Hiring A GREAT Copywriter
By Jon Wuebben,
Professional Website Copywriter
Wednesday, May 25, 2005; 11:00am EST
Hiring a great copywriter can be a challenge.
There are a lot of good writers out there. There are even a lot of
great writers out there. But a copywriter- a great copywriter, does
more than just write. A great copywriter has the ability to write
persuasively, research facts, and think in terms of the 'total
marketing piece'- because copy is only a part of the ad, brochure,
website, or flyer.
Many times, they see a business or idea in a new light. They draw
out the key benefits of your product or service. Ultimately, a great
copywriter communicates those benefits with excitement and has the
ability to create that feeling in the consumers mind.
We've all read an ad that was so incredibly compelling that it
literally made us pick up the phone or jump online, and order the
product. Advertising is the science and art of convincing consumers
to give up their hard earned money for a particular product or
Copywriters really only write for one purpose. To persuade.
They increase your sales and generate sales leads when their ad and
direct mail copy persuade prospects that your product is better than
the competition. A great copywriter is a GREAT persuader.
The best copywriters in the business are tireless researchers. Those
who become the best have an insatiable interest about products,
services, new ideas, consumers and advertising. Copywriters are
curious people. They study human nature and try and find the best
angle. They like to uncover new ways to represent a product. They
get a rush when they ultimately find the unique selling proposition
for your product or service. A great copywriter is a GREAT
Copywriters are creators. They think up compelling ideas and have
the innate ability to turn them into powerful prose. Copywriters
think visually. Many people don't see them in these terms, but they
are artists too'artists of the written word. They also think in
terms of words. When coming up with a headline, they're
simultaneously thinking of an image that will complement the copy.
Copywriters enjoy working with graphic designers, art directors and
creative directors in creating great advertising and direct
marketing. A great copywriter has a GREAT ability to think in terms
of the total marketing piece.
Sometimes trying to find the right angle for a product or service
can be frustrating. A great copywriter can come into a new
situation, quickly assess the facts, and see what others cannot. A
great copywriter brings a fresh perspective. They have the ability
to see things in a new light. That's why a headline that never
worked suddenly starts working like a miracle after being changed.
Sometimes it's simple. Other times, it can be a little more complex.
Either way, a GREAT copywriter has the ability to cast a product or
service in the right light.
Copywriters focus on benefits. Great copywriters find the right set
of benefits and focus on them like a laser. When a consumer reads
the copy, they find they are agreeing with what the copy is saying.
They may have never even realized they needed the product or
service. But, the copywriter knew it. And they knew how to get
inside the consumers head. Great copywriters know people inside and
out- and they know what motivates them.
Working with a GREAT Copywriter
The first thing to keep in mind is that a great copywriter is easy
to work with. They are experienced in dealing with professionals. It
helps to know what can make the difference in working with a great
First, get your agreement in writing. A written contract is always a
good idea, and can prevent difficult situations or misunderstandings
from happening in the first place. A solid contract outlines the
work to be performed, fees, due dates, terms and conditions.
Next, always know how much it's going to cost. Try to get your
copywriter to commit to a flat fee before the project begins. This
way, both parties are protected. Hourly writers should be avoided.
There's no incentive for them to get the job done in a timely
Quality copy isn't cheap. Be prepared to pay for that quality. Great
copy is worth its weight in gold, because it can make the difference
between a product that sells five units, and that same product
selling five thousand units. Great copywriters are worth every
dollar they make.
It's also a good idea to have one person- and one person only,
appointed to deal with your copywriter. It can be very confusing to
have a whole team of people interacting with a copywriter.
Conflicting ideas can arise and confusion is usually the only
outcome. Designate one person to handle all communications.
Great copywriters like to know exactly what they will be writing.
Many times, assignments are vague. It's important to spell out in
clear, simple terms, what the writer needs to know to do his best
work. Sometimes the target audience is vague. Other times the
features and benefits of the product are unclear. In addition, a
great copywriter needs to know the reason for the assignment. Is the
client introducing a new product or service? Are they trying to
qualify prospects? This is a critically significant piece of the
Make sure you give the copywriter all the background material they
need to write the copy. Types of things they need are previous ads,
testimonials, product brochures, market research, and information on
the competitors. Having these materials makes the project so much
One issue that almost goes without saying, but is also sometimes
overlooked is payment. If you're a professional, one of the most
frustrating elements of business can be issues around payment, and
late payment. If you want to work with a great copywriter, it's
important to make this a non-issue.
Finally, give feedback. Copywriters know all about constructive
criticism. It's a big part of making the marketing piece the best
possible. A great copywriter will always be receptive to it. But
more than that, a great copywriter wants to know your feedback. Good
or bad. It's the only way to make it better.
About the Author
Jon Wuebben is a professional Website Copywriter, SEO Copywriter and
Advertising Copywriter with 10 years experience in B2B & B2C
copywriting and marketing. He can be reached at (909) 437-7015, or
http://www.CustomCopywriting.com for any copywriting project you
may have or if you would like more articles or a Complimentary
Website Copy analysis.
Need a custom newsletter or e-zine article written? Call Jon Today
at (909) 437-7015 or email
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