Hiring a freelance copywriter is an important step for any business. You’ve made the decision to bring in outside help for your website, brochures or adverts, and you’re searching Google or the Professional Copywriter’s Network to find a freelancer who meets your needs.

But what do you need to bear in mind when you’re hiring a freelance copywriter? I took to Twitter to ask some other leading copywriters to see what they think…

Question for all of you – what’s the most important thing a client needs to take into account when hiring a writer? #copywritersunite

— 603 Copywriting (@603Copywriting) October 7, 2015

Choosing the Right Freelance Copywriter – The Professionals’ Advice

It seems like everyone on Twitter has an opinion on choosing a copywriter. That’s not surprising when you consider I mainly follow other copywriters, and we have a vested interest in clients finding and working with us, but it’s still a great source of information. So if you’re looking to hire a freelance copywriter, you need to bear the following things in mind before you pick up the phone or send that email:

1. Work Out Why You’re Hiring a Freelance Copywriter

 

@603Copywriting @procopywriters To have their house in order. To be super clear about what they want to achieve and be sure they’re ready. — Kate (@ginandting) October 7, 2015

@603Copywriting @procopywriters Are you hiring out b/c you can’t be arsed to do it yourself or because your freelancer will do a better job?

— Laura Rainbow (@LauraDalMare) October 7, 2015

So why are you hiring a freelance writer? Are you comfortable writing your own marketing materials, but don’t have the time? Do you know your own limitations and want a professional who’ll do a great job?

And what do you want them to do? Is this about better search engine rankings, increasing sales, or making sure you have a great tone of voice?

Depending on what you need and why, you’ll need a different service. SEO copy (designed to appeal to Google) needs a range of assets and techniques that don’t really matter for a straight-up sales piece, while if you’re set on a certain chatty tone of voice you might choose a different writer to someone looking for more technical content. 

If you don’t know what you’re looking for, you’ll find it hard to choose the right writer from a selection of likely candidates. Especially when if there’s one thing we’re really good at advertising, it’s our own services!

Things to consider:

• Why do I need this writing? (Goals)
• How should it look/feel/sound? (Tone)
• Who is it being written for? (Audience)

2. Bring a Writer on at the Right Time

 

@603Copywriting getting us involved early on/enough – so that we can make it the best it can be instead of polishing a… y’know — Sarah Lake (@sarahmclake) October 7, 2015

Once you know why you need a writer, you can start looking for the right person. And start you should, because it’s never too early to bring a freelance copywriter on board.

This is especially true if you’re having your website professionally written. More often than not, businesses won’t look for a writer until they’ve had a website design completed, signed off on it, and received four or five emails from their designer about “the content to drop into the site.”

This, obviously, isn’t ideal.

If your designer has finished her work and just needs words to drop into the final design, then two things have happened:

One – you’ve just bought a design that looks great, provides a brilliant UX with sales funnels aplenty. And has no thought given to the actual marketing message your business will convey.
Two – you’re about to ask a copywriter to complete a crossword, in which one across is “a 260 character paragraph summing up the entire company because that’s all the space the designer’s left.”

You’re probably going to end up with a decent website, but if you have a writer and a designer working together as opposed to consecutively, you’ll end up with a much better final result.

Things to consider:

• Where does content fit into my schedule?
• Can the writer I’m considering work with the designer I want? And vice-versa?

3. Be Realistic About Your Deadlines (And Your Freelancer’s Lead Times)

@VikkiRossWrites @603Copywriting I wish more of them would be realistic about lead times and deadlines.

— Bobble Bardsley (@bobblebardsley) October 7, 2015

If you’re the sort of person who answers a question like “what is the deadline for this project?” with a glib (or deadly serious) “yesterday,” I’ve got some good news for you. You’re about to enter a world of rush fees. 

Good freelance copywriters are busy. Some of us are booked up for weeks, with lead times that can run into months due to the sheer volume of enquiries and the time it takes to deliver a great project.

So if you’ve decided you need to send a Christmas offer out on December 1st, November 29th is probably a little too late to start finding a great writer.

That’s not to say that we can’t help. One of the benefits of being a freelancer is the freedom to work unsociable hours. And to charge clients for the privilege. If you need a fast turnaround, you’ll get it.

But prepare for that to appear on your invoice as a rush fee. Booking the work in early could be worth a significant amount to your business. So make sure you’re always realistic about deadlines.

Things to consider:

• What is my actual deadline for this project? (If it’s “yesterday,” you’ve missed your deadline)
• When do I want the first draft of this project by, to give me time to appraise it in full? (Ideally a week before that deadline)
• How busy is this writer likely to be? (It’s worth dropping a line to ask about lead times)

 4. Get Someone Good – and that You Can Work With

@603Copywriting That we know what we’re doing — Vikki Ross (@VikkiRossWrites) October 7, 2015

That’s the crux of the matter. In a world of cheap content traps, self-aggrandising gurus and people who can’t deliver on their promises, you need someone who knows what they’re doing. That means one thing.

Evidence.

You want to see a portfolio, you want to see testimonials, and you want to see reviews.

One thing to remember if you’re considering using a content mill or freelancing site. Is the review you’re reading actually for the person who’s actually putting pen to paper. Because who’s to say that 5* writer they had in 2009 still works there?

But it’s not all about working with the best…

@603Copywriting Personality fit. Might be best writer in world, but if they don’t ‘get’ you / your brand you’ll never get the best results.

— Nicky Weelen (@weenixlen) October 7, 2015

This is the kicker. This is the thing that will make or break your relationship with your freelance copywriter.

Can you work together?

A little rapport and understanding can work wonders. Because when we understand your business, we’ll find it easier to reach for different ways of getting your message across. And when you’re comfortable with us, you’ll be happy for us to take a chance on something that could pay off in a huge way.

Things to consider:

• Can this writer prove that they’re skilled and experienced? (Portfolio, reviews, testimonials)
• Am I going to be working with the person I think I am, or a nameless content provider for a third party organisation?
• Can I work well with this copywriter?
• Am I comfortable that they understand what I’m looking for?

And once you’ve chosen a freelance copywriter, there’s one final piece of advice I have for you from the 603 Copywriting archive:

5. Give a proper brief!

There’s a whole article here on briefing your freelance copywriter, and it’s well worth a look.

What do you think? Are you a freelance copywriter who has some advice on streamlining processes for clients? Or are you a business owner who’s learned a thing or two about choosing the right writer for your company’s marketing projects?

If you’ve got some great advice, share it in the comments section so we can all bask in your wisdom.

 

Speaking of evidence, I’m proud to announce that as of October 2015, 603 Copywriting is now the highest ranked Manchester copywriter according to FreeIndex.co.uk. Thanks for all the glowing reviews!