Choosing the right copywriter is never easy. Freelancing websites are crammed with exaggerated achievements, vague skill claims and occasionally, outright fabrications. Parting way with your money is something that should never be taken lightly, so it’s absolutely essential to look at each promising candidate’s portfolio before you make a decision. This represents the very best of what they have to offer; it’s a place where the claims disintegrate into nothingness if their skills aren’t up to standard. Making the final decision still isn’t easy, but if you study the portfolios properly, you can ensure you’ll get what you want.
Don’t Trust Outright Claims
It’s tempting to take what each copywriter or company says on face value. If somebody claims to be an expert in e-commerce, you’re inclined to take that as true because it’s what you want to hear and proving otherwise would require some extra investigation. However, if their claims are true, they’ll be supported in the writer’s portfolio. Continuing with the previous example, you should look through our fictional writer’s portfolio and find a sample on e-commerce (if there isn’t one, that’s a cause for concern in itself). Read through the content carefully. Are all the facts right? Are all opinions supported by clear background knowledge or active research? Do you believe that the author really knows what he or she is talking about?
Look into the other things the copywriter has accomplished in your field. For example, if you’re a technology company, has the writer worked for any industry-leading magazines or websites? Are they previous employees of nationally or internationally recognized companies? You’re looking for anything that clearly demonstrates the writer’s expertise in the topic, and importantly, things they’ve done, not things they’ve said.
Make Sure You’re Getting the Right Writer
If the writing samples and previous experience check out, the only thing you have to check is who will be completing your project. Many writers work in groups, and you may find that the best sample was written by someone who isn’t available for your project. This has to be handled before you deal with contracts or lay down definitive terms; ensure you’re getting an expert in the subject matter before you make a commitment.
Samples are the evidence you have to base your decision on. Look over them carefully, making sure that the message is communicated effectively by somebody who’s clearly experienced in the field. With all of these checks in place, you’ll get the content you’re looking for.