Do not hire a copywriter. Contract ten, test them, and stay with three.

Do not hire a copywriter. Contract ten, test them, and stay with three.

Balance tasks between writers to keep them involved in your process, but let them do other jobs.

Even if they are brilliant. Especially when they are brilliant.

The main reason is what I call a “creative depletion.”

People’s quality of work quickly rises when they learn about your business and then deteriorate over time.

It hurts all professionals where creative talent meets the business processes.

Photographers, fashion stylists, designers, you name it. Copywriters are also in this cohort.

That is because creative talent needs diversity. They need to do another job to refresh their minds and get another experience.

It’s an upcoming spiral of diverse experience and rising skills.

It can be a downward spiral if one does the same job week after week.

Never stop seeking new talent. I’ll share my process for copywriters in a while.

Stay tuned.

P.S. Any comments are also welcome on LinkedIn