There’s a curious thing about freelance copywriters and the marketing game in general. And that curious thing is how easy it is for some people to fake.
Now this faking never came easy to me. Which is a blessing because I was forced to take the time to read and study the classics and practice and hone my craft instead of relying on a giant Farcebook following and faked testimonials from my friends (it happens more than you think).
Anyway, whether you hire me or another freelance copywriter, it’s important that there’s a lot of trust. So below is a list of common copywriting lies… but before diving in remember this:
Phony copywriters are like vampires in old tales; in order to enter your home, they have to be invited in. So sharpen your stakes and grab your cloves of garlic and away we go…
1) Copywriters are “word smiths”...
As much as I identify as a word smith (my fundamental love is for language and stories), copywriting is decidedly not “word smithery”. In fact, some of the best performing sales letters I’ve seen look bland to an untrained eye. What’s much more important than making purdy words is understanding the market, choosing powerful USP’s, and writing clearly.
2) My copy can sell anything to anyone…
If you hear this, run… Better yet, if you hear this, burn the field, salt the ground, and cover the earth in garlic. Because any “marketer” who thinks that “copy is king” is flat out wrong. What is King is having a quality offer to the right market. Once you have that in place, then good copy multiplies sales.
3) I’m responsible for making sixty bajillion zillion dollars in sales last year…
Ok, this one technically isn’t a lie, but it’s very misleading. Because, again, the copywriter didn’t pull those sixty bajillion zillion dollars out of their rumpus. To make that many sales a copywriter needs to be plugged into the right system. There has to be a hungry market… a good offer… the right positioning… and a lead generation machine.
All this to say that just because a copywriter cleared 7 figures for another brand… doesn’t mean it will necessarily happen for you. Because every situation is different. And running a successful business takes a lot of work.
You won’t just hire a copywriter to “work their magic” and suddenly be rich beyond your wildest dreams.
I’m not saying that doesn’t happen. But it’s the exception not the rule.
Hopefully I’ve convinced you that us freelance copywriters are a lying, thieving, sucker-punching sort of a bunch and you’d be crazy to become bedfellows with any of us.
But if I didn’t, and you want me on your team to write emails, do this:
1) Email me back with your contact info and project details
2) Wait for 24 business hours for me to get back to you
3) Click the link I send your way
4) Book a time for a brief consultation so I can make sure my services are the right fit…