Anyone with a laptop can call themselves a copywriter. How do you find the real deal?
How do I find a copywriter to work with my business? I’ve worked with freelancers before, and it’s been hit-or-miss. It’s such hard work to find the right fit. How can I make this happen so it’s worth the time and effort?
When you hire a plumber, you can check Yelp reviews. Maybe there are a few other review websites you can check, just to make sure they’re legit. Your friends have definitely hired plumbers before, so that’s an easy way to find someone who won’t leave you hanging. (Never a good thing with plumbing.)
With a copywriter, you might have to do a little more legwork. After all, your neighbor probably hasn’t worked with one. We don’t exactly have a Yelp you can check. (LUCKILY, because Yelp is super predatory!) (I said it!)
When it comes to creative output, there’s more than one way to get to the result you want—but you’ll get those results when you use the ABBA Method.
How to find a copywriter: The ABBA Method
Ask for referrals
Budget
Brand
Affinity
Now, let’s talk details.
Ask for referrals
Designers, marketers, coaches, agencies, and any of your particularly well-connected business pals should know some writers.
Another great person to ask? A copywriter. If you know someone who writes emails, they probably know someone who writes website copy or landing pages. Most of us hang out in groups to learn from each other.
Ask around, and try to get three or four recommendations — more if your project timelines or budgets are tight.
You know that one person who networks a lot? She probably knows a copywriter. But she might not have worked with any. Take these recommendations with a teeny-tiny pyramid of Maldon sea salt and do your due diligence.
Budget
How much does it cost? How much ya got?
Kidding, kidding.
Kind of.
Per Mandy Ellis, website content usually costs $300-3500 per page.
That’s a big range. And it also depends what kind of writing you need help with—a standard “About” page will cost less than a hefty sales page from scratch.
You’ll need to find someone who can work within your budget.
Often, with a website copy overhaul project, you’ll pay 50% upfront to hold your spot, and 50% closer to the end of the project.
“What if I don’t have $3500 for a website copy project?”
Don’t think that you have to spend that much to get kickass copy!
If you’d like to write your copy yourself, get a large helping of strategy and support with a Website Copy Spark.
If you’d rather someone just kick the copy up a notch, without overhauling it from the ground up? That’ll save you some serious cash. Check out a Website Copy Glow Up.
Brand
Okay, so you’re looking for copywriters. You’re gathering information from your network and scrutinizing your annual budget. You’re considering getting a snack and a Celsius. Now it’s time to take a close look at your current communications. How would you like them to change?
What kind of writing are you looking for? Is your brand voice quirky, calming, or conversational?
Are you adding another project with a goal in mind, or because someone told you “should” do it?
Before you start talking to writers about how to reach your goals, know what you want your result to look like.
What do you want your website to actually do?
Affinity
Writing is not an exact science, and it’s not one-size-fits-all. You might not like my writing, and that’s okay! (If not, it’s kind of weird that you’re reading my blog, but thank you.)
When you read something in a style that resonates, you’ll know. You’ll just like it more. You’ll keep reading.
A copywriter’s website will probably give you enough information to go on by itself — they probably wrote it themselves, after all.
Writers can mimic different voices, some more than others. They’ll want to meet you in the middle to create “your” voice in their words. Make sure that middle ground isn’t a long, arduous journey. That does not sound fun.
Then, there’s this—
You have to hang out with this person.
Do they make you feel better about life and business?
What’s next?
Did you find one or two people whose style you like? Get in touch! See if your budget and timeline will work for them. Get a feel for how they work and communicate.
People have different workflows, but you might start out with a couple of emails. Maybe a 15-minute call. Maybe you’ll jump to a 30-minute discovery call (sales call, if we’re being honest).
Feel each other out and get an idea if it makes sense to move forward.
When you
1) You like their writing style,
2) the budget and timeline work for you,
3) they’re enthusiastic about the work you need done, and
4) they seem like good people,
Congratulations. You found a copywriter.
Hold on to them!
Ready to start thinking about hiring a copywriter?
Get started by focusing on your business and where you want the project to take you.