The Truth About Hiring a Copywriter: 10 Myths Debunked
Why good copy matters
Words have power. Every headline, email, and website page shapes how potential customers see your brand. But while strong copy attracts, engages, and converts, weak copy can confuse your audience, lower trust, and cost you sales.
Despite this, many business owners are hesitant to hire a copywriter. Some believe they can write their own content just as effectively — without learning conversion techniques. Or they don’t fully understand what a copywriter does. I’ve been asked, more times than once, You’re a copywriter, … as in copyright?
Not quite! While I can’t help you with all the fun of the copyright registration process, I can help you get words that bring out the best of your brand, align with the perfect-fit people, and motivate action.
In this article, I'm shining a light on the top 10 myths about hiring a copywriter so you can see the real value of great copy, how it can help you grow your business intentionally, and why copywriters are still in demand.
10 copywriting myths — debunked
1. "I can just write my own copy."
✖️ The myth:
Many business owners assume they can handle all their own copywriting. After all, they know their business better than anyone else, right?
✔️ The reality:
While no one understands your business like you do, writing about it in a compelling, conversion-driven way takes technique, time, and copywriting skills.
Writing good copy goes beyond just knowing your product or service — you need an understanding of consumer psychology, persuasive writing techniques, SEO strategy, and brand messaging.
✨ Why this matters:
When business owners write their own copy, they often:
Use industry jargon that can confuse people.
Don't communicate their unique value clearly.
Write copy that informs but doesn't inspire action.
Miss SEO opportunities that could drive high-quality leads via search traffic.
🟡 Example:
Imagine visiting a website where the Services page is cluttered with technical terms and long descriptions. You don’t know exactly what the business offers or why it's the right solution for you. Instead of feeling confident, you feel overwhelmed, leave the page and look for another solution.
A professional copywriter makes sure that your message is clear, engaging, and inspires action.
2. "A copywriter just writes. I mean, how hard can it be?"
✖️ The myth:
Some people believe that copywriting is just about stringing words a few words together. Anyone who can write a sentence can be a copywriter. It's not rocket science, right?
✔️ The reality:
Copywriting is a blend of art and science (maybe not the rocket kind, but still 😉). A good copywriter doesn't just write — they research, analyze, test, and refine messaging so that every word works.
✨ Essential elements of copywriting:
Audience Research: Understanding customer pain points, desires, and motivations.
Messaging Strategy: Crafting compelling narratives that speak directly to the target audience.
Conversion Optimization: Writing with persuasion techniques that encourage action.
SEO Best Practices: Making sure copy ranks well in search engines (where people are actively searching for your solution).
🟡 Example:
Think of your website's homepage — the most important page on your site. A strong homepage must quickly capture attention, build trust, and guide visitors toward taking action (i.e., booking a call or making a purchase).
A copywriter chooses words that create a seamless user experience, turning visitors into informed buyers.
3. "Hiring a copywriter is too expensive."
✖️ The myth:
Only big companies with large marketing budgets can afford professional copywriters. I’m not sure that a freelance copywriter can really help me.
✔️ The reality:
A well-written website, blog post, email sequence, or sales page has the power to generate more and consistent revenue by increasing conversions and building authority.
✨ Why it's worth it:
Professional copy helps attract higher-quality leads.
A single high-converting sales page can pay for itself many times over.
It saves business owners countless hours so they can focus on their strengths.
🟡 Example:
Consider a business that writes its own website copy but struggles to convert visitors into paying clients. If investing in a copywriter increases conversions from 1% to 5%, that's a massive increase in revenue — making the initial cost a very smart business decision.
4. "AI can replace copywriters."
✖️ The myth:
With AI tools like ChatGPT, who needs a living, breathing copywriter?
✔️ The reality:
AI is an excellent tool for brainstorming but lacks emotional intelligence, storytelling ability, and brand nuance.
✨ Yes, AI can help you draft content, and it needs human support to:
Capture a brand's unique voice.
Create engaging, original storytelling.
Build trust and emotional connection.
🟡 Example:
AI-generated content often sounds generic or repetitive. Although it may provide a starting point, professional editing is needed to refine it into compelling, on-brand messaging.
5. "Copywriters don't understand my business."
✖️ The myth:
If a copywriter isn't in my industry, they won't "get" what I do.
✔️ The reality:
Professional copywriters are expert researchers. I especially love my research time, which is the foundation of great copy. I dive deep into your industry, competitors, and audience to write authentic, informative, and engaging copy. And while no one will know your business and industry as well as you do, a copywriter can know both well enough to write copy that delivers the results you want.
