Companies that wisely decide to use quality copy in their presentation and advertising have two options for finding copywriting services: assign a company employee to the task or hire a reputable writer. Most employees will silently pray not to be chosen for such a task. Successful companies know that assigning a reluctant employee to copywriting duty is, in fact, ineffective and detrimental to profit margins. These companies know that allowing employees to specialize in their roles allows for maximum growth and profitability. Therefore, hiring a copywriter (whether in house or outsourced) drives company sales through both presentation and employee availability.
Where Do Copywriters Hide?
Where can a company find a copywriter? After all, no list of local or prominent copywriters exists. There are five ways to find a copywriter or editor:
- Online copywriting and editing services are available to facilitate business relationships between freelance copywriters (or editors) and companies. While it is possible to find great work through these sites, these sites specialize in low rates. As such, their writers are underpaid and the best copywriters do not typically frequent these sites.
- Using local papers or classified ad sites, companies can advertise their copywriting needs. This may attract many copywriters. Keep in mind, however, that the best copywriters do not usually have the time or need to go searching through ads.
- Companies can also read the classifieds section for advertising copywriters or editors. Many reputable copywriters and editors post ads on local or online advertising venues. This option can be time and labor intensive, but a small amount of research will quickly demonstrate which ads, and writers, are worth pursuing.
- Waiting is another option. Copywriters do submit queries, or ideas for copy, to many companies. This method works particularly well for popular or top grossing companies, though most small companies may not ever receive a copywriter query.
- Most companies find their greatest success in asking for referrals. These referrals can come from a trusted business associate, web developers, clients, or even a copywriter.
The most successful companies, such as Fortune 500 companies, typically use the fourth and fifth options for finding quality copywriters. Smaller, successful companies employ the third and fifth options in most instances.
Are Copywriters Expensive?
Copywriters, like hairstylists and barbers, have a wide range to their fees. Some barbers charge $5 for a haircut; others charge $50 to fix $5 haircuts. Fees also vary by area. Small town barbers charge less than stylists in Manhattan.
The same is true of copywriters: location, availability, and quality all influence pricing. Some copywriters accept payment by the word, though top copywriters know that this only produces wordy copy. Quality copywriters contract by the project. This method ensures quality, concise copy – in a timely manner. For longer term projects, copywriters may contract at an hourly rate, especially if bonuses or royalties are available.
How to Decide: Interviewing
Interviewing a potential copywriter can be done in a multitude of ways: over the phone, via email, through samples, video chat, and more. In the instance where only one copywriter is found, interviewing is still essential; it helps guarantee that the company’s needs can be met by the copywriter’s skills. When the needs and skills available do not mesh, the interview process can, at the least, generate referrals from the writer.
Once the right copywriter or editor is found, project specifics, terms, and contracts can be set, allowing work to begin.
Returns, Results, and Repeat
Top companies prefer to stick with the same copywriters for a reason: dependability and knowledge. It is more efficient and timely to use a trusted, reputable copywriter who is already familiar with the business and its needs.
Hiring a copywriter is an investment that will provide a manifold return. That return is directly affected by the company itself, the copywriter’s skills, and the commitment of both parties to the project. As such, successful companies know that reliable, reputable writers and editors are worth the investment and continue to employ their services. These companies know that a professional copywriter and editor can help them, and their business, continue to grow and be profitable.
Want to learn more about copywriters and editors? Things like:
- How to use copywriters to grow a business and increase profit
- When to use a copywriter – or an editor
- How to recognize and find great, reliable content
- Testing strategies to benefit from content
Learn all this in Putting Words to Work: A Hurried Business Owner’s Guide to Copywriting, also available in Kindle (eBook) format.
The eBook format will be FREE to download on May 1st – 3rd (2014)