If you’re looking to hire a copywriter, then you’ve already learned one universal marketing truth: “Content is king.” In order for you to have a solid marketing strategy, you need to have someone on your team who understands copywriting and can create content that’s optimized for search engines and is original, interesting, and engaging.
However, finding that kind of professional is easier said than done. Currently, there are thousands, if not millions, of people who’re trying to do some copywriting as a side hustle or just as some additional freelance work. With that said, only a few of those individuals are actually good at writing and have enough experience to be able to create great content.
In this article, we will talk about what you can do to find those kinds of professionals who can do quality writing and genuinely contribute to your marketing efforts. We will also discuss the kind of struggles you’re likely to face, as well as how to avoid them. Now, without further ado, let’s get started.
The Dangers of Hiring a Copywriter on Freelance Platforms
When it comes to hiring a copywriter, most small business owners turn to popular freelance platforms like Upwork, Fiverr and others. While it’s definitely possible to find a great professional there, it’s a lot more challenging to do so for a variety of reasons:
- Anyone can register on Upwork and claim to be a terrific copywriter, even if he has no experience and no knowledge about writing copy.
- It’s hard to hold those people accountable if they do a bad job or if they simply decide to ghost you and not turn in any material.
- You can’t really know how good they are – if you, as an owner, don’t know a ton about marketing, then it will be hard for you to determine how they do their job.
- You have to trust them at the start blindly – as most freelancers don’t come from big agencies, it’s hard to judge whether they’re trustworthy or not. The only way to find out is through recommendations, the feedback they’ve gotten, and just betting on them in the end.
- They can disappear at any given moment without giving you any notice. That can happen for many reasons: because they’re on holiday, sick, or simply don’t have the time to do their job.
With that said, we can safely say that hiring a freelancer is always a risk. It’s totally normal for you to have your concerns. After all, this is the company that we’re talking about here, and it’s completely understandable for you to want to invest only in the best possible professionals instead of throwing money down the drain.
After everything we’ve said so far, can hiring a freelance copywriter be a good decision? Fortunately, yes; you only need to adequately assess the risk you’re taking and to take as many measures to reassure yourself as possible.
How Can You Ensure You’re Hiring a Great Copywriter?
Whenever you’re hiring someone, you’re always taking a risk. Even if the person is a proven expert in his industry, there’s still a chance for him to do a bad job or not be able to complete a task you gave to him. The trick is to find ways to minimize the risk and look for people you can trust.
Let’s see how you can do that.
Communication is Key
When it comes to working with someone, good communication is vital. It’s what helps you create a solid foundation and ensure that you have success later on. If you’ve already liked a freelance copywriter and you want to hire him, it’s critical that you explain to him what goal you’re trying to achieve and what you believe will be required in order for it to be reached. It’s good to outline what you will require from him in terms of hours of work per week or words written. That way, if he’s unable to deliver and he knows it, he can warn you beforehand.
Along with that, good communication will help you understand what the person wants out of the freelance gig. Is he doing it only for the extra money, or is he looking to change his career and become better at a new skill? By knowing that, you will also have a better understanding of what you can expect from that person in terms of willingness to work and desire to adapt and change. Typically, people who see this as a long-term career opportunity will be more likely to listen to your feedback and improve their work over time.
When working with freelancers, it’s highly likely that you will never be able to meet them in real life. However, that doesn’t mean that their personality doesn’t matter. During your recruitment process, look for a copywriter that has a similar style of writing to what you want your business to convey. If you want to portray a goofy, fun quality, then choose someone who is like that and whose personality shines through his content. On the other hand, if you want to show a polished, professional image, then try and find someone who embodies that kind of style in his writing.
Take a Good Look at Reviews
When browsing through freelance platforms like Upwork, make sure to review what previous employers have to say about the copywriter you’re looking at. Feedback gives you an idea about what kind of writer that person is; it gives him credibility and provides you with some sort of assurance that you’re looking at someone who’s a true professional. Additionally, if the person is transparent about the kind of testimonials he’s gotten, then that’s a great sign he’s a trustworthy person. It also implies that he’s someone who’s responsible and can be depended on.
You must always look for feedback from previous clients – it will give you an idea about what sort of person you’re looking to hire, and it will help you evaluate how he will fit in your company.
Remember to be Patient
Finding a great copywriter who’s available to work for you won’t be easy. Most great writers have at least one or two gigs going on at all times, and it’s hard to catch them when they become available. However, it’s not impossible, especially if you’re willing to offer something that other companies aren’t. That’s not always money – sometimes, it can be creative freedom, a great working environment, or an opportunity to advance in the company.
Still, an essential piece of advice for hiring a copywriter is to know your goals, communicate them well and be patient when looking for the right person.