The Importance of a Having a Creative Copywriter by Your Side

Copywriters are not ordinary workers (disclosure: I am a copywriter. Among other things). We are not like programmers, full-stack developers, QA specialists, JAVA people, DevOps, etc. We are a different breed. Our brain works differently. That's something I'm not sure people who hire creatives as us understand. Can you determine whether a copywriter or content person is good for you or your company, based on criteria similar to those you determine candidates for other positions? I'm not so sure.

But a good copywriter and/or content person can make a real difference when it comes to your marketing collateral. And in today's instant-access content accessibility, it's not just a bonus, it's a vital component. If other peoples' functions in the company are to work on the product or service itself, our job is to, literally, get the word out on the street. If the copy or content is not engaging enough. eye-catching enough and at the same time informative enough and doesn't give the reader the "what's in it for me?" angle, all at the same time, your product will be limping out of the gate. If content is king, who are the king makers?

Unfortunately, in recent times the position of copywriter or content writer seems to have been dismissed by companies less worth investing. Lamentably for them, many times poor results can be seen on their websites, emails, brochures, etc. I was once turned down by a company whose website was riddled by mistakes. Go figure.

A good copywriter/content person will...

- Understand the creative process

- Understand the message you are trying to deliver to your customers, and convey it to them in the simplest, easy-to-understand (and entertaining whenever possible) form.

- Write everything from headlines & taglines to social engaging, entertaining social media posts, blogs, ads and much more

- Know when to write in a tone that's either witty, humorous, straight-to-the-point or serious.

- Have written options in advance, in addition to what was submitted. So, for example, if someone asks for 3 headlines, he'll write 7-8.

Added bonus of having a good copywriter or content writer

A sudden project came up? Need a tagline/headline in minutes? You're invited to give a speech and need to sprinkle humor into it because right now it reads like a prison list? You'll be glad to have a copywriter nearby.

What's the difference between a copywriter and/or content writer? Are they not the same?

Absolutely not. Although one can be both, the functions copywriting and content writing, marketing content writing or content creation is not the same. Copywriting is more about creating headlines, taglines, short copy, hard-selling text, the kind you see in ads, landing pages, banners, etc. It's more about grabbing the reader's attention in those vital seconds when he or she is scanning the media for something interesting. Content spans a wide area, from emails to blogs, brochures, Ebooks, product descriptions, videos, and so much more.

What you should look for when hiring a copywriter:

Creativity, for one. See how he uses language to his advantage in promoting the item/service. The copy should be smart, but not pretentious. Clever, but not leave the audience feeling dumb.

Experience is always preferable, but sometimes, if the candidate shows a knack for the material, it could be worth taking a flyer on him.

Interest in product or service is important. A write can't write for a long time on a subject if he's not interested in it. If you're hiring a person for a short period of time, or freelance project, that shouldn't be a problem (also from the content person's point of view). But the most effective results will come from a person who shows genuine interest in the subject.

Big deal...I know my products and services...why can't I write the stuff myself, or get one of the product people to do it? Several reasons: one, time. Do you have time to spare? To concentrate strictly on writing, on research, on walking around asking questions? Will you have time for revisions & editing?

One of the main problems I see today is that people expect to hand out a few lines of brief and hey, presto! You've got it written in a jiffy. That's not how copywriting or content creation, of any kind, works.

What you should look for hiring a content person:

A writer who knows that the focus should be on the consumer or user: It's all about presenting the product in a way that it solves a problem or situation for him. And if he can do it in an "ah-ha!" way, the better (this goes for copywriting as well).

One factor that applies to the hiring process of both copywriters and content people: It shouldn't be long. A so-called 'copy test' should be no more than an hour's work, and for a content person, maybe two-three hours, if you want the candidate to write a short blog or article. Not only is it ineffective to ask for longer test-assignments, but it's also off-putting, and you risk losing people with the potential for the position in your company.

Finally, don't use one of those [expletive] keyword scanning software. To hire someone based on the number of times the word 'copywriter' or 'copywriting' or 'content' appears? That's plain dumb. People who are looking for a copywriter to be with them for the long haul won't go that way. Why? Because they'll know that in order to find out if the copywriter or content person is a good fit for the company, they'll have to meet them in person.

Wait...I already have a copywriter/content writer/tech writer...BUT he doesn't know enough about a)SEO b) marketing automation c) any other latest content fad. I should hire someone that does know, right?

Wrong. What's wrong with training your copywriter on the spot? If you're happy with your in-house copywriter or content person, who's been with you for a while, isn't it worth the "trouble" of training him in whatever new marketing fad?

Remember: A copywriter is not a manager, not an analyst, and not a programmer

Would you ask a graphic designer to do QA, or moonlight as a Java programmer? Obviously not. So, let the content people work on what they do best. And if it text, style or size of font need to be changed, they'll change it. We all talk about the importance of A/B testing. But don't let them invest the time crunching numbers, because their "meat & potatoes" job (i.e. copy/content) will suffer.

Remember #2: Micromanaging copywriters doesn't work

It's counterproductive and most likely won't get you better results. Let copywriters do copy and if changes need to be made they'll make the changes. Aside from a hair salon, in what industry is breathing down somebody's neck necessary?

Think you need a copywriter, marketing writer or creative writer? Contact me at hw2write@outlook.com and I'll be happy to help you in your copywriting project.