Author Archives: Paolo Volpi

4 Steps To Get Clients to Value You

Value in customers

Enough thumbs up! For once I want to see my clients’ faces!

Companies are either downsizing or are contracting their work out to freelancers to cut expenses. If you’re lucky enough, you’ll be the one companies select to contract work to. But how do you actually get clients to value you? How do you position yourself where they’ll need your services?

Freelance copywriting has become the trendy field that many people are involved in. On the other hand, many people are unaware of freelance writers out there. It’s a similar trend to swimming for good contractors to work on your home. You need to put yourself in a position where clients will go fishing for you.

Whatever industry you write for, high quality content is what brings you value. Even if clients hire you to write only text, in several ways text alone would have profound effects on copy. But whatever clients hire you to do, what they specify for you to do is what counts.

By researching a company or client you’re interested in, you can position yourself to be their go-to person. The following tips are for you to pay attention to for clients to see you as an expert.


Propose Or Discover What They Don’t Have

If you don’t see any job ads by companies, you may instantly assume they don’t need to hire you. But if you’ve worked internally for enough companies, you hear that they eventually do need someone. You can find out what companies lack by checking their websites, services, sales statistics, if they release them, or personnel.

Even responding to ads, several writers don’t research potential clients to find out what clients are missing throughout their services. A first step is to compare a few companies and discover which ones have the least resources. From there you propose the client of interest what you can do that their competition already has.

You don’t want to tell the company directly what it lacks as it might get offended. But you may suggest or inquire if they need a set of skills their competition is profiting from. Letting the company know how it can stand out in the crowd will open their credibility in you.

Another strategy is to find out the type of specific clients the company is pursuing but without any luck. Your cue is to assist the company in pursuing a strategy to obtain these clients. Most writers fear from asking the company about its strategy. But companies appreciate it when you ask then about their strategies. That gives them the incentive of your interest in the company before you start working for them.


Offer More Than That Hidden Value They Expect

Most freelance copywriters, or job candidates for that matter, only focus on a list of job responsibilities. Clients provide a list of skills they expect from writers. But meeting all those skills are not always enough for clients even if that’s all the lists mention. If clients list landing pages, sales pages or WordPress as requirements, you may add an extra skill or two. You can mention your knowledge of HTML or CSS if they’re not listed on the client’s list of job qualifications.

Nowadays companies outsource various skills instead of retaining in-house staff to cut on expenses. Instead of just limiting yourself to a list of expectations, you may add your own skills or expand on the list itself.

Value of Learning Skills

Where’s the instructor? Oh right, everything’s online now!

Adding to the list puts you in a position of value in the client’s eyes. For example, if you’re experienced in creating landing pages, specify the type of landing pages. Is it a viral or infomercial landing page? You could mention the landing pages you used to create, why they are no longer popular, and why you use new landing page packages.

Linking your past and current work and explaining the pros and cons tell clients you know how to follow trends. Your value kicks in when you reveal more than what clients expect you to tell them.

The purpose of presenting yourself further is also to express yourself further. When a company is interviewing you, do you not tell them more than the question they ask? Of course! You don’t want to sell yourself short. When you reply to a freelance copywriting ad, you want to include a CV with your outlined skills.


Keep On Learning

When is it that you ever stop learning? Never. Any wise person will tell you that your ability to learn never stops. So I don’t believe in the saying that “you can’t teach an old dog new tricks”. Your ability to learn is yours, and yours alone. You’re the old dog here (no pun intended). That means anything new you learn is a viable value of your skills and you teach yourself new skills.

You don’t have to be a rocket scientist to excel in every skill. Of course, you can’t, for example, say you’re a programmer if you’re really not. But you can mention certain aspects of programming you can do.

Value of Learning

Learning ABC’s again? I use enough of these letters when I write!

About 10 years ago you either had to start your blog from scratch or hire a web developer. Now with more user-friendly technology, WordPress enables you to get started on your own with WordPress including all the complicated fine adjustments. While some online courses and programs are paid for, many online resources are free.

You can at least learn the basics and list them on your resume. That’s where you can take advantage of learning new skills and look goo to the clients. Some highly trained writers are very expensive. It’s like automatically hiring a straight-A student but the C-student has more clout and bravery over a project.


