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Hiring a Copywriter: The Definitive Guide

Table of Contents

You need to hire a Copywriter.

 

And Now!

 

This Definitive Guide is your all-in-one resource for hiring a Copywriter you can work with for years to come.

 
For best results, the Copywriter hiring process is broken down into 4 areas:
  1. Background (Check Website)
  2. First Quick Interview (General Questions)
  3. Second Interview (Probing Questions)
  4. Working (Test).
 
Below are all 4 Tables to save scrolling down.

Jump to each section for a brief explanation of the psychology behind each question:

  1. Background (Check Website)
  2. First Quick Interview (General Questions)
  3. Second Interview (Probing Questions)
  4. Working (Test)

1. Background (Check Website)

# Question Classification Answer
1.1
Does Copywriter have a Website?
Website Basics
1.2
How Old is the Copywriter’s Website?
Website Basics
1.3
What are Your First Impressions of the Copywriter’s Website 0 to 10? (10 being highest)
Website Impressions
1.4
How Professional is the Copywriter’s Website 0 to 10? (10 being highest)
Website Professionalism
1.5
How Would You Rate the Design of the Copywriter’s Website 0 to 10? (10 being highest)
Website Design
1.6
How Would You Rate the Website Copy on all the Copywriter’s Website Pages 0 to 10? (10 being highest)
Website Copy
1.7
Does Copywriter’s Website Have a Blog?
Blog Existence
1.8
Does Copywriter’s Website Have a Blog that is Updated Frequently?
Blog Frequency
1.9
Briefly: Are the Copywriter’s Blog Posts of a High Standard?
Blog Copy
1.10
In-Depth: Read at Least 3 of the Copywriter’s Website Blog Posts Start to Finish. Are they of a High Standard?
Blog Copy

2. First Quick Interview (General Questions)

# Question Classification Answer
2.1
Is English Your First Language and are You a Master of it?
English Mastery
2.2
If I Hire You Today Are You Available to Start on my Project Immediately?
Availability
2.3
Can You Tell me a Bit About us and What You Think We are Looking for?
Understanding
2.4
Why Do You Think You are the Best Person for this Copywriting Position?
Suitability
2.5
How Are You Developing Your Knowledge and Skills?
Knowledge / Skills
2.6
How Do You Stay Motivated During Repetitive Work?
Motivation
2.7
Do You Have any Questions?
Questions
2.8
After Listening to Me, What is it that You Think We Need Exactly?
Summary
2.9
How Excited are You About Working with Us?
Excitement
2.10
Can I Please Have 3 References who I Can Call and 3 of Your Best Work Samples?
References / Samples

3. Second Interview (Probing Questions)

# Question Classification Answer
3.1
What Factors Do You Think Are Responsible for the Results of a Successful Copywriting Campaign?
Results
3.2
What Types of Content Have You Created and have You Written for this Medium?
Medium
3.3
Do You Prefer Instructions when Writing and Why?
Instructions
3.4
What is Your Process?
Process
3.5
What is Your Research Methodology for Your Copywriting Work?
Research
3.6
How Do You Go About Optimising Content for SEO?
SEO Copywriting
3.7
How Many Different Styles of Writing Do You Have?
Style
3.8
What is Your Process for Proofreading Your Work as a Copywriter?
Proofreading
3.9
What Publishing Platforms Have You Used?
Publishing Platforms
3.10
What’s Your Familiarity with Design Software?
Design
# Question Classification Answer
4.1
Did the Copywriter Complete the Small Task to a High Standard and Meet the Deadline?
Small Test
4.2
Did the Copywriter Complete Subsequent Smaller Tasks to a High Standard and Meet All Deadlines?
Small Test Continuation
4.3
Does the Copywriter Always Provide a Detailed Quote?
Quote
4.4
Does the Copywriter Always Meet the Budget?
Budget
4.5
Does the Copywriter Have a Comprehensive System for Capturing Information from You?
System
4.6
Has the Copywriter Meet All Deadlines So Far?
Deadlines
4.7
Does the Copywriter Follow All Instructions?
Instructions
4.8
Does the Copywriter Handle Criticism / Feedback well?
Criticism / Feedback
4.9
Is the Copywriter’s Communication of a High Standard So Far?
Communication
4.10
Does the Copywriter Appeal to People’s Deepest Emotions with their Copy?
Emotions
Tables explained in detail below

