I can't take it! I'm outsourcing my copy...what should I look for in copywriter?

Your best bet Ryan (rather than employing some newbie greenhorn copywriter) is to invest the same money they'll ask for and put this towards an investment with one of the top copywriters here instead. Ask for a copywriting critique of what you've already got.

You'll get back lots of suggestions how to improve your sales copy lessons learn't which will pay for themselves over and over again.

Or go the whole hog and get a pro copywriter to do this for you. Since you'll be a new client...

To further answer your points raised...

"What should I do to ensure my investment when hire a copywriter is one of the lowest risk and highest rewards possible?"

Go for somebody with a good reputation, somebody who obviously isn't some fly by night operator. Somebody who knows exactly what the function of a sales letter is all about and how to hit on those emotional buying triggers.

Due diligence on your part will sort out the wheat from the chaff. In other words, look at each posters posting history for example on this forum.

"Should I buy only from a copywriter who guarantees a conversion?"

Here I take it you're asking for a set conversion rate and can this be guaranteed?

The short answer is no. This has to be repeated time and time again... No professional copywriter will ever guarantee a set percentage conversion rate.

A newbie copywriter might say yes, they can agree to 2% or 3% whatever, but if they do this it just proves their own incompetence and ignorance on the subject of copywriting. It will clearly demonstrate their lack of experience writing sales letters for either on or off line use.

It is completely outside of the copywriters control the kind of traffic you'll be sending to your offer. You can have the most fantastic product in the world but if you send people to your offer who are not at all interested in your wares to begin with, is this the copywriters fault when the sales fail to materialize? Of course not.

Or, if you murder the sales copy supplied, butcher it unmercilessly without informing the copywriter in advance of the changes you make, is it the copywriters fault when your expected sales bomb?

Why would a professional copywriter guarantee a conversion rate with factors such as these to take into consideration?

"How do I ensure the copies they share in their portfolio are indeed theirs?"

Contact previous customers in advance to ascertain the facts for yourself. Check out their testimonials.

"What does a good copywriter possess?"

Many skills not least of which will be a broad and fundamental knowledgebase of essential marketing principles. A copywriter doesn't just write sales copy, the good one's are incredible marketing machines in their own right. Their love for the subject of copywriting will come shining through their written language.

They'll have an indepth understanding for the reasons why people buy 'stuff'. In short, buying psychology. How to hit on the target audience hot emotional buying buttons across many different business sectors and niches.

They'll know how to uncover the pain or frustration and bring this sensitively or otherwise to the surface and how to switch this pain out to the best solution possible (emotional pleasure.)

In other words... they'll help you to justify your price point to your intended target audience in every which way possible to appeal to a very broad spectrum of your target market.

They know the importance of research... That comprehensive research underpins any copywriting project. And that this takes time, often approximately 40 hours will be put into a single sales letter. (Hence the 4 or 5 figure investment asked for by the professional copywriters.)

"What are the red flags to look out for when hiring?"

Ask lots of questions of your intended copywriter in advance, probe their mind, their individual copywriting knowledge.

Check out their website if they have one. Does it flow well? What are the words used doing to your own emotions whilst reading their sales copy?

Are their words building up interest or excitement or do you feel somehow disconnected whilst trying to engage with their written sales language? If the latter, a clear red flag to avoid them at all costs.

Do they follow all of the principles how to create a slippery sales funnel?

What is your gut instinct telling you? Are they the real thing or not? What do you sense overall from their written language? Are they the real deal or not?

I hope these further answers help to clarify one or two points for you Ryan and anyone else reading this and asking the same questions.

Best,


Pete Walker

To kind of reiterate what Pete was saying about what to look for in a writer...

If someone tries to advertise their mad writing chops... that they are master wordsmiths who can twist 'em and turn 'em to make crowds drool...

... run.

Look for someone who can reach deep inside your audience's minds, and see what makes them tick. If he can connect to the existing fears and desires of your customers... and neatly turn the dials a couple of degrees in your direction... and present logical arguments, and be an extremely clear communicator... then that's your dude.

Cheers, and good luck

Linus

As copywriting great Bob Bly says, if you guarantee a conversion rate, you're lying.

So don't hire a copywriter who does.

And be suspicious of a copywriter who says yes to everything you ask. They want your project desperately, will say anything to get it, and that's a really bad sign.

Cheers,
Stephen Dean

If you can write then you can probably sell. I see nothing wrong with your writing skills.

Ryan, you also need to think about specialization. For instance, when it comes to selling software, demos are the most important creative feature.
As an example, one of the most important elements of any good copy is "proof"

What form of proof is demonstration of the fact that the product actually PHYSICALLY DOES what it says it will do.

Also people tend to be a bit more interested in features when it comes to software - benefits too yes - but alot more interested in features.

What I would do is this:
a) find someone who consistently is producting software copy (ex. video scripts) that workds
b) ask for referrals
c) think about outsourcing that.

