“The problem with copywriters is they all think the sun shines out of their ass.”
I was sitting in a coffee shop in Medellin, Colombia when I heard a guy at the table next to me say that.
At the time, I was offended. How dare he speak ill of my people that way.
But after the more time I’ve spent as a copywriter, the more I see his point.
Don’t get me wrong, the copywriters I know and hang out with are awesome. But the fact is, there are plenty out there who talk a big game but can’t back it up.
So how can you avoid getting ripped off when hiring a copywriter?
How can you make sure the person you hire delivers great copy?
And how can you get them to continue to churn out great copy without it costing you a small fortune?
All you need are two things:
First, hire based on the quality of the person. Find someone who buys into your mission and cares about doing great work.
Second, have a system in place so that makes it nearly impossible for your copywriter to fail. This is super simple to do. But almost nobody in the internet marketing world does this. So they are stuck doing things the “old way”. They will either:
- Hire someone who is experienced and expensive. Then they trust the writer to go off in their writing hole and come back with great copy. Sometimes it works. Sometimes you pay a ton of money for nothing. And sometimes you end up with a good writer who eventually quits to “do their own thing” and leaves you scrambling to keep the copy and sales going.
- Hire someone cheap who can learn on the job. Unfortunately, it can a loooooong time for them to “get it.” And you’re stuck spending a lot of time training them and writing copy yourself in the meantime.
But now there’s a new way.
It’s a 3-step process that ensures you’ll get quality copy regardless of who you hire.
Here’s how it works:
Step 1: Create a Messaging Book that puts all your key marketing information in one place.
This book should include: Your positioning, detailed overviews of your your avatars, the core problem/fear/pain/objections/desires of your audience and the words your customers use to describe those things. You’ll also want to include what makes your product better than the competition and why people buy from you (BTW those two aren’t always the same and often aren’t what you expect.)
This Messaging Book alone can save you tens of thousands of dollars in. Because rather than having to pay every writer you ever hire weeks to do the research themselves, you can give them this and they’ll be up-to-speed on your messaging in an hour.
Next, you create a Copy Goldmine.
This is a storehouse of quotes and stories from your customers. It’s all organized so your writers can go in their and find quotes and stories to use in any piece of copy they need to write. They won’t have to guess about the deeper pains your audience faces or how to talk about those things — it’s all right there for your writer. They can simply copy-and-paste it into whatever email or sales page they are working on.
Third, create proven copy templates and examples customized for your business. These templates show your writers exactly how to create copy using quotes and stories from the Copy Goldmine. And there are finished examples so they know what great copy looks like. The templates and examples can cover any piece of copy you need. You can use them for engagement emails, sales emails, Facebook ads, youtube ads, sales pages, webinars, landing pages, case studies, and more.
With this system, you no longer have to rely on the copywriter to be great. You have a great system that can churn out quality copy regardless of who is running it.
I call this the Buyer Multiplier System. I’ve been using it for a few clients the past few months. If you want to implement it into your business so you can onboard writers and get them to crank out awesome copy fast, email me at [email protected]. I’ll walk you through it in more detail and show you how you can get it done.