Buying copywriting services can be expensive, more so if you don’t get the results you need. So how can you be sure that you’re hiring the best copywriter for you?
1. Hire a Copywriter With Experience in Your Industry
Start by focusing on hiring a copywriter with experience in your industry. Copywriters write best when they write by drawing on their life and business experiences.
Theoretically, any copywriter can write about anything, and can sell anything. In practice, that’s rarely the case. Research can only go so far, and even the best writer in the world, if he has no experience in your industry, won’t do the best job for you without extensive research.
That said, expect to pay for your copywriter’s research time. Expect him to take the time to research, and expect him to talk to you, your staff and even your customers as part of that research.
Which brings us to our next point.
2. Expect to Pay for Your Copywriter’s Time: Even if He Writes Nothing for You
Before he writes a single word of copy for you, a copywriter will spend a lot of time looking at what you want to do, and figuring out the best way to do that. This thinking time is not writing time, it’s pre-writing time. It’s essential for you to get value for money when he starts writing. Be extremely wary of a copywriter who plunges into the writing before he’s done the groundwork.
Copywriters have various ways of charging for projects. He may charge by the hour (which means that research, interviewing, and thinking time is chargeable), or more commonly, by the project. Since your copywriter will be doing initial research and scoping a project before he creates a proposal, don’t be surprised when he expects you to pay for this time.
3. Communicate: How Passionate Is Your Copywriter About Your Industry?
Finally, the best copywriter for you will be interested in your industry. He’ll have a curiosity and interest about what you do, and how you do it, and about your products. You’ll sense your writer’s interest (or lack of it) in your discussions, and by the number of questions you’re asked.