What should you look for when hiring a copywriter?
A simple answer to that question would be: your copywriter must be able to sell with their writing. But let’s dig a bit deeper into what makes a copywriter the right fit for your business.
The most important thing to know when you look for a copywriter is that no certification guarantees that their students are straight-up great copywriters. Most courses on copywriting layout the foundation to develop great copywriting skills – but it is up to the copywriter to go above-and-beyond and learn advanced techniques to produce great copy.
A good copywriter is also quick on the uptake. This means they know when to stop learning about your offer and service because they have enough information to get the job done. You should provide all the information possible to the copywriter to do their work. But, most likely, they will use the information that correlates your product and audience to make your offer more appealing.
Here’s what I would do if I were looking for a copywriter:
Request an information package.
You want to know your copywriter before you hire them. And a good press kit or information package shall let you know what you must about the person who will write your marketing.
With a copywriter, the information package also gives you a glimpse of their work. You can get a sample of what their writing is like. And if their writing style appeals to you, chances are that copywriter could fulfill your content needs.
Usually, information packages include work samples, a client list, and a sheet with testimonials.
Paper can take anything you write on it. But going deeper into what is like to work with a certain copywriter might be ideal before coming to an agreement.
Once you get that copywriter’s information package, you should take a moment to study their client list. That could be the key to know whether the copywriter you are considering is fit to write your marketing.
Go through that client list in the information package and ask for recommendations. Hear it from the horse’s mouth to make sure.
Pick someone whose writing style matches your brand.
You don’t want a copywriter who writes mostly for medical services promoting your upcoming toy line, do you? Those are very different markets – with a different approach to each by the copywriter.
Back in the day, general copywriters were hired to write about anything – whether they understood the market or not. Because back then, the competition was less fierce. Basically, if your product was in front of the right people, the effort to convince and convert didn’t have to be as hard as it is today.
That is why today, copywriters – while they do not necessarily need to understand every aspect of the market – they need to know at least the benefits and features of your offer. As well as what separates you from the rest of the market. Thus, basic knowledge of your industry must be required.
Go through the work samples and see if you can envision that writing placed onto your offers and be as beneficial to your brand as they should.
Hire someone who matches your marketing needs.
A startup with a limited budget wouldn’t go after John Carlton or Bob Bly. They would be best served by finding someone whose fees match their budget.
Today, there are copywriters of all levels of expertise, for businesses of all sizes.
If you are a micro or small business. shop around for someone who knows your industry but is basically starting out. Their prices might be the best fit for your company, and the copywriter will be happy to do your work.
However, I would steer clear of service auction sites. Prizes might be cheap – but chances are, so is the service you’ll get. Be careful.
Just look for someone who can show off their work, and whose prizes fit your budget.
Sometimes good enough is good enough. Decide wisely.