7 tips to choose the right copywriter for your service business
Every business or agency needs a good content or copywriter they can call on. The trouble is how you find one.
When you google it or search LinkedIn you’re overwhelmed with options. Everyone seems great but how do you whittle it down?
As a copywriter, I see the other side. I have conversations with people all the time who aren’t sure what they need. What they, and you, need is some impartial advice and that’s what this blog is.
Simple, straightforward and honest about how to choose the right copywriter to forge a long-term relationship with.
Specialist or generalist?
You’ll see that some copywriters promote themselves as being experts in a particular field or industry. It’s tempting to head straight for those individuals, but here’s why I want you to pause first.
Typically, expertise means higher prices. Does your copy project require in-depth knowledge? Don’t get me wrong, if you’re creating a white paper or detailed report then having specialist knowledge can bridge the gap, similarly if you work in a very technical field then I’d point you to a specialist. All good copywriters will do research into your area before writing so don’t get swept up in the specialist craze.
The beauty of a generalist is they’re coming to you with fresh eyes, they don’t get caught up in the acronyms and jargon. In many ways they’re at the same point your audience is - if it doesn’t make sense to them, then it won’t make sense to your audience.
You’ll also need to work out if you need a content writer or a copywriter, confused.
2. Is the proof in the pudding?
When you’re still browsing, pay attention to their websites and social media. For copywriters, writing is their thing so that should come across in their own marketing. It might not be in the style you’re looking for but don’t let that put you off. If their writing is clear, engaging and makes you want to read more, then it’s worth a conversation.
3. Testimonials
Now you might find these on their website or on their LinkedIn profile but take a look at their testimonials. Are there common themes throughout them? How many do they have? How recent are they?
By digging into their testimonials you can start to get an idea of what they’re like to work with and their typical clients.
If they’re lacking in the testimonial box don’t write them off just yet, but make sure you ask for some or if they don’t have any, ask to speak to a previous client.
4. Budget
I’m hoping that if you’re serious about outsourcing then you have a clearly defined budget for the project. If not, go sort that and then come back.
Like every service, copywriting varies in price. It depends on so many factors including experience, industry, output, turnaround time that it’s impossible to give an accurate guide. Copywriters also aren’t always very obvious about their pricing structure.
This is where if you like someone you need to have that conversation early to make sure that your budget and their pricing align.
From my experience copywriting is very much something that you get what you pay for - you might find the odd gem who’s an absolute bargain but usually if it’s too cheap, there’s a reason.
5. Samples
This is where we want to start contacting copywriters and asking for samples. The most useful samples for you to see are similar industries/topics and outputs. If you want help writing articles then ask for blogs and articles. If you need web copy, ask for example websites.
It might sound obvious but the more specific you are the more useful your conversations will be. Let’s say you talk to 4 copywriters, if you can compare direct examples it’ll make your end selection far easier.
6. Availability
The age-old question - how soon do you need it?
There’s a big difference between looking for a copywriter who can turn a project around in 48 hours and booking one 2 months in advance. For the first, you’re going to have slim pickings and you’re going to have to make quick decisions. For the latter, you can take your time and you’re going to have more options.
From a copywriter’s perspective, I implore you to be realistic. There’s nothing more frustrating than being told a project is urgent, slaving over it to meet the deadline and then not hearing anything back for weeks.
If it’s urgent then make sure it’s urgent and be prepared to take what you can get - both cost and choice.
7. Talk to them
The best writing happens when there’s good vibes. I know that might sound a bit woo woo for some of you. But it’s so true.
When you talk to a writer and you click, they get the business, the values and the tone you want - the copy flies and you end up with a solid result.
So do your research by all means but at the end of it schedule a time and talk to them. You’ll learn so much more and it’ll make your decision far easier.
Choosing a great copywriter doesn’t have to be difficult. Yes it requires some research, some thought and some decision making but if you follow my advice the whole process will become much easier.
Both copywriters and clients want to end up with a productive, impactful long-term partnership. We’re in this together.
Maybe I’m on your shortlist…if that’s the case read this and then send me a message.
