This is the final part of an easy self-help series for small business owners. This brief overview focuses on questions for the small business.
How do you choose your copywriter?
First, let me share a story.
A few years ago, I took my parents’ wedding rings, mom’s engagement ring and my grandma’s ring to a goldsmith. I wanted all their rings made into one ring for me.
All I had was a faint idea of how I thought a ring could look.
I walked into the goldsmith’s. I handed him the rings. I knew my budget. I tried to explain my idea.
And, then he educated me. I looked at samples, I looked at patterns. I looked at stones. We talked. I had an idea. He had another. And so it went.
He had the expertise. I had an idea.And I ended up with a beautiful ring.
To help you get the best outcome from your copywriter, help them by knowing some of what you want.
You’re me at the goldsmith, and the goldsmith is the copywriter.
It starts with you!
Here’s 4 things to think about before you pick up the phone:
1. Start with the end in mind
- Copywriters are great creative writers, but not mind readers. Plan out your goals for the copywriter– is it to promote something old or new? Is it content creation? Or a promo for a free consult or info for a blog?
2. What’s your budget and timeline?
- Copywriting is an investment. Not only is it a financial decision, it’s also time. While the copywriter will do the work, they also need to start with you. During the project, you need to stay connected.
3. Do you like working with someone in person, or can they be remote?
- This is a personal choice. If you’re comfortable using applications like Zoom, Skype, or Facetime then you have a wider pool of talent to choose from. If you prefer to work with someone who is close-by, that’s great too!
4. Do you have a model of another business that you like?
- We learn from each other, and it’s the same in business. Is there advertising you’ve noticed from another business that you like? Is there a website that’s impressed you? Collect samples to show the copywriter.
Now, what do you ask a copywriter before hiring?
For me, I’ve gone in with the bigger questions first. Here’s a few basics:
1. How many projects does the copywriter commit to at the same time?
- When I worked with a copywriter many years ago, I wanted my project to be on top of the pile.
2. What kind of work does the copywriter like doing?
- Copywriters will have their favorite kinds of work. They may be trained in 10 different formats, but they might excel in two or three – their favorites. That’s just good information to know.
3. Ask to see their samples.
- Do you like their work? Remember, you’re looking at the writing. The design is another piece.
4. How does the copywriter guarantee their work?
- Professionals will work really hard to ‘get it right’ from the start. This is why you need good communication. Professionals will have a guarantee in their agreement with you.
5. Is the promise too good to be true?
- If you meet with a new copywriter, with little experience who says they can do everything, and promise you will have an increase in sales of 500% because of their copy….run!
- Experienced copywriters are realistic. Testing copy is part of a marketing plan. And to predict the future guaranteeing inflated conversion rates … well, there’s no way to know.
Copywriters are businesspeople who are invested in helping you succeed
Copywriters come from all backgrounds and are interested in different things. Take your time to find the one that meets your needs.
There’s one out there, waiting to meet you.
Remember, your success is their success.
Ms Charron is a copywriter with more than 35 years of experience in a variety of industries. She’s a copywriter who is focused on remembering the human heart in advertising; and enjoys working in self-improvement and personal growth.