What’s the X-factor that makes a professional writing service ‘the one’ for you?
The writer you want will:
Actively listen from the moment you speak
We all know when someone isn’t listening, right?
Professional writers have to be good listeners in order to extract the insights needed to craft bombshell copy.
No distracted, vacant stares; no phone checking or zoning out of conversations.
They’ll bring a tailored approach to the initial meeting, asking questions relevant to the conversation in combination with the standard brief questions.
Responsiveness and a relaxed and open body language means they have nothing to hide. And they won’t be writing copy you can find on all your competitors’ websites.
Have a verified process
You can either find a summary of their copywriting process on their website or they should be confident in talking you through it. They will also be open to flexibility when working with others in your organisation or designers and agencies.
Showcase their expertise and distinct style
This doesn’t mean that the copy you’ll get is the same as their website or marketing copy. Rather, it expresses their own brand voice and personality in a way you connect with.
Their flexibility will be proven in their portfolio.
Also, you want evidence they practice what they preach.
Continue to engage in education and training
There’s no official certification for professional writing as such.
Communications, journalism or marketing qualifications backed by additional training in the form of coaching or mentoring means they are the real deal.
Ask questions. Because you want a writer who puts as much into their own education as you do into your industry.
Direct you to a portfolio of work that inspires you, or be able to supply samples
Copywriting portfolios come in all shapes and sizes and some projects may be collaborative. Be sure that your copywriting contenders can talk you through theirs.
Be able to assess, advise on and develop your branding
A professional writing service will always incorporate some foundational brand work into the process.
Why? Isn’t their job just to write the most convincing words?
Yes, of course, but the right words can only be strung together with clarity around the bones of your brand.
Look at it like this
Brand work done = a more efficient process and on-brand copy that sells to the RIGHT people.
How can you bust out a bunch of words for a business without knowing its core drivers? I’ve tried, and from experience I know the copy won’t cut it.
And the bonus
Once the brand work is done, any content writer or copywriter can grab that guide and write your future copy (including website copy) faster, cheaper and bang-on-brand.
Which also means a whole lotta time saved on shoot-from-the-hip marketing that causes your nerves to fray because you’ve attracted the wrong people.
So look for copywriters who dig into your organisational culture, vision, values and objectives—among other things.