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5 Things You Need To Know Before Hiring A Copywriter

by Dina Giolitto

So you've finally decided to hire a professional copywriter to help you with your web pages, sales letters, e-books or other marketing collateral. Congratulations on making an intelligent business decision. I've witnessed firsthand what it's like when a non-writer attempts to sell himself on paper. If you can't write, don't do it! It's not worth the aggravation and nonbillable hours lost.

Here are five things you should know BEFORE you select a copywriter to help develop your marketing collateral and information products.

Know Your Needs.

Writers are like doctors in the sense that there are those who are general practitioners and there are those who are specialists. Knowing what you're trying to achieve will help you find the best fit for the job. If generating income is your primary goal, then consider a writer who specializes in sales copy or direct response. Maybe you need a piece to promote how your business handles tough problems. In this case, you might consider a writer who does case studies or whitepapers. It's always best to know where you want to end up before you begin the journey.

Know Your Budget.

Don't be shy about telling your copywriter your budget. If you plan to devise a long-term strategic partnership, she needs this information so she can come close to "meeting you halfway" with pricing. If you prefer a by-the-assignment approach, know that every copywriter handles fees differently. Some writers charge by the project, some charge for their time. If both of you know what the budget is up front, then there shouldn't be any surprises when the bill comes due.

Know Your Deadline.

Here's a big no-no. The copywriter you've just handed your project to asks, "When do you need this by?" And you answer, "Oh, whenever." Realize that copywriters serve multiple clients and juggle multiple projects simultaneously. Even if today feels like a "whenever" day, tomorrow may feel like "we need this yesterday." Behind the scenes, another client may be jockeying for your writer's time and being more vocal about it. Don't be shoved to the back burner. Instead, set clear goals for completion times, and get it in writing.

Know Your Target Audience.

It doesn't matter how good your product or service is if you're not talking to the right people. While you may prefer that your copywriter mimic your personal style of writing, this can hurt your sales in some cases. Your copywriter can and should tailor his writing to fit the appropriate market. Copy written for 'tweens' will sound much different than copy for the over fifty crowd. Although you may have perfect grammar, a trained copywriter will be much more skilled at crafting copy in the voice of your ideal reader.

Know the Project Terms.

Make sure you understand exactly what type of work your copywriter is providing and what you're being charged for. Some writers who charge for their time will count phone conversations toward your bill. That's something you need to know up front - especially if you plan to schedule a lot of conference calls. You should also know how disputes are handled. What if the first draft doesn't meet your needs? Are you being billed for further revisions? If not, how many drafts are you entitled to as part of the project fee?

Most partnerships between businesses and good copywriters go off without a hitch. But of the ones that don't, I can almost guarantee you that it was because these questions weren't settled BEFORE the work began.

The best to you in all of your copywriting and marketing endeavors!

Wordfeeder.com is the home of Dina Giolitto's Copywriting, Copy Editing, Web and Print Marketing Services. Interesting in learning how to market your business successfully using the latest online and offline methods? Eager to master the art of writing copy that gets you more clients and sales? Then keep following along! We publish articles regularly and post them on our home page. Write to dina@wordfeeder.com with comments or for a project quote today.

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- Type of Project (web copy, sales letter, articles, etc.)
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