Just as no two companies are the same, no two copywriters are the same either. So how do you know you’re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can sometimes feel like a bit of a lottery.
Copywriters come from a range of different backgrounds and have an array of different writing and marketing experience. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders. And even if you manage to secure a top end copywriter for your project, who’s to say they’ll be the best person to write for your business in your chosen media?
The answer, of course, is research. Having a clear idea of what you want in terms of content and your call to action will help you make your decision. It’s worth bearing in mind that a copywriter is someone who should be able to add value to your business through their words – their greatest asset is persuasion.
A copywriter should be naturally curious and meticulous in finding out all they can about your business. They should be fascinated by human nature and by what makes people buy. They should know how to capitalise on a person’s interest and get inside the consumer’s head. A good copywriter will research your market inside out and then look at your business critically from a customer’s perspective. It’s their ability to effectively research and persuade – not exclusively their way with words – that helps them see the sales potential in your business.
Here are some questions to consider before hiring a copywriter:
- Are they truly listening to your business needs? Or are they saying what you want to hear?
- Do they seem to understand your business and its place in your industry? Is your business a market leader or an upcoming talent?
- Can they write passionately about anything? A good copywriter should be able to show passion for even the most ‘everyday’ products.
- Have they worked in your industry and chosen media? If not, does their other work show they have a grip on your marketplace?
When you’ve chosen a suitable copywriter, you’ll know you’ve made the right choice when you start offering feedback. Professional copywriters thrive on constructive criticism as it lets them know that they’re on the right path. A professional copywriter should keep an open mind and listen to every point of view without becoming too precious or defensive about any suggestions – after all, they’re working for you!
When you offer feedback, however, you should expect a two-way conversation. You may have to let go of some of your preconceptions and be flexible with your original brief. A copywriter who has done their research properly should be able to tell you why your current content marketing strategy isn’t working and shouldn’t shy away from telling you.
These tips should help protect you against hiring the wrong copywriter for your project although the very nature of creativity does demand an element of uncertainty. If hiring a copywriter really is a lottery, after following this advice, you should be pretty close to scooping five numbers plus the bonus ball.