"You wouldn't turn away a brilliant field sales rep because she didn't like paperwork. Why turn away thousands of brilliant copywriters because they don't like telephones?"
As content marketing has steadily worked its way to the forefront of commercial promotion, the need for great copywriters has exploded. The number of copywriting agencies alone has shown us that demand is sky-high.
It's one of those markets which, at a glance, looks like rich-pickings for the hirer. Almost any business can get a copywriter.
But introduce economics into the equation, and a profoundly simple task suddenly becomes an almighty challenge. True, there's a huge number of writers, but only a fraction of a percent can deliver the economic return that companies are really looking for. Fewer still are both capable of delivering and prepared to do so for a third party. And even fewer both can and will, within the confines of that third party's budget.
There are employers who have been listing the same copywriting jobs on job boards for months on end. They can't find what they're looking for.
So are these employers expecting too much? Well, I don't think it's at all unreasonable for them to expect capable writers for the salaries they're offering. The problem may be that they're not only expecting writers…