Probably not a title you expect to see on a business coaching blog but I’m often disappointed how little interest is shown in people learning how to write their own compelling copy.
No I’m not threatening to hire a hitman to make people listen to me!
It was the theme of a blog from legendary copywriter John Carlton and creator of the Simple Writing System called Crime Lords & Killer Copy.
John’s thinking is that a gangland boss isn’t squeamish about taking the appropriate action and would know exactly how to carry out the hit, even if he does send the muscle out to do it 95% of the time.
It’s the same with copywriting.
Just because you’ve moved beyond the level of spending a week struggling to find a headline you confidently expect to pull people into the copy, it does mean that you shouldn’t be able to do it.
The reason’s simple.
Unless you know what makes good copy, how can you judge what other people do for you?
If you’re going to hire a copywriter, you should be able to judge the quality of copy produced before it’s sent out.
In the end, it’s the results that matter but, even with a relatively small test of, say 500 direct mail letters, it can still be an expensive process just to test so you need to have confidence in it or the copywriter and hopefully both.