Are they nosey?
Does the copywriter ask lots of questions?
And are they the right questions?
If copywriters aren't curious, they won't learn enough about
your product. And they won't discover the hidden benefits
that switch on your customers.
A good copywriter is interested in your product. No matter
how mundane. Anyone can write sexy words for a bleeding heart
charity. But it takes skill to write about embedded software.
Or sewage.
Do they understand your product?
They should quickly assimilate your market. If they don't,
you'll have to spend too much time correcting their work.
A good copywriter is fairly smart.
So if they don't get a grip on your product, find someone
else.
Do their words impress you?
Choose a copywriter whose thoughts and words inspire you.
Don't go for someone who writes in a plodding way.
If it's dull words you want, write your own.
Are they a real copywriter?
Use someone whose sole purpose in life is to write cracking
copy.
Web designers, journalists and proof readers all claim to
write copy.
And so they do, after a fashion.
But don't expect anything exciting.
If it's focused professionalism you want, get your words
written by someone who does it for a living.
Here's how to tell a genuine copywriter. Their words are
chopped up. Into little sentences. Why do we do this? It's
because we're terrified our readers will lose interest.
But we can also write long rolling sentences. Like a labrador,
a good copywriter is desperate to please.
Have they worked in your market?
You don't want a copywriter learning at your expense.
So find someone who understands what you sell.
But if you market something really obscure, look
for a copywriter who's worked in a similar field.
Read more: About
our copywriting course
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