I recently enjoyed a 90-minute Zoom call with a potential client. Yes, I can talk for England when I get started.
We basically just enjoyed a very enjoyable chat about his story, brand, and industry. I gave him advice; he thanked me profusely and showered me with praise.
And then things got really interesting. He showed me the copy he’d already created.
And that’s when I started to count the cost of a pointless 90-minute call.
There’s a Budding Copywriter in Everyone
You see, this client could write. And while he’d used AI for support, he’d delivered some really good copy.
OK, my work would have been a slight improvement, but I couldn’t bring myself to charge him the “Malky premium” for my version.
I know copywriters who use AI. And while I don’t like it, the final result is all that matters. And the result in this case was pretty damn good.
Copywriting isn’t difficult if you’re a good writer. That might seem a little reductive, but it’s absolutely true. And there are too many copywriters in the UK taking money for doing the kind of job anyone with a reasonable grasp of English and a ChatGPT account can do.
The DIY copy in question was punchy, concise, and direct. It reached into the soul of the reader and inspired a genuinely emotional connection through shared pain points and empathy. It possessed a unique tone that suited the brand. It was scannable, easy to read, and full of outcome-based narratives.
It was great, and that annoyed the hell out of me.
So, I congratulated the client, gave him a couple of pointers on sentence structure, and told him to publish.
Those Who Can, Write. Those Who Can”t, Hire a Copywriter.
If you can write, you can probably write web copy. Research the best copywriters in the UK, read their work, and learn.
If you can’t write, don’t know about SEO, or simply don’t have the time. I’m your man. After all, I need all the work I can get after turning away so many paying customers!
Call me on 07386704 956 or drop me an email at malcolm.cox@contentable.biz. Let’s have a chat and see where it goes.
