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Getting Your Money's Worth:
6 Tips for Finding the Perfect Copywriter
Why does it usually happen when you are most stressed? You need a brochure and the trade show is in 10 days. Or a landing page for a product that launches in a week. Or maybe you have put off looking for the copywriter who can deliver text for your new home page, you know, the kind of copy that will pull your readers in and get them to pick up the phone?
Even in the best of situations, hiring a copywriter can be scary hard. There seem to be a zillion of them out there. And you don't know one thing about any of them. Not one detail.
Where do you start?
1. Don't necessarily decide based on Google page ranking. Any of us can pay for SEO, regardless of our qualifications. Look farther than that.
2. Put degrees in perspective. Degrees in English and classic literature don't always mean that the writer can produce the copy that speaks to your clients.In fact, you probably want to find someone who can write in a friendly, conversational style.
3. Ask around. Maybe one of your colleagues has found a writer who knows her stuff. Someone who can relate to all types of audiences and knows just what's on their mind.
4. Ask for client referrals and a body of work. The writer you call should be able to give you contact information for past and current clients and some samples of her work. Ask for them.
5. Don't always expect experience in your specific industry. The traits to look for in good writers are curiosity, openness to new ideas, and an excitement to learn about your business. Excellent writers take in new concepts like breathing air.
6. Find a copywriter who gets the marketing part. There are many, many fine writers out there. But fewer of them understand the marketing part. Expect that your writer will understand benefits, your USP (your Unique Selling Proposition), and exactly how to get your audience to take action.
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