ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

So You’re Considering Hiring A Copywriter?

Updated on April 25, 2009

When we hire a copywriter we can assume we are hiring an individual with at the very least, polished writing skills. The best copywriters however are somewhat more than gifted writers; they are efficient researchers, effective marketers, probing interviewers and more!

When you hire a great copywriter one of the last things that ought to be on his or her mind is pen-to-paper. There are many things to determine prior to the writing bit. The copywriter needs to understand your products or services, your objectives, your current market position, who are your competitors? What makes you better and different than your competition – If your chosen copywriter does not address these issues, if he or she doesn’t ask you the relevant questions, it’s not looking good and it maybe wise to look for another writer.

Copywriting Imperatives

Here are some of the elements your copywriter must know about – these are imperatives, no short-cuts or in betweens…

Objectives: Define the purpose of the copy, is it informational, sales oriented, awareness, branding, review, consolidation or loyalty. It’s important your copywriter knows and feels your objective. One tip, don’t mix and match objectives, it won’t work.

Prospects: Who are the prospects? How old are they, how much do they earn, what turns them on, what turns them off? Are they familiar with your products or services?

Product or Service specifications: What exactly is the product or service? Is it new? How is it made or delivered? What are the features?

Benefits: Your copywriter must determine the product or service benefits and why your prospect should choose your product rather than a competitor. The benefits need to be broken down into the commonest denominators, the benefits need to be identified precisely and the relative benefits must be pinpointed and targeted to your prospect.

Testimonial Support: Your product or service claims have to be backed-up. Sure, you may have the best thing since sliced bread, but who say’s so and why – where’s the proof honey? Show your prospects the pudding!

Competition: It is essential your copywriter understands and defines who your competitors are. He or she needs to understand the differences and similarities. Your relative positioning and any other competitor intelligence he or she can find – Google search engine is great for this.

Budget: It’s always the bottom line isn’t it? How much money have you got to spend, are there any other budget considerations or limitations?

Marketing and Distribution: What medium are you going to use to distribute and market your message? Is it totally online, email, brochure, direct mail, landing pages, article or review format? Is there an offline element? If so what and where and when?

USP (Unique Selling Proposition): What makes your star shine brighter than any other star in the sky? What is your uniqueness? You must identify at least one thing which makes you so very different from anything and anyone else?

To conclude, before assigning your copywriting project ensure your copywriter adheres to the aforementioned criteria – if he or she doesn’t - go elsewhere. May I suggest you take a look at this copywriting site: http://www.hireonlinecopywriter.com


Comments

Submit a Comment

No comments yet.

working

This website uses cookies

As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: "https://hubpages.com/privacy-policy#gdpr"

Show Details
Necessary
HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
LoginThis is necessary to sign in to the HubPages Service.
Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
AkismetThis is used to detect comment spam. (Privacy Policy)
HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
Features
Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
MavenThis supports the Maven widget and search functionality. (Privacy Policy)
Marketing
Google AdSenseThis is an ad network. (Privacy Policy)
Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
Index ExchangeThis is an ad network. (Privacy Policy)
SovrnThis is an ad network. (Privacy Policy)
Facebook AdsThis is an ad network. (Privacy Policy)
Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
AppNexusThis is an ad network. (Privacy Policy)
OpenxThis is an ad network. (Privacy Policy)
Rubicon ProjectThis is an ad network. (Privacy Policy)
TripleLiftThis is an ad network. (Privacy Policy)
Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
Statistics
Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)