How To Choose A Copywriter

Do you need to know how to choose a copywriter? Here are seven questions you should get some well thought out answers from your potential copywriter BEFORE you send them a deposit or sign a contract.

Question # 1. Can you show me a sample of something you wrote in the past that produced great results for the client. If not, can you write me a brief sample based on my specific industry?

Do not hire a freelance copywriter, who has no samples. Unless you like to gamble. At the minimum at least a longer form sales letter for their own self promotion. Then you can see what their style is and have information to answer a lot of the other questions that follow.

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Question # 2. Do you work on a fee plus percentage of sales or just on a flat fee alone?

This one aspect really tells a lot. Most if not all of the great copywriters (who know how to sell in print) charge an upfront fee to cover their time PLUS a percentage of sales or profits. If they only charge a flat fee, whether its monstrous or tiny...they aren't the best. Why? Because if they could really sell they would want a piece of the pie. After all they are creating intellectual property, so why shouldn't they be paid five to ten cents for every dollar they bring you?

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Question # 3. What kind of marketing background do you have?

This is getting to be more important now that there are tons of new copywriters today. Many with only a few seminars on copywriting. Or some who bought into copywriting as a business opportunity. So ask them what kind of training they have in marketing, in addition to any copywriting specific training.

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Question # 4. What are your copywriting philosophies?

Ethically, legally, and morally. If they have samples, take a good look at the claims made. Making bold claims is one of the easiest things for a copywriter to do. However, being able to prove them is a whole different ball game. Look to see how effectively the copywriter proved the claims he made. Ask them what their general copywriting philosophy is. Is the game to do whatever it takes, including manipulation to get the sale? Or are they more customer service oriented. Thinking in terms of the long term customer value, rather than the simple one shot sale.

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Question # 5. What kind of copy do you primarily write?

If you are looking for copy that sells, the only answer can be direct response or direct marketing copy. Or some type of copy where the results are measured...so at the end of the day...everyone knows if the copy worked, or not! If you aren't looking to have copy create sales, then know what your outcome is and establish whether or not the writer in question can prove his ability to generate that result.

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Question # 6. If I agreed to choose you, what question would you ask me first?

You are looking for an answer like this: Who is your target market? Or what makes your product different than the competition? What you don't want to hear is this: What are you selling? What are the benefits of your product? The point is you can learn quite a bit just from the answers they provide from answering this one question.

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Question # 7. How many advertising awards have you won?

If their response is talking about what THEY have done or what awards THEY have received...then they are probably NOT a direct response copywriter. The response you want to hear is, "I don't really care about awards, I care about getting the best results for my clients".

I hope that this information will help you make a beter decision on how to choose a copywriter.