Thinking of hiring a copywriter? Here are five things you need to know
So, you think you’re ready to hire a copywriter. Maybe you’re struggling to articulate what you do and need someone to refresh your website copy. Perhaps your eDMs aren’t hitting the mark with your audience, or your social captions just don’t flow like they used to.
Whatever the case might be, hiring an expert wordsmith or storyteller (a.k.a. copywriter) might seem like the logical solution.
However, hiring or outsourcing your copy is only helpful if you are clear on what you want your copywriter to do for you. That means understanding the exact brief you have in mind as well as the level of support you’re after.
To help you really figure out if hiring a copywriter is the right move for you, let’s walk you through five things you need to consider before posting your job ad.
What level of copywriting support do you need?
Before you ask for help, you need to have a clear understanding of what work you need help with. That means looking at all the specific copywriting-related jobs on your to-do list and scoping out what level of work is required.
While it’s difficult as a biz owner to exactly pinpoint how much time these tasks will take, estimating the level of support you need will help you decide what kind of copywriter you need to bring on-board.
If you have a few out-of-the-ordinary projects you’d like a hand with, a freelance copywriter could help you accomplish these specific tasks. However, if you’ve got stacks of projects to tackle each week or month, an experienced contractor or even employee might be a better fit.
Are you looking for help on a one-off or ongoing basis?
That’s where this next step comes in: you need to figure out the level of commitment you need from your copywriter.
While many contractors are happy to take on one-off projects, it might be more difficult to secure them for ongoing work if they’ve started under the assumption that this would be a single job.
By understanding the level of commitment you’re ideally searching for, you’ll be able to set the right expectations early and secure a copywriter who will be available for as long (or as little) as you need them.
Do you need strategy or execution - or a bit of both?
Now, let’s chat about qualifications. As with any profession, copywriters come with different levels of experience under their belt. That means not all copywriters will be able to complete certain complex tasks, so it’s important to understand what kind of expertise you need before making your hire.
A mid to senior-level copywriter will be able to help with strategic copywriting, messaging and brand positioning. With years of experience behind them, they’ll be able to confidently help you develop tone of voice guidelines from scratch, develop a brand voice chart and establish your messaging framework to help you build your brand’s unique voice from square one.
On the flip side, if you’re looking for someone to craft copy based on an existing set of guidelines or a clear brief, a junior copywriter is what you’re looking for.
How much budget are you willing to dedicate to a copywriter?
Ah, the question we’re all asking: how much does it cost to hire a copywriter? As you’d expect, not all copywriters will charge the same rate (or expect the same salary package). It all comes back to their level of experience and expertise.
According to award-winning SEO copywriter and SEO consultant Kate Toon, Australian copywriters will charge anywhere from $70 to $200+ per hour (depending on their level of experience).
And there are a bunch of ways you can hire a copywriter: whether that’s by the hour, by the day, as a salaried employee or even on a project rate.
While it can seem like a big investment to outsource or hire a copywriter, remember this: you’re already paying for one (whether you know it or not). That’s because the work you or your team are doing on copywriting is costing you hours out of your week (and stopping you from doing what you or your team do best).
So, wouldn’t you rather invest an expert pair of hands to get the job done more efficiently?
Do you know what to look for in a copywriter?
When it comes time to pick the right copywriter for your business, there’s a few key criteria that can help you make your decision a little bit easier. While there’s no silver bullet to finding the perfect copywriter, you can use these categories as a starting point to finding your next wordsmith.
Do they have a portfolio of work aligned to the jobs you’re hiring for? Does their portfolio showcase a variety of copy formats and types that show they can adapt to new brands and writing styles with ease?
Do they have previous experience writing for your industry? While this isn’t essential, this can help you find a copywriter who is familiar with the specific needs of your business and the work that you do.
Are they able to provide testimonials and case studies for their past work? This gives you objective insights into the quality of their work and whether other business owners would recommend them.
Are they passionate about what you do? Are they open to learning new things? Are they confident to conduct interviews or do research to get all the information they need to craft compelling, value-packed copy?
Are they proactive and able to offer suggestions for how to improve your copy and content? Are they solutions-focused and able to turn your problems into a compelling piece of copy?
So there you have it. While hiring a copywriter can seem like a daunting task, understanding what level of support you need, the kind of experience you want and the cost involved will help you scout out the right copywriter for your business.
Thinking about levelling up your copy in 2021? Find out how we can help you do just that here by browsing our copy and content services.