1. Background (Check Website)

# Question Classification Answer
1.1
Does Copywriter have a Website?
Website Basics
1.2
How Old is the Copywriter’s Website?
Website Basics
1.3
What are Your First Impressions of the Copywriter’s Website 0 to 10? (10 being highest)
Website Impressions
1.4
How Professional is the Copywriter’s Website 0 to 10? (10 being highest)
Website Professionalism
1.5
How Would You Rate the Design of the Copywriter’s Website 0 to 10? (10 being highest)
Website Design
1.6
How Would You Rate the Website Copy on all the Copywriter’s Website Pages 0 to 10? (10 being highest)
Website Copy
1.7
Does Copywriter’s Website Have a Blog?
Blog Existence
1.8
Does Copywriter’s Website Have a Blog that is Updated Frequently?
Blog Frequency
1.9
Briefly: Are the Copywriter’s Blog Posts of a High Standard?
Blog Copy
1.10
In-Depth: Read at Least 3 of the Copywriter’s Website Blog Posts Start to Finish. Are they of a High Standard?
Blog Copy

Any diligent hiring process involves background checks to shortlist candidates for interview. 

 

And hiring a Copywriter is no different.

 

Here are 10 background questions you must get answers to before shortlisting the Copywriter for The First Quick Interview (General Questions).

 

1.1 Does Copywriter have a Website?   

*Website Basics*

check-copywriter's-website-stage-1-hiring-copywriter

Separates the contenders from the pretenders.

 

A Copywriter with their own website is a great sign.

 

It shows there is a serious intention to succeed with Copywriting (what you want).

 

While sites like Upwork.com and Fiverr.com have good Copywriter’s the looming question will always remain…

 

If you are so good, why don’t you have your own website?

 

Summary: No website = red flag = elimination (move on to next candidate).

 

1.2 How Old is the Copywriter’s Website?   

*Website Basics*

 

No need to get technical here!

 

Just take a quick 30 second look around the website and then try to get a rough idea of how old the website is.

 

Tip: Just look at the website’s blog and note the date the first blog post was made (great gauge).

 

Is the website ranking on the first page of Google?

 

If so, it is a fair indication it has been around more than 6 months.

 

Do not waste time here if the answer is not clear from a glance.

 

We are only trying to determine if the website is brand-new.

 

Because a brand-new website cannot compete with a proven website that has been around years (with most likely a successful Copywriter behind it).

 

Summary:  If website looks new = red flag = elimination (move on to next candidate).

 

1.3 What are Your First Impressions of the Copywriter’s Website 0 to 10? (10 being highest)  

*Website Impressions*

As Forbes points out here you and your business have 7 seconds to make a first impression.

 

Likewise give the Copywriter’s website 7 seconds.

 

What are you first impressions?

 

And always go with your instinct – because as reported here by Harvard Business Review “Instinct Can Beat Analytical Thinking.”

 

Summary:  Bad first impressions = red flag = elimination (move on to next candidate).

 

1.4 How Professional is the Copywriter’s Website 0 to 10? (10 being highest)

*Website Professionalism*

 

As famously quoted by David Halberstam:

 

“Being a professional means doing your job on the days you don’t want to do it.”

 

And the professional Copywriter is exactly what your business needs!

 

So is their website professional or not?

 

Look around and ensure you go beyond the home page.

 

After all professionalism is a to z and therefore a Copywriter’s website should be professional on all pages.

 

Summary:  Poor professionalism = red flag = elimination (move on to next candidate).

 

1.5 How Would You Rate the Design of the Copywriter’s Website 0 to 10? (10 being highest)

* Website Design *

design elements

Both copy and design are needed for optimum results.

 

And this is brilliantly outlined by Quicksprout in this resource.

 

So how would you rate the Copywriter’s website design?

 

Is it easy on the eyes or does it hurt your eyes?!

 

Copywriter’s are not web designers, but any great Copywriter should have been involved in the design of the site with:

Input

Feedback, and ultimately

Approval.

 

Summary:  Poor design = red flag = elimination (move on to next candidate).

 

1.6 How Would You Rate the Copy on all the Copywriter’s Website Pages 0 to 10? (10 being highest)

* Website Copy *

 

Not just a quick glance – some time dedication is needed here.

 

This is a Copywriter’s staple.

 

They have written content on their own website and you must presume it is their best.

