"Should I Write My Own Copy... Or Outsource?"

I'm of the mind that the best way to learn how to write effective copy is to write a letter for a product that you own. Put it up and run quality traffic at it.

If you can't find a product buy the rights to a word press tutorial video series or something and you're off to the races.

I know that my method will be poo hawed by some and some will claim that you have to go read a bunch of books or study the Halbert letters or whatever they're called.

I also know that the next two things I'm going to say won't be received well by some either but they are true.

1. Always write the best copy you've ever written every single time you write copy. If you can show me a way you'll improve faster than that combined with spending your own money (not clients money) on the ad spend then I'm all ears.

Yes, there will be some that will say to write a letter a day by hand of one of the greats etc.. But it still doesn't trump how fast you come up to speed when your own money's on the line.

2. Never use a swipe file. If someone comes over to your house and swipes something isn't that stealing?

If you rely on swipe files you'll never be a copywriter but instead just a copy copier. Yes you'll hear people say that they use them only for inspiration etc.. But is that really true?

Now, don't get me wrong I'm not berating. I'm voicing my view on how to actually be a copywriter.

Who am I? Well, I'm just an old school copywriter that's been doing this for over 30 years.

Do you remember before the internet when there were 5 to 6 and all the way up to 16 page sales letters that you'd get in the mail selling XYZ widgets etc? I was one of those guys that wrote those.

Before that I came out of the door to door sales and never had months less than 10K net.

I only say this so you will at least briefly consider what I'm saying if at all.

Yes, I know it's so much easier just to swipe and to not write your best every single time you write copy and so most will scoff at me as a (insert your favorite scoff). I'm ok with that.

But you still can't show me a way to get better faster.

Now, should you hire a copywriter? Yes, because what I just told you to do is a lot more work than paying a decent writer 5k for a letter.

Patrick

You're absolutely right Shawn. And of course, your way of thinking is a reminder that marketing isn't an event, which a lot of people who hire copywriters fall into the trap of believing. "I'll hire this A-List copywriter, she'll knock it out of the park and I'll be chillin' at Secret Beach on Kauai - soaking up the rays - surrounded by beautiful, naked people." (Yes, it's a nudie beach!)

But as we ALL know...

Marketing is a constant process. And even if a client's copy is firing on all cylinders from the get-go, there's always improvements that need to be made. If I'm the copywriter and there's a 10% backend built into my deal... and I'm committed to the project for the long haul, I'll happily make those adjustments - constantly trying to beat my own control.

But if you (the client) have been studying copy and want to take the reigns when I've submitted your letter or video script, you've positioned yourself to keep taking your business to the next level... and the next level - never limited by the glass ceiling of, "I don't know how to write copy."

I was going back and forth with Trace Haskins about whether I should have my clients participate in his program that includes learning how to write copy... or just make Doodle Videos. And the more I think about it, everyone should buy the more comprehensive program, because at the very least...

...the more aware people (clients) are about the copywriting process, the more they can engage and provide invaluable feedback. Whereas, if they don't know how to write copy, their ability to give feedback could be (and very likely will be) extremely limited.

Not knowing how to say what you really want to say is one of the most frustrating feelings in the world. We all know that feeling firsthand in one way or another.

Yup.

Most product owners want their website up yesterday. So if they're just in the beginning stages of learning the copy basics, they're in for what's probably a solid two year learning curve.

Which is a journey they should absolutely go on.

However...

In terms of getting their product out there - where it can be generating an income - while they learn copy...

...yes, paying the $$$$ for an effective letter or video script is absolutely the right way to go.

AND, and, and...

Collaborating in the writing process with the person they hire will also become an mentoring process - where they'll learn tons and potentially cut their learning curve in half. Never know, right?

Yeah, it's one thing to understand the techniques.

It's something else entirely to have the imagination to create converting concepts out of thin air.

It's also about finding the balance between being clever and arriving at a concept that really triggers action. We've all seen (and perhaps created) letters that were creative as hell, but were too clever - just for the sake of being clever...

...rather than focusing on the sale.

Know what I mean?

Mark

This is why you outsource;-)

It really depends on your circumstances.

If you're not good at it, then leave it to a pro if you have some money that you can invest in good copy.

However, if you really don't have any money and you can write copy yourself, then do it yourself. No one will care more about your product or service more than YOU will. That's just a fact.

In the end, testing will be the key to converting as high as possible.

I tend to agree with everything you said.

A lot of business owners, especially the big mailers, don't have ANY time for copy. Thus, outsourcing is their only option - if they want any kind of life beyond marketing their product.

Then again...

There are quite a few extremely successful sales letters/videos/AR's out there, including CB's #1 control, that are written by the owner.

Here's something else to think about:

Copywriters used to be revered. And there weren't nearly as many copywriters a few decades ago, pre-internet, as there are right now. These days, some dude picks up The Ultimate Sales Letter and thinks he's equipped with the tools to take people's money and make their dreams, a reality.

So finding the RIGHT copywriter is more challenging than ever - because a HUGE amount of the people out there saying they can write a winning control are full of digested food.

Mark

Steve, Steve, Steve...

Funny story:

A client who recently found me on Craigslist pre-qualified me by asking if I had read The Ultimate Sales Letter or took any Dan Kennedy courses.

I made him into a Mark Pescetti follower by trumping Dan Kennedy's old Problem, Agitate, Solve formula with my own emotional algorithm. He was blown away. I'll share it here one day;-)

Mark

I'll add it to my product creation list. ;-)

If your new to IM then my suggestions are:

1. Beware the shiny, shiny. That is to say the promise of big money with no work or in no time flat or by pushing this big red button or by exploiting this loophole. 99.9% of the time utter BS.

2. Learn how to create your own products and build sites. Then hire people like us to do your copy. Yes, copywriting is likely the top skill you can learn but it's also the one with the largest learning curve. Unless you're gifted at it you're money will be better spent farming it out.

3. Learn how to legitimately get traffic from you tube, guest blogging etc...

Run that traffic at the site with your killer copy selling your amazing product that gives more value than the price, sell your product and build a list.

Patrick