You Need to Be the Copy Chief Of Your Business and Brand

If you’re a business owner, coach or consultant you need to be your own copy chief. It’s up to you to approve or reject copy – whether you write it or freelancer does.

And if you include both sales copy and content copy in the mix- that’s a lot of copy!

So what do you do?

You can hire a freelancer (but good ones cost a lot of money)
You can write the copy yourself (lot of time and you better be good).
You can write some yourself and hire a freelancer for other copy.

When you get better at judging copy, you’ll get better work from your freelancers as well as from yourself. Your sales copy will get more sales and your content will attract more prospects.

Steve Jobs, Copy Chief
Steve Jobs took copy so seriously he acted as a copy chief on Apple’s important ads and content, approving or demanding changes when necessary. And even wrote some copy himself.

But judging copy can be daunting so here are some practical tips in being the Copy Chief of your own business:

Prioritize and separate copy into categories.

Sales copy and Content copy

There are similarities between the two but also important differences.

Sales copy (sales letters, video sales letters, ads, emails) can be particularly challenging. So that’s when it usually makes sense to hire a freelancer. If you do, use the 50 words rule. Because …

the first 50 words will tell you everything you need to know

Whether you go by references, search on google or go to websites like elance, there are a few things you need to look at before hiring a freelancer for your sales copy.

Most important is to look at the first 50 words or so of some sample sales copy. Imagine yourself the target audience of the ad or letter.

Does it hook you in? Does it make you curious? Does it make you want to read more or watch more? You don’t have to analyze it. Just read it (or watch) and see if it hooks you in in the first 50 words.

That generally includes the headline, main subhead and first few paragraphs. If you’re not hooked in within the first 50 words, then look for someone else.

(by the way, that rule also applies to content. )

Something else you should look for:
Offer Clarity

The other absolutely crucial element to the ad or sales letter is the offer. The offer and its value need to be clearly articulated. In fact, research shows that when it comes to the offer, clarity trumps creativity.

How Should You Handle Content Writing?

I recommend trying to write content yourself- or at least important content pieces. Content is a key branding and authority builder – and your brand personality needs to come through.

The more your personality comes through in your content the stronger and more authentic your brand becomes.

This is especially true when writing scripts for on camera content videos. The audience sees and hears you. If what you say doesn’t sound authentic then it will be very obvious. Unless you hire a really top copywriter or ghost writer, it will be tough to capture that in on-camera video unless the words really come from you. At the very last, try writing a first draft and then have someone edit it.

Whether you hire freelancers or write copy yourself, you still need to become a good judge of copy. So get as good as you can about what makes good sales copy and good content.

Here are the most important copy elements to get good at or at least to develop a good feel for:

2)Copy Bullets
3)Concepts, themes, and hooks

All are extremely important. But if I had to pick one to get really good at it’s headlines. Without a really good headline, you won’t grab attention and people won’t read your content or watch your videos.

If you want to get a really good start on writing and recognizing good headlines, I recommend the following 10 top headline templates. It’ll give you headline samples, fill-in the blanks templates, and examples of the templates in action.

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Grab Attention and Boost Response with These Proven Headline Templates
• Headlines that hook your readers into reading your copy
• Fill-in-the-blanks templates so you can write killer headlines in minutes

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