 

And if it is not their best then how can you expect them do their best for you?

 

Read at least 3 pages start to finish – home page, service page and about page for e.g.

 

Summary:  Poor copy = red flag = elimination (move on to next candidate).

 

1.7 Does Copywriter’s Website Have a Blog?

* Blog Existence*

Would insert 10 red flags here if I could.

 

Copywriter = Blog = Time and Dedication to Maintaining that Blog.

 

There is no excuse.

 

Every Copywriter who owns a website should have a blog or otherwise it is time for a…

 

Career change!

 

You also want to see at least 10 blog posts minimum to indicate a commitment to blogging.

 

Summary:  No blog and / or <10 blog posts = red flag = elimination (move on to next candidate).

 

1.8 Does Copywriter’s Website Have a Blog that is Updated Frequently?

* Blog Frequency *

 

Once a month.

 

That is the bare minimum you look for in blog post frequency.

 

Anything less than that and doubt creeps into your mind because again:

 

Copywriter = Blog = Time and Dedication to Maintaining that Blog.

 

Busy = Not an excuse.

Done many blog posts = not an excuse

Out of ideas = the worst possible excuse (because you are a Copywriter after all!)

 

Summary: <Once a month blog post frequency = red flag = elimination (move on to next candidate).

 

1.9 Briefly: Are the Copywriter’s Blog Posts of a High Standard?

* Blog Copy *

Maximum quality turning knob

Take a brief look at 3 of the Copywriter’s blog posts.

 

Examine from a High-Level:

Images

Headlines

Structure & Layout.

 

Is it good or bad?

 

And don’t go in-depth because that’s the 10th and final step (up next!).

 

Summary:  Poor high-level copy standard = red flag = elimination (move on to next candidate).

 

1.10 In-Depth: Read at least 3 of the Copywriter’s Website Blog Posts Start to Finish. Are they of a High Standard?

* Blog Copy *

 

Time is needed here.

 

But the good news is that this is 10th and final step in the Background (Check Website) of the Copywriting hiring process.

 

Pick any 3 blog posts ‘randomly’ and read them from start to finish.

 

Ensure you read 3 to fairly judge the Copywriter’s skills.

 

Resist the urge to ‘judge’ quickly as hard as it may be.

 

Summary:  Poor copy standard = red flag = elimination (move on to next candidate).

 

That is Background (Website Checks) done and now you have a shortlist of Copywriting candidates for the…

2. First Quick Interview (General Questions)

# Question Classification Answer
2.1
Is English Your First Language and are You a Master of it?
English Mastery
2.2
If I Hire You Today Are You Available to Start on my Project Immediately?
Availability
2.3
Can You Tell me a Bit About us and What You Think We are Looking for?
Understanding
2.4
Why Do You Think You are the Best Person for this Copywriting Position?
Suitability
2.5
How Are You Developing Your Knowledge and Skills?
Knowledge / Skills
2.6
How Do You Stay Motivated During Repetitive Work?
Motivation
2.7
Do You Have any Questions?
Questions
2.8
After Listening to Me, what is it that You Think We Need Exactly?
Summary
2.9
How Excited are You About Working with Us?
Excitment
2.10
Can I Please Have 3 References who I Can Call and 3 of Your Best Work Samples?
References / Samples

This first interview is meant to be short.

And it is your job as the interviewer to keep it short with little probing.

Because it is the Second and Final Interview where you have the chance to ‘probe’ more before hiring a Copywriter to Work with You (Test).

2.1 Is English Your First Language and are You a Master of it?

* English Mastery*

master-english-language

Gauge the reaction of the Copywriter more than the response with this question.

 

English as a first language within Copywriting is obvious for best results.

 

But how do they react to the ‘master’ part of this question?

 

Do they quickly say they are with little hesitation? Good sign.

 

Or is there hesitation? Bad sign.

 

Again, listen closely to the answer but look out for any hesitation.

 

Because ultimately great Copywriter’s should be confident, they are a master of the English language!

 

Summary:  English not first language and / or not master of it = red flag = elimination (move on to next candidate).

2.2 If I Hire You Today Are You Available to Start on my Project Immediately?

* Availability*

I can start right away. It’s a bad sign.

 

Great Copywriter’s are booked up (often weeks) and can rarely start immediately.

 

Also listen for:

Hesitation

Pauses

Uncertainty…

 

Where the Copywriter sounds extremely in-demand but cannot provide certain start times.

