How Do I Know Who’s The Right Copywriter for Me?
Like most things in life, there is no “one-size-fits-all” approach when it comes to finding a copywriter to work with.
Overall, I’d suggest the following should be taken into account when you’re looking for the ‘right’ copywriter for you and your business:
1. Do I like them?
This is important, as you’ll be spending time with this person and you should enjoy meeting and talking with them.
2. Do they understand my needs?
Do they listen to you, or try to sell you a solution that they sell to everyone? After speaking with your copywriter, do you feel they “get you”?
3. What is their previous work like?
Have a look at their portfolio, look at how they communicated messages, brand, TOV and other key aspects. Would you be convinced to act based on what you see and read? Is it generic, or is it uniquely engaging?
4. What is the feedback process?
The feedback and revision process is so important to getting your needs met as a client.
Sometimes the copywriter may push back or make other suggestions; after all, you’re hiring them for their experience and expertise, but the process of feedback should always be done in a consultative way. If your writer can articulate ‘why’ their suggestion works or is better, are you comfortable with the decision?
5. Do they use passive voice or ‘fluff’ in their writing?
I don’t know why, but most people tend to write in the passive voice. Perhaps it’s a by-product of our formal education, or maybe it’s because copywriting is a specialised writing skillset, but I see SO many examples of passive voice and redundancy in words.
For example, people who are not expert communicators or copywriters will write the following sentence:
Redundancy example:
“I researched online to find out more about the product, so that I could buy the best smartphone in the market”
More direct version:
“I researched online to find out more about the product, to buy the best smartphone available”
Passive voice example:
The mat was sat on by the cat.
Active voice example:
The cat sat on the mat.
*Thanks for indulging in my Dr Suess example here.*
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Here’s an example I took from a random website selling blinds:
Passive:
> High-quality blinds are often preferred by homeowners for their durability and stylish appearance."
Re-written as Active:
> Homeowners often prefer high-quality blinds for their durability and stylish appearance.
Active voice is a more direct, compelling, and clearer way to write and convey the same message.
Active voice also reduces ‘filler’ words and phrases and has better engagement qualities for consumers of your content.
If you’d like to learn more about whether I’m the right copywriter for you, get in contact today to discuss your needs.