Copywriting Services: How to Choose the Best

by Adam Oakley | Feb 8, 2014 | Copywriting

Choosing a service is all about choosing value. You want a service that meets your needs, but doesn’t break your piggybank. However, your true interest is in value. Your business, your very brand, is in need of development. It’s time to trust the work to an expert, not an amateur hobbyist.

Copywriting is as much a skill as it is a talent and art form. The market is chalked full of copywriters and agencies, all dedicated to what they label as “quality copywriting.” Unfortunately, all too often the bulk of these freelancers and businesses lack what it takes to deliver quality copy. How can you ensure you choose premium copywriting services?

The Art of the Two-Way Conversation – Key to Quality Copywriting

Choosing the best copywriting services to hire revolves around communication. During initial contact, you will likely provide basic information regarding your business and copy needs. Once you have received a response and open one-on-one communication with an agency or individual, there are some topics and questions that you should cover:

1. How much do you know about my industry? It’s important to determine whether or not your prospective service provider has a working knowledge of your industry. This question is especially significant if you are hiring an industry copywriter who claims to specialize in your industry. Since you’re in search of value, it’s important to determine whether or not the service provider has the aptitude to understand and write in the genre of your industry.
2. What do you know about my business? Prior to posing questions to the service provider, you should have already been prompted to supply preliminary information regarding your project and business. Now, you have an opportunity to test their knowledge. Did they review your submission fully? If they can’t tell you much about your business or don’t have several questions ready to ask about your business, chances are they are lazy. Lazy service providers never deliver quality because their focus is getting paid; not delivering copy that fully meets and even exceeds your expectations.
3. In your opinion, who is my target audience? Whether you provided audience specific information or not, if your project details held enough information about your project and business, the copywriting services provider should be able to offer an educated opinion regarding your target audience. If they can’t, they either don’t understand your audience or didn’t take enough time to study up. In order for copy to do the job, the writer must understand who your target audience is and why your product or service should be important to them.
4. What are the top three benefits I offer my target audience? Your goal with this question is to weed out the lazy copywriting freelancers and agencies. The professional, quality-producing copywriting services will answer this question correctly and likely say they noticed a few other benefits to convey to your target audience.
5. How would you describe my brand’s voice? You have a voice. You know how your business sounds and how you want it to sound in the future. Be sure the service provider has recognized your voice and is able to project it.
6. Have you produced any projects similar to mine? This question opens up the door to asking for samples. Any legitimate copywriting services providers will be able to supply samples similar to your project when asked. If they shy away from the topic, they probably aren’t capable of delivering quality work.
7. Why should I hire you? The ultimate question to test the copywriter’s skill! If they can’t sell themselves, then they certainly can’t produce copy that will sell your product or service. This is their chance to highlight their experience and explain what’s in it for you. If they can’t answer this question with value, then chances are they can’t create copy with value.

The questions you’ll be asking prospective copywriting services providers are designed to help you interview them. The interview should be a two-way conversation in which the service provider asks you some of their pertinent questions as well. Questions you should be prepared for will likely include:

1. Have you worked with a copywriter or copywriting agency before? Every copywriting service provider should ask this question. It gives them the opportunity to ensure you understand how the writing process works, and it gives them the chance to explain how they will work with and for you.
2. What is your budget for this project? If a copywriter asks this question, don’t think it’s because they want to max-out your budget. Likely, they want to ensure your budget offers a little breathing room. If it doesn’t, then they should double their efforts to ensure they get the job done right the first time—although, this should be their attitude no matter what.
3. Do you have existing marketing materials you are happy with? Copywriting services that ask this question understand the need for consistency. If your clients are used to seeing something, then that consistency needs to carry over to the copy they produce. Be ready to supply samples of your marketing materials and any other copy that reflect your company’s established voice and style.
4. Have you conducted market research, and what have you learned regarding your target audience and competition? Even if the copywriter has a basic understanding of your target audience and competition, they should take the opportunity to get as much detail as possible. A good copywriter will not only ask for market research results, but they will understand what they’re looking at. This question indicates they are far from lazy. They’re willing to sift through any data you have to glean more intelligence on your audience and competition.
5. Can you supply three to five descriptive words that define your company values? The copywriter asks this question when they want to hear you discuss your company values in your words. Don’t feel like you need to supply $50 words. Be blunt. Be honest. The copywriter can work magic when you give them painfully truthful information.
6. Do you have any examples of the copy style you prefer? If this question comes up, you can safely answer it with a “yes” or “no.” If you’ve seen a competitor’s website and you like their copy, don’t be afraid to tell the copywriter. They’ll visit the website and use it as a sample. They’ll likely probe with more questions to determine exactly why you like a particular piece of copy so they can incorporate similar qualities in yours.
7. Who is the primary contact, and will there be a secondary contact? A professional understands that while a primary contact may be the big decision maker, they aren’t always available. Be sure to have a couple contacts in place so that any questions or concerns arising during the creation process are promptly and accurately addressed.
8. How many people at your company will be involved in this project? Two heads are better than one! Every seasoned writer knows this. Don’t be afraid to involve multiple people from your company in the project, but be sure they’re qualified to be involved. For example, you might involve your Advertising or Marketing Director, Website Programmer and/or Designer, and anyone who works with your website, online profiles, marketing strategies or sales material creation and upkeep.
9. Who delivers final approval? This is a good question to be asked. It shows that the agency or writer knows there is a chain of command. Once they know who final approval is issued from, there won’t be a possibility of copy being approved and a project closed by someone who isn’t qualified.

Customer Reviews Speak Volumes

When choosing the best copywriting services to hire, take the time to do a little research. The most profound and helpful research will result from reading customer reviews. What are people saying about the service provider you’re interested in? If you have trouble finding reviews or testimonials online, ask the provider for references. Legitimate copywriting agencies and writers won’t have trouble referring you to two or three professional references.

The Truth about Copywriting Services…

…is that they are not created equal. Do you consider an athlete to be as skilled, talented and experienced as another? Of course not! Some athletes are amateurs; they lack experience, grooming and real world knowledge. Other athletes are mediocre; they’ve played professionally and understand the sport, but their skill could use sharpening. And then there are Olympic athletes; they are masters of their sport and capable of competing and winning at the highest possible level.

Copywriting agencies and freelance copywriters are similar. Some are amateur. Others have mediocre skill. The best are Olympic performers: capable of producing the most compelling, quality copy in the industry. The only way you can tell the difference is to ask questions and probe for information. By using the questions we’ve discussed here, you can gather enough information to determine whether or not a particular service provider is worth the investment. However, one thing is certain: investing in professional copywriting services is a time and money saving way to produce the kind of quality copy that sells and builds your online presence.