Tell Clients What’s Important

Everything and anything can be important to clients, and clients will tell you what they want. But they will find more value in you if you recommend any tools that benefit them. Perhaps you can recommend a landing page instead of a light box. It all comes down to the split test, which is also something you can recommend clients.

When you buy a new laptop or new software, do you not use only a few features? You don’t learn how to use all of them, especially if you only need to understand a few of them. Some clients want to learn everything about their new product, but then get frustrated when they things don’t work out.

Part of your value is to educate clients of the most important features they need rather than what they want. Clients are satisfied when you offer them a trial of software they need and showing them the best benefits. If you get information on their type of industry, you can pinpoint the beneficial features pertaining to the client.

If you’ve landed enough clients and complied all their weaknesses, you’re on your way to building a profitable list. Their weaknesses are your queue to offer them the technological features clients need. Just like any sales pitch, you’re showing clients the value of product benefits instead of sounding like a machine. Clients often see through your canned script if you’re not being real. But if you show them the nitty-gritty stuff, you’ll be on their long-term list.

We’re talking about learning the basics to gain value. The value can be what you’ve learned to improve your chances of landing clients or how clients perceive you.

Paolo Volpi is a freelance copywriter and blogger for his company Lifetime Solutions. He is also a technician and project coordinator in the building construction industry in which he has been practicing for 20 years.

4 Guarded Secrets Of Technical Blogging Success

Wow, gears! Can’t believe they’re still used for simple mechanics!

Do you read in several blogs that content is the most important “king” component of a post? Content applies to every blog you write. But if you want to excel in technical blogging, content is indeed everything.Most people think of technical blogging as performing advanced mathematical calculations and 3rd level physics. But technical blogging is merely a matter of sending your audience easy instructions to understand. In my last post 4 More Blogging Mistakes That Kill Your Credibility, I made a note of writing so your audience can understand.

If you’re into technical blogging, the most important thing to remember is to make it easy for people to read. Most writers are afraid of technical blogging because they think firsthand about complex topics. The issue is not that writers cannot think about what to write. The main issue writers have is about how to present it into words or in a document.

So what to most people do when they read a technical blog or any blog for that matter?

  1. They read the headlines and sub-headings
  2. They scan through each sub-section of the article
  3. The search for an immediate solution to get something working

That’s why my tips below is about writing in plain language and without all the necessary jargon nobody needs.


Technical Blogging Means Talk to the Audience

We know that so many people are still not tech-savvy. In fact, 10 years ago being tech-savvy was a must if you wanted to start your own online business. Now with website themes pre-fabricated for you, you don’t have to be as tech-savvy now. But considering almost all businesses require an online presence, technology is now a must.

Technical blogging has become one of the hottest topics and one of the most misunderstood. Many technology majors are already planning their own businesses before they even finish school. Thus the key is to help your audience help others. Your audience wants to become like you. So these are the people you want to get a clear picture about and write content that reverberates with their causes.

When you email your target you’ll want to look at each subscriber on a personal level. You may get them to talk to you about themselves and their career goals. This technique works much better than direct sales. It usually works when you’re planning to make a unique offer to your readers.

Technical Blogging

See? We talk to you like you’re standing in front of our faces!

The offer doesn’t have to be direct either. You could select your preferred customer list and provide them with designing a website for them. You could help them compare the costs of hiring a web developer against the cost of your offer.

Technical blogging is all about conversations with your audience who are looking to solve a problem. Additionally your conversations with your target may help them solve their own clients’ problems. If you’re subscribed to a copywriter’s site, you may receive these offers based on how you described your goals.


Write and Recommend Something Unknown and Unlisted

What I mean by the sub-heading is many tech companies do not recommend several tools, software, and related technology. They don’t want to promote competition. It’s not that the newest tools are useless; tech companies have their own products or recommend others at higher prices.

For example, if you want to help someone find ways to watch free movies for example, there are certain obscure websites allowing you to do that. You can present a product or service that has uncommon benefits other than functions clients already use.

The above link gives you a list of sites where you can watch free movies. But if you go along the list, you’ll notice there are other obscure sites not mentioned. Service providers that don’t deal with online streams won’t recommend these products.

