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Consider Freelancing, Seriously!
Instead of looking to make a deal with an advertising agency, you should consider finding a freelance copywriter.
These solo acts specialize in writing marketing materials and don't carry the kind of overhead a downtown ad agency
does. They can often produce results at a reduced price.
The best place to find a freelance content writer is online. There are a few reasons for that.
- First, it's a lot easier than going door to door or letting your fingers do the
walking.
- Second, you will get a great selection because any writer you'd want to use has a web
presence.
- Third, by looking at their online pitch for their own services you can get a decent feel
for the quality of their work.
What should you expect to pay? There's no good way to answer that. Every writer has different
expectations, skills, and rates. Every project is different and your exact needs will play a huge role in
price setting. That's why it's important to do some comparison shopping.
Check out several writers and discuss your project with them. Find out how much they each charge, what they offer,
and develop a good feel for their work. Ask for samples. Ask for references. Check those references.
You'll be hiring an outsourcer, not a full-time employee, but the copywriter's role will be important so you should
take the selection process seriously. Look for guarantees and pay close attention to whether you feel like you are
connecting with the prospective writers.
If you combine those strategies with a healthy dose of common sense, you'll probably make a wise decision.
Some small business owners are convinced that hiring a copywriter is a luxury they cannot afford. These are the
folks who might opt to turn their copywriting into a "do it yourself project."
We'll discuss that in a bit, but before anyone gives up on the idea of stretching their budget to hire a writer,
they should consider a few things.
There will be a time expense involved in learning how to write effective copy yourself. Not only will you be
spending time wrestling with words, you won't be doing other things to make your business grow during that
time.
Good marketing is an investment, not an expense. Good copy pays huge dividends that will swamp the cost of hiring a
writer in the first place.
Some people just "don't have it" when it comes to writing advertising materials. You may or may not be one of those
people. Unfortunately, you probably won't know whether you fall into that group. Most of us have a tendency to
assume we are creating masterpieces even when, from an objective standpoint, we are churning out trash.
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