How to Hire a Copywriter/title> <meta http-equiv="Content-type" content="text/html; charset=iso-8859-1"> <meta name="description" content="KaplanCopy offers business to business direct response copywriting, email marketing campaigns, direct marketing strategy, web writing, and direct marketing services for creative small businesses""> <meta name="author" content="Jodi Kaplan, KaplanCopy"> <meta name="keywords" content=" how to choose a copywriter, find a copywriter, questions"> <link rel="stylesheet" href="kaplancopy%20styles.css" type="text/css"> </head> <body> <img src="logo3.jpg" width="376" height="70" border="0" alt="KaplanCopy logo"><img src="yellowrule.gif" width="700" height="3" border="0" alt="yellow rule">  <table border="0"> <tr valign="top" align="left"> <td width="150">  <br> <a href="index.html" class="navlink">Home</a><br> <h3>Free Advice</h3> <a href="articles.html" class="navlink">Free Marketing Articles</a><br> <a href="tips.html" class="navlink">10-Second Marketing Ideas </a><br> <a href="quicktips_newsletter.html" class="navlink">Quick Tips Newsletter Archives</a><br> <a href="http://www.kaplancopy.com/blog" class="navlink">Fix Your Broken Marketing Blog</a><br> <hr> <h3>Work With Me</h3> <b>Copy Doctor</b><br> <a href="copymakeover.html" class="navlink">Copy Makeover</a><br> <a href="emailreview.html" class="navlink">Email Review</a><br> <a href="websitecritique.html" class="navlink">Web Site Critique</a><br> <br> <b>Fresh Start</b><br> <a href="copywriting.html" class="navlink">Copywriting</a><br> <a href="marketing.html#marketingquickstart" class="navlink">Marketing Quick Start</a><br> <a href="marketing.html#businessrocketlaunch" class="navlink">Business Rocket Launch</a><br> <a href="marketing.html#maximumperformance" class="navlink">Maximum Performance Plan</a><br> <hr> <h3>Instant Web Site Review</h3> <a href="instantwebsitereview.html" class="navlink">Internet Marketing Ebook</a><br> <hr> <h3>Become an Affiliate</h3> <a href="affiliates.html" class="navlink">Earn Money</a><br> <hr> <h3>Results</h3> <a href="results.html" class="navlink">Results I Get</a><br> <a href="testimonials.html" class="navlink">Rave Reviews</a><br> <h3>About</h3> <a href="about.html" class="navlink">Why I'm Here</a><br> <a href="contact.php" class="navlink">Contact KaplanCopy</a><br>   </td>  <td valign="top" align="left"><table border="0" cellspacing="0" cellpadding="0" width="30"> <tr><td> <tr align="left" valign="top"> <td></tr> </table><img src="redrule.gif" width="3" height="508" border="0" alt="red rule">  <td valign="top" align="left"> <table border="0" cellspacing="0" cellpadding="0" width="50">  <tr><td valign="top" align="right"> <table border="0" cellspacing="0" cellpadding="0" width="350"> <tr> <td> </tr> </table> <h1> How to Hire a Copywriter</h1> <br>  <tr><td valign="top" align="right"> <table border="0" cellspacing="0" cellpadding="0" width="500"> <tr> <td> </table> <p>Choosing a copywriter can be a bit bewildering. Unlike buying shoes or a car, marketing services are often a first-time, or unfamiliar purchase for new or small businesses. </p> <p>There are thousands of writers, providing many different kinds of services, from journalists to speechwriters to direct marketing copy. With all those choices, and your business riding on the results, how do you pick the one that's right for you?</p> <h3>Look for Copywriting Skills That Match Your Needs</h3> <p> Review the writer's Web site and determine if the writer's services and background complement your business. A speechwriter can produce a speech for a conference presentation, but may not have the ability to create direct marketing copy that drives sales. </p> <p>Is the site well-written? A site riddled with typos, grammatical errors, and other mistakes is a sign of sloppiness and poor writing skills; look for someone with a strong grasp of English.</p> <h3>Seek B-to-B Marketing Expertise</h3> <p>B-to-B marketing requires different skills and expertise than big-budget television advertising or branding experience. The object of a "brand" campaign is to show the product repeatedly, and hope that consumers remember it and buy it. </p> <p>A direct marketing campaign (whether through postal mail, email, or the Web) is designed to generate actual measurable sales. A writer who focuses primarily on selling soap or consumer products may not have the expertise or background to sell more expensive business products or services. </p> <h3>The Dangers of Do-it-Yourself Copywriting</h3> <p> If your marketing budget is small, it can be tempting to do it yourself. This can be hazardous for several reasons:</p> <p><b>Falling in love with your product</b> </p> <blockquote>It's easy to lose your objectivity, rather than focusing on solving your customers' problems.</blockquote> <p><b>Is this an effective use of your time?</b></p> <blockquote>If you charge $100 an hour for something you do well, or sell software priced at $400 and up, does it make sense to spend hours working on copy? I could do my own taxes, but I'm not very good at it, so I pay an accountant to do it for me.</blockquote> <h3>Evaluating the Cost</h3> <p>Beware of choosing on price alone. There are numerous sites featuring overseas writers offering to sell copywriting services at low prices — but they are often untrained, unskilled, and write poorly. </p> <p> A brochure or a Web site is an important investment of your time and money; don't risk your image and credibility to save a few dollars.</p> <b>How does the writer charge? </b> <blockquote>By the hour? By the project? Find out when payment(s) are expected. Standard practice is generally a deposit up-front, and a payment schedule based on completing different stages of the project, such as submission of a draft, and final approval.</blockquote> <blockquote>Determine how many revisions are included and how the writer charges if there are major rewrites. A revision like changing a tire. A rewrite is repainting the car, replacing all four tires, and adding high-power headlights. </blockquote> <b>What is your timeline?</b> <p> Rush projects will cost more than those with longer deadlines.</p> <b>Have you done your homework?</b> <blockquote><p>Do you:</p> <ul> <li>know your target market;</li> <li>have samples of marketing you like</li> <li>understand your customers' problems and how your product solves them; </li> <li>have a clear idea of what you want (a 5 page Web site or a 50 page site); </li> </ul> </blockquote> <p>The more preparation you are able to do in advance, the less time and effort will be required for the copywriter to complete the project, and the lower your cost.</p> <br> <br> <b><p><a href="articles.html">Return to Article Index</a></p> </b> <td valign=Top align=Left width="10">  <table border="0" cellspacing="15" cellpadding="7" width="210"><td bgcolor="#FFFFCC"> <p>Privacy Policy: We will never rent, swap, or sell your email.</p> <input type="hidden" 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