Finding a good copywriter is not easy. Though there are many people out there willing to offer their copywriting services, finding a skilled and experienced individual can be a long and frustrating process. If you are looking for a copywriter, here are some things you need to look out for.
1. Ability to collaborate
Copywriters, unlike other kinds of writers, cannot work in isolation. Writing effective copy is as a result of collaboration with people such as account managers, creative directors, product managers, designers and sales managers. In addition, copywriters might need to engage in conversations with customers and the general public. Therefore, when choosing a copywriter, you need to find someone who works well in teams, and is able to engage in interact with and get feedback from different groups of people.
2. Creativity and skill
A good copywriter should not only be able to creatively generate unique and interesting ideas, but should also have the skill to write copy which sells. Skilled copywriters are conversant with the elements of good design as well as effective marketing tactics. They are capable of writing headlines, sales pitches and calls-to-action which compel prospects to take the necessary action. In addition, they are able to distinguish between different kinds of writing such as press releases, white papers and copy for landing pages.
3. Ability to understand business objectives
Good copywriting is not just about writing copy that is mind-blowing or elegant, but about understanding customers and achieving business objectives. Poor copy only focuses on the features of the product or service. However, good copy goes beyond that and seeks to reach customers at an emotional level. It addresses their problems and explains how the service or product can make a difference. A good copywriter should be able to engage customers and write copy which is related to your business goals â whether it is enhancing sales, improving conversion rates or generating leads.
4. Ability to handle criticism
Be wary of a copywriter who resists constructive criticism and is unwilling to accommodate other peopleâs comments and suggestions. Experienced copywriters know the value of feedback and even encourage people to give it. They are not insecure and are able to handle unfavorable feedback from others. A good copywriter will take a lot of time to write and revise before submitting the final copy.
One of the best ways of evaluating prospective copywriters is by checking their track record. Ask them to submit samples of their past work as well as contacts of a few references. Their samples will give you an idea of what they are capable of doing. Get in touch with the references and ask a few questions. Was the copywriter creative and co-operative? Did he meet the deadlines? Was he able to follow instructions? Did the final copy achieve the desired business objectives?