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| Not just another pretty phrase | | ||
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What do I have experience in? | What would you say to a colleague who said to you “That accountant of ours is really quite expensive; yes, he does a good job, but I can count too and anyone can use a calculator, so from now on, I’m doing the company’s accounts, ok?” You’d probably think he was in serious need of a holiday. Yet many marketing people think in exactly the same way as the would-be accountant. But they’re thinking about copy. And they’re just as wrong. First, no one saves any money by doing it themselves. Apart from anything else, your time costs, too. Second, while you can write a good report or letter, it isn’t the same as writing good copy. It’s like anything else - you get what you pay for, and if you want an expert job, you have to hire an expert. And when the quality of writing rises, so do the response rates - the better the writer, the more you make. So instead of paying for a good copywriter, a good copywriter will soon pay you. | |||
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