How much do you invest in training your copywriters?
As we have seen, there are many good reasons to fire a copywriter.
But before you get too trigger-happy, give some thought to how much you invest in the training of your online copywriters.
The web is still a new medium, and everyone involved in the creation of web pages needs help in learning best practices.
Grab a pencil and paper and write down how much is invested in training your web design and IT people each year. Include the books they buy, the conferences they go to, the webinars they sign up for, the training days they attend, the support software they buy.
Now write down what your per capita investment is for training online copywriters? And how does it compare with what you invest in others on the team?
I'm guessing that your investment in the training of your online copywriters is pretty low. And there lies the root of some of the frustrations you experience with copywriters.
If you use freelance copywriters, then getting up to speed with best practices is their responsibility. But if you employ copywriters in-house, then their training is your responsibility.
In other words, while there are certainly times when a copywriter deserves to be let go, be fair. Before you pull the trigger, make sure you have given your writers the opportunity to do their best work.
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