How To Find A Good Copywriter
“Build it, and they will come.” Whether or not you’re a fan of “Field of Dreams,” chances are you have heard that before. However, chances are that you’ve built your brand, and they still aren’t coming. In short, you need more than just being able to prove that you can do the job, you have to get the word out that you can do so.
That’s where a great copywriter can help. Copywriters focus on writing sales copy, or the sort of text that transforms a product into a passion. Thousands are out there, but you want the best. Unfortunately, many of those who know that they are the best charge substantially for it; prices of a dollar a word are not unheard of. However, you can get a great copywriter without spending an arm and a leg.
How, you may ask? We’ve got a three-step process that helps you not only find a great copywriter, but also make them see your business as more than a paycheck, increasing their passion for you, and your bottom line.
1. What Type of Writing Are You Looking For?
When you go to a bookstore, do you go to the cookbook section to find a book of poetry? Probably not. Instead, you know what you need, and you seek it out.
Copywriters are the same way - they specialize!
Of course, you could get someone who could do it all, but if they can do it all exceptionally, then their time is incredibly valuable. That said, most copywriters are multitaskers, but finding one who focuses especially on what you need, and is successful in doing so, is crucial.
There are a bunch of different copywriting genres out there, from website copy to sales emails. Therefore, ask yourself what do you need - if it’s someone to write social media posts, find someone who focuses on the platforms that interest you and your customers the most.
Once you have those platforms in mind, you’re much better able to find exactly who you are looking for, while also making it easier for copywriters to find you.
2. What Type of Skill Level Do You Need The Writer To Have
Now it is time to face a hard truth: not every job requires the best copywriter out there. In fact, depending on what it is, you may not even need one of the top ten, or even top hundred.
Instead, what you need is someone who fits your needs and is flexible.
Remember how I said that there were different copywriters for different types of writing? You may have wondered why not just find a bunch of freelancers - and you’d be partially right!
Through platforms like Elance, you can find the sort of copywriter who can easily produce exactly what you need, while also getting an idea of the sort of work he/she has done in the past.
From there, you get the opportunity to whittle down the copywriters you work with, finding those whose work meets your needs and your brand’s voice. Those are the ones who you want to offer consistent work to.
But let’s say that, for whatever reason, hiring a freelancer is not in the cards. In that case, you can consider hiring a full-time copywriter. This is especially useful if you have a lot of writing to do, as it saves you not only in direct costs (as hiring is cheaper than paying a bunch of freelancers), but also in the time spent finding new talent.
Alternatively, if you do not have the budget for a full-time copywriter, consider adding it to another employee’s responsibilities, with a corresponding increase in salary. That way, you’ve got someone who knows the ins and outs of your company.
You can research copywriting courses and find a course that your employee can go through to develop their writing skills. This can significantly reduce costs while setting your employee up for success at the same time.
3. Run Them Through A Series of Tests!
Would you purchase a car before giving it a test drive? Of course not! Then why would you hire a copywriter without seeing what they can do? Surprisingly, not a lot of companies do this, and it is a major reason that they end up with disappointing results. This is especially true when you’re looking to hire someone, or contract with a copywriter for a period of time.
Let me emphasize that your tests should not be a bunch of hoops to jump through; good copywriters hate having their time wasted, and could well see it as a method used to gain free work.
Instead, have them focus on doing what they would do on a daily basis. Keep it simple and practical. Also, assure the copywriter that they will either be paid for it or that it will not be used for anything other than evaluation.
Keeping it short and to the point is crucial; don’t have them write a bunch of things you don’t need. Instead, show respect for their time and expertise, while also helping to build the sort of direct communication that you want with your copywriter.
