How to Get Great Copy

Writing sales and marketing copy isn’t as easy as it sounds.

Granted, you know your business and product/service inside out and every which way, but that is often the problem.

To write great copy you have to put yourself in the shoes of your customers. But when you’re writing about your own products and services that can be really tough.

That’s why it really pays to get an expert in and hire a good copywriter.

In an instant you will have access to a wealth of experience and expertise. Someone who knows how to position your product/service, which buttons to press to make people buy, and how to get the most out of your sales materials.

So how can you be sure you’re hiring the right copywriter for you?

Well, let’s look at it this way, if you were looking for a builder to build an extension to your house you’d probably ask for personal recommendations from friends and colleagues, you’d ask to see what other work they’d done, you’d want to make sure you paid a competitive rate – because you only get what you pay for – and you’ll take time to talk with them to see what they’re really like.

The same goes for finding a great copywriter.

The dos and don’ts

1. Avoid job boards

Great copywriters won’t be trawling job boards for work. If they’re good they will have people knocking down their door for their expertise and won’t be traipsing the streets trying to find their next job.

The best place to look is Google. Your copywriter doesn’t have to be local to you (I’ve worked with companies as far afield as Trinidad and Tobago) so make an extensive search to ensure you get the right person for you.

2. Samples

Don’t be afraid to ask to see samples of their work. But don’t be put off if their portfolio doesn’t show anything exactly like you’re looking for or an example from your industry.

News flash – a good copywriter doesn’t need experience in a particular field to write about it. You are the expert in your company; your copywriter is the expert in getting that information across to your reader.

3. Pay competitive rates

It’s true – you only get what you pay for.

Plus, don’t expect to pay by the hour.

If you hired your gardener to mow your lawn and tend to your flower beds you would pay them for that work. If you paid them for 2 hours work, they may not get through everything so you wouldn’t get what you wanted.

Most copywriters will provide you with a fixed fee based on the nature of your project.

If you want an excellent job you’re going to have to pay for it – but that’s why you hired in an expert, isn’t it?

4. Talk to them

Pick up the phone and have a chat with them. Suss them out and see if they are the type of person you could work with.

5. Agreement

Once you’ve made your choice, get a written agreement that clearly states what they will do for you and what you will provide for them. That way everyone knows where they stand.

Don’t forget, when hiring a copywriter you are not paying for their time. You are paying for their experience and expertise.