Who should (and shouldn't) write copy?

I have ~5 conversations per week with B2B SaaS companies about copywriting.

And there’s A LOT of confusion about which person should and which person shouldn’t write copy.

So I figured it’s worth a quick post to clear things up.

Here are the 5 (wrong) ways I keep seeing software companies go about trying to write copy:

Mistake #1. Have their blog writers write it

Don’t get me wrong, I 1,000% agree that content marketing is insanely important. I take my own site’s educational blog content very seriously. 

But blogging and copywriting require vastly different skillsets. 

Very few writers can do both well. The other 99% can’t.

Blog content writers (especially SEO-focused ones) tend to inflate word counts. They're writing for Google, not humans.

With this approach, you end up with copy that's basically more product education. It's focused entirely on the product, not the market’s needs. So it doesn't convert like you need it to.

Mistake #2. Have product marketers write it

Product people are brilliant people. But they shouldn’t write copy. 

The reason is because they spend 100% of their working hours swimming in the product’s value proposition. 

It makes sense to them. They're experts in the solutions available on the market. 

But prospects don't. And this assumed knowledge doesn't work in your copy's favor.

With this approach, you end up with "advanced copy" that's disproportionate to your prospect's overall knowledge. 

Thus, your website is a glut of jargon rather than a sales asset that earns for you 24/7.

Mistake #3. Have the founder(s) write it

Founders, like the other groups described, are BRILLIANT problem solvers. 

But there are very real business reasons why they shouldn't write copy.

Founders see the product through the lens of its entire history. 

The ups. The downs. The lines of code. The MVP. The iterations. The company's mission. Goals for the future.

Customers don’t see, nor care, about any of that. That's why copywriters focus on customers and sales (and deliberately ignore every conceivable product attribute they could focus on).

Mistake #4. Hire inexperienced freelancers or agencies to do it

Don't get me wrong (again).

Some freelancers are FANTASTIC. Some agencies are ALSO FANTASTIC.

But 99 out of 100 of them care more about getting your business than getting you results. 

They don’t understand your industry. They won’t take the time to seriously get to know your customers. They focus on the “creative” aspect of copywriting above sales, which wastes your time and budget.

They tout awards on their website, not results. Not expertise. Not industry experience.

They make huge promises but fail to deliver.

(...and that’s reason #5,549, as a B2B SaaS company, you should work with a specialized freelance B2B SaaS copywriter).

Mistake #5. Copy by committee

Marketing organizes a meeting with the product, legal and executive teams to discuss the homepage’s messaging.

The CEO changes the headline because she doesn't "like" the current one. Legal advises you to "tone it down" (whatever that means). Product says "this information is too beginner".

Basically no one has any idea what "good" copy is or sounds like. No one's aligned on copy's job (ahem... sales).

And you end up with mush that doesn't convert from having too many cooks in the kitchen.

Let’s wrap this up:

Effective copywriting requires deep, DEEP expertise. Hard talent.

Expertise that takes years to master. 

Talented copywriters are expensive, know their worth, will typically have a full calendar, and won’t hesitate to walk away if you haggle them or de-value their work. 

They’ll charge by the project, never hourly or by the word. 

They’ll focus on process, ROI and sales. 

They’re analytical, passionate, and ask TONS of questions.

And they’re NOT going to tell you what you want to hear. Instead, they'll get their hands dirty, get to know your customers, and build the bridge from what the market wants to your offering.

Find THESE copywriters. Your company and bank account will thank you for it.

Thanks for reading. Hope you found it somewhat useful. Any specific questions lmk in the comments. 

Maybe I can tempt you with my copy newsletter. I don’t email super often. But when I do it’s full of actionable copy strategies like this :)