What Your Copywriter Can’t, Won’t, and Shouldn’t Do

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So you’ve decided you want to hire a copywriter for your website…at least you think you do.

After all, you already know what a copywriter can do for your business as well as the difference between copy and content. But there are still a few questions left to answer.

• Are you ready to hire a copywriter or do you still need to map out your services and brand more?
• Do you truly want to invest in strategy, brand voice, and copy or are you looking for quick fixes and editing?
• Is the copywriter you found honest and transparent about their abilities or are they taking advantage of your needs?

Take a peek at these 9 things your copywriter can’t, won’t, and shouldn’t do to find out when it’s the right time to hire a copywriter.

 

Your Copywriter Can’t…

1. Sell A Non-Existed or Unwanted Service

   Copywriters are pros at highlighting the transformation your service offers – that solution to a frustrating issue or the small change that makes day-to-day tasks easy for your clients.

   But what they can’t do?

   Sell a service that doesn’t exist or no one wants.

   No amount of witty anecdotes, wordplay, or sales techniques can make something out of nothing. At the end of the day, you need to offer a service that your audience truly craves for your copywriter to help sell it.

    

2. Create Your Brand Identity

   While most copywriters spend time understanding your target audience on a deeper level, refining your brand voice, and establishing a clear identity through cohesive messaging…they won’t create your brand from scratch (unless they’re also brand strategists). 

   A brand strategist’s zone of expertise is building your brand identity.

   From discovering your positioning to refining your services to creating distinct visuals, this work should be done before you hire a copywriter to create messaging for your brand.

    

3. Write Effective Copy Without Strategy

   Maybe all you want to do is hand off your About Page to someone else or get a short, catchy slogan. Can’t you hire a copywriter for an hour or two for small projects?

   Nope.

   Copywriting isn’t throwing words at the wall and seeing what sticks.

   It requires strategy so your messaging reflects your brand identity, speaks to your dream clients, and positions you as the best option in your industry.

   Without a concrete strategy, your messaging may sound pretty but won’t resonate or get you the open wallets you’re dreaming of.

    

Your Copywriter Won’t…

1. Steal Another Brand’s Messaging

   This might sound obvious, but copying, plagiarizing, or stealing another brand’s messaging is a big no-no.

   Sure, you may be inspired by another brand’s personality or discover phrases that capture your business’s vibe. You might also see writing styles or patterns that you’re drawn to and want to emulate.

   But your copywriter will not take another brand’s messaging and ‘just tweak it’ to fit your own business. Instead, they’ll take the time to craft distinct messaging that fits your unique brand.

    

2. “Fluff Up” Your Website Copy

   Did you already write your website copy and want a copywriter to come in to ‘fluff up’ your messaging?

   Remember, copy is an entire strategic framework, not a quick one-off fix.

   While some copywriters offer audits or editing sessions, usually, a copywriter will want to evaluate your entire messaging framework and branding before creating new content.

   Asking a copywriter to ‘fluff up’ your copy doesn’t take into consideration the research, strategy, and analysis phases that create effective messaging.

    

3. Design Your Website, Manage Your Social Media, or Run Your Google Ads

   Website designer, social media manager, ads manager, SEO specialist, copywriter…these are all entirely unique careers requiring specialized knowledge or skills.

   While these positions connect back to marketing, each one requires a different area of expertise from visual creativity to in-depth research to wordsmithery.

   You could meet a marketing unicorn who has gained years of experience in more than one field, but it’s rare. So and you’re better off hiring the expert you actually need.

    

Your Copywriter Shouldn’t…

1. Promise To Get You to Number 1 On Google Overnight

   There are specific SEO techniques a copywriter can take to give your website a better shot at ranking high on Google, but SEO takes time, especially for new businesses and small websites.

   (If you want more eyes on your website, you’ll have better luck showing up on Google with a blog). 

   There’s more to SEO than words. It includes your user experience, page speed, page responsiveness, backlinks, and more.

   While your words do make a difference, even with perfectly selected and placed keywords and scroll-stopping meta descriptions, your website won’t shoot from page 84 to page 1 overnight.

    

2. Force Brand Personality That Doesn’t Feel Genuine

   Your messaging needs to walk the fine line of sounding like you while also resonating with your dream clients.

   That could mean toning down your sarcasm and adding a touch of gentleness into your brand voice, or tapping into your most extroverted side on paper, even if you still dread Zoom calls in real life.

   Ultimately though, your brand should still feel like a branch of your personality so you come across as genuine to your audience and can continue creating on-brand content in the future.

   If your copywriter tries to force messaging or brand personality that doesn’t represent your business, then it’s time to look for another writer.

    

3. Manipulate, Lie To, Or Shame You Or Your Clients

   False promises about Google ranking, harmful language that makes your clients feel ashamed about their struggles, pushing you to invest more money than you’re able…

   As with any industry, there are copywriters who use unethical business practices and take advantage of your need for help.

   When searching for a copywriter, don’t be afraid to request a Discovery Call and ask questions about their process, payment plans, values, or past client experiences to be certain you’re finding the right copywriter for you

 

Hiring A Copywriter For Your Needs

Whether you’re looking to outsource your copy for your brand new one-page website or ready for a complete refresh of your 5+ page website, there’s a copywriter out there for you.

Every Website Copy Package I offer includes:

• A 2-hour strategy call to get to the heart of your brand

• SEO research and formatting to help your biz show up online

• Two rounds of revision so you walk away feeling completely seen, heard, and represented in your new copy.

Ready to chat and find out if we’re a good match?