No two copywriters are the same. So how do you know you’re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery.
The truth is, copywriters range from the great to the not-so-great. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders. And even if you bag a top banana for your project, who’s to say they’ll gel with you? Or your product? Your style? Your chosen media?
The answer, of course, is research. Knowing what you want and sniffing it out is wiser than saying yes to the first person with a ready typing finger. But remember, a copywriter is someone who can – and should – do more than write. Their greatest asset is curiosity.
Copywriters want to know the ins and outs of every little thing. They’re fascinated by human nature, knowing how to capitalise on motivations and get inside the consumers head. A good copywriter will research your market inside out, then look at you critically through your customer’s eyes. It’s their curiosity – not their way with words –...
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