So, you need a copywriter. Great! Here we’ll outline the five things you should be looking for to find the best person for your project.
We’re yuge advocates of outsourcing your copywriting (of course). And that’s not even because we quite like getting work. We also get to see how our clients hand over that big scary bit of copy work. It’s an awesome feeling, and we love being part of it.
For some clients, it’s the relief of knowing someone else is doing it. Delegation plus! For others, they’re ready to bite the proverbial, stop DIYing their content and start creating stuff that’ll add real value to their business.
Either way, we give hiring a copywriter four thumbs up.
But, like any trade, all copywriters are not created equal. A love of language and the ability to string words together is a baseline, so what else should you be looking for when you’re on the hunt for a writer?
I’m not just a copywriter myself, I’ve also hired and trained them too. Some have been amazing, and some… much harder to work with. In the process, I’ve started to spot some patterns.
Here’s my list of questions to ask when you need a copywriter, so you end up with a goodie.
1. They’re a great writer, but are they a copywriter?
Some of the most exquisite writers I know make truly rubbish copywriters. Why? Because when you’re writing for a business, you can’t write like you. Your job is to set your own style aside, and work out what’s best for the brand and audience. It’s text that’s designed to create action. Copywriters do that by telling stories and being clever with words, but those things aren’t the goal in themselves. It’s why I’m always a bit leery of ex-journalists working as copywriters. We may use the same tools (words), but the disciplines are completely different. Unless they’ve had the opportunity to retrain, asking a journo to write sales copy is like asking an artist to paint a house (or vice versa). Same tools, entirely different job. This goes both ways – copywriters find it extremely difficult to cross straight over into editorial.
2. Have they asked lots of hard (read: annoying) questions?
If you’ve decided you need a copywriter, you’ll know what the copy should do (get more sales! Make people love your brand!) but you may not have thought about how to do that. That’s where the copywriter should step in. If they haven’t asked these questions (and drawn out the answers), they don’t have everything they need to write you an effective piece. They’ll be taking a stab in the dark – and that could mean a lot of expensive time wasting for both of you.
Here are the questions copywriters should be asking (and getting the answers to)
- Who are you targeting?
- Okay, but what one person are you targeting?
- What are you trying to get them to do?
- How do you think we can do that?
- Why will they care?
- No, but really, will they care about that?
- What do you think they really care about?
- If your business was a person, how would he/she speak?
- So if your business has “personality” – what is that “personality” exactly?
3. Do they challenge your brief?
So many times, I’ve had clients brief me on something that sort of… doesn’t makes sense. You’re a company who sells mostly to business people – is a Facebook competition the right way to go? You’re a corporate who sells to other businesses – is a billboard campaign your best marketing spend? You might have a really brilliant strategy to back up that decision – if that’s the case, then awesome. But your new copywriter should be cocking an eyebrow and asking “How are you going to use that?” and “Have you thought about using <insert way brainier media idea here>?” If you don’t get those questions, you’re almost certainly working with a Yes Person. Someone who’ll happily create gorgeous text for a doomed marketing campaign. The good copywriters will rail against it (politely).
4. Do they say they can write anything?
Believe me, writing a billboard campaign is a completely different kettle of hoki from an email campaign. Both use words, yes, this is true. But the strategy, approach, limitations, styles and opportunities vary wildly. Be wary of copywriters who say they can write a LinkedIn profile because they’ve written staff bios, or a prospectus because they’ve written a company profile, or a proposal because they’ve written a report. Ask about similar projects they’ve worked on in the past. If it’s a new kind of writing for them, that’s not necessarily a deal breaker – it’s more about their attitude. Switching codes is a big deal. Someone who doesn’t recognise that is likely to unconsciously deliver less-than-ideal copy.
5. Does their past work all sort of… sound the same?
Copywriting is an exercise in humility. When I’m writing for brands, I have to murder my clever turns of phrase, destroy my wittiest headlines, dumb stuff down, and even (HORROR) use exclamation marks. Most of the time, there’s nothing in there that’s me. Nothing that I can use to show off to my friends. It’s all about the brand – their tone and their audience. When I’m writing, I am the brand. So most of my work looks like it’s been written by different people. Because it sort of has.
So when you’re considering a copywriter, ask to see some of their past work. Does it all have a similar flair? A similar style? No matter how beautiful the text, if it all sounds the same it’s a hint that your copywriter is actually just… a writer. They write like themselves – and that means they’re not going to write like you.
You don’t just need a copywriter – you need the right one
Here are the questions to tick off the list:
- Is your applicant really a copywriter, or a tapped-out journalist looking for a change?
- Have they asked you annoying questions?
- Do they take your brief, no questions asked, or do they challenge you on it?
- If they tell you they can write anything, can they prove it?
- Does previous work show that they can put aside their own style, slip your company mantle on and be you when they write? (Of course, you can save yourself a lot of trouble by contracting a specialist copywriting company, with a team of writers who can cover all types of copywriting. Hint, hint. )