The 7 Biggest Mistakes Companies Make When Hiring Copywriters and Online Marketing Strategists And How To Avoid Them!
This is super rare for a marketing professional to share this kind of information, especially to business owners and hiring managers. I don’t know one copywriter or online marketing strategist who want you to read this information or even know me. That said, do please, spend time reviewing this report carefully. If in fact you’re -as I imagine- very interested in making sure that your marketing is successful, then…
I encourage you to find a quite place, where you will not be disturbed and study this report. This is critical! I reveal crucial information that you MUST know!
It’s unbelievable but true…
Every day, companies hire copywriters and marketers that they shouldn’t. I find that copywriters and marketing agencies often mislead businesses about their qualifications, charge WAY more than they should and end up turning your important marketing campaign into a huge embarrassment.
Not only does this ruin your reputation but it damages your bottom line. There are so many components involved with growing and maintaining a business that it can be a REAL CHALLENGE. Yet, here’s the truth:
THE SUCCESS OF YOUR BUSINESS IS DETERMINED ON YOU HIRING THE RIGHT COPYWRITER
Ok, I understand if you don’t believe me, that’s fine, however think about it for a second. When was the last time you raved about your ads, sales letters, email campaigns or your company’s growth rates from a recent marketing campaign?
Never? That’s what I’d guess.
Your copywriter and online marketing strategist is the “key” to a highly successful and profitable company, but again here’s the issue…
Hire the wrong copywriter and your campaign will be a bust. Hire someone who doesn’t respect your company’s values, mission or goals; your reputation is on the line. Or worst of all overpay for a copywriter who misses deadlines and is a pain to deal with and everyone will wonder what you the one in charge is doing.
This report is going to give you an inside, behind the velvet-rope, scoop on what copywriters and marketing agencies do to unsuspecting business owners. You’ll soon be armed with the knowledge you need so you won’t be “taken” by these types.
In the coming moments, I’ll reveal what the 7 Biggest Mistakes are and how you can avoid them, but before I do that, let me answer a couple of questions that are probably on your mind.
Who Are You And Why Are You Revealing This Information?
My name is Zane White and I’m a professional copywriter and online marketing strategist. My expertise consist of sales copywriting (ads), creating online marketing systems, and helping clients retain and engage existing customers. I work with entrepreneurs in the tech industry, coach new business owners and have a list of doctors whom I consult.
I’m revealing information that the marketing industry doesn’t want you to know for two main reasons:
REASON #1: If you end up hiring a lousy marketing agency, this closes the industry not only to me but other competent professionals. The odds are, if the person you hire blows it, you’ll be very, very reluctant to hire a marketer in the future.
REASON #2: I HATE to see awful marketing agencies rip people off and make our industry look bad. It puts a target on our back and sours my profession.
Alright, now you understand who I am and why I’m doing this, we can move forward and talk about the 7 Biggest Mistakes Business Owners Make When Hiring Copywriters and Online Marketing Strategists… And How To Avoid Them!
BIG MISTAKE #1:
Assuming That Going Through A Marketing Agency Or Copywriting Mill Will Produce Your Desired Results
Many business owners feel that they are better off hiring “reputable” marketing agencies or from copywriting mills as opposed to hiring them on their own.
While it is true that making one phone call or sending an email to an agency and allowing them to do the work is seemingly easier than doing it yourself, there’s no assurance that you are going to get a marketer who is truly dedicated to your success.
Dirty little secret #1 agencies don’t want you to know:
Agencies have a list of services in different price ranges. Their first concern is offering you the highest priced package so they’ll make a sweet commission. It’s for this reason that they always ask you “what’s your budget?”.
If you tell them that your budget is $10k, they’ll look for a marketer who can do the work within that range, well actually less because the agency takes a sizable portion.
Dirty little secret #2 agencies don’t want you to know:
If you have a very substantial budget, an agency will almost always inflate the price of their services, beyond what’s actually necessary.
For example, I spoke at a small entrepreneur event where a marketing agency was hired to promote the celebration. I felt bad for the business owner honestly.