 

After all: deadlines are everything!

 

Summary:  Available immediately = red flag = elimination (move on to next candidate).

2.3 Can You Tell me a Bit About us and What You Think We are Looking for?

*Understanding*

man confused on left then understanding on right

The importance of understanding your business’s big picture is huge: as reported by Tech Republic here.

 

Be kind about what they know about you:

Remembering you may have given them little details, and

You cannot expect them to know everything (as they have busy schedules like you).

 

What you are looking for here is effort!

 

They should at least try to answer and not say “I know nothing.”

 

And any Copywriter should (without knowing specifics) know from the biggest picture any business is looking for:

 

Maximum return on investment.

Summary:  No effort in knowing about you and / or don’t know what you want = red flag = elimination (move on to next candidate).

2.4 Why Do You Think You are the Best Person for this Copywriting Position?

*Suitability*

Interviewing question 101 but a great one.

Listen to the answer carefully.

Are they talking about skills and experience? Which anyone can say.

Or is there something different about their answer? That says pick me!

Look for ‘unique’ here.

Every business needs to be unique to form a competitive edge.

Summary:  Common answer = red flag = elimination (move on to next candidate).

2.5 How Are You Developing Your Knowledge and Skills?

*Knowledge / Skills*

Professional development matters to the success of a company.

Your Copywriter should have a clear answer to this.

Even if they list the top resources on the web they follow (like Backlinko, Neil Patel and Copyblogger for e.g.).

Copywriter’s that don’t work on themselves don’t control the outcome.

Summary:  No clear answer to knowledge / skills development = red flag = elimination (move on to next candidate).

2.6 How Do You Stay Motivated During Repetitive Work?

*Motivation*

You are looking for ‘uncertainty’ here in the response.

The Copywriter should have strategies in place to keep motivation high because ultimately:

Copywriting can be very repetitive (if you let it be that!).

Positive Psychology reports on the benefits of motivation here.

But the 3 most applicable to a Copywriter are:

Creativity

Goal setting, and

Boosting engagement.

Summary:  No clear answer to motivation strategies = red flag = elimination (move on to next candidate).

2.7 Do You Have any Questions?

* Questions *

Only thing you are interested in here:

A bit of interest by the Copywriter in you!

The greatest Copywriter’s are:

Curious,

Inquisitive, and

Master probers (full of questions).

Not a deal-breaker but if it’s a quick no. Bad sign.

If they say ‘no’ because you’ve covered everything. That’s acceptable.

Summary:  No questions = red flag = elimination (move on to next candidate).

2.8 After Listening to Me, What is it You Think We Need Exactly?

*Summary*

Any great Copywriter should be a:

  • Good listener (although 90% of people are poor as discussed here), and
  • Master summariser (discussed here – coming soon).

Listen carefully because if you are not on the same page now how can you:

 

Expect to be on the same page in the future!

Summary:  Poor summary = red flag = elimination (move on to next candidate)

2.9 How Excited are You About Working with Us?

*Excitement*

excited people

You are looking for a hint of excitement. Just a hint!

Lifehack reports on 10 simple reasons why should you feel excited about your day here but the most notable for your Copywriter is:

You want them to do great things!

Because how can you expect to get excited about hiring them if they are showing zero excitement?

Summary:  No excitement = red flag = elimination (move on to next candidate).

2.10 Can I Please Have 3 References who I Can Call and 3 of Your Best Work Samples?

*References / Samples*

Any great Copywriter won’t hesitate to give you 3 references who you can call.

And make sure you call them and all 3.

Don’t waste time with email as written communication can be misinterpreted.

Ensure you ask the reference for the Copywriter’s weaknesses and listen carefully to their response.

Be sure to check samples too.

Summary:  No 3 references and / or poor reference feedback / poor samples = red flag = elimination (move on to next candidate).

That is the First Quick Interview (General Questions) done and now you have a shortlist of Copywriting candidates for the…

3. Second Interview (Probing Questions)

# Question Classification Answer
3.1
What Factors Do You Think Are Responsible for the Results of a Successful Copywriting Campaign?
Results
3.2
What Types of Content Have You Created and have You Written for this Medium?
Medium
3.3
Do You Prefer Instructions when Writing and Why?
Instructions
3.4
What is Your Process?
Process
3.5
What is Your Research Methodology for Your Copywriting Work?
Research
3.6
How Do You Go About Optimising Content for SEO?
SEO Copywriting
3.7
How Many Different Styles of Writing Do You Have?
Style
3.8
What is Your Process for Proofreading Your Work as a Copywriter?
Proofreading
3.9
What Publishing Platforms Have You Used?
Publishing Platforms
3.10
What’s Your Familiarity with Design Software?
Design

This second interview is meant to be longer than the first.

