So, you’re in the market for a copywriter.
When you first started out, paying someone to write your website copy was an expense you couldn’t justify. Makes sense. But, you’re out of that basic survival phase and thinking it could pay to get an expert on board. Because words? They’re not your thing. But for a copywriter, they’re a match made in heaven. Think chocolate and peanut butter, poached eggs and avo, or hot sauce and, well, anything.
Or, you’re part of a marketing team, stretched to the limit and you need some content support. Someone to develop consistent SEO-friendly blog posts or emails, who won’t be whisked away onto another project. An external copywriter could be the answer.
A bit bamboozled about where or how to start? There are so many copywriters out there. So, before you open your wallet, here are five qualities to keep in mind when searching for your wordsmith.
Good listening skills
This one may not be obvious. But, in the beginning, your copywriter should be doing a whole lotta listening. This will be peppered with questions, of course, but you'll get the space to finish your thoughts without rushing.
If you’re someone who needs oodles of physical proof, please don’t be offended if some copywriters push back at some point. Our time is precious. And, let's face it. Our websites, blog, accolades and testimonials are legit proof that we’re serious writers. We may have a portfolio, or links to show you, but can’t always create new work samples, just for you.
I love that my clients know how important this is to me. I expect it whenever I’m the client, so I always work to deliver it in spades. I’m talking about prompt responses to your emails and phone calls and generally being easy to work with. Check out the testimonials on a website for evidence before submitting the contact form. Once you’ve been in touch, are you getting all your questions answered and are you clear on timelines and process? Awesome. You’re on to a winner.
A thorough briefing process
The better the brief, the better the copy. So, don’t panic when you get served a hefty briefing form or asked to schedule a briefing call. And, please, as Tom Cruise once said, help us help you (or something to that effect). To write you the absolute best copy for your business, we need the inside scoop. Trust me. It’ll be worth it in the end.
When it comes to copywriting, experience can come in many forms. While specific copywriting experience is a big plus, a background in another industry is a bonus! Training in psychology or education, for instance, provides depth to a copywriter’s expertise. Teaching’s where I nailed my processes and time management. It was also my training ground for creating and delivering engaging content, day in, day out to all kinds of audiences.
So, now that you’re armed with the tools for your search, happy copywriting process to you!