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Hiring a copywriter is not for everybody.

To see if you’re ready, answer these questions and read the explanations that follow.

Question #1: Are you getting sales?

The copywriter’s primary job is to increase response… to get more sales from the same amount of potential prospects.

If your offer has failed to produce results of any kind, then the copywriter has nothing to improve. Zero times any other number still equals zero.

Claude Hopkins, one of the earliest fathers of modern advertising, says this in his book Scientific Advertising: “The reason for most of the non-successes in advertising is trying to sell people what they do not want.” p. 225

Before you invest in a copywriter, make sure your market wants what you are offering. Use low-risk methods to sell the product or service yourself. See how the market responds.

If people buy, then it may be time to hire a copywriter to help you multiply the results.

Question #2: Are you in a position to risk some money?

The reason good copywriters earn large fees is because their work pays for itself many times over.

Still, no copywriter in history has batted a thousand. There will always be an occasional “dud” among dozens of winning promotions.

Hiring a copywriter is like any other investment. You hope to get your money back — with an increase in profits — as quickly as possible. And you could get 1,000% ROI or more.

But like all investments, some don’t pay off. This is why you must have some money to risk. Only you can determine whether the risk of hiring a copywriter is worth the potential reward.

Question #3: Are you committed to testing?

You can virtually guarantee the success of any offer by doing one simple thing: test it and improve it continually.

The purpose of a test is to determine what your market responds to best. Example: You decide to test two different headlines. The first headline converts prospects to customers at a rate of 4%. The second headline only converts 2%.

As you can see, if you had relied solely on your personal preference, you might have lost half of the potential profits!

Testing your sales copy is important for two reasons. First, it proves — scientifically — what produces the greatest number of sales. And, second, in situations where your preference is different from your copywriter’s, testing provides a way to find the correct answer.

Perhaps you now understand why I believe split-testing is so important. It is the most direct scientific way of determining how well your sales copy is doing.

Did you pass the “test?” If so, congratulations. Not only do you have an uncommon understanding about the nature of copywriting, you would probably do well to hire a copywriter.

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Tags: Internet Marketing