7 things you should expect from good business copywriters

Monday 15th December 2014   by Andy Comber

copywriting

Successful businesses employ professional copywriters, as in-house staff, as consultants, or as a service provided by marketing agencies.

They know that, in this highly competitive, fast-moving, digital world, it is vital that they get their message across quickly, clearly and in a compelling way.

So, if you are looking to commission a copywriter for a marketing project, what should you look for?

Here’s seven clues that will lead you to a good business copywriter.

1. They should have a head for business. You want a copywriter who quickly understands your business objectives and what your marketing campaign is seeking to achieve. Creativity is important, but so is producing copy that serves a purpose.

2. They can explain complicated things simply. Getting down to the essence of what’s important is a neat trick, which good business copywriters can pull off. You only have seconds to engage and win over potential new customers. Confusing them is not an option.

3. They can tell your story. Almost all copywriting uses story telling techniques to convince the reader, listener or viewer that this product or service is for them. Stories help you build an emotional bond with your customer. So they care, and come back for more.

4. They will give you good ideas. You may have a firm idea about how your marketing campaign should work for you. Good business copywriters should be creative and experienced enough to add suggestions of their own, to make it even better.

5. They should get it right first time. Well, nearly. You should be impressed with a professional copywriter’s first draft. You should be saying: yep, they understand what we need. If a bit of polish is required, it shouldn’t take too long to apply.

6. They should be able to write fast and accurately. If you need copy quickly, good business copywriters should be able to write it quickly. Months spent in a lonely garret pondering the meaning of a word won’t cut it, unfortunately.

7. They should be able to write in different styles. Need something businesslike and sombre? Here’s what you need. Want something chatty and upbeat? You’ve got it. What about a Sun-style quick-fire media release? It’s done – and what a corker!!!

So, if you care about your brand, use a professional  business copywriter. And test their mettle against the points above. You shouldn’t go wrong.