I think there’s one really easy way to spot a bad copywriter.
It’s someone who tells clients they’re bad at things.
People who say things like:
You wouldn’t build your own website, so why write your own copy?
When you need surgery, you want a surgeon to operate on you. When your pipes burst, you call a plumber. So why do you think your website doesn’t need a professional copywriter?
Good copywriting is about seeing things from your customer’s point of view.
That’s the opposite of telling them they’re not good enough to do your job.
Because if you do that, you don’t understand the real reason clients choose the copywriters they do.
They choose the copywriter who’s good enough to write the copy they’d write for themselves – if only they had the time.