Which Type Of Copywriter Will Suit You Best (Yes, You)

Generally speaking there is a lot of uncertainty about how to work with a copywriter for a number of reasons. Firstly, there is no certification process to become a copywriter. There are university degrees in marketing, advertising and copywriting but having them doesn’t make you any good.
More telling you don’t need to complete a degree to become a copywriter. There is no Copywriter’s Certification Board handing out internationally recognised copywriter’s certification…
The problem is, any Tom Dick or Harry who wants to be a copywriter can hang out ‘their shingle’ and go to work.
The problem is that the world of copywriters falls into two categories.
‘The Writers.’These are the people who just want to write. They don’t really display a whole lot of business acumen. They don’t get marketing, will write anything you ask for, regardless of whether or not it is in yours or your business’s best interests. They will write it because well they just want to write.
These types of copywriters have their places but by background they generally don’t have a sales person’s mentality about copy – usually because they don’t see what they are doing as selling. There is risk in that and usually they don’t have a sales background either.
After all direct response marketing and by extension good copy is salesmanship in print. That said if you look at enough specs or dirt you might find a fleck of gold in there.
Understood?
Great.
These types of copywriters can be a boon for the creation of cheap content and are often found to hire in places where you can find cheap workers.
Then the other type of copywriter is the direct marketer who writes direct response copy. If you look at the very best direct response copywriters in the world they either write exclusively for Boardroom, Agora and their ilk or else they are people like Clayton Makepeace, Gary Halbert et al who know marketing but also know copywriting. You need good copy to get results for any marketing activity you care to name – cos the copy is how the selling is done.
But marketing is not just copy. Every other aspect of marketing can have an effect on response rates. So when you are working with a marketer who also writes copy you know that every other aspect of what you are doing is going to be examined and double checked to be sure that there risks of failure are minimised.