Imagine a small space where about 7 adults could stand rather comfortably, yet there were about 11 adults not including the hired marketing agency folks… it was soon overdone with Facebook Live events going on and probably Tweets and Snaps being sent.. it was TOO MUCH.
Dirty little secret #3 agencies and mills don’t want to know:
This is going to blow you away… completely or perhaps even get you a bit heated. Did you know that many, many agencies mark up their services by 100% to 200% or even much more?
That’s right!! If a copywriter typically charges $7k-12k for one sales letter, an agency will charge you up to $30K-$100K, for the same letter! What’s the deal? Do you think you’re getting better results!? Or getting someone who is actually dedicated to your company’s success? NO WAY! Not with an agency or a copywriting mill. It’s NOT POSSIBLE!!
The agency’s standard practice of charging you TRIPLE what you would have paid if you hired the copywriter on your own is sadly quite common. Not only that, but if you type in ‘marketing agency revenues’ into your search browser, you’ll see some STAGGERING figures.
Sure, not ALL agencies do this. There are some highly reputable agencies that truly care about their clients. Most however, pay their marketers low wage to keep the margins high and company profitable.
Main takeaway: Don’t forget, a marketing agency’s top concern is the amount of money they can make. Your priorities typically come last. I urge you to take control!
BIG MISTAKE #2
BASING YOUR DECISIONS PRIMARILY ON PRICE
Whoa! This is huge… the flip side to this is if you expect to pay peanuts, you’ll get squirrels.
A marketer’s testimonials are more important than their portfolio, way, way more important. The problem with basing your decision only on a copywriter’s portfolio is the fact that anyone can make themselves look good on a website. Three quick, and true stories that will graphically illustrate this point:
HORROR STORY #1
I was conducting research on web design companies for a technical support client. I landed on a website and spoke with their customer service department to ask about their website design services. Their extensive portfolio was attractive.
The representative tells me that “all of the sites in our portfolio weren’t made by us, but we could create something similar to what’s there”. NO WHERE on that site did I see “These are Examples Only”. The site claimed that those were their completed projects.
HORROR STORY #2
A local chiropractic company paid a well-known marketing agency to roll-out their latest product line, stretch bands for better posture. The agency’s portfolio raved about the variety of chiropractors they’ve worked with and product launches they’ve had.
The Doctors paid half up front as the invoice was sizable. Then midway through the campaign, when results weren’t nearly where they projected, the agency told the doctors “listen, we’re over-extended and can’t give your campaign the attention it deserves” and bailed mid-campaign. Geez!
HORROR STORY #3
Days after creating their website a brand new marketing agency placed multiple pseudo clients in their portfolio. A representative of one of the listed companies contacted the marketing agency and threatened to sue them for misrepresentation.
As the above stories suggest, looking solely at a marketer’s portfolio will not prove nor indicate whether they will provide you with the results you require. It’s only one factor to consider. So what should you look for? Take a holistic approach when hiring a copywriter and online marketing strategist.
Look for content on their site that discusses copywriting and marketing and see what he’s discussing on social media. Test out his services by requesting an Ad Critique or submit a sales letter for him to critique.
Bottom line: A portfolio can give you an idea of who they’ve helped and whether they are the right fit for you. Be mindful that your second brain, your gut and intuition, will guide you a lot farther.
BIG MISTAKE #3
NOT GETTING ALL OF THE INFORMATION UP FRONT
Before you speak with your new copywriter and online marketing strategist, get a clear idea of everything you think you’ll need from him or her. This will make the process of requesting a quote much easier.
Plus you’ll be able to have your questions ready if you aren’t 100% certain of everything you’ll need. For example, if you know you’ll use Facebook to advertise your new product or an existing product, you know you’ll need a Facebook Ad, landing page (sales letter) and an email marketing sequence are necessary. But what else will you need? These are the questions your copywriter will answer for you.
Main takeaway: Understand what your copywriter and online marketing strategist has experience doing. Ask if he also performs social media marketing, some do, others don’t. Decide ahead of time if these things are important to you or not.
