When you realize you need to hire top copywriters to grow your business, you might find yourself in a conundrum. There are so many copywriters out there. Some are very good, but many are amateurs, or are unskilled.
Where can you find the top copywriters? More importantly, how can you hire them quickly so that you can go back to focusing on running your business?
When you hire top copywriters, you have a sense of ease and comfort, knowing you can trust them. This allows you to focus on other aspects of your business. But where are all the top copywriters, and are they difficult to find?
Remember what your business goals are. For most business owners, good copy can be leveraged to close clients in print. Hiring the top copywriters certainly makes that task far easier. Having hired top copywriters many times ourselves, we encourage you to look out for these traits that distinguish the top copywriters from the mediocre ones:
Hiring top copywriters who are already familiar with the industry you're in can reduce research time, but even then, top copywriters will still do their research. That's why strong research skills are key. But how can you gauge how strong a copywriter's research skills are?
Well, the first step is gauging whether your candidate has done research on your company prior to meeting you. To write effective copy for you, a candidate should have taken the initiative to research what your company is all about. For instance, they'll have already researched information about you, your brand, your product, and your target market.
Top copywriters will even ask you questions about your specific growth goals, your challenges, and what has worked for you so far.
But beyond understanding your business, great copywriters are able to quickly patch holes in their understanding. Consequently, you can consider challenging a copywriter with a task outside of their immediate scope of knowledge to see what their learning process looks like.
What most companies get wrong is that copywriting should be less about promotion and more about delivering true value to your readers. That's why it is critical that the copy you put out is relatable, engaging, and personable. In order to accomplish that, you'll need a copywriting that can write in a way that connects deeply with your target audience.
Top copywriters can hit those emotional triggers and speak your target audience's language. Part of that is making sure that your copywriters can leverage conversational, everyday language in an organic way while not compromising for the professional nature of the copy.
If a copywriter can walk this fine line, he or she will be able to connect with your website visitors; consequently, customers will feel more inclined to buy from you, assuming the value-add is there.
Though being a skilled writer is a trait that all top copywriters embody, there's more to the productivity equation. The rest of it relies heavily on being able to integrate well into your existing workflow. That generally includes being (or becoming) familiar with the software you're using to keep tasks in line.
For instance, many companies, which may include yours, use Slack, Trello, and Asana to manage deliverables, as well as WordPress to grade content readability and SEO. If you're looking at a copywriter who has worked with these tools (and others) in the past, that may, in itself, save you a considerable amount of time that would otherwise be used to train them.
In most cases, the market you're operating in is changing quickly. Trends are coming and going, top copywriters know the importance of keeping up with trends and following them. Copywriters who follow trends related to your line of business bring a unique value to the table. What does this look like?
As trends become increasingly popular, so do certain keyword searches on Google. By keeping an eye out for those target keywords, top copywriters can both appeal to your audience in the copy itself, but also account for SEO and make your content more searchable.
Other than accounting for trends while working on SEO, great copywriters also leverage the popularity of trends as selling points. Specifically, in direct-response copywriting, the best copywriters are able to seamlessly mention trends and use them as a time-sensitive call-to-action.
Though hiring top copywriters isn't always the simplest task, the above traits are definitely ones you should look out for. By paying attention to these key qualities in a copywriter, you'll take away some of the guesswork in the hiring process. But don't just take our word for it; go out and try your hand at hiring an awesome copywriter!
Erica Gordon is a lead strategist for Copywriters.com, an SEO content writer, blog writer and a copywriter. Erica has over a decade of experience writing for top tier publications such as Huffington Post, POPSUGAR, Elite Daily and Thought Catalog. You can follow Erica on Instagram @ericaleighgordon to say hi and see her full portfolio.Hire Erica