As copywriting is one of the cornerstone services Message Artist provides, I was a bit shocked to realize I’ve apparently never written a blog post about how to hire the best copywriter for you and your business! So, I’m fixing that today.
Just like when you start researching graphic designers and web designer/developers to help you with a project, when it comes to hiring a copywriter/content creator, it’s important to understand your needs first.
Not All Copywriters Are Equal
There are a lot of reasons to hire a copywriter. When you think about running, marketing, and growing your business, it’s not hard to identify all the places in which written communication is key:
- Email campaigns
- Lead generators
- Annual Reports
- Social Profiles
- Social Posts
- Landing pages
- Speaker sheet
- And the list goes on …
You’ll find copywriters who excel at certain things, but will not be the right fit for others. For me, I start with these two factors:
- Do you need to create brand messaging and develop a “voice”? If this is the case, it’s best to either find a branding company to work with first and/or find a copywriter who leans heavy into branding (which is how Message Artist was born!)
- Or do you need a copywriter to work with your already well-established brand?
Of course, every copywriter should understand messaging and how to incorporate your brand’s voice and brand messaging in everything they write for you. But, not every copywriter is going to be able to help create your brand. And a copywriter who is a rock-star blog writer may not be so great at creating landing/sales pages that convert.
Types of Copywriters
Copywriters will generally fall into one or two of these categories and you’ll want to find the right copywriter to meet your needs.
- Non-advertising copywriters are the folks creating content such as blogs, ebooks, websites, landing pages, whitepapers, annual reports, etc.
- Advertising copywriters tend to come up through ad/marketing agencies and excel on creating taglines, concise copy for graphic-heavy projects, or media campaigns.
- Direct-response copywriters are the sales/fundraising writers focused on moving prospects further along and into the sales funnel by creating engaging and compelling mailers, landing pages, nurturing email sequences, and supporting social campaigns.
- Brand copywriters will be someone who helps you create an identity. They will establish your core brand messaging, give your business a voice, and help you position yourself and your business in the industry and space of your choice. These are the folks you want writing your website copy!
6 Tips for Hiring the Right Copywriter
The right copywriter means you talk to the right audience in the right way. Here are some tips to help you find the right copywriter for your needs.
1) Be specific about what you need.
When interviewing copywriters, you need to be clear about what you need and what projects you are hoping to hire them to do. If you’re not specific, you could end up with a writer who’s never worked on your type of project.
2) Consider the skill level you require.
If you’re looking for someone to help you write social posts or regular emails, you may not need a seasoned pro. But, if you’re revamping your website, you likely want to go with someone who’s got the experience and perspective that only time and practice bring.
3) Make sure they understand your audience.
This is CRITICAL. If you hire a copywriter that has worked almost exclusively in the healthcare industry and you sell motorcycles, they may not be the best fit unless they turn around and tell you they’re passionate about motorcycles in their spare time and fully understands the world of being a motorcycle enthusiast! Your copywriter MUST be able to talk directly to your ideal customer, otherwise, they’re talking to the wrong folks and you won’t get the results you want.
4) Know your budget.
Copywriter fees have a fairly wide range. A junior writer will cost less because they’re working to build their portfolio, experience, and reputation. A seasoned pro with a stellar reputation is going to cost more … and there’s a whole range of options in the middle of the two. Revisit #1 and this will help you figure out what the investment is you need and want to make.
5) Ask for referrals and read their LinkedIn and Google reviews.
Just like when you’re shopping for a new bag or pair of shoes, read the reviews. You can start with whatever they have on their website, but the best options are looking at the reviews on their social sites or Google because those are coming directly from the customers. The best option yet is to simply ask for some referral names and you can talk with that person directly and hear about their experience.
6) Ask lots of questions! Ask …
- How’d you get into copywriting? You’ll get a sense of their experience and why they’re doing what they’re doing.
- What’s your favorite type of projects to work on? You’ll see if what they like to do is in alignment with what you need written.
- What was your most recent favorite project? And why? This gives you further insight into what they like to do.
- What’s your process? Professional copywriters know how to deliver expected outcomes for each project type. Look for a process that aligns with your needs and how you like to work.
What Are Your Copywriting Needs?
Curious if you need a copywriter? Is it time to outsource some of your regular marketing and writing needs? Schedule a call with me and let’s figure out together if the Message Artist team can help you!