There are many reasons to hire a professional copywriter, including discomfort with the writing process (even after reading the Final Draft Communications blog!), not having time to work on writing projects, or wanting the polish and objectivity a professional copywriter can offer. But, do you know how to choose a writer who is right for your project and your team? Of course, likability is a big factor–you should be able to get along and communicate well with the writer you choose. What else should you look for? Here are some suggestions for qualities to consider:
Can See the Forest
Look for a writer who understands your overall marketing objectives, and will help you to meet them. Also, they should understand that writing is about much more than words on a page. Effective writing encompasses audience awareness, context, structure, purpose, branding, and call to action. Your writer should be able to incorporate these components, and know which need to be weighted more or less.
Can Become a Temporary Expert
Many people think writers need to be experts in the subject matter they are writing about. I disagree. I believe a good writer can write anything. What a writer needs to be an expert at is becoming a “temporary expert.” That is, learning enough about a topic to be able to communicate it clearly to the intended audience. In fact, not knowing a lot about a topic can be a benefit, because the writer is similar to the audience in terms of knowledge level, and will be able to direct the communication effort in the right direction for readers.
Has That Certain Something
A good copywriter will understand both the mechanics and the magic of language. Many writers can string together words, sentences, and paragraphs, but not many know how to really bring them to life, to organize information most effectively, or to use the power of language to make your products and services shine. Also, remember that no reader will be interested in your copy if it doesn’t “hook” them on an emotional level, at least to some degree. Look for a writer whose copy is not only accurate, but also compelling.
Is OK With Q&A
An important part of good writing is good research, and the key to good research is knowing how to ask the right questions. A good copywriter knows how to draw information out of each client, and how to conduct additional research to yield the most effective results.
Plays Well With Others
If you are hiring a copywriter, it is likely you are also hiring one or more other professionals, such as a graphic designer, a programmer, or a marketing consultant. Ensure all these professionals have compatible styles. Consider bringing them together for a “get to know you” meeting, or asking one you’ve decided to work with to recommend the others (in the “noded” working style, many freelancers know of, and regularly work with, others who provide complementary services). Do you have other suggestions for choosing the right writer? Please share in the comments. About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter and grant writer who has been helping clients in a wide range of industries to put their best word forward for 13 years. Want to see if Karen is the right writer for you? Click here for contact info.
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