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  • Writer's pictureiOlogue Media Staff Writer

Finding - and keeping - superior copywriters

Updated: Jan 12, 2023

Do you find it hard to create compelling copy and turn readers into buyers?

The terms "copy" and "copywriter" are probably familiar to you as a business owner. Online and offline both play critical roles in marketing.

But what, exactly, does a copywriter do?

Copy is just a fancy word for text, and your copywriter is someone who crafts persuasive writing for you. Copywriting combines both creative and analytical skills.

Copywriters, in contrast to the creators of other types of marketing content, focus on crafting concise, straightforward text with the express purpose of eliciting a response from the target audience.

Since this isn't something that most business owners do daily, doing it without help is extremely difficult. Copywriters help people who need it the same way accountants help people who need help with their finances.

Writing for search engines is becoming a more critical aspect of copywriting. If you're offering digital content or have any online presence, you need Search Engine Optimised (SEO) copy. Customers can't buy from you unless they find you, and SEO is the first step in that process.

The copy you use on your website needs to be informative and well-written. Still, it also needs to use SEO best practices, address business goals, advance and adhere to the brand, and connect with the audience on an emotional level. Expert copywriters can craft optimised text for search engines and readers by strategically inserting keywords and formatting to draw attention to these terms.

Copy that persuades its reader to take some action, like buying a product or subscribing to a service, is successful.

One or two tightly focused paragraphs convey the company's message and purpose to the reader after an attention-grabbing headline. Imagine this on your billboards, magazine ads, and company websites...

Consequently, if you have trouble producing high-quality content regularly, a copywriter may be the answer you've been looking for. Getting your hands on a copywriter can be hard to come by, though.

Here are a few guidelines to help you identify a competent copywriter who can assist you in achieving your objectives:
  • Know what kind of copywriter you're looking for. You can't hire the right copywriter unless you know what kind of copywriter you need. Review your objectives. To what end are you writing this copy? Once you know the answer, you can proceed confidently with your choice of copywriter.

  • Recruit a professional copywriter who has worked in several fields before. Hiring a copywriter familiar with a domain can save you a lot of trouble in the long run. The jargon, standards, and practises of a given pitch are all things that an expert should be familiar with.

  • Avoid sites like Upwork and Fiverr if you're not willing to settle for less-experienced copywriters. Numerous new, inexperienced writers have flooded these venues.

  • Ask the copywriter for samples of previous work. You can evaluate if they are a suitable fit for your company based on the quality and style of their previous work.

  • Be prepared to pay market rates for the work. A single page of quality text can cost hundreds of rand, although it may seem excessive to you. Even if a family member or friend is eager to write for you for cheap, they probably won't produce anything worth reading.

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