The 5 qualities of a great copywriter

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.

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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.

Writing chops

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.

Clear communication

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.

Experience

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!

P.S. If you think we might be a good fit, learn more about how I can help you or check out some happy client feedback.

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Why you need a Copywriter!

If I had a dollar for each time somebody said ‘Oh copywriting...what’s that?’ or confused copywriting for copyrighting, well, I wouldn’t need to write copy. I’d spend all my time reading great books, taking dance classes and binge-watching Girlboss. Actually, as a self-confessed word nerd, I’d still do it because I love it! To tell you the truth though, before I became one, I didn’t know much about copywriters either. Here are the answers to five of your burning questions:

What does a copywriter actually do?

You may be surprised at the breadth of tasks we can help you with. In simple terms, a copywriter writes advertising or marketing text or ‘copy’. I do this with the assistance of a very strong coffee. This copy can take many forms, such as website copy, brochures, ebooks, speeches, headlines, PR copy - the list goes on! The best part is, while we are writing your copy to further engage your current and prospective clients, you are doing what you do best - growing, nurturing and expanding your business. What could be better?

Can’t I just write it myself?

Being a good writer isn’t the same as being a good copywriter. It is a very particular and unique results-driven skill. It needs to generate sales of your product or brand, and get conversions from website visitors. Objectivity is important too. A great copywriter is skilled at making your biz sound all kinds of fabulous. As humans, we’re not always great at telling the world how awesome we are. Your copywriter, on the other hand, has just enough distance from your passion to highlight your best features without sounding ‘salesy’. Do you tend to procrastinate when writing about your business or get stuck ‘perfecting’ something that never seems quite right? All the while, your potential clients or customers are missing out on your message. Engage a professional copywriter for website copy and other marketing collateral that sings!

How can a copywriter help me if I don’t sell a physical product?

Even if you’re a service-based business, you are selling your brand, YOU, to your potential clients. You are creating a vibe, a feeling that draws people to you. Your copywriter can help make sure you’re branding is targeted towards the very type of clients you wish to attain.

What does a copywriter charge?

This can vary quite significantly, and many copywriters quote for each individual project, rather than by the hour. This takes into account all of the preparation and research your copywriter will do before they even begin writing your copy. It may not be as expensive as you think though. Think of good copywriting as an investment in your business. Done well, the rewards will be tangible and long-lasting. Rather than asking if you can afford it, the question should perhaps be ‘Can you afford not to?’ Your competition is, so you probably should too.

What is the process for working with a copywriter?

Any copywriter worth their salt will take steps to learn more about your business before launching into the copywriting itself. Most commonly this is done via a Creative Brief of sorts, where you have the opportunity to flesh out your expectations, goals, target market, brand voice and preferred writing style so that your copywriter can work for you more effectively. Put simply, the more we know about you and your point of difference, the more we can shout from the rooftops about the benefits of your business to clients. At the end of the day, everybody does a happy dance.

So, what are you waiting for? Get in touch - I can’t wait to work with you!

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