If you’ve never worked with a freelance copywriter, you might not have a clue as to where to start looking for one. Your marketing materials can make or break your profit margin this year, so it’s vital that you pick a competent copywriter that can get your message across effectively. So how do you choose?
First, Google “freelance copywriter.” You’ll get about 500,000 results on any given day from that phrase. You’ll see Web sites and ads for advertising copywriters, B2B copywriters, catalog copywriters and many other variations on the word “copywriter.” So now what?
Here are a few questions to ask to help you wade through the different types of copywriters to choose the right one for you:
1. Identify what kind of copywriter you need.
List the projects you want the copywriter to complete for you. Brochures? Web site copy? Will you be doing any catalog or booklet printing? (Yes, all those catalog descriptions are generally written by a copywriter.)
2. List your short-term and long-term objectives.
What is it you are hoping your copywriter can help you achieve? Do you want to start a monthly newsletter or just build a start-up Web site? Or do you just need a few tweaks to your Web site? Knowing whether you need work done for a one-time occurrence or as an on-going thing will help you pick the right copywriter.
3. Do you need an expert?
Many copywriters have found a niche for themselves. Some specialize in direct mail copywriting or catalog copywriting. That’s all they do and they do it well. There are other copywriters who can write everything from posters to television commercials to magazine ads. Do you need someone who can do it all for you?
Also consider whether you need a copywriter who is an expert in your field. This type of copywriter might be more difficult to find, depending on your industry. Someone who has worked in the fashion industry for years will be best for writing your fashion-related marketing copy. This goes back to #2. Knowing your objectives will help you decide on a copywriter.
4. Do you want to work with an agency or with a single freelancer?
Some people are more comfortable working with an established agency and having other resources you can call on if your copywriter isn’t top notch. Others would rather work with just one person. Do you want to build a long-term relationship with someone who will know your business almost as well as you do?
5. What is your copywriting budget?
Can you afford to work with an experienced freelancer or a copywriter at an agency? Fees will vary depending on your region and on the freelancer’s experience. You could end up paying $25 per hour for a copywriter with little-to-no experience, or up to $200 or $300 an hour for a copywriter with 20 years of experience. Many copywriters will set a budget for each project: for instance, a brochure will cost $600 no matter how many hours are spent writing it. A press release could cost between $200 and $500. A set price for the project could be the way to go if you’d like to know your costs upfront.
6. Pick a few candidates and review their work.
Copywriters should have samples of their work to show you. If they don’t, you should probably move on. Even copywriters straight out of college should have at least one sample to show you. You can get a taste of each copywriter’s writing style from the samples and choose the one that best suits you.
