Are YOU a Copywriter?

Since you're looking at a market full of freelancers who ALL run their businesses VERY differently, there isn't a template you can really follow to achieve consistent results.

However...

If I were to hire a copywriter, I would want someone who listens to me and can't articulate multiple options for executing my vision.

You need someone who can connect with what you're doing and know exactly how to communicate your product or service to the audience that benefits most.

And your thinking is TOTALLY wrong...

You're NOT looking for a good enough or great copywriter...

...You're looking for someone who is PERFECT to sell YOUR project.

Likewise... if you're going to intimately work with someone, you MUST have an intuitive sense the person you hire and you can develop an AMAZING collaborative relationship.

You are a wealth of information for the copywriter you hire...

...And he or she needs to FEEL comfortable to get all of your awareness and knowledge articulated in the copy.

But asking for documents and stuff like that is irrelevant.

My take anyway...

Mark

You might find this useful:

How To Hire A Copywriter - by Kevin Halbert

As for your questions:

1) Track record, whether they've written for the market or target demo/psycho-graphic, what they've posted on here and elsewhere.

2) I'd just want to have a chat about the product, the market, what I'm looking for, and their thoughts on the project.

3) Nothing.

4) That range is available here.

Nicholas my man!

How have you been?

Long time no see. These are smart questions.

This should help you:

Ask them what markets they've
worked in, what successes they've
had. Do they know anything about
your market? Doesn't necessarily
matter if they don't but you need
somebody who's had success SOMEWHERE,
you know?

You need to know these guys can write
their way out of a paper bag and sell
your **** like crazy.

Ask them for some ideas about the
project. How they'd approach it,
if they have any overrall ideas for
the funnel and general strategy.
What you're doing is trying to gauge
how good they are. A good writer
is a good marketer too - they
should impress you here.

Nothing other than an agreement on
what is deliverable from them, and what
the pay details are. Seeing this in black
and white up front is a good way to prevent
any confusion or miscommunication.

Ask around. Ask successful marketers
who they use. Ask copywriters you
know to be successful if they can
suggest anybody. There could be some
here on the CW forum.

Hope that's useful dude. Nice to
see you here, hope everything is
going well.

-David

Hi Nicholas,

As President of a successful copywriting company, let me share some of my criteria for finding new writers to join our team. This may help you in finding the best match for the type of project you need done.

1) You need a screening process where you can determine their past experience both with the type of copy you need and the niche you're selling. A few specific questions about their past projects and some niche specific questions will weed out the folks who have no clue.

2) For project specific questions, I'd try something like this. Let's assume you need a sales letter...

What customer needs do you try and target when you're writing sales copy? (If they don't understand human emotional and psychological needs, their copy ain't sellin' much.)

Who are your influences in sales writing and why? (If they're good, they study the greats and they know why they're great.)

What is their process? (You need someone who is disciplined and can deliver great copy - on time. If they wait til the inspiration hits them and let the chips fall where they may, RUN!)

3) As for documents, let's see their portfolio. Are they on Elance? Check out their feedback.

4) There are many hidden gems on Elance and other freelance sites. How someone responds to your job posting on one of those sites says volumes. Look for confidence and a customer focus. "I did this and I did that..." is a cry for validation. Accomplishments don't impress, results do.

A Google search for copywriting services will get plenty of professional firms. They'll be top dollar but if you're willing to spend, you're likely to get quality in return.

Guys, thanks for all the high quality input.

Just wondering, if you are not a copywriter yourself, how do you know if they write a great copy?

How do you evaluate their styles, tone, strategies and etc?

Thanks guys!

Nicholas

Hi Nick,

For many clients they want to know:

1. If you are a copywriter that knows their niche.

2. Conversion stats for related projects/products in similar niches.

3. Links to sales letters online for copy I have written before.

4. How it converted (the actual numbers, sales, returns/refunds) = NET sales and why converted at that rate.

5. How the products were promoted, ie, warm JV lists, cold ppc, organic search traffic, etc.

5. Conversion stats for visitor counts, time on site and NET sales numbers.

Sometimes it all comes down to EPC.

Earnings per click!

Hi Nicholas,

the unfortunate reality is that you can never be certain about anyone you hire, so
the best way to secure yourself is to get a recommendation from someone you know
who has a copywriter they are happy with.

But before you even do that, you need to be clear about what your project is, and
what sort of copywriting you require. For example, if you need a salesletter done, then
you will need someone with sales letter writing credentials. And if you need articles
written then you will need someone with article writing credentials. Don't assume that
one copywriter will be suitable for both tasks. Or that a recommendation from a friend,
whose copywriter wrote a great article, will be suitable for your autoresponder articles.

The truth is that a sales letter writer and an article writer will likely have very different
training and experience. And often very different skills.

Now to answer your questions:

1) How do you qualify them?
Get a cv! If you want a professional copywriter who will write well AND give you a
professional service then they will have a cv, not just a sales page. Copywriters don't
drop out of the ether. They generally start life at an agency and have a track record.

Next, ask to see their portfolio. And don't accept Word documents or mock ups on a
sales page. Ask to see finished commissions - and that means links to sales pages or
other copy on the websites of other businesses, or copies of printed matter on which
their writing appears.

2) What questions would you ask him/her?
What is their experience with, or interest in, your product or service?
Explore their answer by engaging with them in a discussion about details of your
product or service.
Explore their knowledge or understanding of the features and benefits of your product
or service.
Explore their knowledge and understanding of your target market, and demographic.
Explore their knowledge of your main competitors, and the copywriting of your
competitors.

3) What documents would you ask from him/her?
I've covered samples of work and cv above.
The only other document I would suggest would be after the above steps had been
taken and you have delivered a brief: ask for a written proposal, outlining the brief,
deliverables, project timeline, what the copywriter requires from you at each stage,
and the price. This represents your contract.

4) Where do you find a good enough to great copywriter?
I can only make some suggestions here:
For the greatest degree of certainty, contact bodies such as D&AD and request a list
of awards winners in your category.
Look at your competitors work and try to find out who they use.
Look at similar competitors (not the same product/service but similar benefits/features)
and find out who they use.
Look for people who have experience writing to your demographic.
Word of mouth, word of mouth, word of mouth...

Finally, it's good to recognize that even the highest paying clients and agencies have
'go to' copywriters for the simple reason that they are tried and tested. It is the 'trying
and testing' element of hiring that causes problems. A mismatch of expectations, work
cultures, and personalities can trip up even the seemingly perfect match. There is no
perfect system for hiring a great copywriter.

Best of luck,
Phil

1) Ask them what they've written and how much its sold. That's all that matters with copywriters. Find out their reputation and who they've worked for and who speaks well about them.

Also find out how they charge. If they don't offer a rev-share for control of the testing, they aren't that confident in their own work.

2) See above.

3) I'd ask to see their last few sales pages and talk to anyone they've done work for.

4) Recommendations from people who have worked with someone who has given you results.

Notice the theme?

1) How do you qualify them?
Ask them for a few samples or links to their previous projects.
2) What questions would you ask him/her?
How much would they charge per article? what they know about SEO oriented writing etc.
3) What documents would you ask from him/her?
If you get to see published content in his or her name thats enough
4) Where do you find a good enough to great copywriter?
You just found one. PM me

Guys, this is an awesome post. I sincerely thank everyone who contributed to this knowledge goldmine!