Before we get into this article, I want you to note that one thing to consider when contracting with a copywriter is to find out if this person is more than "just a copywriter". This is a small distinction
that can make a world of difference. A person who's just a copywriter is not likely to see the larger vision of what you're trying to accomplish. Granted, they may know how to do their job/profession well, but they might not be able to help you in other areas of copywriting.
On the other hand, a professional who thinks of themself as more than a copywriter knows that, in addition to the work they produce, there's a lot more that contributes to your success. Since they're more likely to also be entrepreneurs and business owners, they can more readily understand what it's like to have to meet a payroll, conduct research, and be on the leading edge of marketing communications.
Not only will a pro copywriter create marketing communications for you, they can create entire advertising and marketing campaigns that will lead your prospects closer to the sale.
Another thing to keep in mind is that the five points I list below do not have to all be present for you to find a professional copywriter. For example, below I talk about how a professional copywriter may specialize in something, but this may not be the case for all professional copywriters.
So...how do you identify a true pro?
First: professional copywriters independently do their own advertising and marketing to attract their clients. The fact that a freelance copywriter currently advertises, has their own site, and keeps in touch with prospective clients is a very telling thing...watch what they do.
These are real, business-to-business professionals who understand what it's like to be a business owner. Regardless of whether your business is B2B, B2C, or a combination, you can learn something from them.
They're setting an example that they can put to work for your marketing endeavors.
Second: a lot of professional copywriters give their interested, prospective clients an initial consultation.
When you're in a consultation with a prospective copywriter, and you find lots of light bulbs going off inside your head, that is the mark of a copywriter who understands the bigger picture.
Third: another sign of a pro copywriter is that they specialize in something. They may specialize in a given market, a given marketing medium, or even have an very unique offer for their clients. Such professionals may charge more, but it's usually worth the extra investment.
Fourth: a professional copywriter will have had other past clients, customers, and coaches say good things about them.
Whether it's their ability to create winning promotions, how easy they are to work with, or how they always meet tight deadlines, a pro copywriter will have collected a number of testimonials from people they've worked with in the past. To find these, you simply need to look at their self-promotion pages.
Fifth: there's a long-term possibility with professional copywriters. If your business is of the sort where you need copywriting work done month after month, you may be able to negotiate a retainer agreement with your copywriter.
The usual understanding in such agreements is that the copywriter will do a certain amount of work for your business each month, for a given monthly fee.
Don't limit yourself to thinking that your professional freelance copywriter can only strictly do copywriting work. On of my coaches does pay-per-click campaign management for one of his clients, and has been doing so for a while now.
Several copywriters give coaching and consulting services to their clients.
Over time, the combination of everything a copywriter provides for their cleints cause their clients' results increase dramatically. This is why clients, when they find the right professional copywriter, choose to keep them "on board," and you may, too.
So, how do you identify the long-term possibility, when you're only in the interviewing phase?
Your prospective copywriter will talk about long-term goals and possibilities. They'll tell you thing's like, "If we hit this off well next month, we can do this the following month."
You may say, "What if we did this?"
To which they may respond, "That's a good idea, but I think it's better that we do this first, since it's your best point of leverage, then your idea will enhance and build on it."
You get what I mean.
In conclusion, there are a lot of copywriters out there. I'm sure you know that. However, there are fewer copywriters who are very good, and probably a very few great ones.
If you use the above five points as a criteria, or filter, for evaluating a prospective copywriter, your chances of finding the one who's most appropriate for you will increase dramatically.