Unless you’ve been given a personal recommendation, it can be hard to know if the copywriter you’ve chosen is good at their craft or not.
While spelling and grammar are both important when it comes to copywriting, they aren’t the only measures of success you should be looking for. So to help you discern the good writers from the hacks, here are a few qualities to look out for.
They have a portfolio
A good copywriter will have a portfolio (e.g. samples of published work) and will be happy to share it with you. They should also be happy to provide you with a list of clients they have worked with. Understand however, that due to the nature of some projects, writers aren’t always able to provide you with actual copy they have written for some clients. In this case, client testimonials may also work well.
They prefer to work to a brief
An experienced writer will ask for and prefer to work to, a client brief. A brief is important for both parties. It contains vital information to assist the copywriter to come up with the type of content you are seeking. It will also save you money, as it reduces the likelihood of misunderstandings, and the need for expensive re-writes and revisions.
They ask questions
You know you’ve found someone who will do a good job when they ask questions and seek clarification when they are unclear on something. Steer clear of the copywriter who seems self-assured and seems to ‘know it all’ when it comes to your needs — unless of course you have delivered a very detailed client brief to them!
They know how to research and reference their work
The craft of copywriting sometimes requires the writer to undertake research. This is particularly the case when it comes to health and medical writing. If your content needs some background research, make sure the writer you engage knows how to research, where to research, and how to correctly reference this information. After all, YOU will be responsible for the accuracy of the end copy, not the writer you hire.
They have a good understanding of the industry they are writing about
This is not a pre-requisite, but it does help. Engaging someone who understands your industry will save you time and money. For example, if you need someone to write about diabetes, hiring a health writer who understands the key health concerns facing the general population will result in better and cheaper copy, than someone who specialises in financial technology. Better, because they are familiar with the topic and the health concerns unique to diabetes, and cheaper because they won’t need to spend as much time researching the topic as the fin-tech expert.
They are flexible, yet firm
Flexible but firm? Yes. Your copywriter should be reasonably flexible when it comes to considering suggested changes and revisions to text. They should also understand that you, as their client, have other priorities to juggle, which may mean you can’t always drop everything to attend to their queries.
However, they should be firm when it comes to providing you with a quote, their terms and conditions of contract, as well as changing deadlines, or the scope or focus of the project. If the deadline or scope of the project must change, then you should both negotiate these changes. Chances are, they are juggling more than just your project, and need to fit your needs in with the needs of their other paying clients.
They focus on building a partnership
When engaging a copywriter, you should want more out of the relationship than just good copy. Look for someone who views your working relationship as a partnership. While price is obviously a factor in hiring someone, having a good working relationship with someone who understands your brand, your needs and the way you work is priceless. Once you find someone like that do all you can to keep them. You will find they will go the extra mile for you.
By all means, the above isn’t an exhaustive list but it will certainly give you a few things to think about when selecting a copywriter.
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And if you’re ready to work with me, or have some questions, please contact me. I’d love to hear from you.