No two copywriters are the same. So how do you know you\u2019re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery.<\/p>\n
The truth is, copywriters, range from the great to the not-so-great. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders.<\/p>\n
And even if you bag a top banana for your project, who\u2019s to say they\u2019ll gel with you? Or your product? Your style? Your chosen media?<\/p>\n
The answer, of course, is research. Knowing what you want and sniffing it out is wiser than saying yes to the first person with a ready typing finger.<\/p>\n
But remember, a copywriter is someone who can \u2013 and should \u2013 do more than writing. Their greatest asset is curiosity.<\/p>\n
Copywriters want to know the ins and outs of every little thing. They\u2019re fascinated by human nature, knowing how to capitalise on motivations and get inside the consumer\u2019s head.<\/p>\n
A good copywriter will research your market inside out and then look at you critically through your customer\u2019s eyes. It\u2019s their curiosity \u2013 not their way with words \u2013 that finally helps them see your business in a whole new light.<\/p>\n
Whatever your project, this is the first quality to look for in your copywriter. Curiosity is the key to persuasion. And persuasion is the only reason copywriters exist in the first place!<\/p>\n
So, your copywriter needs a way with words \u2013 fairly obvious! And they have to tick the curiosity box. But you still need to whittle down the field and find the one you can spark off.<\/p>\n
Try asking yourself a few of these questions when you\u2019re weighing up a candidate:<\/p>\n
Who\u2019s doing the talking? Are they listening to you or talking about themselves?<\/p>\n
How quickly have they grasped your business? Not just your products, but also your marketplace?<\/p>\n
Can they write passionately? About anything? Even the dullest product? If they get you excited about sprocket valves, hire them on the spot!<\/p>\n
Have they worked in your industry and chosen media? If not, does their other work show they have a grip on your marketplace?<\/p>\n
When you\u2019ve chosen a suitable copywriter, you\u2019ll know you\u2019ve made the right choice when you start offering feedback.<\/p>\n
Professional copywriters thrive on constructive criticism \u2013 it\u2019s a surefire way of knowing they\u2019re heading in the right direction.<\/p>\n
That doesn\u2019t mean they\u2019ll roll over and accept any changes you make, but they will keep an open mind and listen to every point of view.<\/p>\n
When you offer feedback, however, you should see it as a two-way street. You may have to let go of some of your preconceptions. Great copywriters can realise why your current marketing isn\u2019t working, and won\u2019t shirk from telling you. They\u2019ll be cruel to be kind.<\/p>\n
But for now, these small measures should protect you against hiring the wrong person. Of course, there\u2019s no guarantee \u2013 creativity by its very nature demands that element of uncertainty.<\/p>\n
But if hiring a copywriter is a lottery, you should be pretty close to scooping five numbers plus the bonus ball.<\/p>\n","protected":false},"excerpt":{"rendered":"
No two copywriters are the same. So how do you know you\u2019re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery. The truth is, copywriters, range from the great to the not-so-great. Just like any other profession, there are high\u2026 Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[232],"tags":[251,1030,1031,1032,310],"class_list":["post-408","post","type-post","status-publish","format-standard","hentry","category-copywriting","tag-copywriter","tag-copywriters","tag-curiosity","tag-knowing","tag-project"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts\/408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/comments?post=408"}],"version-history":[{"count":0,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/posts\/408\/revisions"}],"wp:attachment":[{"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/media?parent=408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/categories?post=408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/w1.affwebsites.com\/articledir\/wp-json\/wp\/v2\/tags?post=408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}