Great responses so far. After hiring quite a few different copywriters, some things I can think of:
Has anyone ever hired out some work, lied to yourself that it was good enough while being slightly disappointed, then at the end realize it's not good enough but is too much time/money to redo? And how about the amount of time you spent monitoring, editing, clarifying - how much is your time worth?
This is the situation with most copywriters I hired in the past - and why paying someone that will get it done right is worth it for critical business copy. Every interaction a business makes with a customer is to do something like:
1. Elicit a positive response or emotion
2. Encourage an action
3. Convey information
And very few writers can do this consistently. These days, the greatest threat to a business isn't that they don't have enough content
. We can't afford to have yet another article on ________ (pick a topic) sitting on the 25th page of Google, or jargony documentation that no one understands, or a bland website sales page, or a wacky canned email response.
It comes down to whether your business is focused on quality and if your customers pay for it. It's no coincidence that Apple is known for exceptional ad writing and that they're willing to pay for great writers.
In the past, I learned that when copywriting projects failed for myself or my clients, it wasn't because the writers were too expensive - it was because I cheaped out and didn't
pay the best people I could find the amount of money they deserved.