No copywriters are the identical. So how do you realize you’re getting the satisfactory author for the job? Unless what to search for, choosing your copywriter can be a chunk of a lottery.
The reality is, copywriters range from the brilliant to the no longer-so-extraordinary. Just like some other career, there are high flyers, beneath-achievers, rogue buyers and younger pretenders. And even in case you bag a top banana to your undertaking, who is to mention they’ll gel with you? Or your product? Your style? Your chosen media?
The answer, of route, is studies. Knowing what you need and sniffing it out is wiser than announcing sure to the first man or woman with a equipped typing finger. But do not forget, a copywriter is someone who can – and must – do more than write. Their best asset is curiosity.
Copywriters want to recognise the bits and bobs of every little factor. They’re inquisitive about human nature, understanding how to capitalise on motivations and get in the customer’s head. A true copywriter will research your market internal out, then look at you severely thru your purchaser’s eyes. It’s their curiosity – no longer their manner with phrases – that ultimately facilitates them see your enterprise in a whole new light.
Whatever your challenge, that is the first exceptional to look for for your copywriter. Curiosity is the key to persuasion. And persuasion is the only purpose copywriters exist inside the first region!
So, your copywriter desires a way with phrases – pretty obvious! And they need to tick the interest box. But you still need to whittle down the sector and locate the only you could set off.
Try asking yourself some of these questions whilst you’re weighing up a candidate:
Who’s doing the speakme? Are they taking note of you or talking about themselves?
How quickly have they grasped your commercial enterprise? Not simply your merchandise, however additionally your marketplace?
Can they write passionately? About some thing? Even the dullest product? If they get you excited about sprocket valves, rent them immediately!
Have they worked for your industry and selected media? If no longer, does their other paintings display they’ve a grip to your marketplace?
When you’ve chosen a appropriate copywriter, you’ll understand you have made the proper desire whilst you begin imparting comments. Professional copywriters thrive on positive complaint – it’s a surefire way of understanding they’re heading in the proper path. That does not imply they will roll over and accept any modifications you make, however they will hold an open mind and pay attention to each point of view.
When you provide feedback, however, you ought to see it as a two-manner street. You may additionally must permit pass of a number of your preconceptions. Great copywriters can realize why your modern advertising isn’t running, and may not shirk from telling you. They’ll be merciless to be type.
But for now, those small measures ought to guard you against hiring the incorrect person. Of route there’s no guarantee – creativity through its very nature demands that element of uncertainty.
But if hiring a copywriter without a doubt is a lottery, you need to be quite near scooping 5 numbers plus the bonus ball…
