Hiring freelance copywriters can seem like a shot in the dark. So, how can you measure writing skill and professionalism? Here is some free advice on hiring a good copywriter.
Read the copy!
Many hiring managers actually skip reading the prospect’s copy. Bad idea, you’re hiring a writer — yes? Check these four areas.
Simple concepts?
Writing clear messages depends upon clear thinking — and simple concepts.Headlines
Headlines are by far the most crucial part of ad writing. Do they work? (Watch for blind headlines that don’t mention the product, brand, company, offer, etc.)
The lead matters too
After headlines, the lead sentence is critical — and tough to get right. Do the prospect’s leads pique your interest?
Facts, not claims
Good copywriters prove points with facts, not claims. Spot a claim by its reliance on unfounded opinion and squishy language.
Check backgrounds
Besides evaluating writing skills, a hiring manager should check backgrounds. Consider these six tips.
Talk to references
Ask: Was he or she on time? Worth the rate? Would you hire him or her again?
Any sales experience?
Advertising copywriting is sales, not literature. Give the prospect a plus if they have sales experience.
Journalism?
Journalism teaches writers to ask the right questions. That’s valuable for nailing messages and crafting story appeal.
Do degrees matter?
Maybe…but writing experience matters more.
Smile at…
A tidy website and resume, a professional manner and dress, returned phone calls and emails, hand-written thank-you cards.
…But avoid
Packed schedules, unreasonable demands, personal turmoil. And always trust your instincts.
Before they arrive
Get organized! Make sure his or her assignments are clear. Designate supervisors, workspace, and schedules. And provide the resources needed to succeed.
Should you sign a contract?
Yes, always. Contracts protect both parties from each other—and from third parties.
Evaluate
When the writer’s assignment is finished, evaluate them. Did they complete their assignment? Was their writing good? What about their professionalism?
Hire their friends
If you’re happy with your writer, ask him or her to recommend other professionals.