There are thousands of copywriters out there; seriously, there is no shortage. But how do you pick the right copywriter for your business? Many people seem to get hung up on the rates, but there are a lot of other factors you should consider when trying to find a good fit. Here are some of the top things you should consider when choosing a copywriter.
Where to Find a Copywriter
We’re everywhere. You’ll find us on social media, websites, YouTube, guest posting for magazines, on podcasts, EVERYWHERE.
One of the best ways to find a copywriter, though, is asking business contacts who they use. That way, you get an honest opinion and can ask questions about what the copywriter is like to work with.
Or, you know, you can just use us.
Look At The Copywriter’s Portfolio
Before you do anything, look at the copywriter’s portfolio. Read through the work they have done for other companies and get a feel for the copywriter’s skill. Does their writing grab you? Does it convince you to buy? You might not be the company’s target customer, but can you see that it would be effective?
You should also pay attention to the copywriter’s voice in each portfolio piece. Does each piece have a different voice that works for the product? If too many of the pieces from different companies seem similar, then the copywriter may not be able to give your business a unique voice.
Finally, pay attention to the general writing skill. Are there spelling and grammar mistakes? Is the writing clear and to the point, or does it ramble a bit? Do they use a lot of cliches and not in a unique, reimagined way?
Read Testimonials
Keep in mind that copywriters or any service-based business, for that matter, will only display positive testimonials. However, they are still real testimonials that customers have written themselves.
Look past the gushing to determine the results the client had. After reading the testimonials, ask yourself the following questions:
- Do they seem easy to work/communicate with?
- Do they seem to get results?
- Do they seem to stick to deadlines?
- Do they seem skilled?
This can give you a good idea about the quality of the copywriter.
What Is The Copywriter’s Speciality?
Every copywriter, even generalists, will have some kind of speciality. It might be a type of copy they focus on (like email marketing) or a particular industry. A speciality may even be a type of business they excel in, like B2B or startups (like us). Some copywriters will go super specialised and only write landing pages for selling tractors, while some will stay broad in their specialisations. No particular way of specialising is better than others, but you need to think about your business needs and what skills you require.
A copywriter who has niched down into a technical field can benefit your business because they can really convey the expertise of your business and understand the industry as a whole. However, a copywriter who does not specialise in the industry but does specialise in a different skill you may need could take a different approach and help you stand out from your competitors.
The team of Dangerous Words have specialised in a few different things throughout our careers as copywriters. Ultimately, we made the decision to write solely for startups because we found fulfilment in helping new businesses get off the ground. Writing about a range of different topics help us to keep our creative spark going, and we get to work with a vast range of resourceful, inspiring, and downright quirky entrepreneurs.
Consider what type of business you have and your business goals. What kind of help do you need from a copywriter? Are there any pieces in their portfolio that are similar to what you want to achieve? Sit down and work out what specialist skills are most important to you.
Are They Experts?
Take a quick look at their blog and social media to see what kind of information they put out into the world. Do they seem knowledgeable about copywriting and their specialisation? Are their own marketing techniques effective? By reading the information on their website, you can get a good idea of the skill level and knowledge the copywriter possesses.
Do Their Rates Fit Your Budget?
Your budget is an important factor; it would be silly to say it wasn’t. Some copywriters (like us) post their rates on their website, and others like to quote prices on a project-by-project basis. Both are valid ways of working. If a copywriter posts their rates on their website, then they are unlikely to negotiate pricing; the price on their website is the price you will pay if you want to work with them. If a copywriter prefers to quote each project individually, then there is a little bit of room for negotiation. When negotiating, keep in mind that you are requesting a skilled service and undervaluing the copywriter’s expertise will likely not work in your favour.
What Is Communication Like?
Regardless of whether the copywriter displays their rates or prefers to discuss the project before giving a quote, you should reach out to the copywriter and talk to them about your project. Pay attention to what communication is like. Are they warm and friendly? Do they seem professional? Do they ask a lot of questions about your business?
You should expect a lot of questions about your business and the project. Answer these truthfully and provide as much detail as possible. A lot of customers tend to brush these questions off as annoying and give short, uninformative answers. It is the copywriter’s responsibility to ask questions to ensure they understand your business, but it is also your responsibility to ensure they understand your business. Volunteer information and answer all the questions they ask. At the end of the day, the copywriter will not do a good job if they are writing completely blind.
The copywriter should:
- Ask plenty of questions
- Give you an opportunity to ask questions
- Answer your questions
- Clearly lay out pricing, turnaround time, and payment methods
- Provide details of things like revisions, communication methods, and terms of service
- Send over a list of initial questions about your company and a list of initial questions about the project that they need answered before work can begin.
These will obviously not all happen in the first email. But all of these things should occur in the email exchange before work begins. Some copywriters may offer a discovery call, and others may prefer to get to know you over email. This preference will be based on a number of factors like workload, time zone, and also customer preference.