Why You Don’t Need a Copywriter with Experience in Your Industry

Don’t fall into the trap of always looking for a copywriter with industry experience . Sometimes, what you actually need is someone who doesn’t know it inside out - at least not yet. A copywriter without industry experience can be a great temperature check for your copy - if they can’t understand what you’re trying to say, chances are your customers won’t either.

But this approach can send recruiters into freefall:

"We don't have time to hand-hold - we need someone who can hit the ground running. "

Yes, you do. And a good copywriter will do just that, regardless of industry knowledge. They'll come armed with a lorry-full of curiosity and the tools to research, adapt, and bring out the clearest, most engaging version of your message - no babysitting required.

I wasn’t bogged down by years of “this is how we do it” when I started on a pensions copy revamp. But I didn't hang around either. I did my research upfront. I scoured key competitors. I brought a new perspective, simplifying the tricky bits and made things clearer. Turns out, a little fresh air was just what their comms needed.

Turning ‘Huh?’ into ‘Aha!’ Moments 🧩

Industry experts can be too close to the material and forget not everyone understands the 'lingo'. That’s where an outsider can work wonders. A writer who’s not tangled up in industry-speak but brings curiosity by the truck-load, will look at your copy from a customer’s point of view and say, “um, what on earth does it mean?” And that’s the kind of honesty you need to make your message connect.

The goal isn’t just to know the industry - it’s to make your message clear, simple, and engaging. And understood. When I started in pensions, I found myself breaking down dense information, cutting through the jargon, and making it sound, well, human.

Helping Compliance Work for, Not Against, the Customer ✅

This is particularly important in highly regulated industries. We can’t bypass regulations, but a fresh perspective can make sure compliance doesn’t squash clarity. Work with compliance and legal teams to translate those tricky regulations into straightforward, readable copy that’s both safe and sound for customers. Because compliance doesn’t have to read like it was written by someone with a law degree.

What to Look for in a Copywriter—Industry Experience Not Required 💡

• Start with customer curiosity 🔍: A great copywriter approaches any new project with a customer’s curiosity. Instead of getting caught up in industry jargon, they think about the questions a customer might have and make those their guideposts.

  
  

• Are they prepared to do their homework? 📚: Before they even start writing, a skilled copywriter emerses themselves into research, learning the basics and getting familiar with the essentials. As long as the project is guaranteed, they can do some of this upfront, so they can hit the ground running from day one with the minimal amount of hand-holding.

  
  

• Ask how they plan to turn ‘Huh?’ into ‘Aha!’💡: A writer without industry baggage can spot where messaging feels overly complex or weighed down by jargon. Don't be afraid to give a copywriter a small test - how well do they simplify terminology and spot unnecessary jargon. How to they keep the language clear and accessible? Not knowing the specifics right away lets you see the copy as your customer would.

  
  

So, when you’re looking for a copywriter, don’t get hung up on finding someone who already knows your industry inside out. Look for a curious, adaptable writer with a fresh perspective to shake things up. They’ll spot opportunities for clarity and creativity that seasoned insiders miss. It’s all about bringing in fresh air, fresh eyes, and a healthy dose of curiosity.