Copywriters: 5 Tips for Choosing the Right One (And What to Watch Out For)
Discovering the perfect copywriter for your next project is a process that involves a lot of different variables. While most writers can produce flawless grammar and spelling, it takes a true professional to craft a message that will resonate with your audience.
You've decided that you want to hire a copywriter. You've done your research, read a few articles, and now you're ready to get in touch with someone and start creating awesome marketing messages for your business.
Plenty options are available, so if you've never hired a copywriter before, this can be a little daunting. But don't worry! I'm here to help you choose the right one for your project.
Know what you're looking for from a copywriter.
If you’re new to the world of copywriting, it's difficult to know what you should look for when hiring a writer. Choosing the right copywriter is difficult. You have much to consider before hiring the one that you think is best for your business.
Some new business owners don't know about copywriting, so here's the lowdown on copywriters and tips on what to watch out for.
You want someone who will help you create compelling content that drives conversions and generates leads, but how do you know if they’re right for your business?
A good copywriter will:
Write engaging and persuasive copy that converts readers into customers;
Be able to understand your business goals and objectives;
Work collaboratively with your team to meet your needs;
Be able to communicate well with clients;
Offer relevant samples of their work.
Check out their portfolio.
The internet has made it easier than ever to find a freelance, in-house, or agency writer, but it's also made it harder to know who to trust. The best way to make sure that you're getting a quality product is to examine the past work of the writer or the agency.
It's important for any potential client to see the past work produced by the copywriter they're considering. Look for samples that showcase a variety of media channels, like print ads and direct mail pieces, as well as web content and emails. If the writer has experience working with businesses in your industry, even better!
If they have written nothing relative to what you need, ask them why. Don't be afraid to ask lots of questions. This will give you valuable insight into how flexible your potential copywriter is and whether they're able to take on new challenges without getting stuck in a rut.
Talk to them on the phone and, if possible, meet in person.
You want someone who understands your business and can communicate about it — both verbally and in writing. You also want someone who's easy to work with. Take advantage of any opportunity to get to know them before hiring them (even if they're not local).
The right copywriter will communicate with you on a human level. They will listen and talk about your problems, frustrations, and goals. They will empathize with your situation and suggest solutions that are tailored for you.
The right writer can discuss what makes people buy a product or service, how to use words to persuade people into doing what they might typically object to (like buy something from you), and what makes for good writing in general.
If they can't talk about these, then they probably don't know what they're doing — or at least not enough about it to work with you effectively.
You might also want to ask about their process for managing projects — how do they keep track of deadlines? How do they make sure that everyone involved in the project has what they need at each stage? What happens if something doesn't go according to plan?
Consider their expertise.
Finding an expert copywriter is like finding an expert plumber: it’s not always easy to find the right person, but when you do, you want to hold on to them.
An expert copywriter can help you with every step of your marketing process. From creating your brand identity and messaging, to writing promotional copy and landing pages, to designing email campaigns, social media posts and more.
A great copywriter can do all this and more — but if you're not sure how much help you need yet (or if your budget is limited), be cautious before settling to choose someone whose skills only align with what you can afford right now.
Consider the value of someone who is perfect for the long-term but "too expensive" right now objectively; it might be worthwhile to find out a way to make it work.
Give them a paid test project before you commit to an agreement for longer projects.
A lot of copywriters are great at writing but not so great at project management. Give them a test project. If they turn it around in a snap and with no undesirable surprises, then you can be reasonably confident that they'll do a good job on future projects, too.
In most cases, this will be a small project that is related to your business but not directly related to your core products or services. For example, if you sell pet supplies online, it could be an email about how to take care of your pets when you travel.
The purpose of this project is twofold:
It gives them the opportunity to work with you directly so you can see how they work and whether their style is compatible with yours.
If they're not able to deliver what you're looking for, the time, effort, and money is less of a big deal.
Getting the right copywriter is worth the search.
A copywriter who understands your business and brand is a great way to grow your company's presence online and offline.
Freelance copywriters who can conceptualize marketing campaigns, grow your brand, and boost your business to its full potential are worth their weight in vibranium.
With an intimate understanding of the industry and the ability to turn your customers into loyal brand ambassadors, a copywriter is a valuable asset for any business.
The statistics show that copywriting has the power to increase sales. Copywriters are worth the investment. After all, isn't your company's success important?
Hire the right copywriter
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