In this article, Karen Gedney advises us not to focus on cost when it comes to choosing a copywriter. Instead, make sure to find a copywriter that knows how to “close the deal”.
She offers these tips to find the best copywriter for your business:
- Look for a copywriter with a direct marketing track record. While you want a copywriter with online experience, they should have a solid direct marketing background -- and know all the tips and techniques that bring in sales. You're not looking for a "branding" guru here -- you're looking for a copywriter with direct sales experience in print -- someone who can show you case studies highlighting response rates and bottom-line revenue numbers.
- Make sure your direct marketing copywriter has entered the 21st century. Some old school copywriters have not yet made the leap to the online world. You need someone who understands the power of a subject line to get your e-mails opened...knows the importance of top-loading your e-mail with your best messages so they can be viewed through AutoPreview...and knows how to motivate your reader to hit the "Order Now" button.
- Ask for results. Don't get wowed by a portfolio full of creative samples with snappy headlines. Although creativity is tremendously important, you want to know how the copywriter helped the client solve a business problem -- in quantifiable terms such as revenue generated, leads converted to sales, etc.
- Find a copywriter with experience in your industry. Although a good copywriter can often transition well to a new industry, you will do even better if you work with copywriters who have direct experience in your field. They will know what works -- and what doesn't -- and know how to "drive within the guardrails" of their experience to arrive at innovative solutions that will positively impact your sales.
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