Choosing a Copywriter that Converts!

Choosing a Copywriter that Converts!

If you are reading this post, you are probably already aware of the value of a great copywriter. You know that a good copywriter can help both to drive traffic to your website and convert that traffic into paying customers.

What you might now know is how to find the best copywriter.

This is a VERY common problem. The problem with copywriting is it’s not something you buy every day, or even every month. Unlike products and services you regularly use, it can be difficult to know what to look for in a really great copywriter, and how to judge one without hiring them first.

Here are some tips to help make choosing a copywriter easy and maybe even fun.

What to Look For in a Copywriter

If you’re like most people, the first place you’ll turn to in your search for a professional copywriter is a search engine like Google. You might get lucky. Your copywriter’s website is probably the biggest clue of all as to just what kind of service you can expect. You will probably have better luck on LinkedIn. Search for professional copywriters or lurk in copywriting LinkedIn groups.

If you do use Google, make sure you check out their LinkedIn profile as well as their website.

Here’s what to look for:

Client testimonials

We all like to do business with those we know and trust. It is human nature to want to work with people we already know. That is why social proof sells. A good copywriter will take strong advantage of this fact. They will have a variety of client testimonials available on their site which showcase them in the best possible light.

Sample Work

Anyone can call themselves a copywriter-it is not like being a doctor where a degree is necessary. That is why it is so important to get a good feel for a copywriter’s skills and styles through a portfolio of their work. They should have samples of several different types of copy, preferably in the field you are looking for (Don’t hire a pet expert to write copy on heavy machinery, their voice probably won’t match the style that is typical in your industry).

Some copywriters are not able to post their work online for a variety of reasons, but will gladly send samples upon request. Don’t be afraid to ask if you see someone who looks good but doesn’t have a lot of work posted.

Industry Experience

You wouldn’t ask your mechanic to fix your kitchen sink, would you? Of course not! You would want someone who is skilled in plumbing and familiar with everything about it. Industry experience is important. They will have the proper knowledge to connect with your customer’s pain points and knows how to offer them solutions in their own language. Your prospects will feel more comfortable with someone who knows the jargon of your industry and talks like “one of them”

How to Know When You Found The One

The most important step when hiring a copywriter is to know what you are looking for. Do you want someone that can entertain your prospect while subtly selling them? Or are you looking for someone who can teach prospects about your products in a friendly but authoritative manner? Once you know who you are looking for, hiring a copywriter is a lot like hiring any other good employee or service provider.

· You want someone sharp and focused. When you speak with them, they should ask lots of questions to determine what exactly you are looking for and the best way to deliver it.

· You want someone you would want to work with. Don’t make it harder on yourself by hiring someone whose personality isn’t a match with yours. You will probably spend a lot of time with your copywriter, so find someone you enjoy talking to.

· Ask for a sample of their work related to the copy you are looking for. If you are looking for someone to write an email campaign, don’t be afraid to ask for either a sample of previous work in the same industry or a short sample email based on your product.

· Make sure they stick to deadlines. When you ask for samples, set a deadline and make sure they deliver on time. If you have a meeting scheduled, they should be there on time and ready to go. If they aren’t punctual and reliable before they have your business, it isn’t likely to get better over time.

A word About Fees…

Some copywriters state their fees upfront on their website, but many don’t. They prefer to have a conversation first to be sure they understand the scope of work before committing to a price. This is a great chance to get to know them before risking any money. Be sure to shop around, but remember, cheaper isn’t necessarily better. Find someone who fits your style, has an interesting voice, and quotes a price that works with your budget and you are on your way to copy that converts into customers!

If you are struggling to find a great copywriter I would love to help! Book a free consultation here and let’s find out how I can help!

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