When You Should Not Hire a Copywriter

 

As a new homeschool mom I saw the ad for a homeschool convention in my state and was over-the-moon excited. I wrangled my kids and husband and was planning for weeks, no months, ahead of time for this long-needed getaway. I had marked down several speakers I wanted to hear and my husband promised to watch the kids for me during those sessions. I even agreed to watch the kids while he attended a few sessions exclusively for dads. Not only that, tons of kid-friendly activities were available. Some were paid options and some free. Once my son was signed up for the chess tournament and his younger brother for the children's program, I began looking for something for my daughter. I perused the convention website, probably dozens of times, and subscribed to some of the vendor websites that intrigued me. 

One stressful homeschool morning, instead of pulling out my hair when my two youngest refused to do their schoolwork, I put on a YouTube video and went to my room to get myself together. Part of that included checking my email. While still slightly in a frenzy, I stumbled upon an email from one of the vendors for the upcoming convention and it was a true healing balm. It spoke to me exactly where I was at the moment. Stressed out and struggling, I needed to know that someone out there understood. That they got me. I was not alone. Sure, the email was promoting a product but it began with a relatable story that pulled on my emotions and hit those pain points. I was hooked. Sure enough, when I went to the convention, I was eager to go and sign my kids up for their STEM program that they had going on in the vendor hall. This company understood the homeschool mom. Yet when I arrived in the vendor hall and mentioned the post, the owner of the company had no idea what I was talking about. He had no desire to relate or encourage but was simply there to sell me a product—and it showed—and it hurt. I felt tricked. Swindled. Scammed. 

I understand that these companies are trying to support their families but the relatable way that they presented themselves in their email was a stark difference from how they presented themselves in person. If you have ever met a celebrity or one of your favorite YouTubers in real life then you may have experienced this to some degree. Yet this was not a celebrity, YouTuber, or even a large company in the homeschooling industry. This was an up and coming organization that probably hired a copywriter. Bad move.

I remember meeting Ruth Tennis from the Rainbow Resource Center and she represented that company well. More than well. She was just genuinely invested in the customers, adults and kids alike, that visited the booth. That was good marketing. She was genuine which is favorable for the company. Homeschooling is hard and customers want to know that the company they are purchasing from truly gets them.  

The other company (that I do not want to call out) put a bad taste in my mouth. Maybe he was just having a bad day, which I understand. I have manned booths at homeschooling conventions and it can be tiring but the point is, if you are going to put content out there, know what is being published in your name. 

Do Not Hire a Copywriter If: 

1. You are not in a financial place to add a copywriter to your marketing team.

2. You do keep your copywriter up-to-date on the vision and goals of the company.

3. You are simply looking for content.

If you are in a place financially to hire a copywriter then the best move is permanently add them to your marketing team. Having your copywriter sit in on your marketing meetings helps them to understand the whole picture of your marketing endeavors. Even if their focus is a short blog post or social media blurb, she needs to understand the bigger picture to condense your message. Some posts will take hours to perfect in the beginning stages but as your copywriter gets to know the flow of your company, she can turn out content much quickly and efficiently. 

With an ever-changing market, the vision and goal of a company can change, too. Keep this in mind when you have a copywriter on your team. Investing an extra Zoom call or private meeting monthly or even weekly with your copywriter and ensure you are both on the same page at all times. 

Content creation is king but with AI and copywriting programs easily available having the personal touch of an actual writer is key. Your customer wants to feel understood and valued—not just like a number. If you hire a copywriter just for content you will most likely lose that personal touch. Adding them to your team and giving them the tools they need to understand your vision and purpose will help your company thrive! Most importantly, be sure to check every piece of copy that comes across your desk. Do not publish anything in your name unless you have read it and approve it!

If you are a homeschooling or family-friendly company looking for a copywriter, I have 4+ years of copywriting experience in the homeschool market and 12+ years of experience in content creation. Email me at thriftschooling @ gmail .com if you would like to connect!