When hiring a freelance copywriter, look for someone with a creative and critical mind, attention to detail and deadlines, and the ability to compel your target market to action. Education is not the only factor, as a well-stocked mind is important. The copywriter must be able to get the target audience to take action, and persuasive skills are a must.
Many companies hire freelance copywriters when they get too much work for their in-house copywriters to handle, or when they lack in-house copywriters. Backgrounds of copywriters vary widely, but there are several qualities that good copywriters share. When seeking copywriting help on a freelance basis, a creative and critical mind, attention to detail and deadlines, and the ability to compel your target market to action are crucial qualities you should look for in a freelance copywriter.
While many copywriters have degrees in English, communications, journalism, or advertising, education alone isn’t the only thing you should look for in a freelance copywriter. David Ogilvy, the king of copywriters, has pointed out that the “well-stocked” mind is what’s important in copywriting. Someone who is both a creative and critical thinker can typically fit well into any copywriting business. You want someone who is both a thinker and a creator so that the work is not simply a creative piece, but a well thought out marketing piece that presents a strategy that grabs your target market and doesn’t let go.
Attention to detail is just as important as attention to deadlines, although both are crucial. You don’t just want a copy on time, you want a good copy that covers everything it’s supposed to, so it does what it’s supposed to do. For example, if you have a unique new product, but the ad copy doesn’t explain how to use the product or what great results consumers can get from using this product, the ad is a waste of time. Copywriters need to reach consumers by communicating the benefits of the product in a compelling way.
The main quality to look for in a freelance copywriter is that the copywriter must be able to get the target audience to take the action you need. This is what you are paying for. No copywriter can, or should, guarantee results, but they should be able to provide past results and portfolio samples.
Persuasive skills that are overwhelmingly compelling are a must to look for in a freelance copywriter when you expect good results. When he applies for the job, how does it get your attention and compel you to want to hire him? And look at the end of the cover letter to see if the call to action – in this case to contact the copywriter – is really effective. Good copywriters know how to sell themselves, and not just products and services!
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