You might think hiring any ol’ copywriter is fine, but you couldn’t be more wrong.
Choose the wrong writer and your copy can go from sounding like you to a robot that’s had caffeine injected into its personality chip.
You need to know what to ask a copywriter before hiring one.
If you want to know that, keep reading.
What to ask a copywriter before you work with one
If you don’t know what questions to ask a copywriter, let’s get into it:
One. “Have you written for brands like mine?”
Anyone can string words together, but can they write copy that resonates with YOUR audience?
So, ask the writer about:
- Industries they’ve worked with
- The type of copy they’ve written, like emails, websites, social media, product descriptions, blogs
- Results they’ve achieved, like conversion rates, engagement, sales increases, etc
Check their website for case studies. If they don’t have them, ask them if they have anything to back up the claims of the results they’ve achieved.
Two. “Can you write in my brand voice?”
Your brand has a voice. Maybe it’s cheeky, playful or the voice of a parent who’s had one too many cups of coffee by 9 AM.
A good copywriter can slide into your brand’s personality like a well-fitted pair of sneakers.
Ask them:
- How they capture brand tone
- Whether they conduct brand audits or interviews to understand your personality
And you can even ask if they have examples of work with similar tones.
If all their examples sound the same or they insist, “I just write words,” you might end up with copy that’s functional… but soul-less.
In my experience, most writers can flex to any tone you ask them to write in.
Three. “What’s your process like?”
Copywriting doesn’t just happen, it’s a process and writers will have a way of working that allows them to write copy that hits the nail on the head.
But if you’ve never worked with one before, it can be nerve-racking when you don’t know what to expect.
So, feel free to ask them about:
- What do they need from you?
- Do you need to sign a contract or pay a deposit?
- How do they start: research, interviews, competitor analysis?
- Do they send outlines first or jump straight into writing?
- How many revisions are included?
Work with the copywriters’ standard process, not your own; it makes it easier for the writer and the project runs a lot more smoothly.
Four. “Can you help measure the success of your copy?”
SOME but NOT all copywriters offer services once the copy goes live that help you track the success of the copy. If you’re not sure, ask them about:
- Can they track metrics such as click-through rates, open rates, conversions, etc.
- Whether they offer guidance beyond writing, like A/B testing
Don’t be put off if they don’t, a lot won’t because these can be tracked by your own Google Business Profile, newsletter provider, etc.
But some do, so it’s always worth asking.
Five. “What are your rates and terms?”
I’m a massive believer in putting your prices on your website, but a lot of copywriters don’t.
So, if it’s not clear, then ask writers:
- How do they price, is it per project, hour, word or retainer
- What’s included in their fee, stuff like research, revisions, SEO tweaks, etc.
- What are their turnaround times and deadlines
It’s easy to choose the cheapest writer; they’re not always the worst, but you will pay more for an experienced one (find out more in my article, Why are copywriters so expensive?)
So, you need to decide whether you want to go with cheap and less-experienced or pay a little more for a writer who’s been there, done it, and bought the t-shirt, lunchbox and action figure.
Oh, and there’s no real industry rate for anything, except the day rate, which you’ll find in the ProCopywriters annual survey.
Six. “Can you handle negative feedback without throwing a wobbler?”
Haha — okay, maybe don’t word it like that.
We creatives are extremely proud of what we produce, but it’s not always what you want, so you need to tell us what you don’t like in a constructive way.
It’s a collaboration, so feel free to ask us:
“What happens if I don’t like what you’ve written or it’s not right?“
Nobody likes criticism, but we’re used to feedback saying it isn’t quite what you imagined.
Seven. “Do you have references or testimonials?”
You might find these on their website, Google Business Profile or LinkedIn profile, but if not, then ask the writer for proof of happy clients and a link to their copywriting portfolio.
Eight. “What are your typical deadlines?”
Your copywriter needs the time it takes to create something pretty ace for you, so don’t move deadlines or give a writer a tight turnaround because no matter how good your writer, you’re gonna get crap work and that’s on you, not your writer.
Before the project starts, ask them for their:
- Typical turnaround times for your type of project
- How they handle unexpected delays
Stuff happens and sometimes you might have to ask them to bring a deadline forward. Your writer should be honest and say if they can do that. If they can, expect an extra ‘quick turnaround‘ fee to be added mid-project if you’re asking them to drop other work to fit more time into your project.
Nine. “What do I need to sign and agree to before we start?”
Your copywriting should be asking you to sign a contract before work begins. This covers both of you legally, should the writer take your deposit and never hand over the work and them from non-payment by you.
And yes, I said deposit.
Expect to pay a deposit BEFORE work begins, and, in most cases, it’ll be 50% of the total fee.
Projects take time: a writer should spend 2 weeks on a project and wait 30 days for payment afterwards. A deposit guarantees you time in their schedule for the work.
Simply, you’re paying for a timeslot.
And you might also need to complete a brief, depending on the size and complexity of the project.
Ten. “Can you make me sound brilliant?”
Ah, we love this question (ego overdrive, of course we can!), but it comes with extra ones you can ask, like:
- Can you take complex ideas and make them fun, simple or irresistible (ask for proof of this in past projects)
- Can you collaborate with your team or website designer
Give us enough to go off, whether it’s in a brief or via a call (your writer will know which, depending on the project), and we’ll make you sound brilliant, all right!
Things you should never ask a copywriter
You might be nervous about hiring a writer, but we’re skilled professionals with a back catalogue of testimonials and projects.
So, you should never ask a writer to:
- Write a test piece for free
You wouldn’t ask an electrician to fix a plug for free before rewiring your house. Copywriting is a skill like any other. Yes, it’s scary, but you wouldn’t do it, and you wouldn’t ask any other profession to work for free either before you choose them.
- Lower their price because you like them, but can’t afford them
I know money is tight, but writers are haggled with left, right and centre. If they’re expensive, it’s because they’re good and good comes with a premium.
If you want no other writer but them, hold off and come back when you have the budget.
Yes, we might reduce the price a little and offer you a little discount, but sometimes we’re asked to work for 50-75% less than the project is worth and that’s really not cricket!
Now you know what to ask a copywriter (and what not to!)
Hiring a copywriter doesn’t have to be scary — if you ask the right questions.
Use these ten as your copywriting checklist and you’ll find someone who not only writes well but also understands your brand, audience and personality.
Words matter.
And so does working with a copywriter who totally gets you.
If you fancy working with me, let’s have a non-obligation chat to see how I can help you.
Until next time
Matt
