In the last blog post, I left you with the question, “Want to know how to hire a copywriter?” I’m here today to give you the answer. And of all of the copywriting/marketing advice that I can provide, this may be the piece I’m most passionate about. And it’s extremely simple.
Step 1: Hire a copywriter that’s already of your customers.
That’s it. One step. But here are 5 reasons it works.
- We speak your customers’ language
- Copywriters are easy to find
- Copywriters are specialized
- Hire a copywriter to save time and money
- We’re already waiting for your call
We speak your customers’ language
It’s imperative for business owners and/or managers to know their customers and how to communicate with them. And that communication must adapt as social norms, vernacular, and the things that entice people to buy change over time.
It’s just as imperative for a freelance copywriter to keep up with these changes. If they don’t, their work and the brand’s strength will fall on deaf ears. It’s been proven over and over again.
Across way too many industries, social media posts, website content, and sales copy are littered with sexy images, allusions to class, and claims that one company’s “premium” is more premium than the next company’s “premium.” And customers notice.
Today’s buying demographics have overtly rejected many forms of modern advertising. As the graphic from MaddenMedia.com demonstrates, a massive segment of today’s customers prefers online reviews, peer advice, and social media to inform their purchase decisions.
It’s no secret that musicians are a notoriously suspicious crew who can smell a phony from a mile away. So this warning goes double for the musical instrument (MI) and pro audio industries.
Though they may be great blog posts for SEO and written by a good writer, the words still fall flat. Why? Because they sound like blog posts for SEO that were written by a good writer.
They don’t sound like they come from people passionate about music whose offering can solve their problems and puts their needs before the business needs.
A lot of top copywriters can match their clients’ marketing voices. But they’ll never have the connection to their audience. That’s why it’s a good idea to find the right copywriter who already speaks your customers’ language and puts forth the values your customers ascribe.
On top of that, it takes a long time and a lot of resources to get them up to speed.
As Seymour Duncan Marketing Director Jayla Siciliano points out, the best way to reach your customers will always be to have the right freelance writer for the job in the first place.
“The audience can sniff out a fake in a second. So it’s essential to have somebody you trust to use the right lingo. They’re going to talk the right talk and write the right stuff. We have had people who don’t have that level of knowledge. And it required a lot more time editing and pre-outlining. You’ll get a lot more out of somebody if they already understand the topics they’re writing.”
Jayla Siciliano
Copywriters are easy to find
So how do you ensure the copywriter you hire is a good fit? Again, you hire one of your customers.
By hiring an experienced writer who is already plugged in and passionate about your industry, you’ll enjoy the benefits of their built-in commitment and specialization.
Because they’re fluent in your customers’ language, they innately know what your website needs, what your customers want to read on your landing pages, and how to craft engaging copy that can make your product descriptions darlings of the search engines.
Hiring one of your customers (who is both a great copywriter and part of your target market) also gives you direct access to priceless market research. They can tell you how people react to your products and services and where they position your brand in the industry.
Copywriters are specialized
It’s good to have someone who can speak your customers’ language. Just ask Zapp Brannigan.
“But can’t any strong writer engage my customers?”
In general…Sometimes.
But let’s face it, our industry is specialized and requires a bit of expertise. Even if you find the best writer who offers a rock-bottom hourly rate and fast turnaround times, unless they know how to reach your potential clients, it will take too much time and lower your conversion rate, which, of course, affects your bottom line.
Let us break it down with a couple of our favorite industries.
- Would a guitar builder want to hire an SEO copywriter that doesn’t understand their selection in tonewoods?
- What if a content writer in the cigar industry can’t tell a Nicaraguan puro from a gas-station special?
- What if a writer’s sales page sold charter helicopter services based on elitism instead of the convenience, speed, and efficiency they offer your high-powered business clientele? (Hey, I was still learning. It’s why I know how important this stuff is.)
Hire a copywriter to save time and money
Imagine taking the time to find a great writer with the specific skills your brand demands. Now imagine ALL THE TIME YOU’LL SAVE briefing them and the insight they’ll BRING TO YOU!
They already know the web content your customers want to see. They already know how to write effective press releases for our industries. And they’re already familiar with your online presence and how more effective copy will improve it. And it can get way more specific than that.
Here are some great examples of The New Rockstar’s industry knowledge. They may seem obvious at first. But knowing these details is the key to crafting winning website copy and high-quality content without wasting our clients’ time and money.
CUSTOM INSTRUMENT BUILDER/LUTHIER
- Tonewoods and their sonic/visual impact on the instrument
- The types of players that choose your instruments
- Construction elements such as scale length, neck profile, etc.
- Hardware and electronic decisions
CIGAR BRAND
- Flavor profiles
- The complete seed-to-smoke process
- Countries of tobacco origin
- Construction style and ring gauge
- Tobacco species
LUXURY VEHICLES & SERVICES
- Onboard amenities
- Customer values
- Vehicle specs and primary purposes
- Details about the services your company offers
we’re waiting for your call
Contracting a good copywriter who ALREADY uses the products in your industry and with whom you can build a robust and productive long-term relationship is a great way to stay dynamic and able to react quickly to changes in your industry.
That’s why we urge you to find someone who ALREADY knows your company’s brand, voice, and products.
It’s also why we market ourselves to a small section of industries. When you reach out to The New Rockstar, you can be confident that you’re working with experienced content and copywriters that specialize in your field.
Companies litter the world with unspecialized marketing campaigns that are constructed by numbers. Worst of all, they have no regard for their target audience’s unique demands.
But not yours. You’re going to fire up the hiring process and hire a copywriter today!
It might be the best marketing decision you’ll ever make.
There is plenty more to come on this subject. But until then, I hope this information is inspiring and informative and that it helps guide your business further down the path of success.
Don’t forget to reach out if you have any questions or comments about this blog or are looking for content and copywriting services.
Here’s to finishing 2020 out with happier customers, better business, and more music than ever.
Until next time,
