Recently I met a lady at a networking meeting. I told her I was a freelance copywriter, and she was most impressed: "I've never met a copywriter! Copywriting must be great fun. Is this a good town for a copywriting business?" Et cetera. Then she asked, "So, how exactly do you help someone apply for copyright?"
Sometimes I have to do a bit of educating when I discuss my profession -- I can't just throw the word "copywriter" out there and assume everyone knows what I'm talking about. So I'll refer to myself as a marketing writer, or I'll just say, "I write for businesses." And that's a pretty good definition. A copywriter is anyone who makes a living writing stuff for businesses. Print ads, brochures, web content, articles, technical documents, video scripts--you name it, a copywriter writes it.
Many copywriters prefer to specialize, reasoning that no one can be equally knowledgeable or enthusiastic about everything. Even so, there's usually some bleed-over between one niche and another. For example, I specialize in high-impact, short marketing pieces such as onesheets, brochures, flyers, and web pages, and I work primarily with small businesses and entrepreneurs. But I also get a steady stream of requests to write more in-depth items, such as press releases and informative articles, and I'm usually happy to oblige. Some writers restrict themselves to an extremely narrow niche market, focusing on one particular topic or format for one particular audience, but they can achieve great success by aiming all their energies at capturing that little sliver of the pie. I actively seek certain types of jobs and clients, but I stay open to other opportunities.
Why would you hire a copywriter?
Same reason you do anything in your business -- to make money. A copywriter can help you make more money in several ways. First, if you have a professional writer creating your marketing and sales materials for you, obviously those materials are more likely to lead to sales a bunch of "boiler plate" cobbled together by an amateur. You also profit in a less obvious way -- by increasing your productivity. What's your billable time worth, to you and to your company? How much of that valuable time do you lose by grappling with a writing assignment instead of doing your job or running your business? A writer can take that burden off your hands and give you a better product, faster and more-cost effectively.
What should you look for in a copywriter?
Credentials
Make sure he's legitimate. Look for writing samples, references, and testimonials from satisfied customers. Do your homework the same way you would when hiring any independent contractor.
A good fit
Talk to the writer and try to get a feel for whether this relationship will be smooth sailing or stormy seas. And try to determine the writer's specialty, if any. No writer is perfect for every job, regardless of skill or experience. If you run a funeral parlor, for instance, you'll want to think twice before hiring a writer who specializes in humorous bumper stickers. 'Nuff said.
A detailed plan
Get a bid letter from your prospective writer discussing the project's schedule, milestones, payment expectations, and quality assurance. Make sure rewrites are available, either included in the price or as an optional additional purchase.
Make sure the rates are reasonable, whether they are expressed as flat fees or as hourly estimates. Shop around to get a range of quotes. Generally speaking, you can expect to pay in the three-figure range for most short-form work, and more than that for large projects (in the case of a "superstar" copywriter, perhaps much more.) But rates can vary wildly, depending on a writer's experience level and reputation. That's why an unreasonably LOW rate should send up a red flag. Why is this writer not asking for--or deserving of--professional rates? Are you dealing with a legitimate entry-level writer who is trying to build a portfolio, or have you caught a "bottom-feeder" who just wants to grab some fast money at an inexperienced buyer's expense?
A good copywriter is worth his weight in gold. Once you find a reliable pro who produces quality writing, meets deadlines, and is a joy to work with, hang onto him. You'll have a valuable business partner who can help you take your company to the next level -- one word at a time.
Oh, and in answer to that lady's question, send your copyright applications to the U.S. Copyright Office in Washington, D.C.
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