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Hiring the Right Copywriter for You: Best Practices

Hiring the Right Copywriter for You: Best Practices

One of the many team members entrepreneurs and business owners can’t wait to hire is a copywriter.

And it makes sense. The amount of writing needed can feel overwhelming, especially if you do a lot of online marketing. There always seems to be another email or blog post or video script to write. Even if you like to write, it likely can feel daunting at times.

And, if you hate writing? It’s hell.

But, hiring a copywriter can be easier said than done. How can you tell the good from the bad? How do you know if you’ve hired the right copywriter for you?

Well, today’s your lucky day, as I’m going to walk you through best practices for hiring a copywriter. This way, not only will the process become effortless for you, but you’ll get a return on your investment. (Good copywriters should pay for themselves—part of their job is to craft marketing materials that sell.)

In addition, I’m also going to walk you through what you can do to prepare for your copywriter, so it ends up being a great experience for both of you.

Questions to Ask When Hiring a Copywriter

  1. Do I resonate with the type of copy he or she writes?

There are a variety of copywriting styles out there—everything from traditional/hardcore, to very soft and warm. (Not to mention everything from fear-based to love-based.)

As you can imagine, if you choose a copywriter who doesn’t typically write in the style you prefer, everyone will probably end up unhappy. You likely won’t get precisely what you want, and the copywriter is going to struggle trying to write in a way that’s not comfortable for him or her.

So, it’s definitely worth it to do some research before you hand over a check. Ask to see samples. Ask for testimonials from previous clients. You can even ask what type of copy style he or she prefers to write.

  1. How professional is he/she?

Is there a contract, or does it feel sort of loosie goosy? I’ve heard stories about copywriters taking the money and never delivering any work. Or, the work being completed, but then the bill is received and it’s higher than expected/agreed on.

Typically, the more professional a copywriter is, the less likely you’ll run into problems like these.

  1. Do I want a copywriter who can also help me with marketing? Or am I just looking for an “order taker?”

Most copywriters simply want to be told what to write. They’re not interested in (or comfortable with) answering marketing questions or coming up with marketing strategies.

If you have the marketing component handled, that will probably work out great for you. But, if you’d like some help with marketing strategy, make sure that’s something the prospective copywriter is willing to help you with.

(Side note, I own a copywriting and marketing company that specializes in—what else?—love-based copy. We offer either option—providing you with copy, and/or assisting with strategy.)

  1. Do I feel like I’ll be supported throughout the copywriting process?

Many copywriters are freelancers or solopreneurs, which means they’re working alone. Because they don’t have a team, you may not hear from them as often as you’d like. In addition, if they get busy or sick or take a vacation, you may be stuck without a copywriter.

Only you can decide if you’re okay with that. (My copywriting company includes a team of copywriters and project managers who can support both your copy and marketing strategy needs.)

Also, you may want to find out how the copywriter prefers to get information from you. Does she have a questionnaire? Does he interview you? Can you send her an audio or a transcript or written notes?

Some copywriters are very particular when it comes to their preferred method for receiving information from you (for instance, they may always want to interview you, or they may always want transcripts or typed notes). It’s a good idea to make sure you’re good with how they want to work with you before you find yourself in the middle of a project.

Bonus Tip: Trust your gut.

Above all, you should feel great about your decision. After all, you’re hiring someone who is going to be the “voice” of your marketing. You should be delighted with the person you’ve chosen. Check in with yourself to make sure you are.

Now, once you’ve chosen your copywriter, what can you do to make sure you’ve set the relationship up for success.

Here are a few of the main questions your copywriter will likely ask you.

  1. Do you know who your ideal client is?

This is crucial. Good copy speaks directly to your ideal client (when I teach this concept, I say you’re writing a love letter to your ideal client). Obviously, if you don’t know who your ideal client is, it’s going to be next to impossible to write copy that will attract, inspire, and invite them to become your client, customer, and buyer.

Bonus Tip: Be absolutely clear on your ideal client, whether you’re hiring a copywriter or not. It’s one of the fundamental foundational principles your business is built on, so getting that clarity will definitely pay off.

I have a couple of articles to help you pin down your ideal client here and here.

  1. Do you know what’s keeping your ideal client up at night?

Your ideal clients are looking for you right now because they’re in pain, and they want a solution to that pain.

If you don’t actually know what’s keeping them up at night, they likely will never realize you’re talking to them in your marketing materials, so they won’t pay attention.

As part of my Love-Based Copy Philosophy, I teach the truth about pain, which is this:

Pain is a part of life.

There are people who are born who can’t feel physical pain, and because they can’t feel their body trying to tell them something is wrong, they tend not to live long.

Pain is our body’s way of letting us know there’s a problem. The same can be said about the mental/emotional pain your ideal client is experiencing.

Pain also helps us grow spiritually and emotionally.

To that end, respectfully addressing your ideal clients’ pain (or what’s keeping them at night) is loving. Trying to pretend they aren’t in pain because you don’t want to talk about it is actually disrespectful.

However, agitating the pain and turning it into suffering is NOT love based.

I explain more about the difference between love-based and fear-based copy here, but in a nutshell, the more you can articulate what’s keeping your ideal clients up at night in a respectful manner, the more successful you will be inspiring and inviting them to move forward with your paid offers.

