Choosing The Ideal Copywriter For You

With so many copywriters offering their services it is crucial that you hire the right person for your project.

Here are some tips on how to check the person you choose is the professional you want and can deliver the material you need…

Before looking for your copywriter, decide what you want to achieve. Do you want…

  • A powerful sales letter?
  • A company brochure?
  • A press release?
  • Feature articles?
  • Reports or ‘white-papers’?
  • Promotional tips booklet /guide?
  • Copy for a website?
  • A script for a promotional video?
  • An email marketing campaign?
  • Advertising copy?
  • A staff handbook?
  • A procedures manual?
  • A technical guide?

Many of these writing activities need different skills and approaches. When you’ve decided what you want produced you can look for someone who has experience in that particular discipline.

For example if you want a lead or sales generating letter look for a professional who has experience in direct response copywriting. (This is a specialised skill that few copywriters have).

9 Questions To Ask Before Hiring Your Copywriter

  1. Is s/he professional? By that I mean does s/he take the trouble to ask questions about your business, your goals and, if you are looking for a sales letter, does s/he ask about your offer and what other marketing you’ve already done and the response you got?Look for a copywriter who asks you to complete a fact-gathering questionnaire.
  2. And talking of professionalism, does s/he supply a contract and terms of business so you know exactly what to expect and what s/he is agreeing to do for you?
  3. Does s/he have a good reputation? Do you know their work? Have you heard good things about the material s/he has produced for other businesses? Does their style match yours?
  4. How does s/he charge? By the hour; by the page or number of words; or does s/he charge a retainer?Be careful.Writing is creative work.It takes time to craft the documents you want, especially if it is a sales letter or marketing piece. Charges by the hour can mount up and storm past your budget before you realise it.And be cautious about restricting the number of pages or words you want someone to write – unless it is a requirement for the project – for example when writing an article for a publication that has to be a specific length. That would be like putting a gag on your best sales person after they’ve just got started.
  5. Is the copywriter you’ve chosen prepared to quote a price for the project, to make budgeting easier for you? Dependent upon the work you are asking for you may be able to negotiate a lower fee with a commission on results achieved.Beware – if the fees are very low, ask yourself why?
  6. Is s/he easy to work with? You want someone you can talk to; someone who matches your enthusiasm for your product or service; someone who is genuinely interested in what you provide and what you want to achieve; someone who listens and takes on board your ideas?
  7. And you want a copywriter who is willing to explain why s/he has taken a particular approach and why they think it will work for you.
  8. Does s/he do his/her own research? Obviously you need to provide as much material, information, insights and supporting documentation as you can. But the mark of a true professional is the copywriter who goes that extra mile by doing their own research to enhance what you’ve supplied.
  9. Is s/he reliable? Does s/he meet deadlines, deliver on time? There’s no point having a good copywriter if deadlines are constantly missed. That’s particularly important when you are sending out offers with a specific offer period or geared to anniversaries or seasons.

Why Choose Carol Bentley?

So – do I match these criteria? You expect me to nod my head, don’t you? And yes, I am nodding.

But allow me to elaborate further… just to reassure you of my credentials. After many years studying and as a result of years of practical writing experience in many business areas – specialising specifically in B2B direct response copywriting since the 90s I…

  • Am an acknowledged specialist in writing direct response sales letters and adverts that deliver results (see my books ‘I Want to Buy Your Product… Have You Sent Me a Letter Yet?’ and ‘Pocket Guide to Writing Profit-Boosting Sales Letters’)
  • Am an acknowledged expert in direct response marketing tactics in the UK (see my book Beat The Recession: Proven Marketing Tactics)
  • Am an experienced business owner – I’ve run my own company for just over 17 years now and held positions in top Management in SME businesses prior to that
  • Have worked – and interacted – with a wide variety of business disciplines from service to professional to manufacturing to retailing
  • Have communicated and worked with all levels of business people; from sole-traders to corporate execu­tives
  • And I have coached and acted as marketing and personal mentor to many business people, having been trained to instructor level by one of the most highly rated communication and personal development training organisations in the world; Dale Carnegie.

This wealth of wisdom and knowledge delivers greater depth to the writing I produce for clients, people like you.


“I Didn’t Say It Just For The Sake Of It!”

“It is past midnight now and I have been reflecting on my project.

You know when started I working on this project in December, I thought of getting a copywriter. I just went to google and earmarked about 3 copywriters who appealed to me by instinct.

I talked to the other two as well but somehow my instinct told me you were more than a professional copywriter. I thought you definately had something more to offer other than professional copywriting and the past two months we have been working together on my project have proved this right.

You have showed me a degree of committment not just to your job, but to my success.

I wanted to let you know that this committment means to me a lot more than the best professional advice that I could afford to obtain from the best professional in that field.

May be I could afford to pay for the professional advice that you or any other copywriter could offer but I find it difficult to place any monetary value on the level of committment that I have seen you offering towards my success.

So I am writing to say thank you. I thought it important to make you aware of my gratitude even before my project takes off, so that you know that I didn’t say it just for the sake of it.

Please register my appreciation and God bless you.

Thank you so much,”

Blessious Kalemeera
MBK Publishing, Loughborough

The only real question to ask yourself is this:

Wouldn’t you rather have someone who has ‘been there; done that; got the T-shirt’ and, even better, has the proven ability to put that valuable experience and knowledge into play for you?

It’s a no-brainer, isn’t it?

Send your request for a no obligation discussion about your project now.