✨ 3 ways a copywriter researches your business:
Brand Research: They analyze your website, content, and messaging to understand your brand’s tone, style, and unique selling points.
Voice of Customer: They study customer reviews, testimonials, and feedback to identify common pain points, desires, and the exact language your ideal audience uses.
Competitor Research: They review competitor websites, content, and marketing strategies to find gaps and opportunities that help differentiate your brand.
🟡 Example:
A skilled copywriter doesn't just understand what you do — they know why it matters to your target audience. They're trained to translate complex industry-specific concepts into clear, compelling messaging.
6. "One piece of copy will last forever."
✖️ The myth:
Once you write great copy, you're set for life.
✔️ The reality:
Outgrowing copy is a real thing. Copy evolves as your business grows, trends shift, and SEO best practices change. Refreshing your copy means your messaging stays relevant and performs well over time.
✨ 3 ways to refresh your copy:
Update Your Messaging: Refine your copy to align with your current business goals, audience needs, and market trends.
Optimize for SEO: Refresh keywords, meta descriptions, and headings to improve search rankings and visibility.
Enhance Clarity & Engagement: Simplify complex ideas, add stronger calls to action, and make sure your brand voice stays consistent across all copy and content.
🟡 Example:
An outdated sales page might no longer meet your audience's needs. Keeping copy fresh keeps engagement and conversions consistent over time.
7. "A copywriter won't get my brand voice right."
✖️ The myth:
A copywriter creates generic or off-brand content. They don't really get what I do.
✔️ The reality:
Experienced copywriters use brand voice research, style guides, and close collaboration to create copy that fits your brand, sounds like you, and knows your audience.
✨ See #5: 3 ways a copywriter researches your business
🟡 Example:
Through interviews and voice-of-customer research, copywriters capture your brand's essence and make sure every word sounds like you and knows your audience.
8. "Copywriting only matters for sales pages."
✖️ The myth:
Only sales pages need compelling copy.
✔️ The reality:
Every piece of content — blogs, emails, social media captions — impacts brand perception and engagement.
✨ Why copywriting matters beyond sales pages:
Strengthens Brand Presence: Clear, compelling copy on your website, emails, and social media builds trust and keeps your audience engaged.
Improves Customer Experience: Well-crafted copy guides potential customers, answers their questions and encourages action at every touchpoint.
🟡 Example:
A well-written About page can build trust and connection, turning visitors into loyal customers.
9. "Copywriters work fast — it's just words."
✖️ The myth:
Copy can be produced overnight… or in minutes with ChatGPT. It’s not worth it to hire a copywriter.
✔️ The reality:
Great copy that works takes time. Research, strategy, and testing are key to high-quality content. (Yes, even with ChatGPT!)
✨ Quality takes time. Great copy is great because of time spent on research, strategy, and revisions.
🟡 Example:
A high-performing landing page goes through multiple drafts and refinements before being finalized. (It's worth repeating… great copy takes time, even with ChatGPT.)
10. "I won't see immediate results."
✖️ The myth:
If copy doesn't instantly boost sales, it's ineffective.
✔️ The reality:
Copy builds long-term trust and engagement. Some results are immediate, while others, like SEO, take time to compound.
✨ Long-term impact. Strong copy builds trust, boosts SEO, and nurtures customer relationships, which leads to smooth, sustainable growth over time.
🟡 Example:
A blog post optimized for SEO may take months to rank, but once it does, it can drive traffic and high-quality leads for years!
Benefits of hiring a copywriter
Hiring a professional copywriter is one of the most powerful investments you can make in your business. Now that you know that hiring a copywriter helps you get a clear and aligned brand voice that knows your ideal audience and sells for you, you might wonder, How much does it cost to hire a copywriter?
You can expect to invest a few hundred to several thousand dollars, depending on the copywriter’s experience, niche, and project scope. Some copywriters charge per word or hour, and others offer fixed project rates.
It’s easy to focus just on cost, especially if you’re on a tight budget (I get it!), but keep ROI in mind. Getting copy you’re happy with creates long-term business growth. Your investment should pay for itself many times over!
If you ask my clients, they'll tell you it's worth it.
"If you want someone who will create copy that's authentic to your brand, connective to your niche, and SEO-driven, so you can grow... no one will take better care of your business (or client) than Stéphanie!"
~ Janet Hoover, WordPress Web Designer & Developer at Create Launch Grow Design
When you’re ready to hire an SEO copywriter that knows your brand and audience, I’d love to chat. Book a free, no-pressure 30-minute intro call here. Let’s see how I can help support your vision of success!
