Believe me - if there is a lazy and free way to do something - a lot of people have already tried it before. And some of them already succeeded. And started to spread a word. Ten times more people heard about it and came. Tested, it worked and started to spread a word.

Okay, now let's imagine a car with a bumper. Pretty easy? Okay, let's put a bumper sticker in there with a site address. Ah-ha! Ten days later few people came to site. You told it to your friend and he also put a sticker on his car. Okay, people are still coming. Few years later half a city has bumper stickers with web addresses. Someone comes to you and tell: "Hey! Wanna promote? Put a bumper sticker! It works!"

You put a sticker. But.. Stickers are everywhere already and people don't care about it anymore. Because there are a lot of people who used this free and lazy way for cheap sites with lots of banner links and no info.

So people just don't care about stickers, cause it's something everyone can do. And it's have already been done by millions by time you hear about that. Even if you invented it. Information nowadays spreading so fast that your invention could have been already invented a year ago.

What to do about all this? Try to create new things out of what you already know. Try to invent! Try not to use easy and lazy techniques everyone is telling you about.

Myth #3: External copywriters won't know company's position as well as an internal employee. Granted, not all copywriters are outsourced, but many of them are. But whether your copywriter is in-house or not shouldn't matter. One of first steps a professional copywriter will take when beginning any and all projects is to get to know client and client's intended audience. Otherwise, it's like writing a message in a bottle, tossing it out to sea, and hoping that right person picks it up.

Myth #4: Using big words adds credibility to a company's image. In this case, bigger definitely is not better. Big words, which can turn into industry-specific jargon, only fuddle a message and confuse audience. You don't want your audience to read your message twelve times before they grasp its meaning. Copywriters are also editors, and they understand value of simplicity. This doesn't mean that your message will be turned into something elementary, it only means that copywriters know how to craft words into meaningful messages that audience understands.

So, take it for what it's worth, but I wouldn't put my company's well-being in hands of someone who isn't a professional.