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MARKETING TIPS
"8 Things You MUST Know Before Hiring a Copywriter"
by Alexandria K. Brown, "The E-zine Queen"
If you're considering hiring copywriting help for your next brochure,
Web site, or marketing project. Congrats! You should get great results
if you hire a pro to do it right.
Many business owners have valid concerns about letting an outsider
develop their content. After all -- it's your business, you know it
best, and your image is critical. However, you're wrapped up in your
business every day. A good copywriter can see your business in a new
light, draw out the key benefits of your products and services, and
communicate that excitement to your clients and prospects.
Working with a writer isn't a complicated ordeal, however it will benefit
you tremendously to become familiar with how the relationship typically
works and ways to help the process move along smoothly. So, here are
my top 8 tips on how to choose and work with a copywriter:
1. Understand what you're trying to accomplish.
A crucial factor in streamlining the writing process is determining
the principal points you need to communicate -- *before* you bring
in a writer. Who is your target audience? What is your message? What
is unique about your business? In what tone do you want to speak to
your reader? And most important: What response do you ideally want
the reader to make? Having this information agreed upon BEFORE you
get a writer involved will save you unnecessary copy revisions and
keep your costs down.
2. Have a realistic schedule.
Rushed work usually means it'll be expensive... or just plain bad!
Avoid hastily hiring a copywriter and dumping a rush job on her. Not
only will you not have time to thoroughly check her experience and
references, but, no matter how wonderfully talented she is, her first
draft will not be 'fully cooked.' Most copywriters need some time to
let words and ideas simmer.
Most writers will request several WEEKS to develop your copy, so set
a realistic schedule to give the creative process ample time. Count
on going through one or two revisions as your writer refines the piece
and conveys the key benefits of what you're promoting.
3. Make sure the writer has written for the *medium* you want.
Let's say you need someone to re-energize the copy on your Web site.
A freelancer who has only written magazine articles won't likely have
the skills to create content for a dynamic Web site. She's probably
not proficient at breaking-up copy into easily digestible bits, integrating
hyperlinks that entice your users to take action, and keeping your
end-user in mind to plan a friendly, easily-navigable site. She may
be able to learn how, but you'll be paying for her slow ramp-up speed.
Take time instead to fi nd the right person -- it will save you many
headaches down the road.
4. Experience within your industry isn't always necessary.
When I was a copywriter myself, I heard many prospects say, 'So you've
never written for a _______ company before?' A valid concern on your
part, but don't worry. A writer's ability to write well for the medium
is typically more important than her having prior experience in your
industry.
Many writers are true generalists and write just as well for an edgy
new media start-up as they do for a giant hospital network. They're
very proficient at diving into your business, learning it inside and
out, and churning out great copy to entice your target market. Now
of course, if you're producing a technically oriented business-to-business
Web site or marketing piece, you may want to hire a writer with experience
in both your project's medium and your industry. If you find a good
one, hold on tightly and pay well. You've struck gold!
5. Ask for references, and contact them.
All writers can show you samples of well-written material, but how
do you know if they'll work to understand your communication needs,
meet deadlines, and act professionally in front of your clients? Any
great copywriter should have an ample list of references that she can
share with you. Be sure to contact at least two of them, and ask them
about the writer's weaknesses as well as her strengths.
6. Keep in mind that you get what you pay for.
It amazes me how businesspeople will drop thousands of dollars on Web
or print design and hesitate to spend half as much on great copy. Pictures
and design enhance your message, but jeez folks ...the writing IS your
message!
Good copywriting does not come cheaply -- you'll find writers who charge
anywhere from $50 - $250 per hour and up. You'll pay on the higher
side for an experienced writer, one with a particular specialty, or
one who's also a proficient editor. (Many writers are also great editors,
but not all writers are editors, and vice versa.)
7. Work on more than a handshake.
True writing pros will give you an agreement they've drawn up for you.
However, you'll occasionally find yourself having to draft an agreement
for the project. This doesn't have to be complex -- a simple letter
that you both sign should do fine. Be sure to include the project size,
number of revisions included, timetable, and agreed fee (this can be
a flat fee or hourly rate).
And don't forget to ask what's *not* included. For example, many writers
charge extra for in-person meetings, research time, and weekend or
rush work. You should also expect to pay an upfront retainer. Most
writers charge one-third to one-half of the total project fee upfront,
and many won't begin your project until they have the signed agreement
and check in hand. And if you have sensitive or proprietary information,
don't hesitate to have your writer sign a non-disclosure agreement
(NDA).
8. Give your writer background info at the start.
It often happens that a writer is hired for a large project, and the
first thing she's asked to do is come in and interview all the principals
of the company. After several days of interviews, the writer is then
handed the company's brochures, annual report, and marketing plan.
If this background info had been given up front, the client could have
saved hours of time and money! At the beginning of your project, pass
on any and all previous and applicable brochures or sales kits, direct
mail, Web site URLs, research results, reports, and business and marketing
plans.
© 2001-2006 Alexandria K. Brown
SIDE NOTE: Where can you find a great copywriter?
Of course, the best place to start is always from a referral. I can
tell you that I've personally hired and/or worked with Lorrie
Morgan-Ferrero and Michel
Fortin. Both are well known in the industry for producing proven
copy that gets results, so they rarely have time for new clients, but
give them a try!
A great place to find other copywriters is www.elance.com,
where you list your project specifications, and freelancers actually
try to underbid each other to win it!
WANT TO SEE MORE ARTICLES LIKE THIS ONE?
See Alexandria's Small
Business Marketing Blog.
Online entrepreneur Alexandria
K. Brown, "The E-zine Queen," publishes the award-winning 'Straight
Shooter Marketing' weekly ezine with 20,000+ subscribers. If you're
ready to jump-start your marketing, make more money, and have more
fun in your small business, get your FREE tips now at www.EzineQueen.com
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