“A copy writer’s first qualifications are imagination and enthusiasm. You are literally the script writer for your prospect’s dreams. You are the chronicler of his future. Your job is to show him, in minute detail, all the tomorrows that your product makes possible for him.”
— Eugene Schwartz in his book Breakthrough Advertising
Ask me why I don’t write copy for every product, service or cause under the sun and I might whip out the first line of the above quote.
Of course I’d have to explain further, perhaps in this way: “My enthusiasm for writing is limited to my enthusiasm for what I’m writing about and who I’m writing for. I have to love and deeply respect the product or service I’m writing about, and I have to know that the person I’m writing for is offering what they have for all the right reasons, that they can deliver, and that they can meet or (ideally) exceed expectations when they deliver. If these three must haves are in alignment, my imagination can take wings, unfettered by the niggling thought that I’m a simply a shill writing for a charlatan.
Any copywriter you hire should have scruples. He or she should be a gatekeeper. So don’t hesitate to ask tough questions
Ask about any high-profile, noteworthy people who have come to them for their services and ask how many potential clients (of any stripe) they’ve turned away–and why.
If they network regularly, ask if they’ve discerned the exemplary providers and ask if they’ve identified people they absolutely would not recommend. (They might not give you specific names, but you’ll be able to tell by their tone of voice that they get your drift and absolutely understand the question.)
Ask which niches they tackle and which ones they leave to other pros. (No pro tackles them all; only hacks do that–poorly!)
Ask about their favorite copy writing chores (and why they are their faves): short form or long form direct marketing pieces, press/media releases, articles, brochures, flyers, post cards, nurture emails, abandoned cart emails, informational pieces, sales pieces, etc.
If you find that the copywriter you’re considering isn’t all that excited about helping you shine, move on. Keep looking.
But if no copywriter wants to serve you, then you may have some soul-searching to do. I’ve turned down projects for the following reasons:
- the person who would be hiring and interacting with me appeared chronically angry and irritated
- the person who would be hiring and interacting with me was a micro-manager who wanted hourly updates, a fixed fee price, and stipulated “unlimited revisions until satisfied at no extra cost”
- the person who would be hiring and interacting with me didn’t want to be bothered completing my Content Questionnaire or giving me any of the other information I need to hit a project out of the ball park
- the person who would be hiring and interacting with me was “ruled by a committee” (or by other company partners I would never be able to meet or interact with) and he or she was not the final arbiter as to whether what I wrote was acceptable
- The product or service appeared sub-standard or shoddy/dangerous
- The product or service did not appear to deliver the results promised, or damaged the environment, its consumers/users, or something else
- the people either didn’t respect copywriters or they underestimated the ultimate value of hiring a great writer; as a result, they were unwilling to pay my fees
- the people were too unsure about what they needed from me, and not even asking the right questions could drag it out of them. They simply didn’t know. (It’s next to impossible to hit a moving target in a hurricane.) (I took on some of these when they were willing to pay consulting/campaign design fees on top of copywriting fees.)
Ask questions of every copywriter you consider hiring. If they come across as confident and offer valuable insights during your Q&A time–insights you may not have considered–you’re probably on the right track. If they white-knuckle their way through the answers they give you, that’s a sign.
Pay attention to your gut. Ask to see examples or their portfolios. Put them on the spot with pointed questions. Ask them to name their favorite copywriting books and the copywriters they’ve learned the most from. See if you can make them squirm. If you can, keep looking.
Good copywriters have the answers, the chops, the proof (examples), and the chutzpah (supreme self confidence) to stand up and be counted. Find and land one of those and you’ll be fine.
