Because you’re reading this it’s safe to assume that you’re in the process of hiring a copywriter. Maybe it’s your first time or thousandth time—either way, you want to get the process right or at least make it less confusing as possible. In that case, you’ve come to the right place.
But first, why read this post?
Just like you, most copywriters want a working relationship that’s as smooth sailing as possible. That said, you want to work with someone who’s the right fit for your organization. You’ll avoid wasting precious time and money in the process. Plus, your copywriter will look forward to every email you send instead of dodging them.
With that out of the way, here are some things you need to know before you hire one:
Research your prospective copywriters
It helps to do your research when hiring a copywriter. Check out their experience and expertise and see if these match the type of project you have in mind. If you expect them to write content for your social media pages, hire someone who knows how to develop a content plan. Or if you have projects that are more diverse like writing press releases, website copy, and blog posts, choose someone with an equally diverse level of experience.
Partly, it’s about finding someone who’ll love to do the work you give them. I once talked to a former agency copywriter who preferred writing content for social media and loathed writing SEO copy peppered with keywords. Meanwhile, some choose to become a generalist like yours truly because they want to keep things interesting—writing by one’s lonesome can get pretty boring quickly, after all.
Specialist copywriters are great if you’re looking to write about a very specific field or would like to distribute a particular kind of material. For example, if you’re in the real estate business and would like someone to write your newsletter, then an uber-specialist can help you with it. They tend to charge more but the money’s definitely worth it.
Some offer value-added services too. These copywriters typically have a more expansive skillset other than, well, writing copy. They can help you strategize your marketing campaigns, do keyword research, or even design your website. In case you have requirements aside from writing, asking them if they can offer those too might be worth a shot.
Send a clear copywriting brief
We, copywriters, like to pretend we’re a busy bunch. Oftentimes we actually are (on top of prepping our coffee, feeding the cats, doing the laundry, that is), but sometimes, we just feel that an inquiry isn’t worth our time. I’m sure you know the feeling too.
“Hey, how much do you charge for writing X?”
It sounds like a pretty straightforward inquiry if you’re the client. After all, you know every nitty-gritty of your own project. That’s not the case with your prospect, unfortunately.
So I’ll let you into a little secret: try to be as detailed as you possibly can without giving too much away.
Prepare a creative brief that outlines your project requirements—there are tons of templates that you can use online. The great thing about having a brief is that it helps get the ball rolling right away. And because you’re using a template, you won’t do as much work.
What to include in your copywriting brief
Here are some of the basic things that you need to cover in your brief:
- Who you are
- The product you want to sell
- The type of material you need
- The goal you want to achieve
- The audience you’re targeting
- The project timeline
Some also suggest that you give the keywords you want in the copy and the list of the features and benefits of the product, but I think those can be discussed later on. The ones on the list would be enough to whet the appetite of your prospect and encourage them to reply.
Research copywriters’ rates
Here’s another secret: there’s no exact ‘copywriters’ rates’. These can differ from copywriter to copywriter and from project to project. Some charge per word, per hour, or per project. More experienced copywriters also typically charge more and more complex projects also tend to be more expensive.
If you’re really in the dark about the rates, you can ask colleagues who have worked with copywriters before and how much they were charged for the project. You can also refer to freelance job sites to get an idea of copywriters’ going rates. When you’re contacting a copywriter via their website (like the one you’re in now, for example), you may also ask if they have a rate sheet. I personally have one, but it’s just a guide at best—I still prefer to learn more about the project before providing a quote. Remember: clearer project details can give you more solid quotes from your prospects.
Comments? Questions? Email me.
If you have anything to add to or want to know more about this post, I’d love to hear from you. Send me an email at blog [at] solidoncopy.com.