How to Get The Most Out of a Professional Copywriter

After finding a reliable and results-producing copywriter who's in tune with your business audience, you'll get the most value for your projects by having your writer on call. That saves you from the last-minute scramble of searching for someone to 'fill the bill' when an urgent project screams for a solution. Like an early mentor of mine once told me, "If the project is that important, you can't afford to leave the details to chance."

So instead of gambling on a hasty decision with something as important as copywriting, here's how you can sidestep the disasters and boost your likelihood of success. Like choosing a doctor or a place to live, you'll do better to select the right copywriter before you need one. How do you get there from here?

In Part 1 of this two-part article series, here's a simple rule to help you.

Rule #1: Hire a Copywriting Professional.

It's easy enough to find someone willing to write some words and take your money. But if you want better than so-so results, reach beyond the pool of wannabe's, maybe's and hopefuls to secure a professional copywriter. Would you trust your health to a part-time doctor? Do you let a moonlighting gardener prepare your taxes? Not likely. You want a skilled specialist giving your project the attention it deserves.

Some tips for finding one...

Define your finished product.
Is it a press release? An SEO-weighted website sales page? A case study, white paper or direct mail package? Is specific industry knowledge or experience required? Do you have a concept for the package, or do you need design to go with your copy? Approach this like writing up a job description for your project's ideal copywriter. Because when the talents and experience of the writer matches your needs, you get better final copy.

Gather relevant information.
Think of how you prepare to buy a holiday vacation, a computer, or a new car. You probably collect data from brochures, information packages and web searches first (maybe even the same types of data sources you're now looking to produce). That's how most people go about making an well-informed, intelligent decision.

So do the same things when you're looking for a copywriter. Get an info kit or brochure from your writing candidates telling you specific details about the writer's background, industries or areas of expertise, services provided, rates, a client list or sample portfolio, even articles or other work they've done. A top writer will make this available to you easily... these days that usually means online.

You don't need a resume, or to work with someone who resists your requests for information... because that's probably how they'll work with you later on too. "The way you do anything is the way you do everything" is a good predictor of their future behavior - professional or not.

Tap Your Pool of Contacts.
You already know people - your associates, your clients, your friends - who have heard about or worked with a writer who is a perfect match for your needs. Add to that pool of resources by asking graphic designers, marketing and communications managers at local businesses, and ad agency creative directors. It's especially helpful here to talk with people who have enjoyed success with their own promotional efforts, and whose opinion you can rely on.

Look past the next block.
Local talent may seem like a nice requirement, but in reality you don't have to let that restrict your choices. If you find a top writer around the corner, that's great. But if you discover a good match with a real professional who's halfway across the continent, "where you want to go" with your copy is far more important than where the copywriter lives. Focus on the quality and results you'll get. In these days of instant messaging, faxes, emails, even video chats and overnight couriers, "proximity" hardly matters.

Listen to your instincts
Your brain will evaluate the data and facts you've researched... but then let your gut reaction guide your decision too. Understanding your product, your market audience and your needs requires a good working relationship... and that's more than just facts on a data sheet. You'll be looking for a comfortable fit for the personality and working style of you and your team, with a writing style that's aligned with your company image. If you're uncomfortable with a candidate for any reason, it's best for both of you to move on to a better fit.

Once you've found a professional copywriter who's ready to bring your project to life, a simple principle for managing the relationship makes it easier for you to get the results you want from your copy. And gives you the confidence to let the project run smoothly. We'll show you what works every time in Part 2.