What You Should Expect When Hiring a Copywriter

If you’ve landed on this page, there’s a good chance that you’re looking to hire a copywriter. Maybe you’ve already hired someone. And you’re wondering if your expectations are realistic. The first thing you need to know is that there are different kinds of copywriters. Some focus on top-of-funnel, brand awareness storytelling. Others are experts in sales copy that converts. There are journalists, technical writers, SEO copywriters, and more.

While some copywriters niche down and only write in one industry, others niche themselves into a certain application; for example, some writers only write email copy.

Before you hire a copywriter, you need to take a step back and determine the writing project’s goal. Based on that goal, you will have a better understanding of who you should hire and what to expect. But, let’s keep it real for a sec. Not everyone has the budget to hire a different writer for each marketing action. Many times, you’ll work with one copywriter primarily.

Regardless of your industry, application, or goal, you can expect a few things from your copywriter.

Research and Discovery

There should be a period of time before the pen hits paper or the fingertips tap the keyboard where the writer gathers pertinent information. This information will likely come through conversations with you about the project, goal, intended target, application, KPIs, etc.

Additionally, your writer will then go back research your industry, competitors, the market, and more. You see, the info you provide is super-valuable. But there’s a reason you’re bringing someone else in, and it’s likely that your internal perspective is missing a piece of the puzzle.

Basic SEO Understanding

You can expect your copywriter to have a basic knowledge of Search Engine Optimization. While he or she may not be the one to optimize content for SEO, there are several best practices that can be taken into account while crafting content. Obviously, this pertains to hiring a copywriter for website copy. However, there are SEO principles that relate to user-experience that can be harnessed for copywriting of many sorts.

For example, your copywriter should understand formatting, heading structure, keyword placement, linking, and the like.

Above all, your copywriter should know how to write engaging and valuable content that will appeal to your intended target. A user’s time on the page is one of the most important aspects of ranking on the search engines, so your copywriter should be able to develop content that engages the user enough to keep them from bouncing.

Marketing Know-How

Your copywriter should know how to write to achieve marketing objectives. Most marketing copywriters for hire will be able to create target audience personas, determine content themes that would appeal to those personas, and determine where said content should be deployed in order to reach the people represented by those personas.

Branding Understanding

There are lots of ways to skin a cat, and there are more ways to write a sentence. A good copywriter should be able to ascertain your brand voice by reviewing your voice and tone guidelines, or digging into existing brand collateral.

Sidenote: Obviously it would be a lot easier to hire a freelance copywriter if you had voice and tone guidelines. If you’re realizing that you need to set some parameters around your brand voice, let’s have a chat. I may be able to help.

When you hire a copywriter, you should expect the copy to come back to you in your brand voice. So, if you’ve got a super-formal brand, you should expect the copy crafted to be formal. If your brand has a cheeky vibe, the copy delivered should have some personality.

Money Discussions

Before the project is accepted by a copywriter, you can expect to have a conversation about payment (and possibly a contract).

Some writers charge by the word, others bill by the hour, and still others have project or package pricing. Most writers will request a deposit upfront in the amount of 25% or 50%. This is pretty standard.

Like web developers, copywriters can be found at bargain-basement prices. I’ve seen some writers working for less than minimum wage. When you take 30% out for taxes, the writer is left making pennies per hour.

Keep in mind that you get what you pay for. And if you’re wondering about industry standard prices for copywriting, check out the AWAI 2020 Copywriting Pricing Guide.

Nobody likes to talk money, but know that your copywriter has painstakingly set prices, and is probably charging less than what they really should be charging. So, if you’ve found a copywriter you like working with, think twice about haggling the price.

TL;DR

In a nutshell, you should expect your copywriter to be a professional. He or she should be able to understand your brand and the goal for your content, then do their own research and deliver to you content that is grounded in SEO, marketing, and branding best practices.

Let’s Chat

If you’re looking to hire a copywriter to support your internal branding or marketing team, shoot me a message. I’d love to discuss.