Boost Your Business With a Copywriter

Navigation: Main page

Author: Lisa May Huby

Article source: http://www.articlealley.com/. Used with author's permission.

MARKETING PROJECTS PILING UP?
DEADLINES APPROACHING AT LIGHT SPEED?
NEED A NEW APPROACH?

MEET THOSE DEADLINES AND BOOST YOUR BUSINESS WITH A COPYWRITER

If you've never worked with a copywriter before, it's hard to know what to look for, questions to ask, and where to even begin. There are budget limitations to consider, as well as whether the copywriter will result in a good return on investment.

By hiring a professional copywriter, you allow your marketing and creative staff to focus on their particular areas of expertise, and move the projects through. A copywriter brings with them knowledge, experience and a different perspective on your product or service that can be invaluable to your business. If you don't have a marketing department, hiring a copywriter introduces an objective 'eye' to your product or service, which will net positive results.

The benefits of hiring a copywriter usually outweigh the investment. If they don't, chances are you're working with the wrong writer.

Where to Start?

First, ask yourself what it is that you're looking for. Do you need a writer for brochures and sales materials, direct mail, or technical? Many copywriters specialize in certain areas, although you may serve your business better by working with someone from outside your industry. This will bring fresh ideas to the table, putting a different spin on your marketing materials.

Find out what experience the candidate has. Have they done any web work, have they got a website? Radio/TV scripts, white papers, case studies, press releases? An experienced copywriter will have several samples to show you, as well as references and testimonials. Don't discount writers new to the scene - they may have a portfolio of spec ads, but that doesn't mean they can't get the job done. They may even do it better than the seasoned pro, and for a lower fee.

If you have doubts in the copywriter's abilities, assign them some smaller projects to start with such as press releases, website headlines, or re-writing and clean-up of your current materials. If handled well, by all means hire them for more work. If you don't care for the results or professionalism of the writer, you are free to seek out another that will more closely suit your needs.

Fees

Ask how the copywriter charges - by the hour, or flat-rate? Is an initial deposit required? Will the writer charge for travel to meetings? This will differ between writers, as well as from project-to-project. Work with the writer by providing them with as much detail on the project as possible so they can quote competitively.

Don't be intimidated by the writer's posted rates. If you feel the quoted fee is too high, discuss it with the writer. Have them explain how they arrived at the price, and the added-value benefits you will receive as part of that price such as revisions (how many?), travel to meetings, and so on. Remember, you are always free to present a counter-offer. If the price is still too high, consider asking the writer if they will give you a reduced rate for one written draft in order to save on copy revisions. You can then use what the writer creates to customize as you need.

What are the payment terms? It is important to remember that many freelance writers are sole proprietors, and will be reluctant to extend credit to new clients. You will lose a great writer quickly if your company consistently pays late.

Technology is Our Friend

Communication has become much easier thanks to electronics and the Internet. "Virtual" meetings will be the usual relationship with the writer, with brain-storming sessions or updates accomplished by teleconference or e-mail. There should really be no need to request a meeting in-person between you and the copywriter. Ask how they will communicate with you, and ensure they are accessible by e-mail and telephone. If a personal meeting is an absolute must, be prepared to be charged for the writer's time. Making use of today's technology saves time and resources, while taking advantage of a writer's strengths.

Deadlines - AAAAH!

What is the writer's turnaround time? Obviously this will depend on the current projects the writer has, as well as how involved your project is. If there is a lot of background research or interviews to perform that will require much of the writer's time, this will impact their turnaround. If you approach the writer with an extremely tight deadline which the writer cannot accommodate, they may recommend another copywriter to you. The more lead time you can build into your project the better, to ensure top-quality copy.

What's in it for You?

There are several good reasons to establish a long-term relationship with a copywriter:
•