Getting a copywriter is easy but getting the right one is where you might make the wrong step. This can be the difference between profiting and losing money. So you have to have a structured approach when choosing your copywriter.
Step 1: Figure Out The Kind Of Service You Want
Like in most fields, the field of copywriting is very broad and there are many different kinds of copywriters. So you cannot just hire any copywriter you find offering his services without figuring out what you expect from him or her in the first place.
Without the knowledge of your project’s specifications, you end up hiring a general copywriter and this is a very bad mistake because you might get a copy that is not a proper fit for your product.
So the first step to take before even hiring the copywriter is to figure out what exactly you want him to write. There are of course very amazing copywriters who can tickle every aspect of copywriting, but if you want a killer copy for your facebook, it’s usually better to put your money on someone who has been focusing on Facebook ad copies for 5 years than someone who has been focusing on copywriting in general for the past 5 years.
I’d advise you to make a list of the key points you want to be included in the copy along with any other specifications of how your copy is supposed to come out in the end.
Step 2: Making A Clear Picture Of The Level Of Skill The Copywriter Is Supposed To Have
You don’t necessarily have to hire a person with the shiniest CV to get the job done. This is because sometimes when the skills you need might be in someone who is new to copywriting. For example, you intend to sell a product to a young crowd using an angle that is not overused by most sellers. In this case, you can consider a newcomer in the copywriting space. Someone who understands a young crowd more and has fresh ideas in terms of how to approach that kind of market.
So most people make the presumption that quality comes with experience and qualifications. This is usually true most of the time but the best way to maximize your results is to test differently applicable copywriting to your products. One of the methods used by successful brands to carry out these tests or even set up long- term contracts with freelance copywriters is by registering and hiring based on what you want. For example, if you want a Facebook Copywriter.
The best part about freelancers is that you look for exactly what you want instead of sending a job offer and choosing from what you get– especially if you have a specific job. If you can entice a writer with the promise of fairly steady work overtime, you’ll have a better chance of nabbing a great one.
If your projects are long term you should consider hiring a long term copywriter who will gain more experience based on exposure to your brand. The beauty of the digital world we live in is that you have the choice to choose someone who doesn’t even have to be present at the workplace premises.
Step 3: You mustn’t hire an SEO expert
In copywriting, you are not trying to get the best keywords but you do need the best content. So it doesn’t really matter if the copywriter is an SEO guru. They will be ok if they have an understanding of SEO and the best knowledge of copywriting.
If you have a list of crucial keywords that you want to appear in the copy you can simply tell your copywriter to include them in their copy.
It’s not about the keywords, it’s about the content!
It is very difficult for your copywriter to showcase his full potential if he is weighed down by a bag of keywords he is supposed to include. You can give him your keywords as words to consider and include whenever possible. This will give you a good copy and with time the copywriter usually gets the hang of things and figures out how to blend the keywords to their style of copywriting.
Step 4: Asking The Right Questions
Copywriters are on the writing side of things and not the analytical side. So make sure you avoid pressuring them with the analytical part of the effect of their work. This is usually not their specialty. You can find a data analyst instead of who can show you what is working and what is not for your business instead.
What you can do though is to assess the copywriter’s previous work. This often shows you how well they have performed in the past.
This will show you the effects of their copywriting on brands. You will see if they bring results and/ or showcase the vision of the brand.
You can also check out the kind of reviews the copywriter receives from previous clients. The results from this method usually speak louder than words because a person can overrate their services but an assessment of the reviews they have and the results of the work they have done does not have this flaw.
Step 5: Testing
Phase 1
You should give a copywriter a picture of the kind of work they will be doing in your company or project.
This is not about making high hurdles for them to fail. You should instead give them a test that shows you how well they will fulfill your requirements.
Phase 2
This is usually a crucial but neglected part of qualifying a copywriter by most companies.
Once you see their style of writing, give them your feedback and tell them to write again. This time you tell them exactly what you expect from them. This will show you how good they are at adapting which can be a very useful skill when your brand needs to be flexible. This will also show you how they take and process feedback
Freelancer Suggestion
I ran a brand that sold phone covers with trending teenage memes. I scaled this business from 2016 until I sold it in 2019. I worked with a young copywriter in this period and it was a good investment. He is currently registered on Fiverr as a freelancer.
