Gisteren vond ik in mijn mailbox de nieuwsbrief van copywriter Marcia Yudkin. Zij adviseert copywriters. Ze geeft enkele goede redenen aan om wél een copywriter in te huren en waarom je niet zelf moet schrijven als dat je core business niet is. Ik sluit me er volledig bij aan.
The Marketing Minute
by Marcia Yudkin, Marketing Expert and Mentor
http://www.yudkin.com/markmin.htm
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A Marketing Minute subscriber asked for advice on this
dilemma: “People know they need what I sell but think they can do it themselves.”
Whether it’s financial planning, mold removal or blog construction, you’ll need strong, explicit arguments against the do-it-yourself impulse. Consider these points:
* Dangers. Would someone need to climb ladders and handle toxic substances? Or most likely leave their blog vulnerable to hackers?
* Incompetence. Describe the effects of the do-it- yourselfer not knowing what they don’t know and not being able to assess whether they’ve done it correctly.
* Stress. Are they really willing to experience the hassles of needing so much learning time and having to sort through conflicting advice they’ll find online?
* Poor results. Offer testimonials from people who first did it themselves but got the results they wanted only when they hired you, the professional.
* Hidden costs. Explain how much more the job would cost when it has to be fixed after being botched. Lost sales or profits are another hidden cost.
* Putting it off. Isn’t “I’ll do it myself” sometimes a synonym for “I never get around to it”?