Hiring a copywriter will be one of the most important marketing decisions you’ll make for your business. Sure, there are plenty of cheap and fast options through sites like Fiverr and Upwork, but there’s also a high probability that the work will not be to the standard you need. The old adage is usually true here. You really do get what you pay for. So before you make any hiring decisions, make sure you read this article to put you in the best position possible.

Copywriting Tips

A good copywriter is going to be aware of the following, and so you should be too. 

• Knowing the Audience: Understanding your audience’s needs, interests, and pain points is crucial to creating effective copy.
• Use of Power Words: Power words are emotionally charged words that can persuade readers to take action. They should be suited to your brand, however, and used at the right time in the right way. Not everything needs to have a sense of urgency for example. 
• Focus on Benefits, Not Features: Highlighting the benefits of a product or service helps readers understand how it can meet their needs and solve their problems. For example, would you like to learn a 5-minute breathing exercise that can be done anywhere, anytime, that slows down your heart rate? OR, would you like to reduce your anxiety in 5 minutes?
• Keep it Simple: Clear and concise copy is easier for readers to understand and remember.
• Test and Refine: Testing different versions of copy can help identify what works best and refine your messaging over time. This is especially true when launching a new business, product or service. 

What to Look for When Hiring a Copywriter

If you’re interviewing or putting out a job ad for a copywriter, or maybe you’re just searching online for someone, look out for or ask about the following skills and qualities.

1. Creativity

A skilled copywriter needs to be creative to come up with messaging that stands out from competitors. They need to be able to think outside the box and craft messaging that is unique to your brand.

2. Research Skills

A skilled copywriter needs to have strong research skills to understand your industry, target audience, and competition. They need to be able to conduct research that informs their messaging.

3. Persuasion

Copywriting is all about persuasion. A skilled copywriter needs to be able to craft messaging that persuades people to take action, whether it’s buying a product, signing up for a service, or supporting an idea.

4. Attention to Detail

Copywriting is not just about crafting a message, but also ensuring that it’s error-free and polished. A skilled copywriter needs to have an eye for detail and be able to proofread their work thoroughly. A good understanding of grammar, and spell checking are a must.

5. Adaptability

A skilled copywriter needs to be adaptable and able to write for different mediums and audiences. They need to be able to adjust their tone, messaging, and style to fit the needs of the project. They need to be able to understand you, your business and brand and your audience’s needs and wants. 

6. Understanding of Marketing and Psychology

A skilled copywriter needs to have an understanding of marketing and psychology. They need to be able to tap into the emotions of their target audience and create messaging that motivates them to take action. 

How to Find a Skilled Copywriter

Now that you understand the importance of skilled copywriting, you might be wondering how to find a copywriter that meets your business’s needs. Use the following tips as a checklist when reaching out or interviewing. 

1. Look for Experience

When looking for a copywriter, experience will likely cost more, but will also get you a much higher quality of work. Look for a portfolio that showcases their previous work, and make sure that they have experience in your sector/industry and a style of writing that you like and that you could see adapting well to your brand.

2. Check References or Testimonials

Don’t be afraid to ask for references from previous clients or workplaces. This can give you insight into their work ethic and whether they’re reliable. A lot of writers who work freelance, like me, have testimonials on their website or they can be made available at request.

3. Communication is Key

When hiring a copywriter, communication is key. Make sure that they understand your business’s goals and can communicate with you effectively. In this post-pandemic world, more business is done online and remotely than ever before. Video calls, emails, slack, Teams, Trello – there are countless ways to keep in touch. It’s best to set out your expectations before any work starts. For example, if you would like daily or weekly updates and via email rather than slack, ask if this is possible. 

4. Get a Quote

Before hiring a copywriter, get a quote for their services. The more specific you can be with your brief, the better. Copywriting doesn’t just involve actual writing. There may be subject/topic research, keyword research, proofing and editing involved too. So a 1,000-word article may take longer than you think. Some copywriters charge by the hour, some by article, and many have day rates. They can also charge per word or by the project. The better the scope and brief you are able to give, the less room for error or confusion. 

If you’re ready to start gathering this info and find yourself the perfect copywriter, why not start with me! Pop your particulars here with a short note and I’ll be in touch. Or email danielle[at]writersofthelostart.co.uk.