How to Hire the Best Copywriter
The best copywriters creatively shape and crafts the ideas of your business or organization into compelling written content for marketing, which generates sales and increases the conversion rate.
Watch the video: How To Hire a Good Freelance Copywriter – Don’t Get Ripped Off! – Bing video
What is it that makes some copywriters more effective than others? Why do certain ads stand out against the competition while most ads disappear into the clutter of mediocrity?
And exactly what can you do to increase your company’s sales by working with one or more of these superstars?
Many clients, entrepreneurs, and business executives don’t know how to answer these questions. But they’d like to solve this mystery if they could.
They yearn for the secret sauce that all successful hiring managers seem to possess, but which is so well-guarded that it’s rarely revealed in public.
And that’s where you enter the picture if you happen to be one of the lucky few who understands what’s required to hire freelance copywriters.
That rare combination of talent and chemistry can turn your marketing into gold.
The purpose of this blog is to help you solve the mystery by providing insider information on how to hire a copywriter and when and where to hire a copywriter to produce effective advertising, sales letters, Web sites, and other marketing tools.
So, how do you hire a copywriter?
Figure out if you need copywriting services
If you doubt whether or not your marketing piece needs a rewrite, here are some clues to look for.
1) Have you had a little-to-no engagement with readers on social media?
2) Does your content have a meager rate of shares among your peers?
3) Is your content not quite SEO-appropriate, but you’re not sure why?
4) Have you been receiving negative feedback from clients or customers on social media?
5) Are you simply unhappy with the quality of writing within your content and feel it’s time to bring in someone new?
If your answer to any of the following questions is ‘yes,’ then it’s time to hire a direct response copywriter.
Decide on the skill level you need from a copywriter
If you are looking for a copywriter or content marketer, there are different factors to consider when hiring the best person.
Depending on your copywriting project, you should decide whether to hire an experienced professional or a new writer. You should also determine what type of writer is best for your company, whether someone who has written extensively for other companies or someone looking to break into the writing career.
Experience is essential when hiring a copywriter. A professional with years of experience can immediately handle any assignment you give them without much training because they have a marketing strategy.
Additionally, experienced marketers are used to working under pressure and have likely worked on several projects simultaneously. However, hiring a professional copywriter may be difficult as beginners often charge far less than their experienced counterparts.
Finding a great copywriter who is familiar with your industry and has written for similar companies in the past is another good way to find an effective copywriter. It means that they understand the kind of language that works best for your company and can therefore produce copy that catches the attention of your target market.
This familiarity with the industry could make them particularly suited for writing sales copy or landing pages, while they may be useless for other kinds of assignments.
Most copywriters are looking to break into writing careers and will accept a lower salary to get their foot in the door. These writers may be less experienced but could bring a unique perspective and creativity to your company. Though, this type of copywriter should not receive high-level assignments because their inexperience could lead to many mistakes.
On the first call with a copywriter, ask them the following questions
1. Do you have any writing samples that I can review?
2. What is your best method or process for developing the message and marketing strategies for a project?
3. How would you approach this project if I wanted to target a specific audience?
4. Exactly what do you think are the most critical elements of this project?
5. Do you have any questions for me at this time regarding my company or the assignment?
Don’t hire an SEO Pro
Hire a great copywriter instead. I’m not trying to poach your clients, but when you hire an SEO Pro, what you get is the illusion of SEO results.
I know this because I did it for years. Then, I hired a copywriter. Lesson learned.
The only reason you want an SEO is to build your business with money that doesn’t come out of your pocket. It’s NOT because you are trying to rank for keywords or phrases with no commercial intent!
That’s what I used to think anyway…
I was missing out on tons of search traffic simply because my sales pages had no commercial intent.
Why? Because I failed to realize that even if I was using SEO writing correctly, people don’t always search for the exact product or service they are ready to buy. There’s a gap between where their head is at and where their hand is reaching into their pocket most of the time.
To bridge the gap, you need to hire a copywriter to start writing some landing pages on your own site.
Most people don’t realize what they are missing out on until it’s too late – or until they are so deep into SEO writing that it’s not practical to hire a copywriter. You don’t want to find yourself in this boat because it will be too late then.
Don’t ask a writer about conversion rates
Do you find yourself frustrated when a client asks about the conversion rates of the landing pages on your site? If so, you aren’t alone.
