Finding A Copywriter – Cost vs Value

When you scout round for a copywriter, how do you make a buying decision?

I’m betting you look at cost over and above everything else.

Yes, I understand you have budget constraints, but just looking at the cost of a service can be very short-sighted.

How much?

As a copywriter I hate getting those emails that say, sorry you’re too expensive.

Really?

What are you comparing that to?

Nine times out of ten, a potential client will gather a load of emails from Google search, perhaps throw in a few that have been recommended and then blast out an email along the lines of “I need 10 pages of copy, what do you charge?”

The problem with that is that you’re immediately telling the recipient of the email “I need some writing done, I don’t care how good it is, I just want it.”

What’s that? You do care how good it is? Oh, right, well that’s not what you’re saying.

The deciding factor shouldn’t be about cost (although I appreciate you don’t have a bottomless budget), it should be their experience (not just in your industry), reputation and quality of their work.

Why?

Because the reputation of your business is at stake.

Think about it, if you have ‘OK’ copy on your website (and other promotional materials), but your competitor has high quality, persuasive content who will people chose? Yup, not you.

If you were building a house you wouldn’t just instruct the cheapest builder, you’d want to find one that’s got a good reputation. If you wanted a lawyer, you wouldn’t just hire the cheapest, you’d ask for recommendations to find the best on in their field. So, when you’re looking for a copywriter to create compelling marketing copy don’t make your decision on price alone.

How to find a great writer

The first thing to do is look at their website.

Read their testimonials and case studies. Look at their portfolio and at the clients they have worked with.

Then, rather than sending out an email, pick up the phone and call them. Have a chat about what you’re looking for, ask for their advice. A good writer will be enthusiastic and knowledgeable – this is also a good way to see if you gel, after all, you’ll be working closely together so it’s important you find someone you can work with.

The budget for your copy should be in line with that of your website, brochure etc.

Experienced writers aren’t going to be cheap, but do you want cheap as chips or someone that actually knows what they’re doing?

Author – Sally Ormond, Briar Copywriting Ltd

 

Twitter Shares Drop But Twitter Chief Still Confident

twitter engagement

Twitter is a social media platform that we’ve taken to our hearts.

Millions of users generate an army of tweets promoting, connecting and chatting creating an online community that’s far reaching.

Despite that, Twitter is finding it tough to turn a profit.

A recent article in The Drum announced that Twitter’s latest published results have shown the company losing £175m between July and September despite a surge in sales and users.

Promising figures showing sales up 114% to $361m and a 23% rise in monthly active users to 284m failed to mollify investors with shares dropping 8% in after-hours trading due to the figures falling substantially behind analyst forecasts of around $450m in sales.

Despite that gloomy reading, Twitter chief, Dick Costolo was reported to have described it as a:

…very strong financial quarter. I’m confident in our ability to build the largest daily audience in the world.”

Mind you, it is still lagging behind Facebook – so is this the beginning of the end, or can Twitter turn things around?

 

Sally Ormond – Briar Copywriting Ltd

 

 

 

Infographic – Increase Your YouTube Engagement

YouTube is a formidable marketing force.

Your customers will love your videos and so with the search engines.

Did you know YouTube is the top video website and second largest search engine in the world?

To help you get more out of your YouTube marketing, here’s an infographic created by QuickSprout and published by Socialmouths:

YouTube engagement

 

How to Create Powerful Press Release [Infographic]

Press releases are the staple of your marketing strategy, but they are often done badly. This infographic outlines how to write the perfect press release that will get you noticed.

How to write a press release

 

 

 

ISBA’s Reaction to Google’s Online Piracy Crackdown

According to a recent article in The Drum Google is stepping up its efforts to cut out online piracy.

It has made changes to its algorithm to make sure some of the most notorious piracy sites are less likely to appear high in the results when someone searches for music, films or other copyrighted content. The idea is that Google will make sure legal sites appear at top of the pile albeit in the form of adverts – yes, that’s right, content providers will have to pay to appear there.

It is that last bit that’s got the ISBA riled.

The ISBA’s director of media and advertising, Bob Wootton commented:

“This is a step in the right direction, but with Google seeking to profit directly by ‘being part of the solution’ spoils the sentiment and leaves a bitter after-taste.

“The search engine’s solution clearly disadvantages legal sites. The fight against online piracy is of course welcomed by ISBA, but trying to make a profit out of it is surely not the way to go.”

You can read Google’s full about the measures taken here.

Is this a good thing?

You can’t deny that Google’s moving in  the right direction, but is their solution really the best?

Certainly for their bottom line it is, but what about the consumer?

Will this levy have a knock on effect to the end consumer, effectively driving more people to the piracy sites therefore compounding the problem?

What are your thoughts on this issue? Leave a comment below to have your say.

 

 

 

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