Businesses need to build trust and communicate their message in a way that resonates with their audience in order to grow. While some companies may write their marketing materials on their own, for many it means seeking out professional copywriting services.
But before you hire the first person who comes along, there are a few things you should know. These tips pertain whether you are seeking professional copywriting services in the b2b or b2c fields.
10 Tips for Businesses Seeking Professional Copywriting Services
There are Good Reasons to Value Copy – You are in a crowded field and every piece of marketing collateral you produce creates a powerful impression.
Many businesses choose to write their own content, and others seek out professional copywriting services for this reason. A good copywriter understands what it takes to produce content aimed at a specific audience. It’s their job to take technical, industry material and translate it into something that will resonate with the audience.
There are Financial Advantages to Hiring Freelance – It’s cheaper and less of a commitment to go the freelance route, versus hiring a full-time employee. A freelance copywriter won’t be collecting a paycheck when there is no work left to complete. They simply move on to other client jobs.
You aren’t on the hook for benefits, hourly wages, and other payroll costs. Simply hire a writer for the job you need done, and when it’s complete, so is your obligation. Most copywriters charge a project-based fee for their work.
To be Blunt, You Get What You Pay For – Too many companies hire freelance work based on price alone. There is always a writer willing to do the same project for less money.
While I certainly understand that every business has a budget, you can do yourself more harm in the long run by shopping on price alone. I say this as someone who’s all too often been called in to finish a job that another copywriter messed up. If you’re looking to buy a Porsche on a Pinto budget, you may end up disappointed in the final outcome of the project.
A Good Copywriter Understands Consumer Behavior – We’d all like to think of ourselves as logical consumers who make our decisions based on fact. But if I told you about a revolutionary product that would change your life, or improve the way you do business, my guess is you’d listen.
That’s because we’re emotional creatures. We don’t care about a V8 engine. We care about the way our hair blows as we make our way down the Interstate in a convertible at 80 mph. A time element adds to this. What if there were only 2 convertibles left? You’d be itching to feel that wind through your hair before the last one leaves the lot.
Stories Matter – We all love a good story. If you have a powerful story about how someone used your product to overcome their obstacle, tell it. If you have a powerful origin story that starts with how you overcame the very problem you help others with, tell that, too.
Numbers and statistics may fade from our memory. But we all love a good story. It may be the very thing that helps you stand out in a crowded market.
Professional copywriting services can often become the difference between a good or bad initial impression of your business.
Hiring Someone with SEO Experience Matters – The main objective while writing digital marketing materials is to increase your visibility. Search engine rankings are one of the key ways to accomplish this.
When you are in the market for online marketing materials, make sure they understand the basics of SEO copywriting. This is a critical aspect of what you’re trying to accomplish. A lot has changed from the early days of SEO copywriting. You don’t need to keyword bomb your materials to make them stand out.
Find someone who can help you incorporate your search strategy at a sensible level. There’s no need for SEO copy to turn off the people who will be buying your products. It can appeal to people and search engines at the same time.
The Right Experience is Important but Not Everything – I get this question all the time from perspective clients: “Have you written in the (XYZ) industry before?” Sometimes the answer is yes. Sometimes the answer is no.
And sometimes clients fall into the trap of not wanting to hire any writer who doesn’t have identical experience in their industry to what they’re looking for – no matter how obscure their industry might be. This can be a limiting perspective.
The Right Writer Can Produce in Your Field (Even with No Experience) – Another way to find out if you are talking with the copywriter you want to hire might be to ask them about their experience, and how they would approach writing in an industry that’s new to them.
For example, as a former journalist, I’m no stranger to online research, telephone interviews, and other methods of gathering the information I’d need to make sure that a project succeeds. There are plenty of ways to familiarize yourself with an industry before starting a project. It’s really important to consider this as you search for copywriting services.
I’ve written content for numerous complex technology and healthcare clients. I learn as much as I can beforehand, get a feel for the industry and the brand, and then proceed. The strategy works, and the clients are happy.
You Can Work on Design and Copy at the Same Time – Another common question is whether you should be working on your website’s design or copy first. The honest answer is that there’s no wrong way to do it. One caution however is that the content should drive the site map and the pages you develop.
For instance, there is no need to develop pages that won’t have enough quality content to support them. There’s no need to include pages for items you no longer sell.
Understand the Expectations Ahead of Time – It helps to have up-front conversations between the client and the freelancer about the price, billing, and timeline for when the work will be complete. When these conversations take place then everyone is on the same page and work can take place.
Hiring for professional copywriting services doesn’t have to be complicated. The process is typically straightforward and can greatly benefit your business. If you have any questions, or are looking to start on a project, contact me today!
Matt Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now.
