How to Find and Work with a Professional Copywriter.

By Alan Sharpe



Where to look.

1. Internet search engines. Narrow your search with keywords that describe the nature of your project ("radio" "website" "brochure"), the area of specialization you need ("high technology" "software" "finance"), or geographical area the copywriter should come from ("Toronto" "Chicago")

2. Your in tray. Professional copywriters often market themselves with sales letters. You may receive one one of these days.

3. Trade publications, such as Marketing Magazine (Canada) and Advertising Age (United States). Some, but not many, copywriters advertise here.

4. Creative directories, such as The Big Book (Ontario, Canada), which list the contact information of creative professionals.

5. Trade directories, which list the contact information of all sorts of service providers, manufacturers and suppliers.

6. The Yellow PagesTM, under WRITERS.

7. Colleagues and business contacts who use copywriters.


Four strategic skills copywriters should offer your business.

1. Hunts insatiably.
Good copywriters have an insatiable curiosity about products, people and advertising. They study human nature. They study markets. They study good advertising. They like to dig, dig, dig until they find the unique selling proposition for your product, service or organization.

2. Writes persuasively.
Advertising is the science of arresting the human mind long enough to get money from it. That's why copywriters write for one purpose -- to persuade. They increase your sales and generate sales leads when their ad and direct mail copy persuade prospects that your product is better than the
competition. Hire a proven persuader.

3. Thinks visually. Versatile copywriters think in pictures as well as in words. While suggesting a headline, they're thinking of a visual. When thinking of a visual, they're also thinking up a headline to go with it. They are used to working with graphic designers, art directors and creative directors in
creating great advertising and direct marketing.

4. Works creatively.
Good ideas shine through poor layouts. Beautiful layouts, on the other hand, can't help poor ideas. That's the cosmetic school of advertising. Make sure your copywriter thinks in fresh ways.

Five secrets of getting profitable work from your copywriter.

1. Discuss fees before work begins.
Always get your copywriter to commit to a flat fee before starting writing. That protects both you and your copywriter. Avoid writers who bill their time at hourly rates, since they have little incentive to do your job within a reasonable timeframe.

2. Make your assignment clear.
The second greatest complaint of professional copywriters is that their assignments are vague. Their client, for whatever reason, does not spell out in clear, simple terms, what the writer needs to know to do his best work. Either the target audience is vague, or the features and benefits of the product are unclear, or the call to action is weak, or the creative brief is altogether poorly thought out. Your copywriter especially needs to know the reason for the assignment, whether its one of the following or something else:

  • sell products
  • qualify prospects
  • generate store traffic
  • provide product news
  • introduce a new product
  • announce a product improvement
  • build brand awareness and loyalty
  • keep in touch with prospects, customers or employees
  • provide marketing tools and leave-behinds for salespeople

    3. Put your agreement in writing.
    A written contract signed by you and your copywriter protects your interests and prevents most difficulties. It outlines the work to be performed, fees, due dates, terms and conditions.

    4. Provide sufficient background material.
    Writers work with facts. Facts about your product. Facts about your target audience. Facts about your competitors. And where facts are concerned, there is only one rule in copywriting: The more the better. Try to give your copywriter the following:

  • market research
  • your previous ads
  • your competitors' ads and sales literature
  • advertising plans
  • brochures about your company, products and services
  • copies of your past annual reports
  • technical papers
  • speeches and PowerPoint presentations
  • press kits
  • testimonials from customers
  • promotional newsletters

    5. Pay on time.
    The greatest complaint of copywriters is that some clients do not pay on time. You'll find that your copywriters remain loyal -- and produce their finest work -- when you pay them on time.



    © 2003 Alan Sharpe, Copywriter.



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