Hiring highly skilled and experienced professionals for specific jobs is always the best way to get as close to your desired output as possible. As someone running a business, it is in your best interest to hire someone who knows what he’s doing and get exactly what you paid for (sometimes, even more).
For example, to make the most of the copywriting cost you allotted from your company’s marketing budget, you’ll need to hire someone who can write copy that would multiply that money in the form of revenue.
But how can you tell if you’re hiring an excellent copywriter if you haven’t even encountered one? Simple. Look for the following signs:
1. Great Research Skills
Copywriting isn’t just about weaving random words and making them sound cool – it’s about delivering a message that will convince the audience to take action. For that to happen, a copywriter needs to have enough knowledge in the specific field he’s writing for.
In a perfect world, the people who write copies for a specific niche are also experts in that particular field. All he needs to do is tap into the vast knowledge he already has when crafting a compelling and memorable copy.
However, this best-case scenario happens very rarely (if at all). More often, copywriters work for multiple clients at a time and are less likely to focus on a single niche or industry for the entirety of their writing careers.
In fact, copywriters tend to move from one client to another within just a few weeks, which means they need to gain a significant amount of knowledge in each industry within a short period. And sometimes, this cannot be achieved with just a Google search. This is where interviewing skills can become handy as they may need to talk to professionals with actual experience in the field to gather enough information on the topic they’re writing about.
2. Deep Understanding of the Target Audience
Besides gaining more information on the topic they’re writing about, copywriters also need to have in-depth knowledge and understanding of their target audience. Matching the copy to the targeted readers is much like putting together pieces of a puzzle – they must fit exactly right.
Remember that knowing whom they’re working for doesn’t automatically make copywriters experts in writing for the target audience. After you (the client) identify your target clients and prospective readers of the copy, the copywriter will need to learn more about them.
The key to creating compelling and actionable copy is to know who the readers are. Once this is achieved, the writer can make a connection by using the same language they use and understanding what they think, say, and look for.
3. Ability to Tilt the Readers’ Perspective
Some messages need a slight perspective shift to break through the audience’s barrier. You see, readers grow accustomed to common marketing messages. To catch them off-guard, excellent copywriters must offer an unexpected approach to a familiar topic.
Remember that all stories have several angles. The copywriter just needs to find one that resonates with the target audience the most.
To do so, a copywriter must avoid a straightforward take on the topic. Rather than going for the obvious, he should ask why the topic matters at all. Only then can he push forward to create copy with a deeper meaning for the readers.
4. Ability to Tap Into the Readers’ Emotions
Contrary to popular belief, people don’t use their logic in their purchase decisions. Instead, they go with their gut and buy things based on their emotions, based on a 2016 study.
A great copywriter understands this and can use it to create the opportunity for your business to gain a new customer.
When customers gain an emotional reason to buy from you, it becomes harder for them to change their minds. More than that, excellent sales copy helps you overcome rational thinking that makes customers say, “It’s too expensive.”
A good copywriter capitalizes on the product’s benefits instead of its features to write emotive copy. If he doesn’t understand the differences between the two, then look for someone else to write your marketing copy.
5. Positive Feedback from Past Clients
While it’s okay to give new writers a chance to prove their worth, you’ll have a much better chance of getting the exact output you’re after if you’re working with someone who’s done it before.
Like all other things in business, an excellent copywriter should have experience in writing. This is already indicated in their resume, but you’ll want to verify it through their previous client’s feedback.
Great copywriters are bound to have current and past clients who are more than willing to vouch for their skills and professionalism. If an applicant cannot produce a single positive feedback or testimonial from people he’s worked with before, then you should take it as a sign that the claims he made in his resume may be baseless.
Of course, you should be wary of faked testimonials. To make sure they’re genuine, you can ask the writer to give you direct contact with his past clients.
6. High-Quality and Relevant Work Samples
Asking copywriter applicants for work samples is the most straightforward way of determining how well they can do the job.
The writing samples speak for themselves regarding the quality of work a copywriter has done in the past. But besides the quality, you should also look at how relevant their past works are with your niche or the topic of the copy you need.
While copywriters don’t necessarily need to have decades of experience writing for your specific niche, their previous output that showcases their skills in delivering clients’ needs is definitely a plus.
Samples also reflect their writing style and adaptability to a diverse market. Just because a copywriter was able to hit the mark in fashion copy doesn’t automatically mean he can deliver copy with the same impact on the topic of gadgets.
Find Your Match
Whether you’re hiring a freelancer or planning to get help from content writing agencies, hiring an expert to do the job is always easier when you know what you’re looking for. Keep in mind these signs and traits of an excellent copywriter, and you’ll surely find the best person to complete your team.
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