Choosing a copywriter is a key part of communicating your business message, but how do you choose the one that is right for your project? Like any craft, copywriters have different specialties. If you have a high-budget, mission-critical project, you don’t want to skimp on your copywriting because the right copy can make the difference between a 0% response rate to your message and a 40%+ one. The reality is, the prices for a top-name copywriter can be astronomical and you might not need, or be able to afford the top bracket.
So, if you don’t have an unlimited budget, but you want copy that achieves results, here are 10 questions you should ask any copywriter before you sign the contract.
Question #1 – Is English your native language?
If the answer is “No.” then look carefully at all your communications with them. It may not show in your first few enquiries, but the chances are you will soon spot some stiltedness in their writing unless they are truly bi-lingual. If you do, then your materials might suggest that you are cutting corners by hiring cheap foreign copywriters and your professional image will definitely take a hit.
Question #2 – How are you developing your copywriting knowledge and skills?
You can judge some professionals by their years of experience, but in most professions that is not necessarily the best indicator of a skill. A good copywriter should always be honing their skills and experimenting because copywriting, because it’s goal is to appeal to human hearts and minds, is a craft that one never perfects.
You can always learn more about the people you are writing to, and the things that motivate them – and those insights affect your ability to move people to action. There are always ways to improve the numbers on leads, opt-ins, sales or upsells. Words are a copywriter’s tools and a skilled copywriter uses words to make your business more profitable. You need to craft your text to appeal to a specific market, and test it to make sure that it is effective.
A good copywriter should have a definite plan for continuing their education.
Question #3 – Are you keeping abreast of the latest trends and vehicles for copy?
This is about keeping on the cutting edge of new trends and learning from the best. It is about experimentation, and being willing to try with new vehicles in a cost-effective manner. The world of web copy is changing so rapidly that you want someone who can suggest trying a twitter campaign (when that is not a normal channel for your business), and explain why – or why not. You also want a copywriter who can let you know that you need to upload your facebook statuses manually for greatest effect.
Current trends suggest that media access is becoming cheaper and more readily available. The kind of copywriter you are looking for should have ideas for testing new vehicles for your message, and should be able to explain why (or why not) you should experiment. Finding out how they keep up to date with trends is very important.
Question #4 – What Professional Organisations are you involved in?
You want to ask who they are in contact with, and what professional connections they have – individuals or groups. While their individual efforts to keep abreast of trends in related areas are important, you also want to ensure that they are in touch with leaders in their field.
There are many national and international groups for copywriters, and its important for any professional to be in regular contact with the leaders in their own industry.
Question #5 – Do you have peers to give you clear constructive criticism?
Every writer can use an editor to help him tighten his work – especially when they are working to a tight deadline, or promoting something they feel strongly about. It’s hard to read your own work objectively, and cut parts out as ruthlessly as you need to. Some writers can get around it by planning enough time between drafts to get objectivity, but most copy can be improved by peer review.
The owner of the business which you are writing for is usually not the best judge of great copy – he’s too close to his product, too easily scared, and not necessarily a copywriting expert. It’s worth finding a copywriter who is part of aPeer Review Group or equivalent – who has someone knowledgeable who will honestly tell them what needs to be improved, and make suggestions on how to do it.
Question #6 – Is your copywriting grounded in the principles of Direct Response Marketing?
Good copy elicits a response from the reader. Newsletters, blogs, patient attraction materials, and websites are NOT just about the copy! Direct Response Marketing is not the only way copywriters are trained, but it is an historically proven technique of getting people to take action. Copywriters who are trained in Direct Response methods take time to learn who you are mailing to, and are absolutely clear about the action you want them to take before they sit down to write. From beginning to end, every word speaks to your prospects deepest hopes and fears.
Most modern advertising does not fall into this category. If you look at many ads you’ll find yourself wondering what they are promoting and what action you are supposed to take. If your advertising budget is unlimited that may not matter, but most businesses want a measurable return on investment. If you are among them, then a copywriter who applies the principles of Direct Marketing will be far less expensive and far more effective in achieving your goals.
