Copywriter Selection Checklist

So you want to engage a freelance copywriter to write sales copy for some type of marketing material. The question is, “Who do you choose?” Here’s a handy copywriter selection checklist to help you make the right decision.

In the world of copywriting, in most cases, you get what you pay for. For instance, if you simply want SEO articles written, you could choose to hire a cheap freelance copywriter from a non-English speaking country but chances are, even though the copy may be keyword-rich and SEO friendly, it probably won’t make a lot of sense. Nor will it reflect professionally on your brand.

Sure, it may get you a good Google ranking but will those website visitors bother to hang around when they get to your site?

Probably not.

At “Words that Sell’”, over the last 18 years of working with all sorts of copywriters on direct response, corporate and SEO writing projects, we’ve found that even when working with budget SEO copywriters, it’s essential that they have a good command of English and western culture.

Here are some other points that we consider for copywriter selection. Hope it helps:

1. Strategic Ability

Is there strategic thought behind the copywriter’s creative processes or are they being creative purely for the sake of being creative? There’s a big difference. The right strategy and the right concept are critical in making a piece work. Without it, you have just pretty words on a paper. Many small business owners make the mistake of assuming that the copywriter has the ability to know what hot buttons will drive a customer to buy. That they know what offers, what emotional triggers, what timing, what media and what headlines will get results. Most don’t. And even with the ones that do know the right formula, many don’t know how to apply it or tailor it to suite a specific target audience.

If you want your copy to sell up a storm it’s important to engage a direct response copywriterwith results on the board.

2. Does their work embody “salesmanship in print” or are they simply creative writers?

Some copywriters are highly creative for the sake of being creative and would make great novelists. Others are great at formal journalistic style writing. Neither of these types of copywriting get results. It’s essential that the copywriter you choose knows how to write in a sales-focused way.

That’s why we established a copy writing school, International Writers and Consultants Academy, to help teach copywriters how to write copy that sells and adapt their style to suit any industry or target market.

3. Market research

How will they “get to know” your target market? Will it be guesswork? Will it be based on experience? OR will they roll up their sleeves and interview your clients? If you’re paying cheap copywriter fees there’s a very good chance that the copywriter won’t supply you with a discovery questionnaire that will provide them with valuable market research let alone call a number of your clients.

4. Experience

What experience do they have doing work for clients in your industry? And if they don’t have experience, do they have transferable experience eg. if you’re an accounting firm and they have experience working with other professional services firms.

5. Street Smarts

Do they have “in the trenches” wisdom or are they graduates with no life experience, no business experience, and no commercial acumen? There’s a big difference.

6. Measurability

Can they quote “measurable”, in the bank account results for clients or are they talking in terms of the creative awards they have won?

7. Product Understanding

How do they intend to get to know your company, your product AND the image you want to project? How have they done this with previous clients?

8. Copywriting Fees

You usually get what you pay for. Are the copywriter’s fees in line with the measurable results they have achieved for clients? If their fees are too cheap there’s a very good chance they haven’t got a strong track record of improving sales. If they’re on the expensive side, just make sure they have the results to back up their higher fees.

9. Capacity

Do they have the capacity to handle ALL your work with a quick turnaround?

This can be a challenge if you’re on tight deadlines. Our team of copywriters have undertaken projects of up to 200 articles per week so you can rest easy knowing that we have the manpower to look after your needs.

10. Portfolio

Does the freelance copywriter’s portfolio show creative that met the needs of the client’s market or was it “highly creative” but not projecting an image that is complimentary to the market it was pitching to?

A word of caution: When reviewing portfolios don’t assess their work on the basis of “do I like it” but instead look at it on the basis of “if I was in this industry would it be a fit with the image that I was wanting to project?”

At Words that Sell we have relationships with a wide range of copywriters to fit all sorts of industries, types of work, and budget levels.