No two copywriters are alike. So how do you know if you've getting the best writer for the job? Choosing your copywriter can be a bit of a lottery if you do not know what to look for.
The truth is, copywriters are not great at all. As in any other profession, there are high flyers, low achievers, nasty businessmen and a young actress. And even if you get a top banana for your project, who can say they will go to jail with you? Or your product? Your style? Which media do you choose?
The answer is, of course, research. Knowing what you want and seeing its smell is smarter than saying yes to the first person with a ready finger. But remember, a copywriter can do more than just write - and should. His greatest asset is curiosity.
Copywriters want to know about every little thing. They are fascinated by human nature, learn how to use impulses and get into the customer’s head. A good copywriter will research your market from the inside out and then look at you critically from your customer point of view. It's their curiosity - not their way with words - that ultimately helps them see your business in a whole new perspective.
Whatever your project, this is the first quality you should look for in your copywriter. Curiosity is the key to persuasion. And persuading copywriters to exist in the first place is the only reason!
So, your copywriter needs a way with words - very clearly! And they have to tick the Curiosity box. But you still have to go down to the ground and find something you can spark.
When you think of a candidate, ask yourself some of these questions:
Who is speaking? Are they listening to you or talking about them?
How quickly did they catch up with your business? Not just your products, but your market?
Can they write passionately? Something about the subject? Even a dull product? If they're excited about sprocket valves, hire them on the spot!
Did they work in your industry and choose the media? If not, do their other actions show that they have a grip on your market?
When you choose the right copywriter, you will know that you have made the right choice when you start providing feedback. Professional copywriters thrive on constructive criticism — a sure way to find out if they are moving in the right direction. This does not mean that they will roll over and accept any changes you make, but they will keep an open mind and listen to every opinion.
However, when you provide feedback, you should see it as a two-way street. You may have to give up some of your antecedents. Great copywriters will understand why your current marketing is not working and will not hesitate to let you know. They are cruel if they are kind.
But for now, these little steps will save you from hiring the wrong person. Of course there are no guarantees - by its very nature creativity demands an element of uncertainty.
But if hiring a copywriter is really a lottery, you need to be very close to scooping the number five and the bonus ball ...
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