Want a Message that Resonates with Your Ideal Audience?
One of the most important parts of a winning sales campaign is a message that makes your product or service resonate with the people who need it the most.
Your copywriter should take the time to get to know your voice — or help you find it. They should be able to tell the story of your product or service so that it will resonate with the people who need it the most.
The end goal — a message that connects your products or services with clients who are ready and willing to pay for your products or services.
Don’t Settle for Poor Content
According to Forbes, “Poor web content is the silent killer of online sales leads and revenue generation.” And it is “silent because the companies publishing poor content do not realize it is substandard.” This is true for all written material intended for the public eye. Hiring a copywriter to produce quality copy that resonates with your ideal audience is the best way to ensure you are making a positive impact on your potential client base. It is vital to know what qualities to look for in a copywriter if you want your copy to reach the hearts of people.
How to Find a Copywriter that Cares about Your Product or Message
1. A quality copywriter will be concerned with results
Whether you are looking for web traffic (SEO), credibility, click throughs, increased revenue, strong CTAs, or more conversions, your copywriter should be able to create strong copy that will get the results that you are looking for. A good copywriter understands that content is not about them. Rather, it is about meeting the client’s needs, your needs. But more importantly
2. Your copywriter should be able to identify and adhere to the stylistic tone you need
Don’t hire a copywriter that doesn’t want to take time to get to know your unique voice. A rockstar will spend some time getting to know your business ethic, understand your ideal client, and be able to reproduce the unique voice of your business in their writing. This helps create a unity between the business and the content created for the business. This is one of the most important qualities to look for in a quality copywriter.
3. The right copywriter should have an understanding of the field
There is a “unique” skill set involved in copywriting that requires training. You should find a copywriter who has at minimum studied under one or more well-known copywriters. Bob Bly and Ray Edwards are two modern day copywriters with books that teach copywriting skills. Bob Bly has The Copywriter’s Handbook and Ray Edward has How to Write Copy that Sells. These two books are great training tools and a good minimum education requirement in the field of copywriting.
4. The right copywriter should be able to adapt their experience to your needs
When you hire a copywriter for a specific purpose, you want to make sure they can handle that type of project. Request a portfolio to see if they know how to create a brochure if you need a brochure or write SEO web content if you need SEO content. If they don’t have a portfolio, ask for some sample work. If they don’t have either, you probably don’t want to hire them. Take a look at my portfolio to see if I might be a fit for your needs.
5. You want a copywriter who can get the work completed in a timely fashion
Unfortunately, this is something you may not be able to ascertain until after you make the hire. Nonetheless, your copywriter should be prompt and keep deadlines. A way to test this early is to make partial payments at set milestones. If your copywriter can’t keep the milestones, you can break the contract prior to getting too far into the project. Alternately, Forbes recommends assigning a short trial piece as a test.
6. You want a copywriter who knows when (and how) to break with traditional grammar
A good copywriter should demonstrate excellent grammar skills in the native language of your primary customer base. They should be able to produce quality content without common spelling and grammar errors. You may still want to run the final draft through a proofreader to correct typographical oversights. However, there should be few to zero errors. That’s why I proofread my content until it’s perfect. Then I run it through Grammarly. And then proof it again. However, there are times to break grammar rules.
And a good copywriter knows when that time is. As a business, you possess a unique voice or brand, and you’ll want that portrayed in all your written content. You may desire a professional tone, a witty tone, a brash tone, or even a silly tone. You may want a conversational style. This is common in copywriting. Unfortunately, humans don’t always speak in complete sentences. This means there are times to break the rules of grammar. Like now. [“Like now” is not a complete sentence. But it is a common conversational phrase. A copywriter is not afraid to break the rules if it makes the copy better.]
7. Find a copywriter who knows what they’re worth
The adage is true, you get what you pay for. If you want to hire a reliable copywriter to write great content, don’t go to content mills, which often pay way below minimum wage. You may find a diamond among the rhinestones, but there are no guarantees. Find someone who has a competitive fee schedule and can deliver quality work. Copywriting is a skill and art. It is worth paying the right person what they are worth. See my fee schedule here.
If you follow these seven tips, you should have no trouble finding a copywriter who can take your business or idea to new levels.
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