How To Find The Right Copywriter

March 7^th 2019 Sally Ormond copywriter, freelance copywriter

Finding the right copywriter isn’t an easy task, which is why it shouldn’t be left until the eleventh hour.

However, quite often the copywriter is the last team member you think of. The panic usually sets in when you realise you have a fab looking new website design but to content, your brochure’s ready to go to print but there’s no copy, or your email campaign is due and you have no content.

Looking for the right copywriter

Copywriters are not all the same. Some specialise in certain industries, some will only work in specific areas (e.g. digital marketing), some are experts in what they do, and some are not.

That’s why it’s important to start looking for your perfect writer as soon as you begin your marketing project. They may also be able to offer guidance on the overall project – they are marketers after all.

You will also find the really good ones get booked up. You might be lucky and catch one just as they’re completing a job, but as a rule get in early and get them booked.

Tell them what they need to know

There’s no point sending an email that states: “I’m looking for a copywriter to help with our project. Please tell me your rates.”

First, you haven’t told them what your project is.

Secondly, because you haven’t told them they can’t tell you how much it will cost.

Any writer you speak to will ask for a comprehensive brief about your project. That’s the only way they can put a quote together for you.

Tell them:

The outline of your project and what you want to achieve
The scope of it
Whether there is copy in existence (if so let them see it) or whether they are expected to research it from scratch
Details about your business – what you do, why you do it and how you do it
Your USP (unique selling point)
Who you sell to and how you benefit them
Timescales

That might seem a lot of work, but assuming you’re getting several quotes it will save time in the long run if you provide the information upfront.

Respond to them

Assuming they have capacity and are interested in your project, they will return to you with a proposal and quote (or will ask for more information so they can put a quote together for you).

Once you’ve looked through them all and made a decision, please can I ask you – on behalf of all copywriters – to respond to all the writers you approached.

Why?

Well, every copywriter is a businessperson, which means they will follow up all leads.

And there’s nothing more frustrating than spending time putting together a cracking proposal only not to hear anything.

You see, in the meantime they would have had several other enquiries so allocate their time on a first come first serve basis.

If you don’t respond for a couple of weeks, you may lose your chance of working with them.

If you decide they’re not the writer for you, please let them know. It only takes a few seconds to send an email that says, “Thank you for your proposal, but on this occasion, we have decided to use another writer.”

They won’t be offended, and it saves them a lot of time sending unnecessary chasers.

In summary:

Approach potential writers early – don’t leave it until the last minute
Give them as much information as possible about your project
Respond to them – even if you decide not to use them

Thank you on behalf of all the copywriters out there.

Sally Ormond is a copywriter who gets booked up quickly. If you want to have a chat with her about a forthcoming project, give her a call on +44(0) 1449 779605.