Conversion rate is a topic that many writers find frustrating. It is largely because conversion rate has become one of those buzzwords people use when they don’t understand how copywriting works.
I know you’ve had this happen several times. The client tells you the product they want to sell; you tell them how it works and why people should buy it or sign up.
From the way they describe everything, you get a clear picture of what sort of person will use this product and why, and how they will be doing so.
Then the client asks about conversion rates – an almost universal sign that someone doesn’t understand copywriting at all. They think that it will solve all of their problems.
It won’t. Conversion rate is a red herring. It means nothing, and it doesn’t matter to anyone except a business owner who doesn’t understand how copywriting works.
You can tell the high converting pages that are written by people who know what the hell they’re talking about, not those who focus on conversion rates.
How much does it cost to hire a copywriter?
It seems every direct response copywriter has an individual rate structure. Some base their rates on an annual salary; some charge by the hour; others take a percentage of sales based on an existing ad campaign(sales and marketing promotions, such as advertisements).
What do you pay them?
First, find out the market rate for ad agencies in your area, and then determine where your agency rates are in that scheme. What do you ultimately want to be paying for copywriting services?
The value of a good copywriter will far outweigh their salary.
Having this person in your own business is priceless
The benefit to having a copywriter on staff is that the agency doesn’t have to worry about losing clients’ projects due to time constraints.
It also allows them to create more advertising campaigns, sales letters, sales pages, brochures, video scripts, or websites for existing or prospective clients.
When negotiating price, ask yourself the following questions:
- How much is your website worth?
- How much is your email list worth?
- How much is a new customer worth?
If you can answer these queries, then you know how to price your next project.
It isn’t easy to place a value on copywriting as it depends significantly on the company and its market niche.
First, decide how important the sales copy is to you.
If your business website is poorly written and designed, it may deter potential paying customers from using your products or services. Consider how much money this will cost you in time and sales and ask yourself again.
How much is a new customer worth?
If the answer is $20,000 per year, then $150 an hour for a copywriter is reasonable. $75 an hour might be considered on the lower end for many projects.
If your company offers email lists to customers and prospects, you want to use the best sales copy possible so that people will continue to subscribe and purchase products and services from you.
Some businesses offer monthly newsletters or other email correspondence. If this falls under your responsibility, you might consider a good writer worth $400 a month or about $50 an hour. Once again, if your budget is limited, shoot for the lower end of the price range.
Do you have a content strategy plan that needs sales pages?
Many small business owners will pay between $100 and $500 per page for a professionally written marketing plan. It will include a company overview, market analysis, goals and objectives, business description, target audience, and more. Again, if your budget is limited, stick to the lower end of this price range.
One of the most important things you should know about hiring a copywriter is that results are directly proportionate to investment.
What is copywriting in marketing?
Copywriting is when a person writes sales copy that captures their audience’s attention with well-crafted words that explain their products or services in a unique and valuable way.
These writers use persuasive writing to produce content for digital marketing, print media, press releases, blogs, speeches, and more. The best copywriters are also strategic marketers who can clearly define your business’s messaging and offer.
Why hire a freelance copywriter?
Hiring an experienced copywriter for this job is beneficial in numerous ways. Here are just some of the reasons why you should consider hiring one:
– They understand digital marketing best, so updating content on your website, social media pages, and blog will be much easier to do.
– They are often more affordable than hiring an in-house copywriter for an extended period because they only work when needed.
– They have fewer distractions since the same departmental barriers do not restrict them that internal employees face.
What should I look for when hiring a good copywriter?
First thing’s first: You want to ensure that the person or company you’re hiring as a copywriter can do the job. In other words, it’s about choosing someone who has the writing skills and ability to be successful at what they do.
So, before you start looking for a copywriter to hire, make sure that they have the appropriate experience to write copy with the style and tone that will work best for your business.
An 11-point checklist for hiring a copywriter
Let’s take a look at 11 things to keep in mind when hiring a copywriter:
1. Business experience
Look for a copywriter with experience in a similar business, especially one very similar to yours. It means checking out their portfolio if they have one. If possible, test the writer by giving them some case studies or information about your industry.
2. Understanding of the target market
You want a copywriter with experience with your type of customer, not just any kind of audience. Look for someone who can understand their tastes, needs, and goals. They should be able to convey this understanding in their written word.
3. A clear process
After discussing your needs, your copywriter must establish a clear writing process. It means they should outline what steps are involved in the project and how long it will take to complete them.
