Introduction
It’s hard to find and hire the best freelance copywriter for your projects.
Simply, there are a lot of copywriters around the world?
So how do you know which copywriter you should hire?
I think we can all agree on one thing: No one wants to make the mistake of hiring the wrong copywriter!
It can be a complete disaster for your business.
You’ve heard the disaster stories. I’ve seen them up close.
A previous client told me a story about hiring someone who delivered the wrong copy and refused to take responsibility for it. I’ve read about businesses that were left with unfinished copy in the middle of a campaign because their writer ghosted them. It sucks when any of this happens, especially because it makes businesses afraid of hiring freelance copywriters ever again.
Whether your business is new or not, there are many clear signs that you can look out for that will tell you if you’re about to make a mistake. I’ve got five for you:
The copywriter is a jack of all trades, master of none
If you’re in negotiations and the copywriter you want to hire claims to be able to write on any subject (as long as you pay for you), I suggest you run the other way. Great copywriters work in niches and industries with specific skills. It demonstrates expertise and experience.
For example, I’m a copywriter who specializes in storytelling. I work with nonprofit organizations and B2B companies that provide technology solutions to nonprofits. So, if you ask me to write about finance, I’ll decline and refer you to someone who actually writes about that.
Tip: Ask a prospective copywriter about their niche and their experience in it. Check out their website and look for insight they provide about their niche and/or industry. That will give you an idea of whether or not they create value in the work you want them to do.
When you meet the copywriter, they don’t ask questions
It’s a big red flag if the copywriter you want to hire doesn’t ask any meaningful questions that help them learn where you are with your copy.
Why is that?
Questions are the key to understanding the big picture of any project. Asking questions reveals:
- What marketing tactics have been working and may need improvement
- Your experience with communications plans and strategies
- What your overall goals and objectives are.
Questions provide context, insight and direction. For example, if you get in touch with me because you want to revise your existing copy, I’m going to ask you all about your previous copy– what went wrong, what went well, what marks were missed etc. This way, I have a better understanding of your goals and expectations.
Additionally, I now know what you’re going for. This matters because great sales copy doesn’t sell anything on its own. It works best in tandem with other marketing and communication tactics.
Tip: If a copywriter doesn’t ask enough questions, consider whether or not they have enough information to do the work you’re asking of them. Consider if you want to gamble on your answer. Additionally, look on their website to see if they outline what their process is when working with clients. Testimonials, case studies and reviews may also tell you this information.
They don’t have a portfolio of copywriting work
This is a major red flag for any copywriter you’re considering. If they can’t show any examples of past work or don’t have a portfolio, preferably one with work in your industry, it’s probably a sign they may be lacking the experience and insight you’re looking for. Or, they may be more experienced in a niche you aren’t a part of.
I want to add a caveat here: this red flag has more to do with experience than anything.
So, you have to decide if you want to consider newer writers who may not have a lot in their portfolios yet. Remember, we’ve all been new writers before. Before my freelance copywriting career began, my portfolio only had mock ups and old assignments, some of which are still there because they demonstrate my skills well. There’s really nothing wrong with that. You just have to decide if that’s enough proof for you that your copy will be done well.
Tip: Check out the blogs of any copywriters you’re considering. It may tell you about their writing style, their expertise and what they’re generally interested in within their niche. If it’s available, ask for references in case copywriters don’t have testimonials available on their website.
The copywriters undercharge
I get it – some businesses have strict budgets, you have to cut corners sometimes and we all love bargains. However, copywriting is not something you want to bargain on.
It is one of those skills that follows the old saying, “you get what you pay for”.
Cheap copywriters will get you cheap copywriting. Why, you ask?
Copywriting takes more work than just writing. There’s a ton of research, analyses and interviews to do in order to get it right. A low rate doesn’t justify that level of work, which tells you that you may not get the results you want. So, it’s likely you’ll have to revise the copy at a later time, which means you’ll have to hire another (more experienced) copywriter.
There’s a caveat here too: there are copywriters that undervalue their own work and then undercharge for it, despite doing phenomenal work. Numerous surveys confirm this, literally, over and over again. This is to say that you want to consider more than just price when deciding on a copywriter.
Tip: Get familiar with industry rates to help you navigate the prices you may find on websites. Additionally, understand what you’re paying for. Hint: it isn’t time or results! This video may help you understand that you are always, always going to pay for value.
Their own web copy isn’t great
All copywriters have failed at noticing a spelling mistake on their website right away.
I’ve totally done it. It happens.
But if there are numerous errors, run-on sentences, bad grammar and boring copy on their website, you probably want to pass on that copywriter. Several mistakes is an indication of what you can expect if you hire them. While all websites are different, copywriters’ websites should be professional with copy that is actually compelling and persuasive.
Tip: For any copywriter you’re considering, go to their website and check out their services page. That’s probably the best indication of what kind of copy they can create and what you can expect if you work with them. If the copy on that page is convincing, clear and concise, you can add that copywriter to your list of copywriters to consider hiring.
Over to you
Hiring the right copywriter is an essential part of your marketing and communications efforts. These red flags are here to help you avoid the headache of wasted time, money. No business wants to have to revise copy over and over again that shouldn’t need that in the first place.
Remember these red flags have caveats. This is especially true if you have the budget and are looking to hire someone with a lot of experience (i.e., senior copywriter). If you don’t have the budget, then it’s unrealistic to expect every copywriter to all five of those red flags. Nonetheless, do your due diligence to find the right copywriter for you.
Ready to clarify your big ideas and polish your marketing collateral?
Let’s get in touch and get started.