Copywriters
I have come up with some tips to help you become familiar with the role of a copywriter and move the writing process along smoothly.
Have a realistic schedule.
Rushed work can mean it will cost you more money and errors may be missed. 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 talented she is, her first draft will not be “fully cooked.” Most copywriters need some time to let words and ideas simmer, and that is why they will request several weeks to develop your copy. Set a realistic schedule and count on going through one or two revisions as your writer refines the piece and conveys the key benefits of what you’re promoting.
Make sure the writer has written for the *medium* you want.
Let’s say you need someone to re-energize the copy on your website. A freelance writer who has only written magazine articles may not have the skill set to create content for a dynamic website. She may not be proficient at breaking up copy into easily digestible bits and integrating hyperlinks that entice your users to click on them while keeping your end-users in mind. She may be able to learn how, but you’ll be paying her as she ramps up speed. Instead, take the time to find the right copywriter—it will save you many headaches down the road.
Experience within your industry isn’t always necessary.
When I was a copywriter, I heard many potential clients say, “So you’ve never written for a company before?” A valid concern, and one that can be overcome. A writer’s ability to write well for the medium is typically more important than her having prior experience in the industry.
Many writers are true generalists and write just as well for a media start-up as they do for a hospital network. Copywriters are very proficient at diving into the business, learning it inside and out, and churning out great copy to appeal to a target market. However, if you’re producing a technically oriented business-to-business website or marketing piece, you may want to hire a writer with experience in both your project’s medium and your industry.
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 her weaknesses as well as her strengths.
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 when it comes to spending half as much on great copy. Pictures and design enhance your message, but to readers … the writing IS your message!
Good copywriting does not come cheaply—you’ll find writers who charge anywhere from $75–$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.)
Work on more than a handshake.
Many writing professionals will provide you with an agreement they’ve drawn up.
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 may 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.