Finding A Copywriter – Cost vs Value

When you scout round for a copywriter, how do you make a buying decision?

I’m betting you look at cost over and above everything else.

Yes, I understand you have budget constraints, but just looking at the cost of a service can be very short-sighted.

How much?

As a copywriter I hate getting those emails that say, sorry you’re too expensive.

Really?

What are you comparing that to?

Nine times out of ten, a potential client will gather a load of emails from Google search, perhaps throw in a few that have been recommended and then blast out an email along the lines of “I need 10 pages of copy, what do you charge?”

The problem with that is that you’re immediately telling the recipient of the email “I need some writing done, I don’t care how good it is, I just want it.”

What’s that? You do care how good it is? Oh, right, well that’s not what you’re saying.

The deciding factor shouldn’t be about cost (although I appreciate you don’t have a bottomless budget), it should be their experience (not just in your industry), reputation and quality of their work.

Why?

Because the reputation of your business is at stake.

Think about it, if you have ‘OK’ copy on your website (and other promotional materials), but your competitor has high quality, persuasive content who will people chose? Yup, not you.

If you were building a house you wouldn’t just instruct the cheapest builder, you’d want to find one that’s got a good reputation. If you wanted a lawyer, you wouldn’t just hire the cheapest, you’d ask for recommendations to find the best on in their field. So, when you’re looking for a copywriter to create compelling marketing copy don’t make your decision on price alone.

How to find a great writer

The first thing to do is look at their website.

Read their testimonials and case studies. Look at their portfolio and at the clients they have worked with.

Then, rather than sending out an email, pick up the phone and call them. Have a chat about what you’re looking for, ask for their advice. A good writer will be enthusiastic and knowledgeable – this is also a good way to see if you gel, after all, you’ll be working closely together so it’s important you find someone you can work with.

The budget for your copy should be in line with that of your website, brochure etc.

Experienced writers aren’t going to be cheap, but do you want cheap as chips or someone that actually knows what they’re doing?

Author – Sally Ormond, Briar Copywriting Ltd