Why are you writing your own ads? Is it that you are a gifted copywriter and you are the only one that could possibly capture the magic of each particular listing in your print advertising? Or is it something more pedestrian like “I can’t afford to have someone do it for me!” In either case read on to see how you can free yourself up from the drudgery of writing ads, have better results, and save a bunch of money in the process.

During a recent workshop in New Jersey I asked the audience who among them wrote their own classified property ads —and nearly all the hands went up (as expected).  Then they were instructed to leave their hands up only if they considered themselves "gifted" copywriters as well.  At that point only four or five hands remained up.  One of them was a very sharp lady in the front row, and what happened next was very enlightening!

When asked how much she earns per hour in her business she said well over $200/hr.  At that point I suggested she hire a $45/hr Virtual Assistant (VA) copywriter to do the job of creating these ads which would free her up to do more of what she does best.  Her response was: "By the time I give the copywriter all the information needed to write the ad, I could do it myself."  Hmmmmm.

There Is Always Another Way

Of course, that reply caused me to ask yet another question.  "How long would it take you to dictate the bullet points of a particular property with enough detail so a reasonably good copywriter could 'romance' the copy? "...about 30 seconds" was her reply!

Now we are getting somewhere.  By exploring another approach we cut down the time it took to complete an important task from 15 - 20 minutes to 30 seconds.  And at $200+/hour that adds up to a significant amount of money.

As for the details as to how you would actually dictate the ad's bullet points and deliver it to the VA —it's really quite simple.  Using your computer, an inexpensive microphone (which can be purchased at any computer store for a few dollars) and some special software, you can dictate anything and save it as a highly compressed MP3 file which you then send as an e-mail attachment to your VA.

The software I use for this purpose is called Total Recorder and can be purchased at http://www.highcriteria.com.  As of this writing the Standard Edition costs only $11.95 —an excellent value, especially since it is so easy to use.

It's All About "Process"

When you explore alternatives ways to complete a task it is important to examine the required step-by-step processes.  Only then will you be able to objectively compare which works best for you and how to implement it without a hitch.

There are several key points to this story.  First, whenever possible outsource non-core tasks to those who specialize in it so you can be freed up to do what you do best.  Secondly, avoid assuming that there is only one way to do something, because that assumption could cost you plenty both in dollars and time!