Why Industry Knowledge is Overhyped in Copywriting
Copywriting clients all want the same outcome = results.
But a common misconception in Copywriting is that the quicker path to results = knowledge of industry.
We only want a Copywriter with experience in ‘x’ industry
We only want a Copywriter with 5 years’ experience in ‘y’ industry
Or even asking you directly…
Have you worked with ‘z’ industry before?
STOP. WAIT. THINK.
Because right now as the Client you are thinking this is a ‘smart’ question that propels you to success quicker.
But this post outlines why it is a completely ‘overhyped’ question because any great Copywriter is a master of:
- Research (highly-skilled to write on any topic in your industry)
- Style (and finding the winning style suited to your industry)
- Adaptability (by using their unique experience to adapt to your industry).
Ultimately do not hire a Copywriter just because they have industry knowledge (huge mistake!)
Because they may be missing all the other factors we discussed in this post – Hiring a Copywriter: The Definitive Guide.
Now let’s briefly elaborate on each point…
1. Great Copywriting Research Ensures Industry Familiarity
Research is the first ‘art’ (like Copywriting is an art) that is mastered by any Copywriter and therefore it does not matter if you’re:
Bob the Builder
Jack the Accountant
Jenny the Architect, or
Whatever your industry you are in…
A great Copywriter will be able to conduct smart research that quickly familiarises themselves with your industry to:
Better understand it
Better absorb it, and ultimately
Better craft winning content for your industry (that meets your expectations).
And never be of the false belief that ‘knowledge of industry’ will cut research costs and lower the overall project expense.
Great research will still be needed (knowledge or no knowledge)
Great research is what sets you up to win (knowledge or no knowledge), and
Great research by a great copywriter (on all levels) is what you want!
REMEMBER THIS AS WELL ULTIMATELY…
By not hiring the best Copywriter that meets all these criteria:
You will constantly be on the lookout for a Copywriter, exceed your budget and be back to square one often!
Note: For more on the process of Copywriting research process (coming soon) check out this post.
2. Great Copywriter’s Find Winning Style Suited to Your Industry
When you hire a Copywriter that fulfills all these criteria you know that they have the experience to find:
The wining style suited to your industry!
I often say to Clients I have 10,001 different styles and more to choose from.
Do I? No.
Why Do I Say It? Because it shows Clients, I have many different styles.
Note: You can read more on finding your unique writing style in this post (coming soon).
Style is both art and science – as we discussed in this top blog post that Copywriting is 80% Art and 20% Science.
But when you combine guidelines on style (the science) and utilise a Copywriter’s knowledge of the 80% Art of Copywriting…
It is far more likely that both Client and Copywriter will achieve the ‘winning style’ needed that will:
Drive conversions, and ultimately
Maximise return on investment.
And when you hire a Copywriter that has industry knowledge but does not potentially fulfill these criteria?
You are setting yourself up for failure, because industry knowledge does not guarantee knowledge of the exact style that is:
Needed for your business (within your industry).
3. Great Copywriter’s Adaptable To Your Industry
The number of years’ experience (part of the Science behind Copywriting) a Copywriter has helps in:
Adapting to your unique industry.
But do not forgot (as discussed here) Copywriting is 80% Art and adaptability to your industry will come down to how well a Copywriter:
Has mastered the 80% of Copywriting (again as discussed here).
Note: If you want to determine whether your Copywriter has mastered the 80% of Copywriting needed for success – check out these criteria (helps a lot).
And if in doubt?
Just ask the Copywriter directly!
“I see you have 11 years’ experience and must have worked in many different industries…but will you be adaptable to my industry?
That’s often the best way – address the issue directly with the Copywriter and then gauge their response.
If they do not hesitate and are extremely confident (always a good sign)
If there is some hesitation (obviously not such a good sign).
Because great Copywriters will not hesitate because they are 100% confident in:
- Great Copywriting Research to Ensure Industry Familiarity (discussed earlier)
- Finding the Winning Style Suited to Your Industry (discussed earlier), and ultimately
- Adapting to Your Industry!
And adaptability is the ultimate quality you are seeking from your Copywriter for success.
Remember as a Client there is nothing wrong (at all) with determining whether:
A Copywriter has Industry Knowledge (so ask away if you want).
But (as discussed) do not let it be a deal-breaker in determining whether to hire a Copywriter or not.
Follow your instincts (why you should trust them here)
Consider this criteria, and remember as the great
Albert Einstein once said – “Any fool can know. The point is to understand.”
Do you think your Copywriter understands?
Because if your answer is yes (to all 3) then:
Knowledge of the industry right here and now means extraordinarily little because…
It is the future knowledge through ‘understanding’ that will lead to your winning Copywriting project!
Over to You…
Do you agree or disagree with Industry Knowledge is Overhyped in Copywriting? Or is there something you would like to add or that you believe is missing?? Would love to hear from you in the comments – any feedback is greatly appreciated.
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