EVERYTHING YOU NEED TO KNOW ABOUT HIRING A KILLER COPYWRITER
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Table of Contents
- What is a Copywriter?
- Why is a Copywriter Important?
- Important Skills and Traits of Copywriters
- Where to Find Copywriters
- Hiring Considerations
- C9 Digital Copywriters
What is a Copywriter?
Have you ever read a piece of advertising or marketing material and the message just jumps right at you and you just have to take action? That’s what an effective copywriter does. Legend has it, that a true copywriting master can sell ice to an Eskimo – and he’ll come back over and over again to buy more.
Copywriting is the art and science of writing text for the purpose of advertising or marketing. The aim of copywriting is to increase brand or product awareness, highlight its benefits and, ultimately, persuade the reader to take action. This action may range from simply watching a video or downloading a free report to buying a product or signing up for a service.
What sets a copywriter apart from a creative writer and a technical writer is the purpose. A creative writer’s purpose is mainly to entertain. A technical writer’s purpose is mainly to inform or educate. A copywriter’s purpose is to entertain, educate and get the reader to do something. In that sense, all copywriters are creative and technical writers. But not all creative or technical writers are copywriters. Copywriters in the Philippines are particularly skilled in all these 3 elements, making them quite popular with global clients.
Why is a Copywriter Important?
The copywriter is the heart and soul of marketing. In fact, in most marketing campaigns, the copywriting sets the tone for the rest of the elements such as the graphic design, layout, multi-media and others.
It’s not enough that you’re able to present your product or service, describe why it’s the best and convince your audience they need it. The real test is if your audience takes action. You can move your audience to tears with your beautiful words describing the latest non-stick frying pan. But at the end of the day, if all they opened are their tear ducts but their wallets remained closed, you’ll be the one crying.
Successful marketing entails three important phases: Engagement, Positioning and Call to Action. Copywriting has a direct effect on all these. Effective copywriting engages your audience, it positions you as an authority and persuades the audience to act on your offer. Very few will be compelled to go buy a cheeseburger just looking at a picture. But add the text, “Imagine the taste. For just $1.99, you won’t have to…” and ca-ching!
Important Skills and Traits of Copywriters
A copywriter needs impeccable research skills. In fact, a major part of a copywriter’s job is researching about the product or service he’s writing about. And when doing research, he needs to pay attention to details. He must be able to see in his mind how a small detail can be used as a unique selling proposition. You’ll know a copywriter did his homework if he ends up knowing more about the product or service than the owner.
Once research is complete, a copywriter needs to write about it in such a way that it’s interesting, engaging, informative and persuasive. This is what separates the superheroes from the sidekicks. A ninja copywriter will be able to use base human emotions and instincts such as fear, desire and greed to make a $1000 real estate investing course pack so attractive you gotta learn it as soon as possible.
Related to this is the ability to look at things from different points of view. This is important in maintaining audience engagement and interest. A great copywriter will be able to anticipate most, if not all, objections and address them thoroughly without being too pushy.
Familiarity with wordpress, email automation platforms and funnel development applications are just a few of the technical requirements for copywriters nowadays. Knowledge of web design is not necessary but is helpful. This is especially true when it comes to the proper planning of headlines, subheadlines, bullet points and blurbs that usually come with graphics, as well as where to effectively place calls to action throughout the copy.
Where to Find Copywriters
Copywriters are the superheroes of the marketing world. There’s a reason the good ones are referred to as “ninja copywriters” or “killer copywriters”. You don’t find them – they find you.
Kidding aside, the first thing you need to do is decide whether you want to hire a local copywriter or a remote one.
The advantages of hiring locally include:
- Ease of access and the ability to work with you personally – it’s always easier to work with someone face to face.
- Less cultural and social adjustment needed – you’re most probably living in the same city as your copywriter so you’re in the same time zone, speak the same language and share the same culture. This makes work so much smoother.
- Better team-building opportunities – being in the same place physically creates plenty of opportunity to train, collaborate, build rapport, and get feedback.
On the other hand, hiring local talent can have the following disadvantages:
- Specific skill sets can be harder to find – if you’re limited to a particular geographical area, finding a rockstar copywriter will be challenging.
