Is Copywriting Savvy More Important Than Industry Expertise? - Part 2

Is it better to hire a freelance copywriter who’s already an expert in your field?

This is a question you may ask yourself as you consider working with a freelance copywriter. And it’s a valid one, for sure.

Last month, I wrote about how you can work successfully and productively with a copywriter who isn’t an “industry insider.” I gave my rationale here, and used an example from my own experience.

As I explained, it is possible for a copywriter to get up to speed quickly and learn the essentials about your industry. A vast majority of copywriters already do this on a daily basis. After all, one can’t know everything about everything, right?

However, what if you’re selling a product that appeals to a niche market?

Let’s say you sell fly fishing equipment ...

Fly fishing is a sport that uses a significantly different method for casting a line compared to other types of fishing. This requires the fly fishing enthusiast to acquire a specialized skill, which develops through practice and experience.

It’s a good bet that your fly fishing customers are a keen bunch with a rabid affection for their sport. You’ll want your copy to resonate strongly with them. So a copywriter with a robust understanding of fly fishing consumers and what drives their passion may be your best choice.

A master angler can probably better express that passion in the copy, because he’s walked in your customers' boots (or rather in this case, their waders.)
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Ultimately, whether you decide to hire an industry expert or not, remember one thing:  The copywriter you choose must have the knowledge and skills to write copy that will achieve the results you’re aiming for.