I once heard someone say that a copywriter or a content producer should be among the first marketing hires that an early start-up should make.

That used to be advice that wouldn't apply in a Nigerian context in the past, but these days everyone and their uncle and aunt has a start-up idea.

We might as well delve into this for the benefit of the next Nigerian Zuckerberg.

Or maybe Bezos... but I hear that Putin has more money than them... not that I'm recommending you...

I digress!

It's really good if you're already thinking of who to hire to handle marketing functions for your business idea!

This is because most folks assume that you should be hiring the best tech people you can find to code your “thing”.

Whether you guys are thinking of software, or if you want to manufacture a product, or build a business around a service, eventually you have to answer the question, "who is going to help us sell this thing?"

Ideally it would be nice if either you or your technical founder get dirty with sales and marketing, but assuming you want to outsource or employ to solve for that skill set, should your first hire be a copywriter or content producer?

Maybe not!

Copywriting and content production are great for "one to many" communications like advertising, thought leadership, direct marketing campaigns, etc.

Unfortunately most of your activities in the early days will be around "one to one" communications like chasing investors for money, toasting other stakeholders to partner with you guys, and handling one to one conversations with potential customers, signups, handling client and user relations, etc.

Most copywriters can't help you here because their real skill is behind the keyboard.

They are good at writing "copy" and words that convert.

When people "convert" and pick up the phone to call, or they reach out to set a meeting or demo your product, the content guy or girl usually doesn't have the skill to make them "convert" further into a paid user or an investor.

Because someone saw something compelling online and came into the store, it doesn’t mean they will walk out having bought something.

For this you need someone who has either handled some selling and business development functions in the past, or someone who is madly interested in these sort of things.

When you are face to face with someone, getting them to "convert" and put money in your bank account is a different game altogether!

I'm not saying it's a bad idea to hire the content writer first!

Just remember that after people indicate interest from seeing good copy and excellent material online, you need someone else who has the skill and enjoys the challenges of getting people to become paying customers and investors who vote with their wallet.

COPY is good! But COPY without SALES is a leaky bucket. If you don't plug the leaks, you guys and girls could slip and fall.

Don't give your start-up a concussion.