“I need a writer!”—Seven ‘infrequently’ asked questions to consider before choosing one
Need a writer for your marketing copy but swamped with too much choice?
Use this list to give you the confidence to choose wisely.
That’s it. You’ve decided you need a writer to up-the-ante on your copy and content. Already you feel a weight lifted from your ever-morphing list of things to do.
But, if you’ve not hired a writer before, or at least not for a while (or you’ve been burnt by a bad experience in the past) the sheer number of copywriters out there now is enough to make you weep at the thought of trawling the ‘net to find the right one.
Trawl (and bawl) no more!
This small but mighty guide will make it easier for you to (a) create a shortlist of copywriters suitable for your needs and (b) make a confident final decision.
To be certain you’ve chosen the best writer for your needs means avoiding ‘buyer’s remorse’.
And that’s huge, because it’s a big deal to trust in someone to write for your business, and it’s never good to start a project doubting your writer’s ability after you’ve committed and paid a deposit.
Most copywriters will detect an air of doubt at this point (we’re an intuitive bunch) and, while it’s possible to clear, it’s not the ideal way to kick your project into gear. The energy needs to be upbeat, connected, and certain—and if it’s not, the creative process suffers.
Best you're well prepped for the quest, so here’s a list of ‘infrequently’ asked questions—the kind of questions that, when you ask a potential writer, will empower you to make the best decision with aplomb.
First up, after you’ve made email contact or reached out through direct message, arrange an introductory meeting either in-person or on video call. The most vital (and telling) observations unfold this way, not through email or the written word.
Then use this list of questions to draw from during the call and add to them as you feel are appropriate. Introductory calls are usually free of charge, so you’ll both need to move through questions and answers quickly.
The point is to get a feel for the writer and for you to convey your objectives so they can then provide an accurate scope and quote.
1.
What qualities do you have that make you a good fit for this project?
Asking this question upfront will not only give you a sense of the writer’s abilities and work ethic but will also reveal if the writer is a personality and values match for your niche.
As your potential writer responds you can delve deeper on certain elements if it’s needed for decision-making.
It’s good to keep in mind that while some writers may not have experience in writing for your particular niche, it doesn’t mean they’re not a good fit.
Look for things like:
- Crossovers/overlaps from other industries in their previous projects
- Level of enthusiasm when they’re talking about your project
- Approach and level of confidence in writing for a new sector or marketing channel
- Past success in writing for a completely unfamiliar industry or media type
There’s a lot to be said for bringing fresh perspectives into copywriting, as long as the potential writer expresses genuine enthusiasm for your business and offer.
And if it’s website copy you’re after, you’re better off hiring a writer who understands SEO and how to structure the copy so designers or developers can follow it. They should be able to talk you through the SEO component effortlessly.
2.
What’s your process and how does it work?
An experienced copywriter or content writer will have an established process and speak confidently about it, leaving you reassured you’re in good hands.
They should be able to talk about:
- Timeline setting and how it plays out from the first onboarding email
- How they’ll grasp the vitals of your business in such a short time to be able to sell what you offer
- What happens if it goes awry and you’re not satisfied with the first draft
- Communication protocols
- The revision process
- Collaborations with your graphic designer, web developer, or anyone on your team they might need to communicate with
3.
How do you go about your research?
Market research methods for copywriting vary greatly depending on the complexity of your project.
However what puts one writer in better standing than another are factors such as experience and education in marketing, and how confidently they talk about methods such as Voice of Customer, review mining, competitor analysis, brand voice analysis and so on.
If they conduct Voice of Customer interviews, you’ll want to know if you can trust them to interview your clients in a private 1:1 meeting or call.
Ultimately what you’re looking for is confirmation they’ll extract the most valuable data they can find to be used to develop effective copy.
4.
How much involvement do you need from me, and when?
Embarking on a copywriting project requires a level of partnership. Depending on the industry sector you’re in, sometimes the research phase can involve digging deep into the soul of your business (and you if you’re at the helm), so the right copywriter will resonate as someone you can trust to open up to.
The level of involvement depends again on the complexity of your project, so it’s important for you to ask this question if your availability is scarce.
5.
How can you reassure me you’ll get it right?
Here you’re looking for responses that outline:
- How they draw on their professional writing experience and the types of training they’ve had
- How they’ll ensure your copy accurately represents your brand
- What techniques they use to determine your brand voice (one of the top reasons writers don’t get it right is because they’ve not understood your brand’s voice)
- Whether they’re knowledgeable on how to convey the most important messages, and if messaging strategy is part of their service
In conjunction with extracting valuable research insights, a good writer will also understand brand strategy and how that ties into brand voice.
These factors combined eliminate your chances of being way off the mark in accurately expressing your business’s value regardless of which marketing channel or type they’re writing for.
6.
Have you identified anything in my existing copy that could be improved on?
Usually a writer will look at any material they can find (or that you can provide) prior to your initial meeting. It’s good to ask this question to determine firstly if they have looked at your existing content or copy, and secondly if they can demonstrate an understanding of weak spots (places where readers might ‘drop out’) and broad ideas on how they could strengthen it.
But please, don’t expect specifics when you ask this question—specifics are what you pay for. As long as they can articulate valid broad points, you should feel assured in these responses.
7.
How comfortable are you with candid feedback?
Now this may be a tricky one to fathom whether their response is bona fide, but the type of answers you want from this are:
- I expect nothing less—it’s a road to success for all involved
- Honest feedback delivered with respect is how you’ll get the best out of me
- Holding back on feedback doesn’t serve anyone
- I use candid feedback as a way to improve and grow
If you detect any hesitance when you talk about feedback, take note. The last thing you want to discover mid-project is that your writer is defensive and reluctant to see your point of view if you disagree with their reasoning behind why they’ve made certain choices. People who shy away from direct and honest feedback sometimes cover for a lack of experience or confidence, not from a need to be right.
Final thoughts to set you on your way
While this list isn’t comprehensive, it gives you more to consider in addition to the standard steps you might take to find the right writer for your needs. Of course, you want the skills and experience, but if they fall slightly short of those in your sector or specialisation, sometimes a clear values and personality connection may be the best way forward.
Trust your gut—when it comes down to choosing from the final few, how they’ve responded to these questions should give you the intuitive nudge you need.
If you’re in the throes of researching a bunch of writers and have found this list of questions helpful, you can try them out on me if you have a project that might fit. My zones of genius include tourism, wellness, hospitality, and commercial design.
I wish you the best in your quest for the ideal writer.