How to… choose a copywriter

Choosing a copywriter is a delicate business. You’re trusting this person to represent you – to translate your initial ideas into sparkling prose, with more than a pinch of marketing savvy.

So, how do you know if a copywriter is the one for you? Well, initially, you probably don’t. But you can look about for some clues…

• First and foremost, is their website engaging and error-free? Is it in a style that you like? Just as there is more than one way to skin a cat, so there are many styles of writing. Most copywriters will be capable of writing in several styles, but may well have a ‘default’ style and tone – their signature style, if you like. They’ve probably chosen to write their own website in that style. If you’re drawn into their website, that’s a good start.

• Give them a call! Do you like them? Are they charming and engaging, or do they grunt at you in monosyllables? The latter is either a bad sign, or a sign that you’ve called too early. We copywriters are delicate folk, y’know, with artistic temperaments and sensitive circadian rhythms…

• Consider the costs. But don’t necessarily opt for the cheapest. Find out what the average market rate is in your area. If someone’s wildly below that, it could be because the market doesn’t want them.

• Choose someone that you get on with. You’ll get the best from your copywriter when you work as a team, so a good working relationship is vital.

Once you’ve found your copywriter, you’ll need to give them the information they need to create some scintillating copy. And if you’re not sure how to do that, check out the follow-up QuickGuide, How to brief a copywriter. Good luck!