4. Well-written samples
Please make sure you look at well-written samples of their recent projects. Remember that these works are intended to be similar to what you need, so the tone and style should align with your marketing copy. It is essential to find a copywriter who can handle email marketing, web pages, or social media management.
5. Relevant education
Consider hiring someone who has taken writing courses at an established school, college or university. Other kinds of education in related fields can also be helpful, including degrees in marketing or journalism.
6. Other skills
Any additional skills that your copywriter has are a plus! Hire someone proficient in tools like Photoshop, InDesign, WordPress, and Microsoft Office. This way, you don’t have to pay extra for someone else to handle the formatting or design.
7. A portfolio
Make sure your copywriter has a website, blog, or other public places where you can view their work samples.
It doesn’t have to be fancy…
Just make sure there are examples of the type of writing you need. Also, ask if they have published or won awards for any of their previous works.
8. Good communication
Look for a great writer who keeps open and frequent communication with you, especially during editing. This way, you can check in throughout to ask questions or discuss concerns. Make sure they respond promptly if you contact them, too!
9. Rates that work for your budget
Most professional copywriters have a rate card that outlines the cost of their services. Your budget must provide enough funds to cover all of the tasks you need to do without overpaying for each item.
If possible, establish an ‘umbrella’ rate with a set monthly payment to keep things consistent and predictable…it may even help a professional writer work within a smaller timeframe if they know how much time is available.
10. A reasonable turn-around time
You need to ensure you have a realistic expectation before hiring a copywriter, even an in-house one. If you have specific deadlines for content or projects, agree on the timeframe with your writer upfront, so there are no surprises later.
11. Adapt their writing style to engage your audience
Ensure that the writer you hire can write in your tone. If your brand is humorous and engaged, then a serious copywriter will not be the best fit for you. They should also be able to emulate your voice and any others on your team if needed.
If they are unable to, this could become very confusing.
Benefits of hiring a copywriter
The benefits of hiring a copywriter for your content marketing can touch many areas of business. As a startup or small business owner, you have the burden of running the entire company on your shoulders and a team to help you out with all possible tasks.
Letting somebody else write your content will give you more time to concentrate on other essentials to help your business grow. Here are the benefits of hiring a copywriter:
They will increase your revenue
The more people read about your product or service, the more chances they will purchase from you. Your revenue will increase.
The copywriter will ensure your target market is reading your content. Content is not valuable if nobody reads it; therefore, hiring a copywriter specializing in your target market is necessary. More organic traffic to your website
Hire a copywriter, and you’ll get more organic traffic to your website.
What’s the connection between hiring a copywriter and getting more organic traffic?
Several factors play into achieving the desired result (more traffic, customers, etc.) in marketing. One of those factors is copywriting. The main reason behind hiring a copywriter is for your sales page to be more effective and appealing to get better search engine rankings.
It saves you time.
The majority of small businesses these days need to rely on content marketing. If you use Facebook ads or any other type of internet-based marketing strategy, the chances are pretty good that you’re using writing to create and share content with your prospective buyers.
That means you possibly have a lot more work than ever before. You not only need to find time to come up with content ideas in the first place, but also you’ve got to find time in your schedule for writing copy.
It can be an arduous process to manage, and sometimes businesses take on more work than they’re able to handle. That’s when they turn to professional websites like Upwork, copywriting warriors, Fiverr, etc.
Copywriters come from all walks of life, but they all share one essential skill: they know how to write powerfully. That’s why so many businesses are leveraging the power of copywriters to take over some of the writing work that is taking up their time.
They turn boring into exciting
Most business owners struggle with writing their posts.
Copywriters can help you avoid this problem by taking your ideas and developing them into engaging web posts.
They find ways to package your content that you could never imagine.
Catering to your existing customers and finding the right words to connect with them will be a lot easier after hiring a copywriter. They’re adept at understanding what types of language and subjects appeal most to the group you’re targeting, which lets you focus on other aspects of your business.
Where can I find a copywriter for my business?
There are a lot of copywriters out there, but many aren’t available for businesses that need more than just writing.
There is good news, though.
Businesses can hire professionals who write compelling copy and have experience with web design and digital marketing. These people will make sure your business gets the attention it deserves online because of their marketing strategies. Here is how to find them:
Talk to writers on Sub-reddits
When you need freelance writers, your best bet is to post on one of the many Sub-reddits devoted to writing.
