10 Questions to Ask When Hiring a Copywriter

Hiring a copywriter can be one of the most important marketing decisions you make for your business. A good copywriter will help define your brand, keep readers engaged, build their trust in you and make them feel the need to purchase your product or services. A bad copywriter will undermine your professionalism, confuse potential customers and possibly rip you off.

How do you tell the difference between the two? Asking 10 important questions before you hire them. These questions will help you weed out the wannabes and find the true professionals who can help advance your business.

1. Work samples – Ask about the copywriter’s recent work and read a variety of samples in different areas such as sales letters, web copy, brochure copy, product descriptions and email marketing campaigns. Don’t place too much emphasis on whether they’ve done the exact sort of project you’re looking for before – you can tell a lot about their abilities by looking at other work they’ve done.

However, be advised that there’s a big difference between copywriters and creative writers – don’t hire someone whose portfolio is full of short stories or poetry. Similarly, there’s a difference between content writers and direct response copywriters (though many writers do both): content writers can provide a nicely written article according to your needs, but may not have sales and marketing experience. Bottom line: work samples are the single most important factor in hiring a copywriter – they give you an instant idea of what you’re going to get.

2. References – Get a few references from previous clients of the copywriter (family and co-workers don’t count). When you check the writer’s references, ask about how happy they were overall, how professional the writer was and whether they recommend the writer’s services.

3. Adaptability – How well the writer can mimic or develop the right tone and voice for your piece is an important factor in how successful it will be. If the writer seems to write in the same voice over and over again for various clients (i.e., playful or authoritative), ask if the writer is adaptable to achieve the effect you’re going for. ‘Voice’ is an important branding factor for businesses, so if you have one already established you want a writer who can stick to it.

4. Subcontracting vs. working alone – Does the writer subcontract any of his or her work, or do it all him/herself? If subcontracting is part of their business model, ask exactly which tasks are done by others and which will be personally completed by the writer. Some writers farm out tasks like research, proofreading and fact checking, while others may farm out entire projects. You want to know exactly who the work will be coming from. If the writer does subcontract the actual writing of the piece, ask if they guarantee the quality.

5. Market research – How extensively does the writer research your market before beginning a project? Unless you provide it all for them, they’re going to have to get out there and do some grunt work before starting (and be advised, this may cost extra). How will they get to know your industry and market? Will they interview clients, or research statistics? If the writer doesn’t know who they’re speaking to, their work won’t be as effective.

6. Turnaround time – How long will it take to finish the piece? Be aware that freelance writers usually work for several clients at the same time. Rush jobs cost extra. Disorganized writers who can’t tell you approximately how long it will take could be a headache in the end. Both parties agreeing to a deadline before work begins is the best way to prevent this problem.

7. Rates and fees – The writer should have a rate schedule with ballpark estimates for various types of projects. The actual total for your project may vary depending on how much research is involved and how many revisions you request. Ask for a detailed list of any other fees that may crop up, also – some writers charge for things like hard copies and conference fees. And yes, it’s true: cheap copywriting isn’t good, and good copywriting isn’t cheap. You get what you pay for.

8. Contracts – Ask if the writer provides a contract. Most professionals do. The contract should outline the project, what’s expected from both parties, expected turnaround time and an estimate. The contract may include a purchase order or letter of authorization, which guarantees payment for the writer. Fees for initial projects often require a 50% advance payment. Some contracts stipulate that the writing, unless otherwise specified, is the intellectual property of the writer and that they retain the right to use it in their portfolio.

9. Revisions – Some writers include a set number of revisions in the fee for each project, with additional revisions charged at a set hourly rate. Make sure you find out what that rate is before beginning, and be aware of it when asking for revisions. Writers should be open to changing their work to please you, but be aware that it takes time and effort and the fees can add up. Some writers may set a maximum number of revisions they’ll do on any one project in order to ensure that they can keep their commitments to other clients.

10. Questions from the writer – Ask the copywriter whether they have any questions about the project before you begin. Unless you’ve provided it up front, a good copywriter should ask about how the writing will be used, who it’s targeting, what action you want the reader to take, what are the features and benefits of the product or service you’re selling, and whether you have testimonials. All of these things will help the writer create a piece that meets your needs and produces the wanted action from the reader.

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