Who would you rather hire if you were wrongfully accused of a crime?
The general practice lawyer who you aren’t 100% positive about. Or the criminal defense attorney who has a track record of proving the innocence of people who are stuck in similar situations as yours?
While the answer appears to be a no-brainer, you may not take it as seriously in a different scenario.
Say you’re presented with the option of choosing between a generalist copywriter or one that specializes in your industry and/or the project’s platform, who are you likely to hire?
Before you answer, you must understand that we’re in a day and age where content and copy reign supreme in digital marketing strategies, especially if they’ll do your business any good. And we’ve never needed quality, impactful, and authentic content and copy to make decisions as much as we do today. This has made the role of the specialized copywriter all the more important.
Why Specialized Copywriters are Valuable
You should hire a specialized copywriter over a generalist because it’s better for business. Generalist copywriters have broad knowledge. But niche copywriters have the specific experience needed to craft messages that resonate with your leads, prospects, and clients while improving conversion.
This is because they understand the nuance of your industry and the genre they specialize in. They also consistently speak your audience’s language. They are jacks of a particular trade who execute it masterfully.
Benefits of Working with Specialized Copywriters
1. She gives your business an edge in a world dependent on AI-created content and copy
More and more businesses have grown to depend on AI to fulfill their content and copy needs. AI as a writing tool is useful, no doubt. But it isn’t great at crafting copy that uniquely positions your business and connects empathetically with your audience, nor is it focused on conversion.
These are areas where a specialized copywriter thrives. Hiring a niche copywriter makes your messaging stand out like a symphony against the backdrop of white noise because she knows what makes your prospects and customers tick and can show them why they should choose your business.
2. She saves you time.
A common sentiment expressed by business owners and CMOs who outsource copywriting is that no one understands their audience and business as well as they do. This is to be expected.
But the specialized copywriter has ample experience in your industry or the genre of your copy project making it easier for her to immediately grasp your vision and goals.
Her experience also reduces the back-and-forth involved in completing that project because she has a clearly defined process that makes the path to conversion straightforward.This gives you more time to focus on your business and enjoy the rewards of outsourcing.
3. Better conversion rates and increased value for your money
Connecting with your audience is quite important to converting them. And hiring a niche copywriter could be the difference between connecting with or alienating prospects and returning customers. The specialized copywriter knows how to use the right industry lingo that draws your audience in. This makes for higher conversion rates and, in turn, increases the value of your investment.
4. Improves SEO performance
A specialized copywriter knows how to use the right tools to create people-first content and copy. This type of content is favored by search engines.
Google human reviewers use E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) to assess the quality of content on the internet. Your web pages, blog posts, and case studies are reviewed using these guidelines.
The results of this review may affect ranking, which affects the number of people who see your online publications, and that affects conversion. A specialized copywriter is better equipped to craft content and copy that passes this review. This establishes you as a go-to authority in your field/industry.
5. She brings broad and deep knowledge to your projects
Most specialized copywriters were generalists at some point. They’ve worked in different industries and have crafted several genres of copy and content.
The journey from general to niche copywriting has turned them into T-shaped marketers with a bird’s-eye view of your funnel and the problems it has. This makes them extremely valuable. For example, A T-shaped email copywriter would understand how to tweak the landing, sales, and product pages to make the email copy more successful.
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You can browse Black female copywriters by their specialties and niches on our site.
How Copywriters Specialize (and why it matters)
A copywriter may be specialized either horizontally or vertically. A horizontally specialized copywriter focuses on writing a particular genre of copy for every industry.
If a copywriter writes only sales pages for different industries including but not limited to SaaS, healthcare, eCommerce, coaching, and technology, we can say that she is horizontally specialized. A vertically specialized copywriter on the other hand writes all genres of copy for one industry.
An example is a copywriter who writes blog posts, case studies, website copy, landing pages, sales pages, product pages, and email marketing copy, for MarTech (Marketing Technology) companies alone.
Sometimes a copywriter may be specialized both horizontally and vertically. This is seen in the instance of a copywriter who writes email copy (horizontal) for SaaS companies (vertical). Other times, a copywriter specializes in two related genres of copy.
She could combine email and website copywriting because these genres affect each other. Deciding on the copywriter you’d rather hire depends on factors like your budget and the project’s difficulty level as well as other variables.
How to Find the Right Copywriter for Your Project
These 5 steps will help you find a copywriter who’s perfect for your copy and content needs.
1. Define your project goals
Identify what problem you want the project to solve and the gap you want it to fill in your marketing funnel. A clearly defined goal could be wanting a landing page that increases sign-ups by 34 percent for your woodworking business. This increase will reflect on your waitlist and your active customer base.
2. Identify the skill-set of your preferred copywriter
A clearly defined goal helps you to determine the knowledge and skills your preferred copywriter will possess. Drawing from the example used above, the next step will be to limit your search to landing & sales page copywriters, web copywriters, or direct response.
Take it a step further by searching for genre-focused copywriters who have written exclusively for B2C (business-to-customer), eCommerce, and furniture businesses.
3. Search the Black Female Copywriters Directory
Look for copywriters who specialize in that specific genre of copywriting for your industry using the search feature of the BFC directory. The BFC directory has information on copywriters specialized in different industries and genres of copywriting with varying years of experience.
You could also find specialized copywriters on industry-specific job boards, freelance sites, Facebook professional groups, or on LinkedIn.
4. Evaluate their portfolio
After narrowing down the list of copywriters you want to work with, request for and review their past work. Ask for samples that reveal industry knowledge, their writing skill, and the ability to engage with your target audience.
Sometimes, this information can be found on their websites, in blog posts and case studies, or the testimonial section. If you can’t find them on those pages, shoot them an email or direct message expressing your intent.
5. Set up a discovery call
This face time will help you to understand how versed the copywriter is in solving your specific problem, how long the project will take, her process, and the investment that is expected from you. It’s important to note that a specialized copywriter will have a structured process that aligns with your expectations.
In Closing
Hiring a specialized copywriter offers strategic advantages. You get to enhance your brand’s authority and achieve your content marketing objectives with greater precision.
Just as you won’t hire a general practice lawyer to do a criminal defense attorney’s job, don’t cheat yourself out of great experiences and results for your copywriting project. Hire a specialized copywriter who establishes your business’ authority and increases conversions using the Black Female Copywriters Directory.
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