When companies need freelance writers, they should look for creative and critical thinkers with attention to detail and deadlines who can compel the target market to take action. A degree in English or communications is helpful, but not necessary. The most important quality is the ability to get the target audience to take the desired action. Good copywriters know how to sell themselves as well as products and services.
Many companies hire freelance writers when they are given too much work for their in-house writers to handle or when they don’t have in-house writers. Copywriters’ backgrounds vary widely, but there are several qualities that good copywriters share. When you’re looking for freelance writing help, a creative and critical mind, attention to detail and deadlines, and an ability to compel your target market to take action are crucial qualities you should look for in a freelance writer.
While many copywriters hold a bachelor’s degree in English, communications, journalism, or advertising, education alone isn’t the only thing you should look for in a freelance writer. David Ogilvy, the king of copywriters, emphasized that the “well-furnished” mind is what is important in writing. Someone who is creative and a critical thinker can usually adapt well to any writing assignment. You want someone who is both a thinker and a creator, so the job isn’t simply a creative piece, but a well-thought-out marketing piece that includes 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 copy in time, but you want good copy that covers everything it’s supposed to, so it does what it’s supposed to do. For example, if you have a new and unique product, but the ad copy doesn’t explain how to use it or what great results consumers can get from that product, then the ad is a waste of time. Copywriters need to reach consumers by convincingly communicating product benefits.
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 them to take. That’s what you’re paying for. No copywriter can or should guarantee results, but must provide past results and portfolio samples.
Persuasive skills that are irresistibly compelling are a must to look for in a freelance copywriter when you expect good results. When applying for the job, how does it grab your attention and compel you to want to hire them? And look at the end of the cover letter to see if the call to action – in this case, for you to contact the copywriter – is really effective. Good copywriters know how to sell themselves, not just products and services!
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