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Copywriting Information |
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11 Things You MUST Know Before Hiring a Copywriter!
If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right. Many business owners and marketing professionals have valid concerns about letting an outsider develop their content. After all - it's your business, you know it best, and your image is critical. However, you're wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects. Working with a writer isn't a complicated ordeal, however it will benefit you tremendously to become familiar with how the relationship typically works and ways to help the process move along smoothly. So, here are my top 11 tips on how to choose and work with a copywriter: A crucial factor in streamlining the writing process is determining the principal points you need to communicate - *before* you bring in a writer. Who is your target audience? What is your message? What is unique about your company? In what type of tone do you want to speak to your reader? What type of response do you ideally want the reader to make? Having this information agreed upon before you get a writer involved will save you unnecessary copy revisions and keep your costs down. Yes, you've heard this all your life, but haste makes waste. Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be 'fully cooked.' Most copywriters need time to let words and ideas simmer. Most writers will request a few weeks to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece's angle and conveys the key benefits of what you're promoting. Let's say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won't likely have the skills to create content for a dynamic Web site. She's probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you'll be paying for her slow ramp-up speed. Take time instead to find the right person - it will save you many headaches down the road. 'So you've never written for a _______ company before?' I've heard many prospects say. Don't worry. A writer's ability to write well for the medium is more important than her having prior experience in your industry. Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They're very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you're producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project's medium and your industry. If you find a good one, hold on tightly. You've struck gold! All writers can show you samples of well-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths. It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message! Good copywriting does not come cheaply - you'll find writers who charge anywhere from $50 - $150 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.) True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex - a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate). And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement. I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan. If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or business or marketing plans. Appoint one person at your company as project captain. If you allow too many people in your organization to work with the writer directly, each of them will likely have a different opinion of the copy and request different edits from your writer. She may be forced to make many unnecessary revisions, adding time and cost to your project. If you need to involve multiple reviewers in the process, have your project captain handle the internal reviews and edits and decide which ones supercede others. Then give your writer one master copy that includes all edits to be made. Also, be sure to involve your final decision maker early on, be it your CEO or board of directors. This gives your writer clear direction and avoids costly revisions down the road. Although copywriters have egos of steel and are accustomed to criticism, make yours helpful for best results. 'This paragraph just doesn't work' isn't as effective as 'What we need to do here is stress the benefits of the non-skid surface.' Also, tell her what parts you *do* like, so she can emulate them elsewhere. And of course, everyone loves to know when they've done a good job. If you like her work, be sure to share that with her! You need to feel comfortable with your writer in order to work effectively together. Take the time to find a great copywriter whom you truly like and develop a good working relationship together. You'll get top-quality work that will help your business thrive. And you'll have a skilled and knowledgeable copywriter on call for your next communications effort. (c) 2000-2003 Alexandria K. Brown. All rights reserved. ABOUT THE AUTHOR Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/
MORE RESOURCES: 5 Less Appreciated Benefits of Becoming a Copywriter News & Features 5 Best Copywriters in Houston đ„ Kev's Best Meet the Team â Natalie Charles Coast Digital 5 Best Copywriters in Philadelphia đ„ Kev's Best Copysmith Introduces Artificial Intelligence-Powered Copywriting California Herald Start your career as a copywriter with this $38 bundle mySanAntonio.com Website Design or its Copy: Which Should Come First? hackernoon.com Multimedia Designer/Copywriter job, Johannesburg Bizcommunity.com What Does a Copywriter Do? (Infographic) Entrepreneur Creative Copywriter Pedestrian TV How to Become a Copywriter Southern New Hampshire University The Top 10 Copywriters Doing Things Differently GlobeNewswire Freelance SEO Copywriter job with FARFETCH Group | 153250 The Business of Fashion Why Sales Copywriting Is Crucial for Your Business Entrepreneur The Top 6 Skills Every Copywriter Must Have Entrepreneur 7 Effective Productivity Hacks to Combat Crappy Copywriting Search Engine Journal Copywriter job, Johannesburg Bizcommunity.com More Marketing Tips to Make You Fancy Morning Brew Ditch the office: Unexpected jobs you can do online Business MattersBusiness Matters Junior/Mid Digital Copywriter job, Johannesburg Bizcommunity.com Mid - Senior Copywriter job, Johannesburg Bizcommunity.com ATL Copywriter job, Cape Town Bizcommunity.com Copywriter Job Description: Salary, Skills and More Big Easy Magazine Write like a professional copywriter (with none of the effort) B2B Marketing Online Copywriting is a silly job The Drum Interview: Tobias Fischer and Lara Cory - Our Culture Our Culture Mag What is copywriting? Android Authority Why copywriting is more important than you think Creative Bloq Content and Community Manager Fashion Journal 5 Best Copywriters in New York đ„ Kev's Best The 10 Launch Experts to Watch in 2021 GlobeNewswire Who Is Alexandra Andrews? The Breakout Novelist to Know This Year The Wall Street Journal The Early Word: Is a school showdown looming? Plus, limited series from ABC looks for locals The Daily Memphian 5 Ways to Stand Out in a Sea of Copywriters Business 2 Community Copywriter â Literati Built In Austin What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? Business 2 Community B2B copywriting: Is âhumanâ the best we can do? B2B Marketing Online What Is the Future Of Copywriting? Youth Incorporated Sound Royalties - Marketing Coordinator (US) Music Business Worldwide Hiring a Technology Copywriter: 5 Things You Need to Know Business 2 Community Senior Copywriter/Creative Strategist - Cameo Built In Chicago Marketing Mix: The difference between copywriting and content writing The London Free Press Copywriting 101: Basics for Beginners Customer Think Will AI Replace Copywriters? hackernoon.com Copywriting Associate Charlotte Agenda What Information Does Your Copywriter Need to Create High-Converting B2B Copy? Business 2 Community Thought Leadership Copywriter (Contract) - Rightpoint Built In Chicago Jill Tomlinson Messenger Newspapers CMOs: Adapt Your Social Media Strategy for a Post-Pandemic World Harvard Business Review Cincinnati Industrial Copywriting and Trade Articles Green Cincinnati News Demand Generation Copywriter - Enfusion Built In Chicago Best Web Copywriting Tips (For Copywriters and Non-Copywriters) Business 2 Community 3 things every B2B copywriter should know when they're writing for digital B2B Marketing Online 7 Steps to Becoming a Professional Copywriter Entrepreneur SEO Content Writing vs. SEO Copywriting: Is There a Difference? Search Engine Journal InsideOut PR welcomes two new clients Mumbrella 6 Principles of Copywriting that Will Make Readers Love You Business 2 Community |
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