How To Hire A Copywriter

You? Not a good decision. After all, you’re not a writer. My advice would be to hire a professional copywriter.

You see, the words and sentences of your communication are so much more important than the graphics or images. Now I know that you fully understand your own business and think you could do the job yourself, but be careful. You can’t always see the workings of your company like an outsider can - you’re too close to it! A good copywriter is able to look at your business through fresh eyes and write about it creatively. After all, that’s what they’re paid for.

 Finding the right copywriter is the key… so here are some tips to help you:

 Copywriter Search

Your work colleagues or some your clients may know of a good copywriter who they’ve used in the past. If not, then you can always Google “Copywriter.” Check the result until you find one or two copywriters that you may want to use. Today, you can work with a copywriter who’s in another part of the country as almost everything can done via e-mail. It may bethe copywriter’s style or previous work that you like. Now examine a few samples of their work and get client references and follow up on the references.

It’s no problem if a copywriter hasn’t done work for your type of business because they will undertake research and get to know a lot about your business.

Briefing The Copywriter

Once you’ve chosen your copywriter tell him or her exactly what you require, your target audience and your deadline. Include the kind of feel and tone of the communication you’re looking for (include previous examples if you have) and include some of your company’s unique aspects. Send this to your copywriter and wait for their response and their quote. Some copywriters (if you hit the right ones)  will reply with a few ideas as well as their costs.  Good copywriters  spend some of time and effort on your brief at their cost.   

Signing On The Dotted Line

When you’ve chosen your copywriter confirm this in writing (include the brief, the deadline and the cost). Most professional copywriters  have their Terms and Conditions on their website. Take time to read these. They normally deal with issues such as client confidentiality, copyright, reproduction rights, rejection fees and other important aspects.

A Good Working Relationship

The job you are working closely with the copywriter on will probably involve others in your company. If so, make sure that they do not deal directly with the copywriter. They‘ll have their own ideas and may ask for changes that will end up costing the job  a lot more. Ensure that just you, or one other person is the link to the copywriter. He or she can get information, comments and suggestions from everyone involved and then pass this onto the copywriter. It’s also very important to involve the final decision maker, whether it be the CEO, Sales Manager or Head of Human Resources. In this way, you’ll ensure that the brief is being followed correctly and avoid confusion and possible costly changes later on.

Copywriters will advise how many drafts of the work are included in  their quote. Where possible keep within this number or else you’ll end up paying more.

Communicate

Make sure your copywriter knows what is acceptable and what is not and be specific about this. Here are two examples:

“Yes, we like the wording you’ve used to detail the cleaning process and the professional tone you’ve employed.”

“Our Sales Manager doesn’t like the paragraph dealing with Sales Forecasts. Please re-write in a more upbeat and positive way.”

Feedback is key and the report or brochure or press release will be better for it.

Good Chemistry!

A good chemistry and rapport between you and your copywriter will ultimately mean a job well done. You’ll end up with a happy copywriter who now knows a lot about your company, services or products and will be equipped to help you with your next project.