How To Commission a Freelance Copywriter

Every so often we all need a bit of help – especially with the stuff we find mundane.

At times its easier to get someone else in so our time can be freed up to do something more productive.

That is especially true for sales writing.

Many businesses simply don’t have the time to sit down and create amazing copy that will wow their readers and have them opening their wallets. So the most sensible option is to hire a freelance copywriter.

Your copywriter is probably sourced through Google or by recommendation. But however you find them, its what you do next that’s important.

We are creative but not miracle workers

Being a writer means being creative, but even copywriters have their limitations.

Our job is to produce copy for your marketing materials (web copy, brochures, emails, newsletters, white papers, eBooks, travel guides…) that sells. It has to be eye-catching, captivating, powerful and interesting.

If it is for search engine optimisation, it also has to appeal to the search engine spiders.

The one thing we can’t do is magic powerful copy out of thin air.

Don’t make your briefs too brief

To be able to write great copy, your copywriter will need a great brief – and that means information. Even though you’ve hired them to write, you still have to do some work.

To say “I import handbags and I need you to write my web copy.” isn’t really enough. What are the bags? What styles do they come in? Are they designer? What are they made of? What makes them different to other handbags?

Your copywriter needs as much background information as possible on your product to be able to put together your copy. You’ll need to be able to answer questions such as:

• What is the objective of this project?
• Who is the audience?
• Do you have any in-house styles they must adhere to?
• What is the product/service? (Features, benefits, prices etc.)
• What is the offer? (Discounts, deadlines, guarantees etc.)
• What are the objections stopping people buying your product?
• What is the call to action? (What do you want the reader to do? Call, email, order etc.)
• What media is the copy for? If web copy what keywords should be used?
• What information is available about this product?
• Who are your main competitors?

Give them everything you can think of. Write down your ideas – don’t worry about presentation and grammar, just let it flow as all information is useful when it comes to constructing strong sales copy.

Not giving them this information is rather like asking someone to build your dream house without any plans, ideas of location or style – you simply won’t get what you want.

Don’t leave it to the last minute

Most companies will have their marketing strategies planned out in advance, so don’t leave it until the eleventh hour to find and commission your copywriter.

Gathering information takes time, crafting it into strong sales copy takes time, proofreading and editing takes time.

Remember your copywriter also has a life. Why should they be forced to work late into the evenings or weekends to get your project finished because you didn’t leave enough time.

Why am I telling you this?

Simply because there have been occasions when I’ve been expected to conjure great copy out of thin air.

Because I’ve been asked to produce copy within only a few hours.

Because people have moaned when I’ve asked for information – “but you’re a writer!”

Because if you know how copywriters like to work, projects will run much smoother.

If you want great quality copywriting give information, give plenty of time and give generously!