What to Expect When You Hire a Copywriter
Words matter.
They can make or break your business. They can clearly define your values or they can confuse the heck out of potential customers. That's why hiring a copywriter is one of the best decisions you can make for your marketing and branding efforts.
What are Copywriters?
Copywriters are professionals who write words that sell. They write words to help you sell your brand, your products, your services, your commitment, your trustworthiness, etc. They craft the headlines that grab your audience’s attention, the body copy that explains your value proposition, and the calls to action that get people to do things (take actions) that ultimately lead to increased profits for your business.
However, it’s important to recognize that copywriters are only one part of your marketing team. They can help you create compelling copy to support your initiatives, but they can't do everything for you. You'll still need to set your goals, develop your strategy, and track your results.
That's why knowing what to expect when hiring a copywriter is kind of important – okay, it’s actually REALLY important.
Let’s take a closer look at what copywriters do (and don’t do), how to work most efficiently with them, and the importance of setting clear expectations with your copywriter and providing them with the right information to do their jobs well.
When you hire a copywriter, what will they actually do for you? Let’s dive in.
What Copywriters Do
Copywriters are the people who write the words that sell your products or services. They know how to write content that is clear and concise, and they are experts in the art of persuasion. They know how to use words to create a connection with your audience that also builds trust and drives sales.
When you hire a copywriter, you can expect them to do some of the following:
Ask a lot of questions.
They may even ask the same questions in different ways. They may ask you to repeat yourself, clarify statements, and expand upon yes and no answers. Be prepared to share information about you and your brand.
Do in-depth research.
While you may get lucky and hire a copywriter that’s an expert in your industry, it isn’t always the case. It’s difficult to be an expert in everything, but the next best thing is to know how to leverage the experts to write copy that sounds like it’s coming from an expert. Good copywriters don’t just wing it. They look everything up and then, you guessed it, ask more questions.
Request feedback from you.
While professional copywriters should know what they’re doing, they are not experts in your field, which means they’ll need input and feedback from you throughout the process. Remember, constructive feedback is best. For example, “I don’t like this word because of its connotation; can we use a more positive one?” is better than “I don’t like this sentence.”
Set deadlines for you.
A good copywriter will give you a deadline for getting back to them with the information they need to proceed with the project. Leaving things up in the air often causes projects to linger longer than needed. If they don’t give you a deadline, you may want to ask for one!
Remind you that words matter.
Good copywriters are serious about their craft. They don’t want to be told that anyone can do their job, that it shouldn’t take that long, or that you don’t really care about the copy on your website. (If that’s truly the case, you probably shouldn’t hire a copywriter.)
What Copywriters Don't Do
Copywriters are not magicians (most of them, anyway). They can't write a blog post that will instantly make your business successful. They can’t pull copy out of thin air with minimal direction or input. Here are a few more specific things that copywriters can’t, don't, or won’t do:
They don't read your mind.
Copywriters need you to provide clear and concise instructions about what you want them to write. More specifically, they need to know who they’re writing to and why. They need to know what your goals are for the copy, so they can work to help you reach them.
They don't do your work for you.
They work with you. Copywriters are partners who can help you create compelling content, but they can't do everything for you independently. You'll still need to provide them with information, answer their questions, and approve their work.
They don't figure out your business goals for you.
Copywriters can help you reach your goals, but they won’t assume what you're trying to achieve with your business. You'll need to provide them with insight into your goals so that they can create content that aligns with your objectives.
If you're looking for a copywriter who will do everything for you, you will be disappointed. But if you're looking for a partner to help you create engaging content, working with a copywriter is a great option.
How to Work With a Copywriter
There are a few things that, as a business owner, you’ll need to define for a copywriter:
Your business goals.
What do you want to achieve with your content? Do you want to increase brand awareness, generate leads, or drive sales? Knowing the answer to these questions and being able to communicate them to your copywriter will greatly improve your results.
Your target audience.
Who are you trying to reach with your content? What are their needs and wants? What do they care about? What problems are they looking for solutions to? It’s extremely difficult (dare we say impossible?) to write to everyone.
Your products or services.
What do you offer? What makes your products or services unique? What problems do your products or services solve? It’s important to clarify how your products/services or approach to delivering them differs from the competition.
Your brand voice.
What tone and style do you want your content to have? (Alternatively, you can hire a copywriter that also specializes in helping brands define their unique voice.)
Your budget.
How much are you willing to spend on copywriting? Copywriting rates vary by experience, skill level, location, and a variety of other factors. It’s important to understand what you’re paying for and determine what you’re willing to pay for the right copywriter.
Some other helpful information you may also want to share with your copywriter include:
Examples of content that you like or dislike.
This will give them a better understanding of your taste and what you're looking for in a copywriter.
Your website or blog.
This will give them a better understanding of your business and brand, as well as the tone of your current content.
Any specific requirements.
For example, do you need the content to be a particular length or have a certain number of keywords? Do you want them to include photos in blogs? Will you upload the copy to your website, or do you want them to upload it for you?
By providing the copywriter with this information, you'll help them create compelling content that aligns with your goals. It'll also help reassure that the two of you are on the same page and clearly understand what to expect from each other when working together.
Never Ask a Copywriter to…
There are a few things you should never ask a copywriter to do:
Write content that is not aligned with your brand.
Your copywriter should write content that reflects your brand values and personality.
Make stuff up.
Copywriters should only write content that is based on facts and information that they have verified, expert opinions, or that is provided to them by you, the expert.
Copy other copywriters' work.
This is plagiarism and it is unethical.
Simply "reword" your competition's website copy.
This isn’t going to help differentiate you from your competitors. Plus, it makes your copywriter have to do more research than is necessary, vs. getting the information they need directly from the source – you. Additionally, this could result in unintentional plagiarism.
Additional Tips for Working With a Copywriter
When working with a copywriter, it's essential to set clear expectations. This includes the timeline for the project, the number of revisions you're expecting, and the final deliverables.
It's also important to be realistic about your expectations. A website can't be written in a day, or even a week, if you want quality content. Give your copywriter enough time to do their job well.
And once you've hired a copywriter, it's essential to communicate clearly and efficiently with them. Be clear about your feedback and be responsive to their questions.
Ready to Take the Next Step?
Hiring a copywriter is a great way to improve your digital presence and increase your brand reach. By working with a professional copywriter, you can create clear, concise, and persuasive content. This will help you connect with your audience, build trust, and drive sales.
If you're ready to take the next step, book a call today! Find out more about our experience, process, and rates, so we can determine if we're a good fit!
