Do You Use These Questions To Select The Copywriter You Need?

I was reading a report that Ray Edwards wrote about selecting a good copywriter. In it Ray lists a series of questions and then gives his answer as the model answer.

It’s a nice technique and highlights his own talents whilst helping people understand how to recruit a good copywriter.

To my mind there are several major pointers to recruting a good copywriter. If you want a great one be prepared to pay through the nose. If you want a list of the great ones give me a shout and I’ll send it to you.

1. Attitude
2. Organisation
3. Writing talent
4. Marketing Knowledge

So what do all these mean. Let me explain…

A Good Copywriter’s Attitude

When recruiting anyone, freelancer or employee, you need to recruit for attitude. You need to see whether they have a work ethic. Are they willing to do what it takes to deliver for you? Are they independent-minded enough to tell you what they knows work and not so aggressive/assertive that they don’t listen to what you’re saying?

A Good Copywriter’s Organisation

A well organised copywriter should be able to slot a phone call in with you for you to assess whether they’re the right fit for you without causing major calendar problems.

They should produce a short note to summarise your agreement with them. If it’s a big copywriting project they should give you a project specification for you both to agree.

Finally do they deliver on their promises? Do they return phone calls when they say? Are emails replied to reasonably quickly?

A Good Copywriter’s Writing Skills

You will find that a good copywriter has this almost unnatural urge to write. Witness this blog!

They should be able to tell you about all the writing they’ve done. For example I’ve produced sales letters, web sites, brochures, white papers, procedure manuals, presentations, proposals, specifications, adverts and other material. Then of course there are the many blog postings I’ve written for myself and my clients. The point is you can ask to see samples from your chosen copywriter.

In fact blogs are a good indicator of a copywriters mind and abilities. The reason? They’re usually writing in a freeflow so you can get an understanding of whether they like writing, can spell and can write with some imagination.

A Good Copywriter’s Marketing Knowledge

Ray Edwards notes that a good copywriter should be completely aware of direct marketing principles and if they don’t know the copywriter greats you should not take talk any further with them.

I agree with Ray and more. To my mind they should be a life-long learner. Gary Halbert who is one of the top copywriters in the world attends seminars that many would think are beneath his abilities because he may pick up a pointer, or something will get his mind going. Your copywriter needs to have the same urge to learn

For example I’ve learnt from Jay Abraham and attended his seminars. And I also learnt from many other influential copywriters. Certainly they should know more marketing people than just the headliners.

For example in the UK there are a number of marketing people who also write copy.

If you sign up for my 6 part marketing seminar you’ll find one part is all about copywriting and the important details that any copywriter must know to pull better response. For example, always having a PS in a letter.

Of course there are other aspects to getting a good copywriter. These will get you started on the selection process. Good luck!

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