A good copywriter will make your life a lot easier and get you more bang from your marketing buck. They can also offer you counsel and advice on the marketing tools you use. But selecting a copywriter from the pages and pages of search results can seem a daunting way to begin….
To Outsource or Not to Outsource.
You might consider doing the writing yourself to save money. But before you sit down to a blank sheet of paper, evaluate how much your time is worth and add this to the income you will generate using a professional copywriter. Generally speaking, copywriters have a strong return on investment which is good for your bottom line.
If you plan to hire a copywriter to write your marketing, here are 9 great tips to keep you on course.
1. Ask For a Copywriter Recommendation. If someone you trust has had success with a copywriter, you will cut out a lot of work from the process!
2. Don’t Worry About Geography. If you would prefer to meet your copywriter, look local; but don’t ignore the range of talent that’s available outside of your city. Working remotely, across states, countries and time zones is very easy with the help of email, dropbox & skype.
3. Think About What You Want Your Copy To Achieve. If you don’t know exactly what you want created, knowing what you want to achieve will help a good copywriter suggest a few ideas to suit your budget. Don’t be afraid of a copywriter suggesting something different, as it might just save you money long term!
4. Look Through Their Copywriting Portfolio. Some copywriters will specialise in certain areas, and you don’t necessarily want hire an SEO web specialist for Direct Mail campaign. Have a look through a copywriter’s portfolio to check that they have done projects similar to yours before.
5. Discuss Copywriting Fees Upfront. Most copywriters will not have their fees on their website, as pricing is usually dependant on a number of factors. And prices will vary between copywriters. You should be able to get a ball park figure after a brief conversation with a copywriter, and a written quote after discussing more detail.
6. Get the Details Sorted. Misunderstandings are awkward and potentially expensive so it’s worth making sure you’re across all the details of the copywriting agreement. A few areas to cover off are:
- Exactly what is covered in the copywriting project? i.e. 4 page brochure + 1 page letter
- Agreed Delivery dates?
- How many revisions are included?
- How are further revisions charged?
- Is proofreading included?
- What information do you need to supply so the copywriter can meet the deadline?
7. Be Prepared to Be Specific With Your Feedback. While most copywriters are practised at teasing out what you mean by “It’s just not what I had in mind”, you will be happier with the end results if you can articulate what you like and don’t like about the drafts produced by your copywriter.
8. Stick to the payment terms – A reliable copywriter is someone worth keeping around and making sure you pay within the payment terms agreed will ensure your business relationship continues and grows (along with your marketing results!)
9. Trust Your Instincts.
Your turn. Do you have any other items in your outsourcing checklist? How do you verify a business and their services?
The Copy Detective
12 Responses
Some really good suggestions there Belinda (as expected!)
Another that springs to my mind is to source a reliable copywriter at the BEGINNING of any marketing project – especially if you are working with other specialists (such as web or graphic designers).
By putting the full creative team together from the start, there’s the opportunity for them share information, brainstorm, and incorporate ideas which consider the project as a whole, rather than each creative focussing solely on their own speciality.
The end result? A better product for the client.
That is a great addition Anna. Sometimes the graphic design and copy process seems very “chicken and egg”…. does the copy have to fit the design or does the design have to fit the copy? But when you can work with each other and exchange ideas, as you said, the final product is much better. Thanks for commenting!
Great advice – I’ve used a copywriter several times and each time it’s been money well spent. Not only do they have the expertise but sometimes you just need a fresh outlook on things.
Excellent article, Belinda! I agree wholeheartedly with all 9 points. Another one is to ask for writing samples of the kind of work you need done. Whenever a potential client asks me for a sample of a professional bio, I can show them 3 or 4 of the latest ones I’ve written. This really helps to determine if it’s the right copywriter for the job. Not all service providers are created equal … it’s always good to gauge how someone works before taking them on.
You make a great point Gina – that it’s important to find the right copywriter because we’re all different. I love writing copy with personality and injecting life into the page and it’s not as easy for me to write formal, corporate copy. I admit it! So it’s not just the quality of the writing but the style …. Thanks for sharing your experience Gina!
Hello Belinda,
Firstly I’d like to thank you for all the incredible writings of yours 🙂
Could you recommend me how do I choose the right copywriter at https://2polyglot.com/copywriting-services ?
The thing is it’s a linguistic copywriting platform. So how do I know this or that copywriter is qualified at copywriting in foreign language? Ask a native speaker to proofread some of his works or what?
Thanks in advance!
Hi Jose. Thanks for stopping by.
I’m afraid I’m not familiar with that platform nor have I hired a foreign language copywriter before so I can’t speak from direct experience BUT you can look for signs of credibility, just like any other copywriter. Like, years in the business, clients they’ve worked with, testimonials, examples of their work etc. Then, you can always get them to write something for you and test it out!
Hi Belinda!
I DO appreciate the attention you pay to help your readers!
Thanks! You’re the best 🙂
Those tips are amazing. For me as for copywriter it means a lot in understanding of my clients.
I hope it will help me in work – I am a freelancer at https://uatxt.com/.
I have one constant client but I don’t really like topics she needs. And I want to get more opportunities. So thank you for that article!