Freelance copywriting, in-house writer, AI, or agency? That’s the question.
Let’s look at an in-house writer first.
In-house copywriting
A few years ago, I did some work for a London-based Fintech.
They were looking for a new approach to their direct mail letters because their response rate was low. The then-CMO firmly believed in outsourcing because it would bring in fresh ideas.
A belief I agree with.
Their in-house writer was ‘stuck in a rut,’ producing the same type of content that wasn’t working.
Working together, I created a series of letters with different approaches to cater to different customer segments. This fresh approach engaged the reader and resulted in higher response rates.
Agency
I’m working with a fabulous client on a product awareness email series.
Initially, they commissioned an agency to create the content. Although the brief stated that the content needed to focus on the ‘why’, the copy they received was very product-based.
My remit was to address this issue. After extensive research into the sector, I recreated the emails focusing on the problems facing their customers, showing understanding and offering a solution. No hard sell, just great advice.
AI
Then you have the AI users. It could be your in-house team or an agency using artificial intelligence to create content, but the issues are the same.
It’s not original content because AI uses existing data – it can’t generate new ideas or original content. It’s curated, lifeless, and non-personalised.
[You might like to read my other post: How Creative is Your Copywriting?]
Why you should use freelance copywriting
Before I get going, I want to clarify one thing: Just because a copywriter works freelance doesn’t mean she is a cheap option. Freelancers choose that working style because it allows them to bring value to many different clients. Freelance copywriting is a professional service and carries a professional fee.
An in-house writer can’t replicate the experience she gathers, which allows her to offer a flexible and fresh approach to your marketing needs.
In a nutshell, that little rant covers the main benefit – depth of experience.
Internal writing tends to be repetitive. The writer follows what has been written before and uses the same approach. The result is a raft of content that doesn’t stand out in your marketplace.
Every writer, whether in-house or external, needs the same information: who they are writing for, the main benefits, the main goal of the content, and what they are selling/offering.
Any professional writer can quickly pick up the house style, so briefing a freelancer should take the same amount of time as briefing a staff member.
It will probably be cheaper in-house – but…
The other argument I come up against is that it’s cheaper to use existing internal resources.
I disagree.
You’ll be using a relatively junior writer (possibly one with no training or experience), who can’t create the powerful and engaging result you’re hoping for. Therefore, your response rate will be low (or non-existent), you won’t drive sales, and you may end up paying someone else to re-do the work.
As I mentioned earlier, a professional copywriter brings with her a wealth of experience. She’ll know:
- What works and what doesn’t
- How to structure content to make it scannable
- How to make the most of words to create reader engagement and SEO success
And that’s just for starters.
It’s time to get noticed with freelance copywriting
The only way you’ll get your company noticed is by being different.
Commissioning in-house content will deliver the same old stuff, over and over. Bringing in an external expert will produce fresh ideas, new approaches, and content that people will notice.
Next time you’re faced with the dilemma of who will write your content, don’t be shortsighted. Think long-term results, think impact, think freelance.
Sally Ormond, Briar Copywriting Ltd, has been a freelance professional copywriter since 2017. Her global client base has significantly benefited from her insights and ability to create on-brand content.