Other obscure sites you may write about may have most if not all of the same benefits and tweaks as what you see on the list in the above link. You don’t have to be a genius to surf for free movies online either. Wherever you want to watch free movies is totally up to you.

As a technical blogger, your awareness and knowledge about helpful products outside the spotlight can give you an advantage with clients and guest blogging. Most freelance gurus would give you advice to write fresh content. The gurus are absolutely right. Except many clients are unaware of fresh content and products out there. That’s where you come in as a technical blogger who can recommend hidden products not everybody’s heard of.

Another good and similar example is writing about online tools for business. You probably see hundreds of business software promotions every time you search online. But a handful of tools many businesses are unaware of are from Google.

Google has a number of business tools you can use that most software companies don’t tell you about. You can use tool for free while other tools you have to pay for.

Since Google is globally known as the king of website and SEO ranking, you can use it for ranking your own business. What better tech giant to refer to when Google is obviously ranking your business if you’re a technical blogger?


Pictures and Videos Make Perfect

People heavily use one of the 3 sensory perceptions beneficial to them: visual, audio and touch. To be a technical blogger, you’ll need to target mostly visual people aside from providing text. When you represent the latest technology, most people will skim through the text and look at the pictures. The visuals and graphics get even more attention if you’ve attached a video.

Whichever way you want to represent your blog, most visuals get more attention than plain text. Some technical blogs have nothing but graphics with caption text explaining what the graphics are about. YouTube has an amazing selection of video instructions that can teach you virtually anything. If you were promoting a complicated product an instructional video or a graphical guide would make things easier for your clients.

How would you prefer to learn about how an internal combustion engine works? If you’re blogging about car engines, you’ll present an illustration of the engine with its labeled components.

Using pictures and videos is the current marketing trend to help clients and readers understand. Yet again if you look at technical blogs several posts still mostly use text assuming readers will “get it”. Expecting readers to “get it” is bad for creating your email list if you want to be a technical blogger.

Research A Product’s Hidden or Missing Features

This is similar to the topic above Write and Recommend Something Unknown and Unlisted. Do you use only a few buttons on your TV remote and wonder what all the other buttons are for? Of course you do. Did you recently buy a new laptop and wondered what additional features can benefit you? Absolutely! Most consumers and businesses purchase new products but only stick to the basics of what they’ve bought.

Being a technical blogger is about understanding new products and their features customers don’t often use. But these features can be exceptionally helpful to businesses in unique ways. It can be your job to point out in your blog what features benefit specific businesses.

So that’s how I look like digitally! I love this app!

Therefore it’s important to know exactly the work and industry businesses are involved in to recommend specific product features. If you can find out what benefits a business, you’ll be that business’s go-to person. You can provide additional explanations of uncommon or missing features that a business definitely needs that others didn’t mention. But it’s always more effective when you research those benefits first.

For example, many retail apps are missing a number of features or have features purchasers never heard about. Or you could reveal uncommon apps making businesses more productive that businesses are looking to solve problems. Lay salespeople don’t always have the time to explain the entire technical manual unless clients also have the time to ask. Clients are often too excited to try their new products that they don’t even think of asking. If you’re aware of specific features, you can find out what businesses want and show them how to get them.

Whenever you know of a new product with plenty of features or lacking them, then that is your cue. You can get ahead of the game to sell out to B2B companies with clients searching for beneficial features. Your blog can itemize what businesses need to help them boost their clientele.

Paolo Volpi is a freelance copywriter and blogger for his company Lifetime Solutions. He is also a technician and project coordinator in the building construction industry in which he has been practicing for 20 years.

4 More Blogging Mistakes That Kill Your Credibility

Blogging Mistakes

This document was so bad I had to burn it!

Some time ago I wrote about blogging mistakes in 6 Blog Killers You Want To Avoid. I’m not talking mistakes beginners make, but mistakes any copywriter can make, including advanced writers. Once you get used to a certain routine, it’s easy to overlook small details and old habits from time to time. But these small details may cost you better clients in the long run.

You could be past the beginner’s stage, and an experienced blogger will still tell you making blogging mistakes are no excuse. The reason is the resources online you can find are just endless. Yes, even experienced bloggers continue making blogging mistakes.

