Why is it so hard to find good copywriters?

The TL;DR: Good writing isn’t enough.

Advertising for an agency copywriter? You might be waiting a while to find the perfect fit.

It’s one of those unspoken rules of the creative industry. Finding good writers takes time. And patience. And you’ll probably hire badly a couple of times before you find the right fit.

And then they’ll move on—probably to the greener pastures of an in-house content marketing gig at a SaaS startup.

Rinse and repeat.

But why is it so hard to find really good writers? And how can you shortcut the process?

What makes a good copywriter?

Here’s the issue. There are plenty of fantastic writers out there. Heaps! Just pop an ad up on Seek and you’ll be inundated with journos, authors, and fresh grads with fancy creative writing degrees. So, why aren’t they working out?

Most writers make terrible copywriters.

Writers spend thousands upon thousands of hours learning how to develop their own voice and translate their own thoughts and ideas into words. This means they’re pretty good at talking about the things they know and writing in one particular style — their own.

And if someone doesn’t like what they’ve written? That’s fine — they can just scroll on and read something else.

Copywriters, on the other hand, need to write in hundreds of different voices and styles. They also need to set their interests aside and write about things that their clients care about — and these things are often boring or complex.

And if the client doesn’t like what they’ve written, it’s back to the drawing board for the copywriter. They need to have enough humility to accept what the client is saying and make the appropriate changes, rather than quit the project or insist that their approach is better.

And us writers? We have a lot of ego.

Okay. So they’re few and far between. How do we find one?

In my experience, copywriters are made, not taught. Your best bet is to find a writer who’s stuck it out working in an agency for a few years. You can bet they’ve copped their fair share of criticism and grown as a result. Even better if they’ve learned from a Senior Copywriter or a Director with copywriting chops.

These writers are hard to find though, and can be expensive — especially if they’ve been in the industry long enough to be considered Senior. So, if you don’t have the budget for an agency writer, look to hire trained journalists, rather than trained writers.

Why? Journalism school shaves off a lot of rough edges. Your writer will have just spent four months learning how to interview (and, most importantly listen), develop a unique point of view and capture attention with a good hook. All super essential qualities for a copywriter that are, weirdly, lacking in most creative writing classes.

Sounds good. But we don’t really have the budget (or need) for a full-time writer

And most writers seem to want some form of stability and regular income, right? Rude.

That’s where we come in.

Hello. Allow us to introduce ourselves. We’re Heydays. Your white label copywriting team.

If you have some writing gaps that need to be filled, and you don’t have the budget or patience to hire a five-star powerhouse copywriter, well, we’d love to hear from you.

We’ll jump into your project, act in YOUR best interests (we’ll even pop on one of your agency shirts!) and work with you to make your creative direction sing.

Sound good? 👉