Pat Quinn's AdBriefing Newsletter
Hot tips for sales copy, every month.

Volume 4. Issue 12. January 2009

A newsletter designed for those who have a real interest in producing not only good advertising, but copy that sells.

In the last couple of weeks I've received many kind notes from readers. Many are asking about how they can help clients hire a copywriter, or allow copy writing to better support their companies marketing efforts.

One reader asked, "I'm the only copywriter in my marketing department, they often rework what I provide, making it crap. How do I sell them on letting do the part I know best?"

Another writes, "As a new copywriter for hire, I'm not sure how to help clients choose me. Many say they don't need a copywriter when their advertising says otherwise."

This months issue is about hiring a copywriter. I've written it both for a marketing professional thinking about bringing on a copywriter, and the copywriter that wants more business.

It's part of understanding your audience, knowing what it is they are thinking and how to present yourself to be utilized. If you are an employee, don't miss the important point that if your boss doesn't see value in you that you may soon be looking for work.

Hope this newsletter will be useful to get you a raise, or hired for an important project. This issue may also help you if you are hiring a copywriter for the first time. Either way, enjoy.

A number of new items were added to the AdBriefing web site to help freelance copywriters earn more. For recommended copy writing books and training resources visit http://adbriefing.co.uk/books.htm

Keep sending in your letters. I'll do my best to answer your questions, concerns, and will listen to your comments. Thank you for reading this newsletter.

Sincerely,

Justin Hitt
Editor, AdBriefing Coypwriting Tips
http://adbriefing.co.uk/

How to Hire a Copywriter

You are ready to sub-contract or hire a copywriter, but what do you pay them and how do you structure the contract. This is a common question from individuals bringing copy services on for the first time.

Most copywriters are paid like any other business. They either accept credit cards, Pay Pal, or a check by mail. You'll want to hire them on a 1099 or corp-to-corp basis if they will be a sub-contractor to your firm.

Before you consider a copywriter you'll want to look at their work. Get samples of previous campaigns. Most professional copywriters will not write on specification, only amateurs do that. So look for samples similar to your objectives (not necessarily your industry.)

Look for copywriters who have created the results you desire. If you are focusing on lead generation, then look for samples that generate leads. It's difficult to verify the copywriter actually wrote them, so ask for references when possible.

It's easy to get started, just discuss your requirements then ask the copywriter to submit a letter of agreement outlining their rate and what they expect to do.  

How much will a copywriter cost? The question isn't how much they will cost, it is how much you have to gain by hiring the right copywriter. If you penny-pinch for an editor, or novice copywriter, you may not recover your investment.

If the copywriter is a professional they will go over marketing measures and help you define a successful campaign. Expect them to ask about how you will follow up, or for samples of existing materials that work.

Expect them to produce an audience profile. Some may charge for an initial consultation, usually applying any fee to your assignment should you hire them.

This is because a professional copywriter will research your desired results with you, go over background materials, and start putting together ideas in your first meeting. This isn't a sales call, it's starting the assignment (whether you hire them or not.)

Experience in your field isn't always necessary if the copywriter has written to your type of buyer. It's more important a copywriter can motivate your buyer than know your product, they can research the product information, little more difficult to understand a customer.

Fees are all over the ballpark, expect to invest in value, not just a dollar amount. Keep this in mind when budgeting your project, include enough to cover your copywriter AND rolling out the campaign. Some copywriters are better in some media than others, be sure they have selling experience and aren't just freelancing until their big novel breaks.

You can very often find a copywriter who will provide years of service to your firm. Be willing to interview copywriters before you need them, have a few names available for reference. Just be surprised if real professionals don't have time to chat, respect that.

Copyright 2009 AdBriefing Copywriting Tips, All rights reserved.

Justin Hitt is a professional B2B copywriter who specializing in copy that sells and retains customers. For what he can do for you visit http://JustinHitt.com/

Quote of the Month

"The most frequently overlooked aspect of writing sales promotion and direct response copy is a study of the audience prior to putting the first sheet of paper into a typewriter or getting a new screen on a word processor." -- From Rene Gram's Direct Mail Workshop, 1989, Prentice Hall.