuse copywriting with content writing. The truth is that the two are very different beasts, and the decision to outsource will be different for both forms of writing.
So, let’s take a quick crash course, (and I mean really quick,) on the definition of copywriting.
Copywriting is writing that aims to convert. Its domineering purpose is conversion.
Content writing, on the other hand, may convert, but it’s not the prime aim of it. Instead, content writing surrounds value, either entertaining, educating, or inspiring the reader.
Copywriting is a balance of psychology, creativity and art, and sales acumen. It taps into the way a buyer makes a purchase, and uses words to edge them closer to that “buy now” button.
Can I Write My Own Copy?
Realistically, there’s nothing stopping you from writing your own copywriting.
But equally, there’s nothing stopping you from designing your own graphics. Nor is there anything stopping you keeping track of your finances and bookkeeping rather than going to a bookkeeper or finance specialist.
So while it’s possible to write your own copy, it doesn’t mean you should.
Copywriting is an intricate art that requires a whole lot of subject knowledge.
You need to be able to articulate your point in a way that appeals to the ideal buyer in no more words than strictly necessary, hold the attention of your reader, and ultimately tempt them to take action.
It sounds simple. But trust me: it’s not easy.
Because every single word your brand uses will have a positive or negative impact. A copywriter knows how to select words that guide the reader into the next stage of the buyer’s journey.
So, if you’re considering writing your own copywriting without training first: don’t.
What Counts as Copywriting?
To clarify any misconceptions, whether you choose to outsource your copywriting or keep it in-house, we’re talking about any of the following:
- Your website
- Sales pages
- Landing pages
- Marketing emails
- Paid ads (PPC)
The copywriting in any of these formats will be successful depending on if the reader takes action. That is what tells you if your copywriting is good enough.
DIY Or Outsource Copywriting?
Here’s the reality: if you can outsource to a copywriter, you absolutely should.
A copywriter knows the intricacies of copywriting. They know, for example, that 8 out of 10 people only read headlines. But they also know how to make sure that those 8/10 people actually read your headline and continue reading the rest of your copy.
And let’s not ignore spelling, punctuation, and grammar. Sure, you can install Grammarly.
But any copywriter worth their salt will tell you that the rules of grammar can be broken if done with a purpose. If your copy is scattered with errors, your brand will suffer. With 74% of website readers paying attention to spelling and grammar, it’s crucial to get it right.
Why Outsourcing Your Copywriting Is The Best Option
Why should you outsource to a copywriter? There are so many reasons outsourcing your copywriting to a professional is the right choice.
Save Time, Effort, and Money (Yes, really!)
Realistically, you have 2 choices. You can either:
- Master the skills of copywriting yourself
- Outsource your copywriting tasks to a copywriter
What you shouldn’t do is write the words for your brand’s conversion-required assets without any idea of what you’re doing.
But mastering copywriting takes a lot of effort, heaps of time, and will set you back in terms of investment, too. You’ll need to take courses, read books, listen to podcasts – the whole sha-bang!
Copywriters who have experience and a proven track record have dedicated years of their life to their craft. For the good of your brand, if you choose to DIY your copywriting you’ll need to dedicate the same amount of time to mastering copywriting.
The problem is: your business can’t wait that long, can it?
You need copywriting now. You’ll need copywriting throughout your business’s life, too. It crops up in every corner – especially now that digital marketing is so fundamental to brand success.
While hiring a copywriter can seem expensive, if you rack up the amount of money you’ll have spent on courses and resources to learn copywriting plus the time it takes for you to master the skill (while missing out on making sales and building your business), it’s far more costly to do your own copywriting than outsourcing.
A Brand Voice That’s Truly Unique
Business owners who aren’t copywriters often pick up buzz terms that they’ve seen on the Internet and use it in their copy.
The problem? You wind up sounding like everybody else.
A copywriter knows how to craft a brand voice based on the target audience, and how to make sure your brand’s voice is completely bespoke. Your brand should never “sound like” anyone else’s.
Copywriters weave creativity and strategy into success every day. For business owners who aren’t familiar with copywriting strategy, this can feel impossible. You’ll end up guessing, crossing your fingers and hoping it works.
A copywriter, however, understands how to measure the impact of individual words. From split testing to data analysis, a copywriter does so much more than write.
Is a Copywriter Worth The Investment?
After reading this article, it won’t shock you to learn that a copywriter – a good one – is worth their weight in gold.
Copywriters have rates that vary depending on experience, results, and turnaround times. However, it’s important to see your copywriter as an investment rather than an expense. They’ll be able to provide a healthy return-on-investment, making them completely worth their rates.
Author: Liz Slyman
Over the past decade, Liz Slyman has worked as a copywriter and digital marketing executive for a multitude of companies from startups to mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists and is now teaching copywriting courses. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.