If you know how to hire on Reddit, this can be a very effective method.
Most Sub-Reddit users will give their rates on their profile, so you’ll get several bids within minutes. You can then review them and pick the one you feel will provide the best help for your business.
However, if you aren’t sure how to hire on Reddit, other options may work well for you too.
Leverage the convenience of Upwork
Upwork is another option for businesses that need quality content. The platform has plenty of writers, including many who are experienced with marketing and SEO writing.
If your website doesn’t get the traffic it deserves or isn’t getting any calls, you can hire a writer on Upwork to make sure that changes right away.
It would be best to look through profiles on the website to see who is available for your business.
Post a job post on Upwork, then watch as dozens of experienced writers offer their services. If you are not sure which one is right for your company, ask them questions about how they can help and hire the best person possible.
Freelancing job boards
Freelancing job boards are a great way to find a copywriter for your business.
Some of these job boards will ask you for a little fee. Something less than $100.
This is great news because you can find freelancers whether you are looking for full-time or part-time ones.
Job boards are full of talented writers looking for work. Here’s where you can find them:
- Pro bloggers
- Bloggingpro
- Copywriting warriors
4. What clicks
5. Getafreelancer
6. Copyhackers’ job board
7. Freelancewritingjobs.com
8. Contena
9. Flexjobs
10. AllFreelanceWritting
It is a counterintuitive way to find copywriters – because it works!
Tap your network
By tapping into your connections, you can find people who are willing to help you. Ask them if they know anyone that may be interested in working for you.
I propose starting with a good old friend (or relative). They will be the first person to say yes because they know you.
Then you can go to social media. You can find some great writers on LinkedIn or freelance job sites like Elance, copywriting warriors, or Upwork.
You may also want to search the yellow pages of your phone book for a copywriter specializing in your type of work. Just be sure that they are located close enough to you so that it is practical to meet with them face-to-face.
Be careful with Craigslist. There are a lot of good writers on there, but anonymity can make it easier for writers to take advantage of you. You may want to set up an account and see who is available first before providing your personal contact information.
What kind of work can a freelance writer do?
Content writing, including product descriptions, website content, blog posts, magazine articles, newspaper articles/reviews, academic writing (e.g., essays, reports)Copywriter, including adverts for newspapers, emails, billboards, etc.
How to write an effective copywriting job post
It is easy to post a job description, but there are certain tricks you must use for your posting to be effective.
If it isn’t effective, you will not get any qualified applicants, and only the unqualified/unwilling candidates will apply.
Make sure you include information about:
1) The company
2) Any relevant information about the job that might interest candidates (it’s all about them, this is why they are applying)
3) What you want from your applicants (this can be included as part of #2 as well as a separate point).
4) How to apply (and when!)
5) Where to find the application form (a hyperlink is recommended)
6) The closing date for applications (this can be included as part of #5 as well).
7) The amount being paid
What is the best way to brief a copywriter?
Ask them to help you brainstorm about essential points.
Tell them what you are trying to sell or market, what problem they want to solve, and who your target audience is.
Send your copywriter a detailed brief with all the information required.
The best way will depend on the project. Generally, a combination of brainstorming and functional briefs works best.
A copywriter’s brief should be short and sweet for effective collaboration.
How do you shortlist copywriters?
It all starts with a brief. Once you have that, it’s time to search for the right person to fill the role.
The first step is to list down what you’re looking for in an ideal candidate. Some questions you need to ask yourself are: What specific skills does this person have? Do they need to know anything about your company and its product/service offerings, for example? Are you looking for a junior copywriter or an experienced one?
Do you want someone open to feedback and takes criticism well, or is there room for brashness as long as the job gets done? How much can you afford to pay?
Once you’ve made your list of criteria, it’s time to do some research. Look around at the various ways copywriters market themselves online; check their social media profiles, blog posts they’ve written, videos, or podcasts in which they’re featured.
Not only will this help you find suitable candidates for the job, but it will also give you insight into what kind of personality you’re dealing with.
Conclusion
Your business needs copy to tell your story, convey value, and generate leads. The right words can make or break the success of any company. Suppose you want to see increased sales for your business in 2021. In that case, you need a stellar marketing plan that includes persuasive writing from an expert copywriter who understands how to get results. If this interests you, then reach out today – we’re always happy to discuss what our team can do for your business!