How To Get The Best From Your Freelance Copywriter

Hiring a freelance copywriter is one thing. Getting the right writer for the job is another matter entirely. In many of my client meetings, conversation invariably snakes back to the same topic. Creative agencies admit it can be a struggle to find good, reliable writers. Whereas clients themselves often question whether it’s simply easier to do it themselves. After all, anyone can write, right? 
The fact is, copywriting is a learned skill. And like anything else in life, or business, employing a trained professional will reap the best results. Because an experienced copywriter knows how to produce the right kind of copy for each environment.
So, yes. Regardless of whether you fancy yourself a wordsmith or not, a good copywriter will add value to your marketing. The thorny part, is making sure you’ve hired the right person, and given them the essential information to do a great job. The question is, how do you make sure you’ve ticked all those boxes?
1. Build a relationship
You’re short on time. Perhaps you’ve spent months pulling together a new website, branding, logo. Now it’s getting to crunch point, and you need some words.
Before you get too hasty and grab the first writer going, take a moment to consider their experience and skillset. For example, a great copywriter might not be suited to reeling off high-quality content fast. And yes, there is a difference between writing copy or content. 
Meeting with a new copywriter is always the best way to scope out their talents. Understanding each other will help you both when it comes to delivering copy that works. 
If you are up against it, there’s always Skype, or the good old fashioned telephone. Having a chat will give you both a good idea of what’s expected before you send the brief over. 
2. Brief responsibly
A bad brief can easily lead to lacklustre results. Especially if the writer isn’t on the ball enough to challenge you. 
Ultimately, there are lots of different ways to brief a copywriter. Some clients with a set tone of voice and brand guidelines will send all this information, along with an approved sample for copywriters to replicate. For quick, certain results, this is a trusty way to get things done.
At the other end of the scale, some clients need the copywriter to create the style and tone of voice from scratch. This is more time consuming, and involves a lot of questions from the copywriter. 
Regardless of the circumstances, never assume the writer, particularly if new to a client or project, will instantly get what you’re trying to achieve. On the other hand, firing over reams of information can confuse. The best way for solid results is to make sure you provide a full, targeted brief. And if that’s something you’re not used to doing, an experienced copywriter will guide you through the process.
3. Hire a curious copywriter
What can I say! We’re an inquisitive lot by nature. Good copywriters aren’t just writers. They’re sales people, with a natural interest in brands, how they connect with audiences, and driving results.
Now I’m not suggesting that every brief demands a thousand questions. That would get tiresome from all sides. But if you’re speaking to a new writer and they don’t show any curiosity in your brand, or follow a clear approach to getting a creative brief from you, take it as a big warning sign. 
If nothing else, as we’ve already touched on, your copywriter should take a structured brief from you. Whether that’s in person or through a properly constructed creative briefing form. 
4. Listen to them
It goes without saying that anything your copywriter produces has to fit with your vision. You probably know your audience better than anyone. So you need to be comfortable with how your brand sounds. A good copywriter will understand this and get as much information from you as possible to match your expectations.
That said, it can be worth listening to advice from your copywriter. The truth is, as long as the writer gets you and your brief, they will have the expert skills to get this across in a way that works best for your audience. And they should be able to give you a fresh perspective. 
Now I’m not saying accept things you’re not comfortable with, but listen to their rationale and suggestions. If you’ve taken the time to hire a good copywriter, their advice and direction could make all the difference to the end result.