by Calvin Cox on March 15, 2010
The Top 10 Things to Look for When Hiring a Copywriter Written by Sue Treiman, Freelance Copywriter It’s already in the teens and your website is looking downright millennial? Consider hiring a professional web copywriter. A qualified scribe can create bright, polished copy that accurately captures your ‘value proposition’ while skillfully targeting your audience.
Selecting the perfect professional, though, can be tricky. After all, writing is an intimate process that requires sharing proprietary business information, not to mention hopes and dreams.
To ensure you find the best person, keep the following 10 qualities in mind.
1. Voice – Like people, businesses (and their websites) have distinct personalities. If you sell trendy duds, you may want sassy, irreverent verbiage, but if you peddle paper, plain vanilla prose is fine.
Either way, the first order of business is to know your needs and your market. Think about the language your clients and competitors speak. What are its distinct characteristics, phraseology, quirks? Once you find a writer, the research will help inform and educate him.
2. Curiosity – It takes an engaged, involved writer to paint a captivating ‘word picture.’ Be certain that your copywriter fully comprehends the business, and is inquisitive enough to seek answers. Listen for probing questions about your product, your purpose, and your ideal customer. If your copywriter dismisses the process with an ‘I can write anything’ shrug, move on.
Good writers must get up close and personal. If they are uninterested at the start, imagine how things might be two months and 15 revisions from now.
3. Specialties – Not all writers are suitable for all projects. A marketing writer may be a promotional whiz, but terrible at crafting longer text; a search engine genius may be stymied by a tough mission statement. Seek skills accordingly, and don’t assume everyone is a Jack or Jill of all trades.