Don’t Hire a Copywriter Without Asking These 4 Questions
These are the 4 questions I make sure every client asks me before I sign a contract.
Are you in the market for a copywriter? Congrats! You are on the path toward seeing your digital and print marketing thrive.
A copywriter is an expert in how to help you tell your brand story in a way that increases engagement and encourages action. However, not all copywriters are built the same, and the ability of a particular writer to get the job done right may depend on your specific needs.
If you want to bring on a contract copywriter, don’t hire anyone until you’ve answered the following four questions.
1. “What’s your process?”
Every copywriter has their own system, but there are some broad categories we usually fit into Systematic Writers and Conceptual Writers.
A Systematic Writer uses a systematic approach to gathering research and creating content.
They start with an idea for an offer (usually based around a lead magnet or free report) and follow a process of researching the problem, crafting the offer, writing the copy, and so on.
A Conceptual Writer has no system (FREEDOM!). They start with an idea, write it down in a stream of consciousness fashion and just keep going until they have what they need. However, this is a skill acquired through practice, and not all writers can do it.
Personally? I love the freedom that conceptual writing offers me with a client. However, in the fast-paced and deadline-driven world of copywriting, systematic writing contracts often wins out in my schedule.
2. “What’s your style?”
With copywriting, the goal may be objective: to sell a product or service.
But the style will always be subjective: to speak (and appeal to) different people in their own language, styles, and experiences.
The first thing I usually do when creating content is to ask my clients about their audience.
Who are they? What is their age group? How many years of education do they have? What is their income level?
These are a few of the factors that influence how I write.
Every writer has their own unique appeal and process to crafting their unique variety of content. Your job is to find one whose personality suits the project at hand.
Some writers are formal and technical in tone. Others are more conversational. Some will be humorous, some informative, and others….well, they are “unique.”
Before you make a decision, find out what the writer’s style is. If it isn’t a good fit for your project or business, feel the freedom to move on to someone else.
Don’t think you can “fix” a bad fit after the copy is written. This will cost you unnecessary time and money. Trust me, the copywriter will be glad that you didn’t force a project that doesn’t fit with their style or process.
3. “Can I see some samples?”
This one is a no-brainer. You need to make sure that your copywriter has the skills to write successful copy — and the proof to back it up.
Just be sure you are asking for true product copy — not their blog posts or website content. (There’s a big difference between the two.) Depending on your business or organization’s needs, make sure the copywriter has physical or philosophical examples to back it up.
If you can see how they write, it will help you you really want to work with them or not for the short or long-term.
4. “What do you charge?”
This is where most people get hung up when considering hiring a copywriter. How much should you charge for someone to write for you?
Copywriting can be a costly expense, and thus, it’s understandable that someone might avoid hiring a writer until the budget is in place for high-dollar copy. After all, if the right copy lands you a huge increase in sales, the investment will be far beyond worthwhile!
But here’s my advice: When in doubt, just start with a project and let the budget materialize after you’ve written the copy. A competent copywriter will come to the table with a pricing guide to help you know how much you should expect to pay.
Remember: Your Copywriter is an Integral Part of Your Team
A great copywriter can take your business to the next level.
A bad one, well…you’ve seen low-quality copy before, it’s ugly and expensive.
Don’t let it happen to you — get to know their style, see some samples first, and then negotiate a fair price based on the project size and needs.
Remember, your copywriter is an integral part of your team and in some cases, they are all you need. But if you ever find yourself wishing for better sales or a fresher way to reach people, a copywriter can help — even if it’s just for a one-off project!
