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No two copywriters are the same. So how do you know
you’re getting the best writer for the job? Unless you know what to look for,
choosing your copywriter can be a bit of a lottery.
The truth is, copywriters range from the great to the not-so-great. Just like
any other profession, there are high flyers, under-achievers, rogue traders and
young pretenders. And even if you bag a top banana for your project, who’s to
say they’ll gel with you? Or your product? Your style? Your chosen media?
The answer, of course, is research. Knowing what you want and sniffing it out
is wiser than saying yes to the first person with a ready typing finger. But
remember, a copywriter is someone who can – and should – do more than write.
Their greatest asset is curiosity.
Copywriters want to know the ins and outs of every little thing. They’re
fascinated by human nature, knowing how to capitalise on motivations and get
inside the consumer’s head. A good copywriter will research your market inside
out, then look at you critically through your customer’s eyes. It’s their
curiosity – not their way with words – that finally helps them see your
business in a whole new light.
Whatever your project, this is the first quality to look for in your
copywriter. Curiosity is the key to persuasion. And persuasion is the only
reason copywriters exist in the first place!
So, your copywriter needs a way with words – fairly obvious! And they have to
tick the curiosity box. But you still need to whittle down the field and find
the one you can spark off.
Try asking yourself a few of these questions when you’re weighing up a candidate:
Who’s doing the talking? Are they listening to you or talking about themselves?
How quickly have they grasped your business? Not just your products, but also
your marketplace?
Can they write passionately? About anything? Even the dullest product? If they
get you excited about sprocket valves, hire them on the spot!
Have they worked in your industry and chosen media? If not, does their other
work show they have a grip on your marketplace?
When you’ve chosen a suitable copywriter, you’ll know you’ve made the right
choice when you start offering feedback. Professional copywriters thrive on
constructive criticism – it’s a surefire way of knowing they’re heading in the
right direction. That doesn’t mean they’ll roll over and accept any changes you
make, but they will keep an open mind and listen to every point of view.
When you offer feedback, however, you should see it as a two-way street. You
may have to let go of some of your preconceptions. Great copywriters can
realise why your current marketing isn’t working, and won’t shirk from telling
you. They’ll be cruel to be kind.
But for now, these small measures should protect you against hiring the wrong
person. Of course there’s no guarantee – creativity by its very nature demands
that element of uncertainty.
But if hiring a copywriter really is a lottery, you should be pretty close to
scooping five numbers plus the bonus ball…
