A competent copywriter can communicate the message (or brand) that lies at the soul of your startup. A good one can work with you to help develop and improve that message. But no copywriter - no matter how great - can develop your message for you. Your message is your identity. We can’t tell you who you are.
So, if you’re looking for help from a copywriter, look at them just as a communication expert who can help you develop your identity, and present it in the best way possible.
Nothing less, and nothing more.
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The following is from one of my favorite movies, the little-known Joe Versus the Volcano. It says what I’m saying, perfectly. The scene happens between a limo driver, and Tom Hanks (Joe), going out shopping for nice clothes that he’s never had the opportunity to buy before:
Driver: They just hire me to drive the car, sir, I’m not here to tell you who you are
Joe: I didn’t ask you to tell me who I am
Driver: You hintin’ around about clothes. That happens to be a very important topic to me sir… clothes makes the man, I believe that. You say to me that you want to go shopping, that you want to buy clothes, but you don’t know what kind. You leave that hanging in the air, like I’m gonna fill in the blanks. But that to me is like asking who you are, and I don’t know who you are. I don’t want to know. It’s taken me all my life to find out who I am, and I am tired.
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