When I was running NMG, copy was our most important – and needed – asset.

So we looked everywhere for writers.

Eventually, I realized there was one more place to look: under my nose.

In fact, I ran contests inviting everyone on my team to take a shot at copy. And if their copy won, they’d get a bonus or a royalty.

That technique led to emails that increased response 200-300% by people that never would have written copy otherwise.

Is there more meat in your team than you realize? Offer a challenge and see what talent you might be overlooking.