When it comes to drop-shipping and print-on-demand businesses, selling products quickly and efficiently is the key to success. And when it comes to selling online, excellent copywriting is often the difference between generating random sales and retaining consistent customers.
There are several options to consider when it comes to copywriting. Product descriptions, online ads, social media posts, and website copy aren’t easy to write. It’s not a case of throwing a few words together and hoping they’ll do the trick. It takes a trained and skilled copywriter years to understand which phrases and techniques encourage people to click the elusive buy now button.
So what’s the best scenario for these kinds of online businesses? Hire a full-time copywriter and keep the copy and marketing in-house? Outsource to a copywriting agency? Or have your marketing team enroll in copywriting courses?
There’s no right or wrong answer. It often depends on the size and scale of the individual business. But there are several advantages and disadvantages to both in-house and outsourced copywriting scenarios that are worth bearing in mind.
Advantages of keeping copywriting within the business
Writing copy within the business certainly has several advantages. For example, it saves money, allows the business to develop a distinct brand voice, and it’s easier to keep an eye on progress. For business owners who don’t have time or cash to splash on a freelancer, keeping copy in-house is the best solution.
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It saves money
Drop-shipping and print-on-demand businesses are ideal for those with little cash to spare. The reason being is that they don’t take much money to set up. Pay up for the cost of a website with a domain name, and it’s down to business. There’s no buying stock upfront or premises to rent.
For start-ups without a lot of spare cash, hiring a freelance copywriter is out of the question. Most experienced freelancers charge high prices. Prices that are justified by their knowledge and skills when it comes to psychology tactics and selling online.
So if saving money is a priority, it’s cheaper to keep copywriting in-house. However, it’s not easy, and it’ll take some time and practice. But with research and a reasonably priced copywriting course, it is possible to save money rather than spending it on a freelancer.
Of course, if sales don’t pick up, it might be worth going back to the drawing board and investing in a freelancer to point out where the copy isn’t performing as well as it could.
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It boosts brand awareness
Business owners know their business inside out. The brand immerses all those that own and work within it. So when it comes to creating brand awareness, everyone sings from the same voice and values hymn sheet.
For solopreneurs, writing their own copy ensures that the brand retains its distinct voice. The brand keeps its individual personality through words that reflect its values. Whether it’s an online advertisement or a product description, the style remains the same. If somebody close to the brand writes the copy, it portrays the same online ethos.
On the other side of the coin, freelance copywriters work with many brands. Although they’ll take a deep dive into the brand that hires them, they may not be able to convey the voice and values as thoroughly. Keeping copywriting in-house helps to guarantee that the copy will be consistent.
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Tracking progress is easier
It’s easier to know what’s been written and where it’s been posted when copy is kept in-house. It’s also much easier to ensure the writing flows consistently from one piece to the next.
Business owners who write their own copy know precisely what needs doing and when. And they have a complete overview of whether the copywriting process is making a positive impact on sales. It’s much easier to track which copy principles, like urgency and scarcity work the best.
For larger businesses with an employed in-house copywriter, it’s easier to manage day-to-day issues. In-house copywriters work as part of the team–they see the bigger picture. Business owners can also track the work more efficiently. Deadlines can be met or adjusted more readily, and it’s easier to change the direction of the sales funnel without causing too much aggravation.
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Copywriting training is ultra-specific to the business needs
Drop-shipping and print-on-demand businesses have specific business needs and requirements. They differ from more traditional forms of online selling and therefore need a slightly different approach.
In other words, they sometimes need a specific type of copy that some freelancers don’t specialize in.
Business owners may need to spend some money on copywriting courses that best fit the needs of the business. But once an in-house copywriter (or solopreneur) has trained in these skills, there’s no need to pay out for extra copywriting services.
Signing up for an excellent copywriting course is a one-time investment that pays for itself time and time again, especially when the skills learned result in consistent sales. Learning to write copy in-house is a worthwhile experience. Even if the business hires a freelancer later down the line, having some copywriting knowledge will enhance and bolster the working relationship.
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But It’s Not All a Bed of Roses With In-House Copywriting
Okay, so keeping copywriting in-house sounds ideal. But before grabbing a pen and dashing off to write product descriptions, it’s important to understand that writing copy isn’t about taking your laptop to the beach and sipping Pina Coladas.
Here’s the catch.
Writing copy as a business owner is time-consuming. It takes way longer than most people assume. Think about it. There’s research to do, SEO skills to learn, psychology tricks to figure out. And that’s all before writing a single word.
Yes, there are brilliant copywriting courses out there. But they take time. And if a business wants to hit the ground running, the copy needs to be in place before trading starts, especially for drop-shipping and print-on-demand enterprises. Starting with shoddy copy won’t encourage sales, and those first few online visitors who find the website aren’t likely to return.
In other words, there are strong arguments for working with an experienced freelance copywriter or copywriting agency.
