So it’s a given that a competent copywriter is good with words.

They can take powerful ideas and put them on paper or onto the web in a way that makes people take action. That’s key…

But when you’re dealing with a good copywriter, you’re selling yourself (and your profits) short if that’s all you ask your copywriter to do.

Because one of the most important benefits a copywriter should bring to the table isn’t just the ability to arrange the words on a page. The copywriter should also help you create the most effective way to position the entire campaign.

Let’s say you’re selling a business opportunity to Fortune 500 executives. If you’re going to write an ad, you’ve got to figure out what you’re really selling.

• Are you really selling a business opportunity? A way to make some extra money?
• Or are you selling a way for your customer to take control of his time? To call his own shots?
• Or are you selling a way to give your customer a piece of the “American Dream?”
• Or are you selling a way for your customer to finally give a little “payback” to his current boss by being able to quit his job in 6 months or less?

You’ve got to figure out what it is you’re really selling. Because if you don’t choose the “right” thing to sell… if you don’t position your product as the logical solution for your prospects’ most pressing need… then chances are, your prospects won’t buy.

And that’s what a copywriter can (and should) help you do. In other words, a good copywriter is actually a marketer in disguise.

And if you’re going to invest your money in hiring a copywriter, you need to be sure to get every ounce of value you can.

So ask your copywriter for help. The good ones will know what to do.

This entry was posted on Wednesday, January 23rd, 2008 at 7:09 pm and is filed under Finding a Copywriter. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.