BIG MISTAKE #4
Not Getting 100% Reassurance That Your Marketer Can Do The Work
Needless to say this is HUGE! This is the most important mistake I hear business owners make regularly. We’ve all been there, we’ve hired someone because it sounded great at the time, yet that rash decision only made matters worse.
“Zane, I get it, but how do I know if he or she can do the job?” Simple, just ask “Have you done this before?” and “What were your results?” Your copywriter and online marketing specialist will be able to share with you exactly how he or she has helped others and reassure you that they can do the same for you. If not, keep searching.
Main takeaway: Don’t just hire anyone for your next marketing campaign. Be sure they can clearly articulate what they can and can’t do for you before you give them the green light.
BIG MISTAKE #5
Read The Fine Print of The Marketing Agreement
I’m currently consulting a local spa who’d hired a web-designer to create their website. I should have added this to the list of horror stories… but I’ll tell you quickly what happened. So this spa hired a guy to do their website and failed to read the fine print on the agreement. The developer put in the contract that he charges over $200 a month for web hosting. Can you believe it?! Talk about a “gotcha!” moment.
The original quote for his web services was under the industry average so I can see why the spa selected him for the work, but after everything, there were many add- ons, the price ended up being over double the quote. The developer didn’t include a lot of basic things, which is still costing this facility a lot of money monthly.
Main takeaway: Read the fine print of your agreement, even if you’ve discussed the details of your project at length with your copywriter and marketer, I know this sounds intuitive, but it often gets overlooked.
BIG MISTAKE #6
Requesting A Proposal Before You Agree To Hire Your Copywriter
When I first got started as a copywriter and online marketing strategist, I’d meet with potential project managers, CEOs to discuss their goals and products at length. Some of the meetings would last over 90 minutes! Then I’d return to my home office and hammer out a detailed proposal with my notes on how I’d tackle the project, my projections and anything else I could think of to ensure their success.
What a waste of time! Not only does it not truly serve the business owner, but it wastes valuable time for both parties. I no longer create proposals for clients ahead of time and requesting one won’t truly serve you.
So what will serve you? What’s better and more efficient is to discuss the details of what your copywriter can and has experienced in doing. Ask him, or her, what is it that they’d provide based on the scope of the project. This should take about 20-30 minutes and then both parties will be able to fully understand what can be realistically achieved together.
At that point you ask for a ballpark figure, and based on that answer you agree to hire him or not. Once you agree, a contract will be submitted, payment exchanged and a proposal will be submitted as payment is received.
This ends up being the best strategy for both parties, produces the best results and saves everyone valuable time.
Main takeaway: Don’t waste your time reading extensive proposals if you aren’t sure you’ll hire that person for the job.
BIG MISTAKE #7
Not Getting A Money Back Guarantee
Typically, you can avoid being a victim of pseudo marketers by ensuring they provide a 100% money back guarantee if you’re not satisfied with their service.
This reassurance is the true test as to whether the copywriter believes in what he or she offers or if they’re just working their way through businesses trying take and not honestly give. High quality copywriters and online marketing strategists believe in what they do and are happy to offer at least a 30-day money back guarantee.
Main takeaway: Copywriters often shy away from guaranteeing their work with a money back guarantee because they fear they’ll be taken advantage of. What a pile of crock!
In the years that I’ve offered my services with a guarantee, no one has EVER requested their money back. Actually, several clients continuously refer me to bigger companies month after month.
If the copywriter you’re considering does’t support their work with a guarantee… BEWARE!
Well, there it is. Obviously, if you’re a veteran business owner or hiring manager, you may have known a few of the secrets I’ve revealed in this report. I hope however, that a few useful gold nuggets were uncovered that will guide you farther along your hiring journey.
My goal is to ensure you’re well equipped to select an excellent copywriter so that your next launch turns out exactly as you both envision so you get all the congratulatory applause you richly deserve.
And if I can help you or you’d like to reach out to me, please contact me here.
Yours In Success,
P.S. For more information about my services go to http://zane-white.com/services