- Overhead expenses – if you hire locally, you’ll be obligated to keep an office which means you have to pay rent, pay for supplies, pay for electricity and other utilities. If you already have an office, you’ll have to provide your new hire with a work space which translates to the same thing – increased overhead.
If you decide to hire a remote worker, you need to decide if you’re hiring a project-based copywriter or a full-time one. In any case, here are the advantages of hiring remote talent:
- Access to a global pool of talents – you’re not limited to who’s available in your city and what they know. Hiring remotely gives you access to talented copywriters from different countries who may even charge relatively smaller fees than local recruits. This is true to both project-based freelancers and full-timers.
- Little to no overhead – most remote workers work from home so you don’t need to worry about providing them with work spaces. This is especially true for project-based freelancers. However, for full-time employees, you may be required to subsidize their internet connection, computer equipment etc. But these costs are still far less compared to local overhead expenses.
- Less contractual obligation – you can hire copywriters on a per-project basis. If you like their work, continue to give them projects to work on. If you don’t, just don’t give them any more tasks to perform and that’s that.
On the other hand, here are the disadvantages of hiring remote workers:
- Trial and error – you can’t really gauge the level of expertise, experience and even work ethic of the remote worker until you take a leap of faith and hire them. The good news is, if you don’t like their performance on the first project, you can just part ways right then and there.
- Time constraints – if you hire a remote copywriter, particularly a freelancer, you need to understand right off the bat that you’re probably sharing him with several other clients (some paying more than you). That means your project is at the mercy of the freelancer’s workload. This may not be the case, though, with a full-time remote copywriter.
That being said, here are a few places where you can find copywriters online. Note that in some of these websites, you’ll have the option to hire either locally or remotely. It’s all up to you, your needs and your budget:
- Monster (local and remote) – although Monster now caters to remote worker needs, its strength still lies in sourcing local talents. All you need to do is search “copywriters”, narrow down your search by location and experience, and you’re off to the races.
- Upwork (local and remote) – geared more towards the US market. You can post a copywriter job, and available contractors can start lining up to apply. All you’d need to do is choose the best candidate. This is a good place to look for either part-timers or full-time copywriters.
- People Per Hour (remote and local) – geared more towards the European market. Just like Upwork, you post a job and contractors will apply. You can choose the best candidate and go from there. This is also a good place to look for either part-timers or full-time copywriters.
- C9 Digital (remote) – specializes in providing remote staffing services from the Philippines. It is considered a concierge service where you don’t simply hire copywriters in the Philippines (or any other kind of remote worker for that matter), you hire a copywriter with an entire management service behind him to keep him accountable and always on his toes. This is ideal for people looking to hire the best and expecting to get the best while keeping costs relatively competitive.
When looking to hire a copywriter, whether it be local or remote, there are a few important considerations you have to keep in mind.
What kind of copywriting project are you working on? Do you need sales copy, a video salesletter script, a sales funnel copy, a sales webinar script, email copywriting or direct mail?
Next, what level of experience or proficiency would you like your copywriter to have? Would you be okay with a mid-level copywriter or are you looking for a senior level one? Are you looking to hire for a one-off project or are there multiple assignments in your pipeline?
Finally, how much do you have to spend? Are you ready to spend good money on a senior-level copywriter or is your budget pointing towards a mid-level one?
C9 Digital Copywriters
Here at C9 Digital, we have copywriters in all levels of proficiency. Whether you need a mid-level (with 1-3 years experience) or a senior level copywriter (with 4 years experience or more), we have one that fits your needs.
We pride ourselves for having an eye for exceptional talent. Our copywriters in the Philippines are able to work within culturally diverse environments. And since we’re based in the Philippines, communication is not a problem because we speak excellent English. In fact, most of our remote workers have English as their second language so you don’t have to worry about important matters getting lost in translation.
Hiring our remote copywriters can help you save up to 70% in payroll costs without the corresponding loss in the quality of work. We train our people to “live inside the client’s business” in order to truly deliver what the client wants and needs.
So, are you finally ready to hire a copywriter? Let’s talk.
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