Do I Need a Copywriter Specializing in My Field

I'm wondering if I need to hire a copywriter with advertising experience in the Construction industry. I'm a building contractor that would like to start advertising to the contractor market for referrals and am looking for some useful tag lines.

If you are an expert in what you do, then you don't need a copywriter who specializes in your specific field. They don't need to have sold in you field, nor have written for your industry before. However, they must ...

• Access to real experts in your field. Great copy starts with the experts and selling professionals in your field. This could be you, your clients, or top sales professionals.
• Have strong interview skills. A good copywriter can interview you and your staff to understand the product, your customers to understand their interests, and bind that with similar experiences for results.
• Experience with relevant customers. A copywriter's understanding of your buyers is more important than their understanding of your product. No one will know your solution as well as you, so think of a copywriter as a conduit for your message to the right buyer.

Start by making lists of the benefits your solution offers, what your audience really wants, and what is currently selling your offer. If you work with a copywriter, expect them to interview you for your expertise before writing a word.

An experienced copywriter can take your lists and work with your sales team to craft lead generation and letter campaigns. Look for someone who markets to the affluent.

When I write copy for technical services dealers and distributors, I may never use their solutions. However, I can connect with the experiences of their customers through a series of well planned interviews. It's more about knowing what questions to ask prior to writing then assuming I have the right answers.

You might actually want someone from "outside" your industry to provide a fresh approach in getting the attention of prospects. Copywriters in your industry may try the same old tricks for average results, rather than bring you something proven in a comparable market that gives you a competitive edge.

You don't need to hire someone with specific experience in your industry, and often it will benefit you to hire an outsider. The most important part is their willingness to put in the work to get to know your customer.

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Justin Hitt writes hard hitting copy that sells and advertising for business-to-business technical service providers. Learn more about how powerful copy can turn prospects into buyers even before they meet your sales team by visiting http://JustinHitt.com/

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