These are more technical questions and you may need to probe where necessary.

This is the second and final interview more before hiring a Copywriter to Work with You (Test).

3.1 What Factors Do You Think Are Responsible for the Results of a Successful Copywriting Campaign?

*Results*

Get to the ‘results’ question first and not last – after all it is results you seek!

And listen to the ‘words’ carefully in the response.

Many factors are responsible for success, but you want to hear keywords like:

Clear

Concise, and

Persuasive.

These keywords are Copywriting 101 to better copy.

If you aren’t hearing these keywords, it’s a concern.

Summary:  No keywords = red flag = elimination (move on to next candidate).

3.2 What Types of Content Have You Created and have You Written for this Medium?

*Medium*

More types of Content created by a Copywriter = great sign.

 

Medium experience is the most critical though.

 

For example:

You don’t want a Copywriter with only digital experience for radio, and

You don’t want a Copywriter with only print experience for TV.

 

Summary:  No medium experience = red flag = elimination (move on to next candidate).

3.3 Do You Prefer Instructions when Writing and Why?

*Instructions*

Great Copywriter’s are skilled to craft copy with:

No

Little, or

Detailed instructions.

 

But the assumption here is that you will be providing instructions.

 

Because remember when you give a little direction you will get a lot more in return!

 

Listen carefully if the Copywriter says they prefer “no instructions.”

 

Not always a bad sign but it could be.

 

It could mean that the Copywriter only wants to write in their own ‘style’ and not the ‘style’ suited to your project.

 

Summary:  No instructions = red flag = elimination (move on to next candidate).

3.4 What is Your Process?

*Process*

Do not focus on the process but the clarity of the process in the response.

 

The Copywriter should sound:

Clear

Confident, and

Certain…

 

When responding to this question.

And as W. Edwards Deming said:

“If you can’t describe what you are doing as a process, you don’t know what you are doing.”

Enough said.

Summary:  No clear process = red flag = elimination (move on to next candidate).

3.5 What is Your Research Methodology for your Copywriting Work?

*Research*

what-is-copywriter's-research-methodology

Here is mine (coming soon).

And as one of the 3 Golden Keys to Success in Copywriting the importance of:

Research is huge!

 

Poor research = poor result.

Winning research = winning result.

 

Again, it’s not their research methodology but their ability to explain to you:

 

Clearly!

 

Summary:  No clear research process = red flag = elimination (move on to next candidate).

 

3.6 How Do You Go About Optimising Content for SEO?

* SEO Copywriting *

Remember when it comes to SEO you are not looking for the next Brian Dean or Neil Patel.

 

Both those guys have an insane amount of SEO knowledge, but it is not needed in Copywriting.

 

Instead look for an ‘overall understanding’ of SEO.

 

Listen for SEO keywords like:

Keywords (most notably)

Title tags

Meta descriptions…

 

To name some.

 

Also listen for any general thoughts on SEO they give you.

 

Showing knowledge on the topic beyond the keywords is a great sign.

 

Summary:  No SEO content optimisation knowledge = red flag = elimination (move on to next candidate).

 3.7 How Many Different Styles of Writing Do You Have?

*Style*

how-many-writing-styles-does-copywriter-have

I often say to Clients I have 10,001 different styles and more.

 

Do I? No.

Why do I say it? To show my wide range of styles as a Copywriter.

And again, listen for keywords like:

Many

A Ton

More than you can imagine.

Just ensure there is ‘confidence’ from the Copywriter they have plenty of different styles.

Because this is what separates the good Copywriter’s from the great one’s!

Summary:  Lack of writing styles = red flag = elimination (move on to next candidate).

3.8 What is Your Process for Proofreading Your Work as a Copywriter?

*Proofreading*

The importance of proofreading is discussed in this post (coming soon).

 

Any great Copywriter does not :

  • Type the last word in the conclusion
  • Hit full stop, and then
  • Publish!

 

The Copywriter should be able to outline a ‘clear’ process on how they proofread their work.

