Everyone can write, but not everyone is a writer. Some non-writers get this and hire me to write for them. This doesn't mean they're bad writers. They just understand there's a time and place for DIY, and for hiring a professional.
For instance, I can work on my own car and I often do. It saves me money and time and I enjoy it. But when I need real mechanical work done, or I'm buying a car and need to know if it's a lemon or a find, I hire a mechanic. They know waaaay more than I possibly could about cars and I want to take advantage of that knowledge. I'm willing to pay for it.
Writing is the same thing. Most people can write a letter, a report, or communicate day-to-day via email and social media. But when the time comes to send out a resume, a cover letter, or write copy for a website, it's critical to have a professional do the writing for you. Why? Because not all content is the same. You may be a brilliant novelist or academic, but you probably don't know how to write sales copy. Why would you? Yet, it's that sales copy that's going to get people's attention and make them pick up your book, or go to your website, or buy your book. That 300-500 words on the back cover of your book? That's sales copy. That introduction/summary on Amazon about your book and the stories inside? Sales copy. Landing pages, emails. ads, marketing material? Sales copy. All these avenues and content are all about hooking and selling readers and convincing them to buy your book. There's no shame in hiring another writer to write the kind of thing you know little to nothing about.
What about that manuscript you just spend 2-5 years finishing and polishing? It's brilliant, but are readers going to know that? They probably won't unless someone is able to catch their attention in 300 words or less. A good copy writer doesn't just sum up your book, a good copy writer sells it through the use of imagery, suspense, tension, and teasing. Copy writers, it's often said, "Sell the sizzle, not the steak." Copywriters understand how consumers skim and read. They understand the importance of an attention-grabbing headline and can craft them. They understand "calls to action," and how to sway and persuade their readers. They're professionals and have worked at their craft to be as good as you are at yours.
The next time you're putting together a proposal for an agent, or a cover letter for your manuscript, consider hiring a copywriter. It will be money well-spent.
Consistency Matters More Than Talent
You don't have to be talented to succeed. You do need to be consistent.