Choosing
a copywriter to work with.
I'd like to work with you. I love working with new clients so I'd
be lying if I pretended otherwise. But you may decide I'm not quite
the writer you're looking for. If that's the case, perhaps I can
at least help you ensure you choose a writer who'll come up to scratch.
There are 7 things you should look out for. I'd urge caution before
handing a critical project to a writer who raises your concerns
in relation to any of these.
If you'd like to clarify anything, call me on 07931
346398, or send
me an e-mail.
1
Look to see whether the writer demonstrates,
when quoting, that he or she has understood what work your project
actually entails.
Almost all projects (except
for very simple tasks), involve a number of stages which the writer
will need to work through. An experienced writer is able to anticipate
these accurately when he or she considers the job, and the quote
will reflect time for these.
Look out for this! If a writer can't plausibly itemise the stages
they're going to need to go through when quoting, it's a sign
of inexperience and suggests that they may not really understand
what your job entails, which will mean you'll struggle to get
the job done to your expectations by that writer.
Aside from anything else, because an inexperienced writer will
often not allow in his quote for much of the work that will be
required, he will later find that time for which he has not agreed
payment is being consumed. This rarely leads to trouble-free delivery
of a high quality job.
2
Check your copywriter
genuinely has the capacity, at the time, to take on your job.
As in many freelance occupations, most copywriters experience
busy times, and quieter times. This makes writers reluctant, during
busy times, to turn away projects. There are only so many hours
in each day, however, and a backlog can soon build up. If you're
offering your project to a writer, make certain he or she has
worked out the number of days that will be required, and that
they are able to tell you precisely when these days can be scheduled
into their workload. Remember that good writers tend
to be busy. You should question carefully anyone who claims to
be free to start a lengthy project immediately.
3
Think about whether your copywriter has the experience
and breadth to properly understand the subject matter and context
of your project.
As in all things, the experience of the suppliers in the
copywriting market varies greatly. There are some excellent copywriters
available who lack experience, but have a great deal of talent,
and for some projects such a writer may well be an acceptable
choice. For other projects, however, such a writer's inability
to properly grasp the subject about which he or she is writing,
or to really understand how the matter in hand fits within the
broader context of, for example, your sector, may prove frustrating
for you and, in the end, impair the writer's ability to complete
the job to your satisfaction.
4
Does
he or she have the commercial experience to appreciate your business
objectives?
There are aspects of many projects which call
on a copywriter to have a good general understanding and perspective
on business and commerce. These are not, unfortunately, easy qualifications
to acquire. A writer who lacks them, however, may have difficulty
in helping you gain maximum commercial benefit from whatever item
it is he or she is writing for you.
5
Look for professional experience. A good
copywriter will be able to ask you probing questions and, later, to
fill in the gaps in what you say.
A good copywriter will ask you questions about your project,
its objectives, timings, audience and myriad other things. The
less detailed you are in your prepared briefing, the more a good
writer will ask. Equally, you'll find a good writer feeding back
to you things that you've omitted to mention, or sometimes even
to think about, but which his or her experience suggests require
consideration. You should be aware that if a writer does not ask
questions in this way it doesn't mean there are none: it means
only that he or she lacks the experience to foresee them.
6
Ask your copywriter for a fixed first-draft date.
You want to see the first draft of your copy within the timeframe
the writer agrees with you. This draft may well have all sorts
of issues still to be resolved, and that's fine, but your writer
should be able to get this document into your hands by the date
agreed. There are, curiously, writers who never actually manage
to complete a draft. I know this because, every couple of months,
I'll get asked to take over such a job.
7
Make certain that your copywriter
is expecting and willing to interpret and integrate your feedback.
Understanding your feedback,
and being able and willing to incorporate it into the draft, is
a core skill of a copywriter. Making provision for doing this
so that he or she doesn't feel they are being asked to do something
they aren't being paid for is a sign of an experienced and professional
writer. Take no nonsense from a copywriter who is reluctant to
revise for you. The job simply isn't complete until your comments
have been integrated and you're completely happy.