 

Focus on the ‘clarity’ of their response.

 

Summary:  No clarity on proofreading process = red flag = elimination (move on to next candidate).

3.9 What Publishing Platforms Have You Used?

*Publishing Platforms*

Whether it is a deal breaker or not will depend on the needs of your business.

 

Besides:

A Copywriter can easily be trained to use a specific publishing platform.

 

But at a bare minimum you should look for some experience with WordPress: the most popular CMS platform in the world.

 

If Copywriter’s have been exposed to more CMS platforms (10 most popular here) then that’s a bonus.

 

Summary:  Not a deal-breaker but will depend on your business requirements.

3.10 What’s Your Familiarity with Design Software?

*Design*

Design is a big part of the 80% Art of Copywriting and therefore:

Copywriter’s familiarity with design software like Adobe Photoshop is a bonus to have.

Whether it is a deal breaker or not will depend on the needs of your business.

After all communication is everything in Copywriting and Copywriter’s are highly-skilled in giving clear direction to designers to:

Get the best outcome!

Summary:  Not a deal-breaker but will depend on your business requirements.

That is the Second Interview (Probing Questions) done and now you have a shortlist of Copywriting candidates for the…

4. Working (Test)

# Question Classification Answer
4.1
Did the Copywriter Complete the Small Task to a High Standard and Meet the Deadline?
Small Test
4.2
Did the Copywriter Complete Subsequent Smaller Tasks to a High Standard and Meet All Deadlines?
Small Test Continuation
4.3
Does the Copywriter Always Provide a Detailed Quote?
Quote
4.4
Does the Copywriter Always Meet the Budget?
Budget
4.5
Does the Copywriter Have a Comprehensive System for Capturing Information from You?
System
4.6
Has the Copywriter Meet All Deadlines So Far?
Deadlines
4.7
Does the Copywriter Follow All Instructions?
Instructions
4.8
Does the Copywriter Handle Criticism / Feedback well?
Criticism / Feedback
4.9
Is the Copywriter’s Communication of a High Standard So Far?
Communication
4.10
Does the Copywriter Appeal to People’s Deepest Emotions with their Copy?
Emotions

So you tell the Copywriter their hired but you have not actually formally hired them just yet.

 

Because it’s time to test them out first before giving them your most important work.

 

And everything starts with a small test…

 

4.1 Did the Copywriter Complete the Small Test to a High Standard and Meet the Deadline?

*Small Test*

For best results with this step never say to your Copywriter:

– This is a small test, or

– This is a small task.

 

The Copywriter must always be of the belief they are ‘hired.’

 

And now it is up to them to perform regardless of the task size.

 

Just say:

“This is the first task for you. Here it is and this is the deadline.”

 

Ensure it’s a small task though and not a large one.

 

Because: How can you expect the Copywriter to perform on larger (often complex) tasks when they can’t perform on small tasks?

 

Summary:  Poor small test performance = red flag = elimination (move on to next candidate).

 

4.2 Did the Copywriter Complete Subsequent Smaller Tests to a High Standard and Meet All Deadlines?

*Small Test Continuation*

So the Copywriter succeeded at the small test.

 

Big deal!

 

Because it’s not an indication they will perform on larger (often more complex) tasks.

 

Continue to test them with smaller tests and slowly increase the size.

 

Note: Still not your top projects yet (but again best practice is to slowly increase the test size each time – will better demonstrate the Copywriter’s abilities).

 

How many you do is up to you.

 

But be speedy and keep it to days (or weeks at the most).

 

Never let this process drag on for months because you may lose a Great Copywriter who wants:

 

Bigger and better projects.

 

Summary:  Poor small test performance/s = red flag = elimination (move on to next candidate).

4.3 Does the Copywriter Always Provide a Detailed Quote?

*Quote*

Every business needs a detailed quote to prove the price is accurate.

And as Your Tradebase points out here it demonstrates 2 critical things:

1. That the Copywriter is taking the job seriously, and

2. That you can trust them because you feel informed from the outset.

Summary:  No detailed quote = red flag = elimination (move on to next candidate).

4.4 Does the Copywriter Always Meet the Budget?

* Budget*

No Copywriting budget met = business uncertainty.

Once in a blue moon? Acceptable.

An ongoing trend? Unacceptable and…


You have no choice but to let the Copywriter go.

