Know-How Exchange : Copywriting

As a copywriter, I can tell you that you will get answers (and quotes all over the map).

Here are some things to keep in mind before you start:

--Look for Writing Skills That Match Your Needs

Review the writer's Web site and determine if the writer's services and background match your business. A speechwriter is great for presentations, but may not have the skills required for an e-commerce Web site.


--Is the Site Well-Written?

Typos happen, but if the site is full of errors, your copy may be too. Look for someone who is a native English speaker.

--Match The Writer's Background to Your Business

For instance, someone accustomed to writing copy to sell diapers may not be the right person to sell software to Fortune 100 companies. Ask to see relevant samples of the writer's work.

--Evaluating the Price

Beware of choosing on price alone. There are plenty of writers offering to sell copywriting services at low prices — but they are often untrained, unskilled, and write poorly.

A brochure or a Web site is an important investment of your time and money; don't risk your image and credibility to save a few dollars.

--How is the Price Set?

By the hour? By the project? Find out when payment(s) are expected. Standard practice is generally a deposit up-front, and a payment schedule based on completing different stages of the project, such as submission of a draft, and final approval.

Ask how many revisions are included and how the writer charges if there are major changes in the copy.

--Do Your Homework

Know your audience and have some samples of your brochures or your competitors' materials for the copywriter to review. It will also help if you can explain what problem your customers' have and how your product fixes that problem.

Have a clear idea of what you want (a 5 page site or a 50 page site) and the topics or products to be covered.


Hope this helps

Jodi

Dear Debbci,

Jodi's given you some really great advice. To add to that I'd say that a really good copywriter ought to be able to match his or her writing style to suit your company style.

But make sure the person you work with is a copywriter, someone who understands that marketing copy is no place for the staccato phrases of journalism, or the "wind, the stars, and the moon" of creative writing, or the often dull monotone of technical writing where this component (where part #DH88YDUE7 must comply
with the regulations of part# 88DU8DU).

Zzzzzzzz!

Whoever you wind up working with that person ought to be able to read through your current literature, go through your website copy and talk to your main stakeholders and "get" what it is that sums up your company.

The writer you choose ought to be able to nail your corporate tone of voice pretty closely.

But before you hire a copywriter, have you considered in-house options?

The advantage to working with someone from the inside is that
it will keep your costs down, and it will give you greater overall control of the final message. The other thing to bear in mind if
you chose do work this way is that the writer already knows
your house style, your corporate personality, and your customers.

But this person will need to work with just one editor, one person who is responsible for the overall voice. If that's you, stick to your guns and do not be pressured into accepting copy or edits that simply don't flow.

If you go down the road of hiring an outsider, make sure you do your homework by briefing this person as thoroughly as if they were going into battle to defend your honour (which in essence, they are).

You'll need to:

1. outline a clear brief and give as much background and support material as possible. This means handing over corporate history material, and any and all hints on which direction you want the narrative to go in.

2. provide every previous tone of voice your copy might have had, together with firm outlines on the voices you like and the ones you don't like. Likewise on the tones of voice that were particularly effective in some way—either with you or with clients.

3. make sure you check up on the writer's previous work. Ask for samples and make sure you read them. This also means talking to previous clients and getting a feel for their feelings about their working relationship with this person.

4. have a figure in mind in terms of payment ... and have a contingency fee in mind to add to your grand total should this become necessary.

5. resist the urge to tinker too much.

I've seen all kinds of copy go down the pan because the client didn't brief the writer properly, or because the writer could not or would not follow instructions, or because the writer simply couldn't write.

And the biggest sin of all is to hire a writer and then to have some well meaning but evidently unqualified halfwit then sit down (albeit well meaningly) and rewrite what you've just spent a lot of money on.

So all those would be editors in your office, (INCLUDING THE CEO)? Tell them to mind their own business.

Have one point person, one editor, and one tone of voice.

You'll find all kinds of great writers at www.elance.com. And don't be shy about approaching companies you like that have great sales copy to find out who they worked with.

You might also want to connect with your local Ad Club and chamber of commerce.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Excellent and thorough answers by Jodi and Gary. I would just add a couple of things.

Jodi's first point is critical- choose a writer whose skills match your needs. When you are creating a Web site, keep in mind that what works for print (think brochure) is usually not appropriate online because of the different needs and expectations of an online visitor. So make sure that the person you choose understands online communication and is experienced in writing for the Web.

As for pricing, most writers are going to estimate the cost based on
1. The number of Web pages
2. The amount of background work needed (the better you understand your customers and markets and the more background info you provide, the less work the writer will have to do before getting started)
3. How easy/difficult it will be to coordinate and work with your Web designer, and who will be managing the project. As a writer, I find it much more easy and efficient when I am working with a designer who understands point #1 regarding online communication, and either that person or I manage the project. The more people in the mix, the longer the project will take and the more it will cost.

Hope this helps!