Trying to find a copywriter is a road full of pitfalls. The industry is full of individuals –trained and new, professional and unprofessional. Some copywriters provide search engine optimized content, are specialized in specific topics, or a specific type of writing (online vs. offline, for example). How do you find the right copywriter for you?

A skilled copywriter:

• Can write for print, web pages, video scripts, newsletters, etc
• Can discuss and help build a strategy
• Create copy that converts
• Has strong research skills
• Has strong creative skills

Copywriters are a dime a dozen; professional, reputable copywriters aren’t. Anyone can hang up a shingle advertising services; you job is to find the legitimate ones. Here are a few tips, in no particular order:

1. “Local” isn’t as important as “good”. While having a copywriter in the same area is nice, it shouldn’t be the deciding factor. The real professionals can be found scattered throughout the country; consider yourself lucky if you can find one in your own backyard.
2. Use the phone. Talk to your prospective copywriters instead of going the “mass email” route. This is the perfect time to ask them pointed questions, such as:
   1. How long have you been in business?
   2. Do you have experience writing online copy, print, or both? (There’s a difference!)
   3.  What type of education do you have? Are you continuing your education?
   4. What topics do you have the most experience in?
   5. Do you provide consulting/ongoing consulting?
   6. Are your writers in-house or do you outsource the work?
   7. Would you share some success stories?
   8. What do your fees include?
3. Don’t choose a copywriter based on conversation alone. Plenty of friendly people are great salespeople on the phone, but not everyone is a copywriter. Consider that the person you’re talking to may not be the same one writing the copy. Just because you like the voice on the phone doesn’t mean you’ll like the results.
4. Use your search engine. If you find a company and copywriter you’d like to know more about:
   1. a. include a search for “company” + “copywriter name” – this should bring up a number of articles they’ve written on various sites, giving you a way to identify their work
   2. b. include a search for “company” + “fraud”, “copywriter name” +”scam” and variations of this search. You may find out that the company and/or copywriter is less reputable than they seem at first glance.
5. Ask for referrals, but don’t expect them. Many of the top professional copywriters sign NDAs, or Non-Disclosure Agreements. They can’t talk about their clients, and they can’t refer you to their clients because, as far as their clients are concerned, they don’t know each other.
6. If they offer referrals, follow through. Don’t just assume if they have referrals that they must be good. Call the referrals and ask about the copywriter’s work ethic. Were they dependable? Did they turn the work in on time? Was the client comfortable working with the copywriter?
7. Ask for multiple samples, rather than just one. Multiple content samples can give you an idea of their writing range, as well as the different tones the copywriter is capable of. If you read their samples and it doesn’t make you want to read more, buy the product, etc. (or if you can’t tell what the focus of the article is), look elsewhere.
8. Make sure you understand the pay structure. Some copywriters are paid by the hour; others are paid by the project. If you have a preference, this is definitely something you need to discuss before hire.
9. Make sure you understand what the fees cover. For example, if you need the content to be search engine optimized, then keyword research, meta data writing and a competitive keyword analysis may not be included in their upfront fees. Clarify what they’re willing to do for the quoted price. When you buy a new car, computer or other big purchase, you don’t normally just go out and buy the first one you see. The same principle should go for when you want to find a copywriter. Whether they were referred to you by a friend / business associate / acquaintance or you found them online, take the time to research the possibilities. It takes time and due diligence, but a good copywriter is well worth the effort.

When you buy a new car, computer or other big purchase, you don’t normally just go out and buy the first one you see. The same principle should go for when you want to find a copywriter.

Whether they were referred to you by a friend / business associate / acquaintance or you found them online, take the time to research the possibilities. It takes time and due diligence, but a good copywriter is well worth the effort.

Heather Lloyd Webinar: What Does an SEO Copywriter do Anyway?