When Outsourcing Copy Is a Better Option for Business
For smaller businesses and even some larger companies, outsourcing copywriting to a freelancer makes sense. It reduces work stress, boosts sales, and provides a different perspective.
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It saves time and reduces stress
Owning and managing a business takes time and commitment. Many people think drop-shipping and print-on-demand businesses are easy to run. And there’s the opinion that they’re the perfect business if you want to spend time traveling or chilling out on the beach.
However, that’s not strictly true.
Print-on-demand and drop-shipping are easier businesses in that there’s no need to be based in the same place when it comes to dispatching stock or checking on warehouses.
But that doesn’t mean they don’t demand time and attention.
Every business depends on its ability to sell. For online ventures, that boils down to the words on the screen. And if the copy isn’t up to scratch, people won’t hit the buy button. No matter how good the images are or how low the prices seem.
Writing high-converting copy takes time. So if entrepreneurs don’t want to spend time writing ads or website copy, it’s best to outsource. There’s nothing more frustrating than trying to write copy if words aren’t your thing.
By outsourcing, business owners get to spend more time doing the things they enjoy, whether related to the business or enjoying more quality time with family and friends.
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Gain a fresh perspective
Solopreneurs and business owners often spend every waking moment of their day thinking about their business– what other products to offer, how to increase sales and the latest trends.
It’s easy to get too close to a business and lose perspective. What a business owner might think is a great money-making idea may seem ridiculous to their potential customers.
But how would that business owner know if there’s nobody outside the business who cares enough to question their opinions?
By outsourcing copy, a drop-shipping and print-on-demand business gains a fresh perspective and a different viewpoint. Business owners are often blinkered when it comes to their work. After all, they’ve worked hard to build up their store, and stepping away to look at it from an alternative viewpoint is tricky.
An experienced freelance copywriter carries out voice of customer research first and gets to know what exactly it is that potential customers want. Then, they’ll use this information to write compelling customer-focused copy.
And any copywriter worth their salt cares about the brands they work with. So if they feel something isn’t working, they’ll point it out and offer different solutions.
Even better, a freelance copywriter won’t be personally connected to the brand. So they’re more likely to view the products through the eyes of a customer. Their opinion adds a new spin to the product descriptions and website copy.
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Professional knowledge and specific expertise
Freelance copywriters know their stuff. Writing copy is their thing. They’ve spent years training in specific aspects of copywriting, including marketing, psychology, and writing words in a way that sells.
And truthfully? No copywriter tends to work alone. On the contrary, they often surround themselves with other supportive copywriters. They seek opinions, critiques, and ideas. So technically, when a business hires one freelance copywriter, they gain the knowledge of many. Always a bonus.
For drop-shipping and print-on-demand businesses, ranking on Google and other search engines is essential. SEO (search engine optimization) is a technical and overwhelming topic for entrepreneurs who don’t understand how it works. It takes months, years even, to build up the knowledge and skills needed to get your website ranking on the first page of Google.
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Nobody wants that stress hanging over them.
By outsourcing copy to an SEO-trained copywriter, they’ll take care of all those ranking details. And outsourcing to a direct response professional also ensures social media and Google ads engage and convert.
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It makes sense financially
Listen, it may seem cheaper to keep copy in-house, and sometimes (see reasons above for examples) it can be. But more often than not, for a drop-shipping or print-on-demand business, it makes sense to outsource from the get-go.
Why?
Because the website and online sales pages need to engage from the start. No business wants potential customers visiting, not converting, and not worse still not returning because the product descriptions or copy didn’t float their boat.
Create engaging copy from the start, and sales will happen. Product descriptions need to focus on benefits over features, and very often, it’s only an experienced copywriter who can create that kind of magic.
Yes, it’ll cost some money upfront. Maybe slightly more than you’d like to invest. But think about it.
Think of all sales that’ll be lost without benefit-specific descriptions. All the customers who’ll disappear and not return. Or even worse, potentially damaging reviews putting others off visiting your site.
Now think of the scenario when outsourcing copy –
- Benefit-rich and attention-grabbing product descriptions.
- CTA’s that customers can’t wait to click.
- Sales coming in thick and fast
- Fabulous reviews attracting more potential customers
Seems a no-brainer.
Outsourcing copy may initially cost more, but it’ll more than reimburse the business with its investment in the long run.
As long as it’s skillfully written, copy will boost business regardless of whether it’s in-house or outsourced
Expertly crafted copy is the backbone of a successful drop-shipping and print-on-demand business. It doesn’t matter whether skills are learned in-house through a well-structured copywriting course or by outsourcing to an experienced freelancer. There are upsides and downsides to both.
The most important thing is to find somebody who can write in a way that engages readers – through highlighting the benefits and using copy techniques that capture attention.
Decide what scenario suits best depending on the stage the business is at. Review copy regularly and consider that a combination of in-house writing mixed with outsourced expertise is often the most successful way forward.
“Written by Liz Slyman from Amplihigher“
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