No two identical copyists. So how do you know if you are getting the best author for this job? Unless you know what to look for, choosing your copy can be a small lottery.
The fact is, copyists range from large to small. Like any other profession, there are high-profile, unscrupulous flyers, corrupt salesmen and new hypocrites. And even if you wrap the top banana for your project, who can say they will make you happy? Or your product? Your style? Your selected media?
Yes, the answer is research. Knowing what you want and smelling is smarter than yes to the first person with a finger ready to type. But remember, a copyist is someone who can - and should - do more than write. Their greatest asset is curiosity.
Copywriters want to be able to get in and out of every little thing. They are fascinated by human nature, know how to use motives and get inside the consumer's head. A good copywriter will research your market internally, and then look you in the eye for your customer. Their curiosity - not their way of words - that ultimately helps them see your business in a new way.
Whatever your project, this is the first quality you should look for in your copyist. Curiosity is the key to conviction. And convincing is the only reason why copyists exist in the first place!
So, your copyist needs a worded approach - obviously! And they should mark the box of curiosity. But you still need to narrow down the field and get the one you can break down.
Try asking yourself some of these questions when measuring a candidate:
Who is speaking? Do they listen or talk about it?
How fast did they catch your business? Not just your products, but also your market?
Can they write enthusiastically? Anything else? Even an obscure product? If they make you happy with sprocket valves, hire them right there!
Did they work in your industry and prefer the media? If not, does one of their jobs show that they are capturing your market?
Once you have selected the right copyist, you will be able to make the right choice when you first give feedback. Professional copyists thrive on constructive criticism - it's a sure way to get them to the right place. That doesn’t mean they will be flexible and accept whatever changes you make, but they will keep an open mind and listen to all the ideas.
If you give an answer, however, you should see it as a two-way street. You may have to put aside some of your previous ideas. Top copywriters can see why your current marketing doesn't work, and they won't shy away from telling you. They will be cruel to be kind.
But in the meantime, these small steps should protect you from hiring the wrong person. There is simply no guarantee - intelligence in its nature requires that part of uncertainty.
But if hiring a copyist is really a lottery, you should be very close to getting five numbers and a bonus ball ...