When you break old habits, it’s easy to develop new ones that stick with you until you begin to notice. But this is a common behavior when dealing with new clients or clients with different conventional ways. So I’ve written a few red flags with a solution each to help you avoid the headaches and heartaches preventing you from landing better clients.

You Write So Your Audience Doesn’t Understand

The more complex your writing project, the more chances you’ll make mistakes. If that be the case, the simpler you shall write. Otherwise, a complex project will prompt you to make more blogging mistakes. You need to imagine your readers are new to your work and don’t know anything about your niche. That’s an opportunity to really prove your worth and provide them useful and helpful information.

Blogging mistakes

Help! There’s too much technical jargon here!

Many professionals write in languages that sound alien. Heck, even professionals in the same field face challenges when reading an article. Using large words and writing complicated sentences indicates you’ve forgot your target audience.

You’re writing skills do not require a background in rocket science. You’re writing about your niche that your clients will know what can do for them. You make blogging mistakes when you write from a different mindset from your audience. It doesn’t matter what your niche or topic is. Just throw away all that jargon even if you’re a tech writer. Jargon is for show-offs only, and you’ll only scare your audience away.

Of course, if you’re a professional, you’ll want to come across as a professional. But being professional also means you need to have the knack for making things simple for everybody. You want readers to understand what you write on their first read. You don’t want them to refer to a dictionary too often. Have you read an article with so many terms or jargon you couldn’t understand? I’m sure the answer is a big Yes.

Big words and long, abstract sentences are for show-offs only. If you’re writing a manual for a TV remote, your audience will be the average home owner. Do you think writing fancy jargon will help your customers? They’ll spend more time trying to understand your manual than trying using the remote.


No Ample Time

Having insufficient time is one of the largest complaints writers put forward. If you have less time, the more blogging mistakes you’ll make. You’re just slapping together a rush job without the chance to research and edit. Naturally if you’re more experienced, clients expect a faster turn-around time from you.

Even if you’ve given yourself the time and effort to review and edit, you could still make blogging mistakes. You might have made more mistakes that you’ve realized. One tip to remember if you’re challenged with a turnaround time. If your list comprises of steady clients and these clients ask you for a turnaround time, always allow for more time than it actually takes you to finish.

If the clients allow, always provide an ample turnaround time to write properly and efficiently. Remember your hired blog generally belongs to the client for public viewing. You’ll want to polish that blog perfectly as much as you can on your first try.


Content Consistency

blogging mistakes

Constant research brings constant value

Content Consistency is one of my favorite mistakes to mention. If you produce consistent content, it’s showing you’re delivering more value to your readers. For complicated article writing, content consistency is the key to engaging your audience. But even for a simple article, you may be making blogging mistakes without realizing it. You may be writing about business technology software for small businesses. The topics in your head are computers, accounting, customer relationship management systems, or inventory control systems. Writing about all these topics in one sitting takes time.

For the purposes of consistency, researching on a single topic helps your audience focus. But somewhere you’re adrenaline tempts you to involve all topics thinking that your readers will commend your thoroughness. That’s not always true. Your readers will actually fall away in confusion if you include every related topic.

Besides, breaking down your articles into smaller component articles helps your audience digest each topic. A good tactic is to release related articles in sequence. This does not necessarily mean you release them one after another. But you may stagger them subsequently abound other unrelated articles to keep your readers on the ball.


No Updates Cause Blogging Mistakes

This one of the biggest blogging mistakes that most writers fail to realize. In a fast-paced and changing world of blogging, you don’t want to retain the same theme and style for your blog. You don’t have to change your website each day, but you may shake things up a bit every once in a while. Just like starting a new position on a job, you’re focused on the basics with someone showing you the ropes. You’ll eventually gain new skills you can put to better use

Just like learning new skills, you’ll want to change a few aspects of your blog. If you always keep things as they are, your readers will think you’re a dull and boring writer. One analogy is going to your favorite restaurant. Every restaurant you go to has your favorite dish. Would you want to order the same dish every time? After so many visits, you’ll get bored with your own favorite dish.

