Direct Response Copywriter on The Search For a Copywriter. My Advice To Marketing Managers.

Looking For a Copywriter?

If you're a marketing manager or you're an HR professional, then I have some advice for you, but only if you're serious about finding a really good copywriter.

I recorded a three-minute video about this subject and I'll summarize my thoughts below. The video is here.

I see a lot of companies who advertise copywriter openings on LinkedIn, Glassdoor, and other sites.

The HR people follow a template. They usually want a full-time employee and, thinking they'll get a higher quality candidate, they say they’re willing to pay slightly above the average.

The average comes from some data source that may or may not be accurate.

All of this totally misses the point.

Why?

You’re treating a copywriter like a commodity and if you look at a copywriter in this way, you're doomed to failure.

What’s the job of a copywriter?

Let me tell you what it’s NOT.

• A copywriter is not here to win awards.
• A copywriter is not supposed to capture “brand voice” … whatever that means.
• A copywriter is not supposed to be original.

The job of a copywriter is to generate top-line revenue using proven direct response copywriting techniques. Yes … the company must have traffic and great offers. But the smartest copywriters understand that having an elite level direct response copywriter on their team will bring them tens of millions of dollars in revenue.

Unfortunately, most companies believe this: “I’ll get a great copywriter by paying slightly more than other companies and making them a full-time employee … with great benefits like Ice Cream Socials every other Tuesday afternoon plus an extra 15 minutes every day to walk their dog or pet ferret.”

Surprisingly, even if you get a stack of applications, you’re only going to get a mediocre copywriter.

Is that what you want?

• That top direct response copywriter will bring you tens of millions in revenue. (I’ve done that for several companies).
• That mediocre “award-winning” copywriter will bring you a fraction of that.

If you have some flexibility in your hiring model, then your chances of finding and keeping a top copywriter skyrocket.

One more thing … if you’re a marketing manager/executive, then you’re going to look like a rock star when you can bring in all that revenue. You get all the credit.

Do you want to be a rock star or a never was? If it’s the former, then find that top direct response copywriter and kick that "typical" employment model to the curb.