Would you hire a copywriter?
In the creative sphere, the question of copywriting divides consultants into two camps: those who bring in professionals and those who do it themselves. Cost is the prime determiner, with the convenience of using in-house operatives coming second. In practice, neither need act detrimentally. The cost of a few hours' work will be only a fraction of the total, and today's technology can make outsourcing seamless.
Rearguard or vanguard?
Where does the copywriter come in? It varies between projects. Sometimes we're round the table with the designers and clients, discussing strategy. Other times we are emailed a brief the day before printing with detailed instructions to follow. As long as it's realistic, we'll take it on.
Professional copywriting involves persuasion, style and relevance. There's no tried and tested formula; readers react to understanding, honesty, intelligence and wit.