Treat your blog the same way as you do your needs. You need to put yourself in your readers’ shoes to find out what about your content keeps them excited and coming back. As a general rule, always improve your website and go forward. You’ll never want to go backwards.

If you place a new landing page as your homepage in the near future with a free downloadable ebook, this gives readers a good incentive. Anything small that your readers will notice that helps them navigate will keep them coming back.


Paolo Volpi is a freelance copywriter and blogger for his company Lifetime Solutions. He is also a technician and project coordinator in the building construction industry in which he has been practicing for 20 years.

3 Copywriting Questions to Ask Yourself Before Copywriting

How do you imagine copywriting questions was like asking your teacher tons of questions in class? I remember back in high school, my science teacher (I’ll call him Mr. Renton) divided us into a number of teams of 3.

Our job was to do an experiment on slapping together a basic electrical short circuit system. Mr. Renton says the basic short circuit is comprised of 3 components: battery (energy), wiring, and a light bulb.

The biggest struggle my team had was getting the bulb to light. The bulb would either stay unlit or pop due to intense heat pumped into it. Luckily the bulb was small and the experiment was very light.

The problem: we didn’t ask enough questions beforehand. My teacher gave a lecture on how to make the experiment work. But I didn’t ask enough questions. Otherwise the experiment would have worked sooner.

What does this story have to do with copywriting questions? Growing up we were told by our parents and teachers to ask questions. But mostly we ask questions to other people for answers. Everything we do is by trial and error, just like the experiment example above. But to answer the titular question, you basically have to ask yourself these questions.

The copywriting questions to ask yourself are critical when you begin copywriting or landing new clients.

Copywriting questions actually make up hundreds of questions. Before you even become a copywriter or any kind of writer, you have to ask yourself a number of questions to see where you are. But here I have only 3 critical questions for the time being that need attention.


How Big Is Your Network?

Do you belong to any networks out there? This is one of the first copywriting questions to ask. If you don’t have a network or don’t belong to one, nobody will know who you are. At the most they will read your post or share it. But they won’t leave any comments, retain your article, or look at you as an expert.

You may build your network through business networking or subscribing on LinkedIn.

Now you have to ask yourself a couple of sub-questions:

– How many people have you met and collected business cards from?

– How many have you’ve kept in touch with?

–  How many times have you’ve commented on relevant social media groups?

For most people the answer is almost nobody or almost never. Most people don’t follow up frequently or don’t follow up at all.

You have to do what Tony Robbins would tell you. If you’re one of his clients, he’ll tell outright to get your assignments for the day done immediately, otherwise he won’t allow to you to continue to the next step.

If you have sources you haven’t used for a while, get onto those sources again and take a different approach. It doesn’t have to be to get more business, but to rekindle your business relationship. Your sources may provide you with lead-generations. I don’t mean turning to friends or family members. They may think a copywriting career is a joke.

If you’ve met anyone through business networking, that is the person to keep in contact with, especially if he’s a prominent person who knows so many contacts. He may not become your client, but he may answer your copywriting questions to help get you started. He can refer you to one of his business associates whom you can do some promotional work for.

The size of your network is not that important. It’s whom you keep as a source and who you keep in touch with.


How Organized and Stable Is Your Target Audience?

This question is one of the first copywriting questions to ask once you’ve landed a client or met a potential client. Only you can do your due diligence by researching the company.

Sometimes you need to observe companies as you do with people in your everyday life. People are wired in various ways that once they meet a potential client, excitement kicks in.

But you need to do what most aspiring writers don’t do: a background company check. If you really want to hit it with the big outfits, you’ve got to investigate each company before sending a pitch. Finding out certain company criteria and stability is important when landing clients.

When you hire staff, you want to read their resumes, interview them and consult their references. You do the same when you apply for a position at a company. You ask questions about the job objectives and the company’s volume of work to find out if it’s the company you want to work for.

When researching a potential client, it’s important to sum up copywriting questions such as financial stability, market share, pay rates, and future projects.

A few resources to check out company statuses are Glassdoor, DividendMonk, and LinkedIn. These resources often have comments that potential or formal employees leave to give company feedback. They will give you a heads-up on company stability.

You may even have to take a few days researching a company before you pitch it. Many writers fall into the habit of applying immediately upon seeing a writing ad. Their impulses take over sound reasoning for the fear they’ll lose the opportunity if they wait too long.

