When you’re searching for an experienced copywriter to craft the copy on your website, marketing materials or other communications, there are tons of pitfalls that even the savviest business owners often make. But here’s a list of the most common ones so you don’t have to:
- Paying too little.
- Confusing a copywriter with a designer.
- Not setting clear expectations.
- Trying to handle it yourself.
You have already heard the expression “you get what you pay for.” The same applies to professional writing. Just because your cousin or your brother or your best friend’s kid likes to write the occasional short story or got an A in their writing class, that doesn’t make them qualified to write marketing copy. Sure, you can pay them in trade or cookies, or even a tiny hourly rate. And that may save you money in the short term.
But in the long term, only copy written by a marketing copywriting professional is going to get you more business and more repeat business than anything your little cousin will come up with. Only a professional copywriter knows the proven techniques that get customers to pay attention, to spend more time on your website, to fill out your surveys, and to give you their money.
Copywriters do not have design skills. While they know all about selling your product with words, they do not know how (and usually do not want) to procure graphics files, design the layout of your website, or choose colors for your marketing flyers. Don’t make a trained writer waste her skills. Hire a designer to handle design. Let the writer do what she knows best: write effective copy for you.
It’s important to have a conversation with your copywriter at the beginning of each project – even if you have an ongoing relationship with her – to ensure clarity around goals and expectations. You may have one thing in mind, but unless you confirm she’s envisioning the same thing, you may end up with something you aren’t expecting.
Many copywriters will have you fill out a creative brief or questionnaire about the project. You should always inform her about the project’s audience, timing, message, goal, deadline, and pay. You should negotiate the number of revisions to the copy you receive (three is standard). Any and all “moving parts” should be discussed with the copywriter at the start of the project. This way, nobody will be unpleasantly surprised.
Let’s face it, unless your business is an executive recruiting firm, hiring staff is challenging at best for most people. Figuring out where to search, sorting through resumes, assessing the qualifications of various candidates, setting up interviews and knowing what to talk about … it’s a lot of time-consuming work!
Make it easy on yourself by relying on your online business manager. She can efficiently manage the hiring process, target the best candidates, and work with your administrative/virtual assistant to get all the information and interviews set up. She can even ensure that you avoid the other three mistakes listed above.
If you’re in need of an experienced, professional copywriter for your website branding, blog or other marketing copy, I can find you one, either a member of my own excellent team or new candidates. Contact me today and we’ll talk about how I can help.