  1. Do you know what your offer is?

Your offer is the unique way you help your ideal clients sleep at night. The more you understand your ideal client, and how your offer is the solution to their pain, the easier it will be to communicate your value to your ideal prospects. This post can help you nail down your message.

  1. Do you understand the basics of powerful copywriting?

I am a big believer that every entrepreneur should know at least the basics of copywriting. Otherwise, how will you be able to judge the quality of the work a copywriter provides?

If you want to delve into this more deeply, my copywriting books are a great place to start. There are also lots of other copy-related posts on this site (including articles on writing headlines, bullet points, and emails) that will give you the basics.

  1. Do you have samples of your own to share with your copywriter to make it easier for him or her to match your style?

My copywriting and marketing company has specialized in matching your unique style, and one of the ways we do that is by getting samples from our clients. To ensure your copywriter nails your style, provide him or her with samples.

There may be more things your specific copywriter would like, but this list should get you started.

And, if you want to delve deeper into the skill of copywriter, check out my “Love-Based Copywriting” books right here.

 

 

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

[Video] The Story Behind the Story — “Love-Based Copywriting System” book

It was while I was promoting my first Love-Based Copywriting book, “Love-Based Copywriting Method,” that I realized I needed to write what would become “Love-Based Copywriting System.”

You see, while the first book explained the love-based copy philosophy, I didn’t make it a “nuts and bolts” copywriting book. My reasoning was because I wanted a book for folks who already knew how to write copy and didn’t necessarily want to learn how to write headlines or features and benefits.

But, I quickly realized that was what people were expecting. They wanted the “how to” along with the philosophy.

Even more than that, entrepreneurs (especially conscious or spiritual entrepreneurs) who were new to business and writing copy really wanted a book that walked them through the basics on how to write love-based copy.

So, I sat back down in front of my computer and got to work.

But, I’m getting a bit ahead of myself — check out the story behind the story to learn more:

If you’re looking for a nuts and bolts copywriting book that walks you through exactly how to write copy that attracts, inspires and invites so you can promote yourself on a foundation of love, this book may be exactly what you were looking for.

“Love-Based Copywriting System” is available at all the major online retailers — check it out here.

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

3 Reasons Your Mindset Is Crucial to Writing Love-Based Copy

If you’ve been following my blog, you probably understand the difference between fear-based marketing and love-based marketing. But did you know that if you’re not in a love-based mindset, you’re going to have a difficult time writing great love-based copy?

Here’s why: any fear-based emotions you experience around your business and/or your marketing will shine through in your marketing and messaging, both in terms of how you feel about it, and how your customers perceive it.

For example, if you feel like marketing is slimy or arm-twisty, that will not only hold you back from writing promotional copy but also getting it out there. And if you’re experiencing marketing resistance, you may unknowingly sabotage your own efforts.

Here’s a quick recap of the difference between traditional, fear-based marketing, and love-based marketing:

Fear-based marketing often uses fear-based emotions like guilt, shame, or scarcity to get people to buy.

For example, a dentist might use fear-based marketing like this: “If you don’t come into the dentist this week, you’ll probably lose all your teeth.”

On the other hand, love-based marketing triggers love-based emotions like hope and abundance.

For example, a dentist might use love-based marketing like this: “My staff members and I have specialized in providing the best possible dental care in a stress-free environment – we keep your gums and teeth healthy for as long as you need them!”

You’ll feel good about it, your prospects will feel good about it, and your business will thrive.

That being said, here are 3 reasons mindset is crucial to writing love-based copy:

  1. It helps you feel good about what you write.

If you’re like so many of my clients, you just don’t like writing marketing copy. You feel like you’re twisting people’s arms, or being slimy somehow. But it doesn’t have to be this way.

When you write copy from a love-based mindset, you realize that you’re simply providing your potential clients or customers with a choice about whether to work with you, to experience the solution you provide.

You let them know you understand the pain they’re in, you present your product or services as the solution, and you step back and let them make that choice.

No arm twisting required.

  1. It helps you get past marketing resistance.

Marketing can be a huge trigger, because it brings up so many fear-based emotions.

Fear of failure, fear of success, fear of not earning money, not having time to spend with your family and friends, fear of “putting yourself out there,” of “owning your value,” of “selling yourself.”

Whew!

When you’re coming from a love-based mindset, though, you’re not thinking about all that “scary” stuff.

You’re thinking about how to best let your prospects know that you’re available as the solution to overcome their pain points or problems.

You’re feeling confident that your love-based copy will inspire just the right people to work with you, at precisely the right time. With this confidence comes the ability to recognize and move past marketing resistance that often results from fear-based emotions.

  1. It gives your prospects the space to make a choice, which feels so much better than pursuing them.

Love-based marketing copy is so effective when you’re writing it from a love-based mindset. Why?

Because your prospects see you as a loving individual who cares about the transformation they’re preparing to make!

Even if they don’t ultimately decide to buy from you, they’ll have seen that there’s the potential for transformation, and that they can choose a better way. They can choose to move beyond their pain. Even if they don’t do it by working with you, it’s possible that you’ve offered them a new vision for the future!

And how great is that?

If this resonates with you, you may enjoy reading the first book in my Love-Based Copywriting series, Love-Based Copywriting Method: The Philosophy Behind Writing Copy That Attracts, Inspires and Invites. It’s available in both print and most eBook formats, and you can get it here.