But most application and pitch flops happen when you apply too quickly. You may get yourself into hot water if you accept a position you’re not suitable for. Besides researching the company, make sure you read every word about their ads and profiles.

You don’t want to jump the gun and forget what a client’s value is. They have guidelines you have to follow to get your foot in the door.


How Do You Work Among Different Industries?

A company outfit is only as good as its staff. Your client may have an incredible staff. But some clients suffer when they lose a good member of their personnel. It could be a change of management that may tarnish a client’s reputation.

You have to ask yourself one of the copywriting questions about how a client functions following significant changes. A single client may bring an industry a bas reputation. If an industry plummets due to bad clients, you may want to search for another. So you need to ask yourself if you really want to do copywriting for this industry.

Some people leave their industry but don’t want to go back. Their thinking is the grass is greener on the other side. On the other hand, not all writing jobs will be a bed of roses. You’ll want to maintain your integrity. High pay is always an attraction for most people but not necessarily the best jobs.

As a copywriter, it’s up to you what field you want to work in, and which people to work with. It doesn’t hurt to spread out into different industries as long as you don’t spread yourself too thin.

A good strategy is to practice in seasonal industries in case one of them slows for the season. For example, real estate is busy in spring and summer and slow in winter. Health and fitness clubs are busy in January because most people eat several square meals over the Christmas holidays. They want to get back in shape. The movie industry is busy over so many months of the year. Film companies slow down when a movie or TV program is completed. With those in mind, you can balance among industries and pitch when industries are busiest.

Toggling between various industries once you’ve gained enough knowledge can help you learn about different clients and their expectations. Each industry hires people for specific tasks and expectations. If you’re happy in a specific niche and enjoy working for the same people, that’s great.

But let’s say the industry you love so much slows for the season, then who or what do you want to work for? That’s why you want to go fishing with your talents and find out what an alternate industry expects from you. That way you won’t be a sitting duck with nothing to do when you could be marketing yourself elsewhere.

Seasons and industries change, but you want your work to be steady.

Whenever you want to begin a freelance writing career, remember to ask yourself the following copywriting questions:

– How Big Is Your Network?

– How Organized and Stable Is Your Target Audience?

– How Do You Work Among Different Industries?

Even if you have some copywriting experience, it pays to ask yourself these questions if you want to change careers.

Paolo Volpi is a freelance copywriter and blogger for his company Lifetime Solutions. He is also a technician and project coordinator in the building construction industry in which he has been practicing for 20 years.


4 Tips To Hire A Copywriter

So how do you hire a copywriter? Where and how will you find and hire one? I know your first instinct will be to Google online. Normally I write tips for B2B copywriting. This time I’m putting you in the client’s shoes.

Imagine you’re a client who needs a writing expert. Where is the first place you’ll look? Just say you won’t look for a writer at any networking event or on social media. You’ve guessed it: Google. That’s where 99% of clients will look.

Your Google search will yield hundreds of copywriters you’ve never heard of before. But most searches don’t often mention or share some tips on hiring one.

The important things you have to consider hiring a copywriter are the following:

(1) Cost and Quality

(2) Writing background

(3) Extent of Service


Hire A Copywriter: Cost and Quality

An experienced copywriter will often charge higher rates. However, the saying goes that you get what you pay for. You have to think about texting, infographics, and presentation. Your instinct as a client will be to hire a cheaper copywriter to do all those things for you. But do you really want to save money in exchange for time-consumption and constant back-and-forth consultation? Or would you rather pay more to someone who can do a better job?

An experienced copywriter would do one of two things at the beginning:

(1) Ask you every question he can think of to understand what your expectations are, and

(2) Go ahead and just do it and get most of it right on the first draft.

Either of the above shall be a sure sign that the copywriter you hire knows what he’s doing. If you get a beginner or someone who charges too low a rate shall spell red flag. Chances are the newbie writer is desperate for work, and will take on any job at any low price.

Speaking of first drafts, as a client, don’t always expect a perfect paper firsthand. There is no such thing as a perfect paper or project. The key is to search for excellence. If a client hires you for any job, you sure want to do a good job. But if the client expects you to do a perfect job, that could turn into a problem client.

