Why Industry Knowledge is Overhyped in Copywriting
A common misconception in copywriting is that quicker results come with knowledge of the industry.
But this post outlines why it’s ‘overhyped’, because any great copywriter is a master of:
- Research (enabling them to write on any topic in your industry)
- Style (and finding the style suited to your industry)
- Adaptability (by using their unique experience to adapt to your industry).
1. Great Research Ensures Industry Familiarity
Research is the first ‘art’ (like copywriting is an art) mastered by any copywriter, and so it doesn’t matter what industry you’re in, because great copywriters do ‘research’ that quickly familiarises themselves with your industry to better:
- Understand it
- Craft content for your industry (that meets your expectations).
Note: And by not hiring the best copywriter that meets these criteria; you will constantly be on the lookout for a copywriter, exceed your budget and be back to square one often.
2. Great Copywriters Find The Winning 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.
Style is an 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 use a copywriter’s knowledge of the 80% art of copywriting, it’s more likely that the client and copywriter will achieve the ‘winning style’ needed to:
- Drive conversions
- Maximise return on investment.
And when you hire a copywriter that has industry knowledge but does not fulfill these criteria?
You are setting yourself up for failure, because industry knowledge does not guarantee knowledge of the style needed for your business (within your industry).
3. Great Copywriters are Adaptable To Your Industry
The number of years’ experience (part of the science behind copywriting) a copywriter has, helps in quickly adapting to your unique industry.
But don’t forget copywriting is 80% art, and adaptability to your industry is determined by how well a copywriter has mastered the 80% art of copywriting (discussed here).
Note: If you want to determine whether your copywriter has mastered the 80% art of copywriting needed for success – check out these criteria (helps a lot).
And if in doubt?
Just ask the copywriter directly!
Something like: “I see you have 12 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 confident (it’s a good sign)
- If there is some hesitation (then it’s not such a good sign).
Takeaway: No quality is more important than adaptability, and so your copywriter must possess this for best results.
There is nothing wrong with asking if a copywriter has industry knowledge (so ask away if you want).
But (as discussed), don’t 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
- Remember as the great Albert Einstein once said – “Any fool can know. The point is to understand.”
Because industry knowledge means little when there is an ‘understanding’ of what will lead to best results.
Over to You…
Do you agree with Industry Knowledge is Overhyped in Copywriting? Or is there something missing, or your would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.
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