I recently hired a copywriter who wrote a new version of our sales page, and I have to say, I really don’t like it. It’s not the kind of tone that I’m used to and I feel it’s too off-brand. Should I go back to my writer for a redo or trust they know what they’re doing?
Dear Writing Worried,
A few years back, I was on a call with a few friends who ran their own businesses. It was a mastermind call where we were asking questions, getting feedback on new ideas, and so on.
About halfway through the call, one of the guys (let’s call him Jerry) in the group brought up something that happened to him recently. Jerry said he hired a new copywriter to help with sales content on his website. After building a new sales page for an upcoming launch, Jerry read through the copy that this new team member put together—and he hated it.
But, knowing better than to outright deny it (Jerry has a slick scientific brain), he decided to test it. So Jerry wrote his own copy for the launch sales page and launched a split test to find out which version generated higher sales. Lo and behold, the new copywriter’s version blew Jerry’s version out of the water.
The lesson here is to never assume your copywriting skills are better than a professional copywriter. Even if the style, format, or brand they use may be different from what you’re used to, you hired them for a reason. Let them do their job.
A good copywriter will do a ton of research on the audience they’re writing for. They’ll dig through forums, filter through Twitter, and even conduct interviews with customers all in an effort to assume the right “voice” for their writing.
Copywriters are the chameleons of the marketing world. Let them do their thing—you’ll be glad you did. And if you ever have doubts about their skills (which should be driven entirely by the results their writings generate, not your opinions), test it against another version written by you or another copywriter. The results will speak for themselves, as they did for Jerry.