In your case of hiring a writer, you want to search for an excellent writer. Perfection like hiring a copywriter is unattainable. Cost and the quality of work go hand-in-hand when you hire a copywriter. What does his presentation look like? Is the writing neat and easy to read, or is it all gibberish to show off fancy vocabulary?


Educational Experience and Human Endeavor

When you hire someone, do you look at his experience or education? If he has experience, do you check out how knowledgeable he is in your industry? If he has good education, is he practicing his education in the right industry? This is normally a hit and miss when you hire a copywriter. It is strictly up to you what you want to look for.

I recommend looking at both categories. Many clients want to hire someone with higher education. Education is great (and I always recommend education as long as it is practical). But much of the higher education is becoming obsolete. What you need to find in combination of a copywriter’s education and experience is what he’s capable of doing. Search for referrals and a good track record.

What you need to be careful about also is too much experience in one field may not always benefit another field. A copywriter with excellent writing skills may sometimes prove worthy than a copywriter with more experience. Sometimes education and experience is not always enough. You also have to take a look at what the copywriter is capable of doing. Many professionals have years of experience, but also remain stale for many years. Years of experience doesn’t necessarily mean years of success.

What counts is your copywriter knows how to research your industry and get the right material early on. You’ll need to stress the fact that the wording is intriguing enough to grab anyone’s attention and keep reading.

Since you’ll be working together with the copywriter, you have to think of a team with diverse skills. It is like working for a company. You’ll be working with other people with different skills and talents from you. You’ll each have different tasks, responsibilities and purposes for the same company.

Working together means leaving education and experience outside the door for the time being. Regardless of experience and education, if you’re not compatible with the team or the copywriter you hire, it just won’t work. Most advice states to ask a lot of questions on the part of the copywriter. But for any successful project, each party shall due its own due diligence.

If you hire a copywriter, it is his job to research and polish an excellent paper. But your job as the client is to guide him through what your industry is all about, so he knows where to research.


Extent of Service

What portion of the project will you hire the copywriter for? Will it be for the entire project, or just part of it? Will the copywriter write text only or complete the entire package including landing pages and graphics?

This is another important decision for you to make when hiring a writer. If you want the whole works, you’ll probably want an experienced writer who knows each step. If you can’t find one, you may hire a graphic designer that can work together with a copywriter.

Crossovers may not always work perfectly. A copywriter may not know graphics; a graphic designer may not know copywriting. You need to make sure that whomever you hire to do what is proficient in what they’re doing.

The differences come down to whether this is your first or 20th writing job. If you’ve had writers already publish a whole bunch of projects, you may have an idea on how to create your own writing projects. If so, you’re on your way to becoming a copywriter. When you’re pressed for time, you can still hire a writer to research and word your documents, while you select the suitable graphics and images.

Many writers writing for publications actually have their final drafts edited before they are published. That is the purpose of having a marketing team. It will leave you with just the minimal features, but it will also save you a bundle.


Know What You’re Looking For

When you’re planning a road trip, you have to know how to get to your destination and where you’re going. As you hire a copywriter, you have to know what services you need. You’ll do best when you plan everything ahead of time when you hire a copywriter. Certainly they’ll ask for your needs for every occasion.

Timing and pricing is what usually makes or breaks a deal. The turnaround time may be slow. If you have your own in-house team, they may not have the time, and you’ll have to wait or hire another writer. If you’d rather not wait, you may want to draft your own copy. But at least you have your own price.

If you have a limited budget, hire a more seasoned writer who’s written a handful of blogs or articles. An experienced writer that has knowledge of your industry knows how to reach your audience. You can have them run their drafts through a good editor.

If you have a good budget on a limited time basis, this is your chance to hire one of the top writers and designers. Experienced and seasoned writers won’t stall except when they need to contact you for questions. Mostly they will have a good draft on the first go.

All that I’ve mentioned above shall be an innovative guideline to help you find a good copywriter. If you need further assistance, drop me a line or comment.

Paolo Volpi is a freelance copywriter and blogger for his company Lifetime Solutions. He is also a technician and project coordinator in the building construction industry in which he has been practicing for 20 years.