Whether it’s a catalog, sales letter, brochure, or website content, text is your primary way of communicating the value of your products and services to potential customers. Plus, if written correctly, your marketing materials can complete the sales work for you even when you’re not around.
Of course, few small business owners have the staff or the skills and experience to write compelling sales copy themselves. Unfortunately, many people don’t want to invest in hiring professional copywriters to do this job for them. So they try to do this work themselves. result? They end up spending more time, money and frustration – with little or no result.
Because writing marketing materials is completely different from any other type of writing. This is the opposite of the way most of us learn to write in school. Therefore, if you really want your customers to notice and take action, you can’t take any shortcuts when writing marketing materials. This means hiring professional copywriters.
However, simply hiring a professional writer does not guarantee that you will get the results you want. Because honestly, anyone can hang up a shingles and say they’re a copywriter. This doesn’t mean they know how to attract and persuade people with eyeballs to use a credit card and hire (or buy) you.
However, if you stick to these guidelines, you should be very pleased with the end result.
1) Know the difference. There are different styles of copywriting and it’s important to understand the differences or you could be hiring the wrong people. This is a basic breakdown…
Content writers are good at writing articles and general information. While they can come up with some great sounding work, they usually don’t need a sales and marketing background to sell effectively on paper.
Direct sales copywriting is good at sales and marketing, and is usually good at direct mail, website copywriting, and advertising copywriting. Their initial costs are higher, but all they do is bring potential customers closer to the sale. So you get the desired result.
2) Shop around. Many writers specialize in specific types of writing or topics, although some writers are excellent generalists. You want to hire someone who has experience in the type of writing you are looking for. Most writers now have websites and finding some websites and comparing their works is quite easy.
3) Don’t recruit based on price alone. Sure, sometimes you can find a great writer who is new to the industry and charges cheap basement prices. But if you want quality, you have to be prepared to pay a fair price for it.
Ask to see writing samples and, if possible, interview more than one writer. Before you hire them, make sure you like their skills, style, work ethic and ideas. Be sure to ask for the results.
Just because someone has previously written a copy of a sales letter, brochure, or website doesn’t mean their work has generated revenue or business growth. Therefore, provide reference letters and examples of the effectiveness of their work.
4) The problem is crucial. A good copywriter should have a list of questions to ask you questions about your business and project. In any case, they must want to know: who is your target market; how you plan to use the work; what actions you want readers to take; what are the features and benefits of your product or service; and whether you have a recommendation book. . If they don’t, please don’t hire them.
5) Read the detailed rules. Every professional writer should have a contract. Be sure to read it carefully to understand how many revisions are included and the warranty provided by the author (if any). These vary from author to author, but most offer at least two full revisions of the work for free.
6) Expect to make a deposit. Since writing is an elusive thing, most writers want to make sure their time and services are paid for. This usually means making a deposit up front.
If you cancel the project after the author has started work, you may lose the deposit even if you never receive the finished product.
This may seem unfair at first glance, but the author has made time out of their schedule, may have turned down other work, and invested valuable time in your project. They have to pay for their time.
7) Know what you want before you start. Writers are not mind readers and they are rarely skilled marketing consultants. Therefore, you must clearly define the scope, fo
throw. Therefore, the more information you can give a writer, the faster he can complete your project and the lower your costs.
Even if you are not a good writer, you can draw the sketches or concepts you want. Authors will more easily produce completed projects that fit your original vision.
9) Edit forecast. Since copywriters try to capture and write your ideas on paper, you can’t expect them to hit the nail on the head the first time. Treat their first submission like the first draft so you can both come to a consensus. From there you can clarify details and directions.
If this is a large project, ask to see the first article or part of the concept before the author moves on. That way, if you need to make big changes, you can make them before they go too far and increase costs.
10) Change costs you money. The writer bids on a project and creates a draft based on the information you provide him. If you suddenly decide that you prefer an article about tomatoes than an article about oranges, it costs money. Expect to pay for the work done and the new work you request.
Hiring a freelance writer is no different than hiring any other employee. Everyone has different pros and cons. Your goal is to find the person who can best create the end result you are looking for (ie: sales). When you hire a copywriter, you really do get what you pay for.
Article source: http://EzineArticles.com/878119