Good Copy Isn’t Cheap & Cheap Copy Isn’t Good

No, our copywriting services aren’t exactly a bargain. But are you going to be really dang happy with the end result? You betcha!  

We charge what we do for a reason. It’s the result of years of experience and skill all coming together in one magical mix, with the end result being a product you are proud to stand behind.

Sure, you can go on Upwork right now and find a copywriter who is willing to work for $30/hr. Or one charging $0.10/word because that’s what they think they have to do to get a client. And sure, you can hire them. And the quality of the work you get will be FINE. It will be passable. But will it be copy that you read and think, “damn, that’s good.”? Or “wow, I couldn’t have said that better myself”? Maybe, but probably not. 

At best, you’re likely going to get something that sounds good but it doesn’t sound natural. I know people get caught in the trap of thinking that professional writing should sound “business-y” and “professional,” but unfortunately that usually translates to stuffy, clunky writing heavy on big words and complicated sentences. 

At worst, you get something written by AI that you could have done yourself for free. 

AI, ChatGPT and Uncanny Valley

I’ve been networking a lot and meeting a lot of people lately, and a majority of the time, their copy strategy has been to get ChatGPT to write something and they massage the resulting copy to their liking. 

And you know what? I can usually tell. And you probably can, too. It’s the whole uncanny valley thing; it looks and feels real, but there’s something just a smidge…off.

A good copywriter has a natural ear for tone and how people speak. They can easily convey this in their writing so that anything they publish, whether it’s a blog, social media post, or email, it all has a cohesive brand voice. Not their voice, not *a* voice, but the brand voice. 

A good copywriter takes the time to learn your brand voice. Is it formal or relaxed? What is your audience like? What is the topic? Is it serious or does it deserve some levity? They get to the heart of these pieces and adopt them as their own throughout the work. Skilled copywriters should be able to seamlessly integrate their work with your own. 

Copywriters that are only getting paid $25 bucks an hour or 10 cents a word aren’t making enough money to care, to be frank. They aren’t making enough to devote the time to truly immersing themselves into your content and thoroughly understanding the what and how you want to communicate. 

Either that, or they’re going to REALLY care. Meaning, they’re going to dial up the billable hours or inflate the word count to get to a point where they feel like they’ve made enough on the project. Both of those things don’t exactly lead to the best end result. 

When you pay a higher-priced copywriter, you’re not just paying for their time, you’re paying for their experience and skills. Much like other skilled trades, writing is a skill that is honed over time. 

So how do I choose a good copywriter? 

You can use sites like Upwork or other job boards to bid out your project. And when those replies come in, be sure to look at not just their rate and portfolio, but how does their website look? How are they in email communication with you?

Look at how they write when they’re not getting paid to do so; these things will be a good indicator of what kind of copy you can expect.

When you’re looking at a writer’s portfolio, read a couple pieces to get a feel for their tone and style. If they primarily write lighter articles and have a snarky, talking-to-your-best-friend tone, they probably aren’t the best choice for serious blogs coming from your legal practice. 

Likewise, if your sister’s cousin’s friend is a writer and she traditionally writes for scientific publications, asking her to write an article for your fitness and beauty blog will be a tough road for the both of you. 

Does price always matter? 

Not always. There are tons of writers out there who will write you something fantastic at a low price. But just know they may be newer or have a ton of clients on their roster so they can actually make a living. A larger workload for them means opportunities for error and missed deadlines for you. When someone is charging a premium, they know they need to deliver above and beyond. Which means you get better copy and better service.

Like most things in life, “you get what you pay for”…and you deserve good copy.