So you want to ask who they’ve learned from. Some names you’ll want to listen for are AWAI, Dan Kennedy, Gary Halbert and John Carleton – they’ve all worked in the trenches, and developed high-quality training programs to help those following in their footsteps. They are focused on the measurable numbers of response rates, purchase rates, and return rates because if you have a great product you need to get it in the hands of those it can help. True direct marketing is designed to get people to take a specific action – immediately!
Think for a moment about the new Qantas ad “You’re the reason we fly”. Does that really influence your choice of an airline? Did they present any compelling reason for you to choose Qantas as your carrier on your next flight? Has it increased their sales? I don’t know, and nor does anyone else. Contrast that with the ‘Call now to take advantage of this special gizmo at a special price’ infomercials – they know right away whether anyone watching cares about the product because the phone either starts to ring or it doesn’t.
Question #7 – Do you have a solid grasp of how your copy fits into an overall marketing campaign?
Copywriting and Marketing are both separate disciplines. Marketing involves setting the stage for the sale – identifying the target market, preparing them to receive the message, creating the offer, choosing the most effective media to use, determining the timing of the message.
Copywriting is about ‘closing the deal’. In a large organisation the marketing department probably will tell the copywriter what the deal is – whether it is providing name and email for a free report; getting prospects to call and make an appointment; providing address and phone number for a delivery; or handing over payment for a product or service. In a smaller organisation much of this may be left to the copywriter, but it is important to distinguish between marketing and copywriting.
A good copywriter will focus each piece of material on eliciting a single, definite, action. That’s why attracting a prospect and moving them to the point of sale can require several steps, and a professional copywriter will not be hustled into trying to accomplish more than one step in any given process.
Question #8 – Do you understand people’s deepest emotions and how to appeal to them?
If your copy is to be truly effective, your copywriter needs to understand the things that bring pain, fear, joy and many other emotions to the target audience. This requires more than mere academic knowledge, and is one reason why more mature copywriters can often be more effective – they simply have a deeper understanding of human nature.
I am not talking about manipulating people into choosing products and services which are not a good fit and playing on their emotions – I am talking about helping them to choose things which will meet their needs and achieve their goals.
Question #9 – Do you have a comprehensive system for capturing information from your clients?
An organised copywriter will make your life easier – a disorganised one can make it hell! Do you really need a copywriter who will call you daily to ask questions about the assignment, which they could have found out right at the start?
Can you afford to have your campaign flop because the copywriter didn’t understand the target market well enough, and pushed the wrong buttons?
It may be a hassle to answer all their questions at the outset – some of which may seem pointless – but if your copywriter has a comprehensive questionnaire and works through it with you before starting your campaign, he will produce better results, and you will have less hassle throughout the project. The likelihood that the copy which turns up on your desk (by the promised deadline) will satisfy all parties, and produce the desired response.
To do this effectively he needs a system for capturing all the information, which is not dependent on his memory, or on his having access to 15 different files or scraps of paper.
Question #10 – Do you have a comprehensive checklist to make sure your copy is ready?
You do not want to send the copy off to the printer (or webmaster) and then have your copywriter call with last minute revisions – this can not only be expensive, but also smacks of unprofessionalism. However, you do want to have confidence that when you receive the copy from your copywriter it is as good as they can make it.
Like the questionnaire which they use to start the process, the final checklist (assuming they use it diligently) gives you the assurance that all the details have been carefully attended to, and you can launch your campaign with confidence. Proofreading for typos and mis-spellings is only the first step – this checklist should cover headlines, emphasis, layout, and much more.
It’s really for the copywriter to use, to ensure that their copy is truly complete before they submit the work to you and ask for payment, but before you hire a copywriter you want to know that they have a system that ensures the quality of their work.
Final Thoughts
In the end your mailing or web copy will be tested by how clearly it speaks to the target audience, and the response it evokes. The underlying psychology is probably more important than the quality of the writing, and the strength of the offer and guarantee.
Any copywriter who strikes all these points is probably going to be expensive. However, your business is likely to get a far higher Return on Investment from the money you spend on copywriting, and, in the case of web-copy and authority-building materials, you will assert a far higher level of professionalism. How much is it worth to you to maximise the conversion on your marketing?
