How to Find a Copywriter
It's important for you to have a reliable copywriter on-call. If you don't, an urgent project will suddenly appear out of nowhere (as always), and you'll have to scramble and start looking for a copywriter at the last minute.
But how do you find a copywriter? Here are a few guidelines for finding the right copywriter for your business.
- Decide what you need. Direct mail package? Annual report? Press release? Does your industry require special knowledge or experience? Do you want design with the copy? Come up with a short "job description" for your ideal copywriter. The closer you can match your needs with the talent and experience of the writer, the better your final copy will be.
Collect information. What's the first thing you do when you're thinking of buying a car, a refrigerator, or a computer? You collect brochures, pamphlets, and whatever information is available. Right? This helps you make an intelligent, informed decision.
Look for a copywriter the same way. Ask for a brochure or information kit that includes specific facts about the writer's background, services offered, fees, client list, samples, copies of articles, and so on. Most top writers will have this information on their website.Beware of those who decline to give you information or send you a "resume." This is a sure sign of an amateur. What a copywriter offers you up-front is an example of what you'll get later on.
- Ask around. Your friends, associates, and clients may have worked with or heard about someone who's perfect for your needs. Ask creative directors at ad agencies, graphic designers, communication managers at local businesses, and members of advertising and professional associations. Ask people whose opinion you trust and who have had success with their own advertising efforts.
- Forget geography. It's nice to work with local talent, but you shouldn't allow that to affect your decision. There are lots of copywriters, but only a handful of true professionals. And they're scattered all over the country. If there's a pro down the street, great. But put quality and results ahead of proximity. Besides, with phones, faxes, email, and FedEx, what's the difference?
- Follow your instincts. Use your brain to evaluate the information and facts you collect, but pay attention to your gut reaction, too. It's important to find someone you can work with comfortably. That means having a writing style and personality that you like. If you're uncomfortable with someone, whatever the reason, move on. Your gut is right more often than you think!
Copyright © 2009 Dean Rieck. All Rights Reserved.
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