I really don’t understand this logic. Agencies and companies don’t want to spend good amount of money on seasoned and experienced copywriters who have proven skills in writing. They can tell you in one glance if the copy which is written would go well with the brand or not. If the Target Audience (TA) would take it, or scoff at it. Period.
Here is an example – an Ad for an Educational Institution.
Suppose, if you say, “What you Sow is what you Reap” as a‘Headline’ for an educational institute.
Here the Headline is good – with foresight and vision. It says that: “please do keep your child in the right place, so that you can make him or her a bright success”.
This headline goes well to a reasonably good school – which stands in the mid segment catering to middle class target audience.
If you go for an international brand of school where there is so much liberty of thought and expression.
The TA (target audience) are little higher in IQ level and highly educated lot. Whose minds work at a different plane of thought and sensitivity.
Whose sensibilities are very sharp.
They may take this thought a tad ‘crude’.
Know why? They never want to be told what to do.
Sounds weird. But true.
They always wish they should not be pushed. For good.
Who cares for these finer nuances. If a copwriter with a good experience can read the distinction between the Target Group of different stripes and shades.
With all the due respect for young copywriters and their passion – you’ll have your kill. Wait!
So, your investment in hiring ONE good, experienced copywriter to take care of your superlative brands whose Target Audience are very sensitive with sharper sensibilities.
While the younger lot, take care of the other happy-go-lucky brands, who wears their heart on their sleeves and lots of chut patah –fire works - will do the trick. The young blooded copywriters can really do justice to the target audience of these brands who fall in the youngish category of age group.
Here you go, young copywriters!
Seasoned writers bring the occasional glimpses of artistry, enlightenment in their writing. That is what is much looked forward to by certain TG.
So, it’s NO loss for you, if you hire a seasoned copywriter – albeit at a good cost.
For what these folks bring to the table – copious amounts of artistry in writing matured copy.