 

Summary:  Budget not met = red flag = elimination (move on to next candidate).

 

4.5 Does the Copywriter Have a Comprehensive System for Capturing Information from You?

*System*

boxes on conveyor belt

“All wealth is based upon systems”

Dan Kennedy

And if your Copywriter does not have a comprehensive system then how can you expect them to:

Maximise return on investment for your business!

 

So has your Copywriter been:

Pestering you a lot with nagging questions? (they could have asked earlier), or

Delivering the work seamlessly? (with some communication in the beginning).


All the proof is in their system because as famously quoted by W. Edwards Deming:

“A bad system will beat a good person every time.”

 

Summary:  No comprehensive system = red flag = elimination (move on to next candidate).

 

4.6 Has the Copywriter Meet Deadlines All Deadlines So Far?

* Deadlines*

“Goals are dreams with deadlines.”

Therefore:

Deadlines not met = Business uncertainty = Fired Copywriter.


Again:

Once in a blue moon? Acceptable (not everything in life goes to plan).

A regular occurrence? Unacceptable (and a trend that is likely to continue).

 

Summary: Deadlines not met = red flag = elimination (move on to next candidate).

4.7 Does the Copywriter Follow All Instructions?

*Instructions*

does-copywriter-follow-all-instructions

Following instructions is an important life skill that starts from when you are a child (read more on that here).

And as quoted by author Amit Kalantri:

“Creativity without discipline will struggle, creativity with discipline will succeed.”

Amit Kalantri

Like Amit, any great copywriter will gladly adapt to your business needs by:

Following your instructions!

But is your Copywriter doing that or not?

Summary: Instructions not followed = red flag = elimination (move on to next candidate).

4.8 Does the Copywriter Handle Criticism / Feedback well?

*Criticism / Feedback*

As pointed out by Forbes here criticism / feedback is just something that comes with the job!

 

Because ultimately two things can happen when you give criticism / feedback to a Copywriter:

They learn and do something great with it, or

Unfortunately take it personally.

 

What is your experience with your Copywriter?

 

And if your Copywriter cannot take criticism / feedback now (on the smaller projects) you can:

 

Blow that up tenfold when it comes to the large (often more complex one’s!)

 

Summary: Inability to handle criticism / feedback = red flag = elimination (move on to next candidate).

4.9 Is the Copywriter’s Communication of a High Standard So Far?

* Communication*

Critical.

 

So critical an entire blog post has been dedicated to this:

 Why Communication in Copywriting is Everything.

 

Simply:

Great communication = Great results

Satisfactory communication = Satisfactory results

Poor communication = Poor results.

 

And you want a Great Copywriter with Great Communication = Great Results.

 

Nothing else is going to cut it, and

 

Nothing else is bigger in Copywriting than communication!

 

Summary: Inadequate communication = red flag = elimination (move on to next candidate).

4.10. Does the Copywriter Appeal to People’s Deepest Emotions with their Copy?

*Emotions*

From Neuroscience:

Confirming we buy on emotion & justify with logic

 

To Psychology:

Explaining how emotions, not logic, drive human behaviour

 

To ultimately Copywriting:

On why emotion-based writing is crucial to your business goals

 

Facts are facts.

 

Us humans are driven by:

Emotions first, and

Logic second.

 

So is your Copywriter appealing to people’s deepest emotions with their copy?

 

And there is no denying this is a large part of the:

 

80% Art of Copywriting discussed in this post.

 

Summary: Lack of emotional copy = red flag = elimination (move on to next candidate).

 

That is the Working (Test) done and now you will have a great Copywriter/s that is a true asset to your business.

 

Now let’s quickly wrap this blog post up!

 

Hiring a Copywriter: The Definitive Guide Wrap Up

video wrap
Let's Quickly Wrap this Blog Post Up!

Copywriting is 80% Art as discussed here.

And as American film director / screenwriter / producer / voice actor Andrew Stanton once said:

“Art is messy, art is chaos – so you need a system.”

Let this Definitive Guide on Hiring a Copywriter be your blueprint for hiring a Copywriter that will:

Go the distance for many years

Grow before prospering, and

Deliver the maximum return on investment you seek.

Now go out and find your Winning Copywriter using this system! 

Over to You…

Do you agree or disagree with this Definitive Guide for Hiring a Copywriter?  Anything missing or something you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

Want to Talk Copywriting or SEO?

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