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Hiring a copywriter is not for everybody.

With that in mind, answer these questions to find out whether you’re ready or not.

Question #1: Have you gotten sales?

The copywriter’s primary job is to increase response… to get more sales from the same amount of potential prospects.

If your offer has failed to produce results of any kind, then the copywriter has nothing to improve. Zero times any other number still equals zero.

One of the fathers of modern advertising, Claude Hopkins, says this in Scientific Advertising: “The reason for most of the non-successes in advertising is trying to sell people what they do not want.” p. 225

Before you invest in a copywriter, make sure your market wants what you are offering. Use low-risk methods to sell the product or service yourself. See how the market responds.

If you get sales, then you may want to hire a copywriter to improve your response.

Question #2: Do you have money to risk?

The reason the best copywriters command big fees is because they will often produce more than enough profit to cover their fees.

And yet copywriters don’t succeed every single time. Even the best copywriters miss the mark now and again.

Hiring a copywriter is an investment. You hope to make a good return on your money. And you may get back 10 times what you invested or more.

Naturally, your investment could fail to produce the kind of response you want. Which is why it’s important for you to have some money to risk. After that, the decision of hiring a copywriter is up to you.

Question #3: Are you committed to testing?

There is only one way to guarantee the success of any ad, sales letter, or promotion. That is to test.

The purpose of a test is to determine what your market responds to best. Example: You decide to test two different headlines. The first headline converts prospects to customers at a rate of 4%. The second headline only converts 2%.

As you can see, if you had relied solely on your personal preference, you might have lost half of the potential profits!

Testing does two things. First, it proves what works best. And, in cases where your opinion differs from your copywriter (or anybody else), it serves as the court where you can obtain a verdict.

Perhaps you now understand why I believe split-testing is so important. It is the most direct scientific way of determining how well your sales copy is doing.

Did you pass the “quiz?” If you did, congratulations. You not only have a better understanding of copywriting and advertising than most people; you are also in a position to greatly benefit from the services of a copywriter.

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