The selection process when choosing a copywriter seems, for many clients, to be a bit arbitrary. It usually involves heading to one of the plethora of freelance sites out there, putting out some feelers, and going with the writer who seems to have the best shot at delivering what they want.
Sure the work might be theirs (and let’s be fair – usually it is), but that sample could also be a total fluke. It could be the result of a dozen revisions; the polished, edited version that wound up on the client’s website; or just a single, serendipitous example of good writing that is difficult (or impossible) for that person to replicate for you.
Most copywriters are more hobbyist than professional. There, I said it. Many take on writing gigs as a means of pulling in some extra income and don’t ever really devote the time needed to get good at it. Moreover, they want to turn over your pieces quickly so they can get back to running their daycares or get your documents off their monitors before the boss walks by and wants to know what’s up.
So, how do you know who the real writers are? In all honesty, it’s usually a crapshoot. Even if you find someone who appears to understand your objectives, how they approach the task and what you get back as a finished product can still be very subpar. The good news is that there are ways to minimize the damage and, ultimately, find a writer (or agent) that delivers consistently high-quality work.
Here are a few of the things that I and many of my clients and colleagues in the content creation field do to ensure that work gets done up to our standards. It is OK, by the way, to have high standards, but please don’t expect an underpaid writer to perform up to them. I’m operating on the assumption that you are willing to spend a little more to ensure quality. Still with me? Great! Let’s get right to it then…
#1 – Ask For Multiple Samples
If you get a good bid on your project from a writer who can compose complete sentences in his or her cover letter, you should definitely ask for more than one or two samples. Moreover, those samples should demonstrate an understanding of your niche and an ability to write convincingly to your target market.
If you have the time and patience, you might opt to work with a writer who is new to your field or brand and who might need a bit more help understanding your objectives. That’s perfectly fine (especially since you can get away with paying a little less initially), but I would caution you to not invest a disproportionate amount of time training writers. There are plenty out there who can hit the ground running and the time spent finding one could be more cost effective than that spent training a writer who may never be able to hit the mark adequately.
#2 – Insist on Seeing Published Examples
Hold any writer you hire accountable for what they say they can do. It is wise to ask for links to published content and also ask to see the drafts they delivered to the client. This will let you see how their writing compares to what the client’s editing team does with it. You don’t want to spend an inordinate amount of time on revisions or edits.
#3 – Treat the Hiring Process Like an Interview
This is an easier task if you are looking for an ongoing relationship, but you can pare it down if you just need a single piece. Start a dialog with the writer and see how well he or she responds to a few interview questions. Ask about experience. Ask specific questions about subjects related to your niche. This will give you a clear idea of how much coaching you will have to do to wind up with usable content.
#4 – Interact With Your Writer in Real-Time
I cannot emphasize how important real-time communication is. You should discuss each project with your writer in real-time until you are satisfied that he or she understands exactly what you want and can produce good content independent of your input. You should also enter into any relationship with a freelancer with the understanding that there will be ongoing accountability.
I’m not talking about micromanaging or making nitpicky requests for changes and revisions; I’m talking about allowing your writer inside your head and getting into his or hers. A short weekly call (5-10 minutes) should do the trick if you and your writer seem to be on the same page. If, at any time, you feel like things are destabilizing (or can’t be stabilized in the first place), start looking for a new writer. You will probably both be relieved to end the relationship.
#5 – Deal with an Agency Instead
I’ll end off with a somewhat shameless plug because I think that a custom writing service like Beez could solve a good bit of this problem for you.
Responsible agents vet their writers and don’t plunge them into situations where they feel overwhelmed. We always ask our writers if they are confident with the assignment, and I don’t pressure or coerce anyone into taking an assignment he or she cannot handle. I would rather decline the contract than take it and embarrass myself straight out of business.
You can also implement all of the above through an agent. Any agency that doesn’t want you to have direct access to their writers clearly has something to hide about how those writers are vetted. Better to move along and find an agent who both wants your business and is committed to pairing you with the best writer for the job.