I guarantee you could have the worst copy in the world but if you had a video of a piece of software that when you pushed a button generated cash, you'd have all the conversions in the world, lol
- hope that helps

Ryan,

Being a copywriter myself... I don't need to hire anyone...

And when I pass on work... I have a pretty good eye for talent.

But if I didn't have those skills... and still needed to find a good fit... here's what I'd do.

First of all... contact guys outside your budget and ask for recommendations. Top copywriters are usually happy to help out if you don't meet their budget.

Secondly... if it's too good to be true, there probably is. I've seen people fall for stories about how "million dollar copywriters" are charging $1k (or less!) a letter out of boredom. You seem like a sensible lady, so this is probably unnecessary advice... but most marketers aren't so lucky.

Third... find someone who is happy to keep working with you. I'm not saying they should re-write converting copy for free or anything. Either give them a cut or pay them more for the rewrites (if your marketing is good you'll make way more than you pay them). But look for people who are interested in making your project a success and having an ongoing relationship with you.

Four... look for track record and verifiable results. "Warm fuzzy" testimonials don't put money in the bank. Plus, if someone else gets a rave review from another copywriter - that's usually a good sign. We won't badmouth other copywriters, but we will deflect. If, however, we sing another guy's praises... that's a healthy sign.

Five... good copy costs money. I dig not everyone has thousands just laying around... but you should be prepared to invest in good copy. If you go for the lowest bidder you'll get screwed. True with many things in life, but especially copywriting, which by nature means the guys charging the most are probably the best.

Now... that's not to say you should re-mortgage your house. Every writer has their bombs... and sometimes no matter what, things don't work. But you should be willing to step away from the price war mentality. You're not buying a finite commodity like a Sunbeam toaster, which is the same no matter who you buy it from... you're purchasing expertise and dedication, and that ain't cheap.

Finally... contact writers you like. Talk to them... get their advice... and let your instincts tell you who has got their skills together and who hasn't.

Honestly, this is a subject I could go on about all day... if you wanna Skype me I can probably find ten minutes or so to go into a little more detail.

By the way... I think it's great you have respect for the craft and know your limits. Learning you can't do everything is a conclusion I only came to this year myself... and my business is a LOT better for it.

-Daniel

I don't understand. Is this profit calculated before or after the infringement lawsuit penalties are assessed?

This is turning out to be an interesting thread...

Not trying to change the topic, just wanted to add a little content for the OP

Copywriting is so much more than just words...

It's emotional communication at its most practical purpose; producing passive profits.

When beginning a sales process, what I find to be a powerful method is to put away the swipe file (no, really), for now...

Just sit there.. relax... and take a few deep breaths...

Close your eyes.

Take a moment to think about who you're writing to.

Are you writing a sales letter to sell a traffic solution to other marketers?

Or are you offering some help to a struggling dad who's been working two jobs and trying to hussle some extra money online to feed his family, pay the credit card balances, and keep a roof over their heads?

What emotions are your prospects feeling right now?

Imagine for example, a middle aged factory worker named John...

It's 7:32 pm and John just gets home from working a long 11 hour day at a 90+ degree non air conditioned factory... he's exhausted, famished, and still sweating from work...

He also got yelled at today by his jerk boss for the third time this week...

The TV is blaring in the background... his kids are screaming and coloring on the walls with crayons. The house is a disaster.

His beautiful wife hasn't combed her hair, and she doesn't smell great right now either. She's not greeting him with a home cooked dinner, instead she passes off a crying 3 month old baby who needs to be changed and says, "it's your turn".

Next, she lights a cigarette and drops a stack of envelopes on the table next to him... This month's bills.

While changing his baby, John's mind races. He frantically thinks about how he's going to cover all these expenses on his limited factory workers' salary... Plus feed his family, and buy more diapers and baby formula...

What's more, getting yelled at by the bossman at work is still fresh on his mind...

The threat of losing his only source of income, his primary means of feeding his family, is very real.

Is he frustrated that no matter how much he works, it's never enough to cover even their modest lifestyle?

Is he furious that the system is so unfairly stacked against him that he'll be forever trapped in a life of grinding poverty and stagnation?

Or maybe he's fearful of losing the only shread of income he's got left in this crumbling economy... and he's got no idea on how he'd pull through for his family if he ever lost his job...

Are you starting to feel for John?

Now, get out your swipe file so you can help him...

I believe I learned this emotional integration technique while attending a Ted Nicholas seminar back in 2003. It's been a while and I don't recall exactly which copywriter was speaking on this, but he said he actually did this type of visualization method until he started crying. Then he wrote.

I would suggest at least trying this method out a few times before giving up... then if you still want to outsource your copy, that's understandable.

There are an abundance of reputable copywriters in this very thread who can likely help you on this.

As for your question on what to look for, I would just look at everyone's sales letters and find the one that makes you want to buy. Work a deal with that copywriter.