Seek and Ye Shall Find?

Sometimes finding a good writer can be harder than finding a soul mate because writing and copywriting are subjective arts and if you are not a writer, you can not see the difference between a good writer and an excellent writer. If you are looking for a writer on the Web by searching on terms such as writer and copywriter, there are few things you should look for once you find a writer’s website:

Excited, Delighted or Uninvited?

Excellent writing entertains and excites, quickly and concisely. When you read the writer’s website you should be drawn in. Does she ask the reader questions? Does he understand what you want? Does she seem friendly? Does he have relevant experience? Does she list what kinds of services she offers?

Location, Location, Location

Often businesses hiring a writer want to look for someone nearby so they search, writer, Los Angeles if they live in Los Angeles, if the writers don’t show an address or location where they work, you’ll never find then. You’ll be able to get a general idea of where the writer is by either the contact page or by references to work completed.

A Bad Writer Ain’t Hard to Find

If you notice grammar and spelling mistakes you are probably on the wrong page. Also if the style and design of a writer’s website looks bad, even if their writing looks good, you should be wary. Good writing is neat and pleasant looking.

Ample Parking and Samples

Excellent writing on the Web, gives the reader plenty of potential to stop, park, click and look for a while. If the writer doesn’t link to more writing and industry resources, she/he is less professional than the ones who do know that linking is best form of networking around. You ought to find several kinds of writing samples. If you don’t find the kind of samples you like, e-mail or call the writer and ask for exactly what you want.

RSVP

Response is also important to you and the writer. Although a few second e-mail response-time is possible, a day or overnight return time is reasonable. If you want a faster response, be sure to tell the writer that you are in hurry and on a deadline. When writers don’t respond in a timely manner, they miss out on your work.

Check References

Once you locate the name of the writer, do not hesitate searching for other references of the writer on the Web. Type the name in a search engine with an appropriate word such as writer. For example, when I searched my name Lynn Walford with the word writer, along with my website .freelancewriternow.com, a photo of me standing next my former editor Michael Goldstein at a Justice Magazine party appeared. I never saw the photo until I searched my own name! Of course writers and authors names should also appear on magazine articles and bylines in other media. I also found myself in an article on naming books by Robin Quinn at the PMA website.

Titular Savvy or Tense—What’s in a Name?

Look at the title of the writer’s website. Is it catchy? Memorable? Does it Make Sense? Of course when someone is born Anna Matto Poeeah, (pronounced just like onomatopoeia, the poetic word for when something also sounds like its name such as whispering or clang) you can’t hold it against her. However, when writers don’t take the time to name their websites appropriately they can’t write a title for you.

The Price is Write

Some writers charge by the hour, by the piece or by the word. Whomever you choose, she/he should be able to give an estimate on how much your project will cost. Vagueness usually means no experience.

Rewrite Right?

Most excellent writers and copywriters will give a free rewrite if you don’t like what they do. Always ask if they will rewrite it for you if you don’t like it.

Test, Quiz

If you are planning a major project such as a white paper, which can be expensive, look for a writer in advance and ask him/her to write a small project for you first, then you can see if you can work with him/her and also test knowledge.

Well, Well, Well.

Writing well is a precise art with a sense of urgency and a taste of the divine. You should be able to tell good writing when you find it. It comes to life, sings and shines. When you read something like ” Avoid cliches like the plague,” found on 26 Golden Rules for Writing Well you are definitely in the wrong place.

Seek and Ye Shall Find?

Sometimes finding a good writer can be harder than finding a soul mate because writing and copywriting are subjective arts and if you are not a writer, you can not see the difference between a good writer and an excellent writer. If you are looking for a writer on the Web by searching on terms such as writer and copywriter, there are few things you should look for once you find a writer’s website:

Excited, Delighted or Uninvited?

Excellent writing entertains and excites, quickly and concisely. When you read the writer’s website you should be drawn in. Does she ask the reader questions? Does he understand what you want? Does she seem friendly? Does he have relevant experience? Does she list what kinds of services she offers?

Location, Location, Location

Often businesses hiring a writer want to look for someone nearby so they search, writer, Los Angeles if they live in Los Angeles, if the writers don’t show an address or location where they work, you’ll never find then. You’ll be able to get a general idea of where the writer is by either the contact page or by references to work completed.

A Bad Writer Ain’t Hard to Find

If you notice grammar and spelling mistakes you are probably on the wrong page. Also if the style and design of a writer’s website looks bad, even if their writing looks good, you should be wary. Good writing is neat and pleasant looking.

Ample Parking and Samples

Excellent writing on the Web, gives the reader plenty of potential to stop, park, click and look for a while. If the writer doesn’t link to more writing and industry resources, she/he is less professional than the ones who do know that linking is best form of networking around. You ought to find several kinds of writing samples. If you don’t find the kind of samples you like, e-mail or call the writer and ask for exactly what you want.

RSVP

Response is also important to you and the writer. Although a few second e-mail response-time is possible, a day or overnight return time is reasonable. If you want a faster response, be sure to tell the writer that you are in hurry and on a deadline. When writers don’t respond in a timely manner, they miss out on your work.

Check References

Once you locate the name of the writer, do not hesitate searching for other references of the writer on the Web. Type the name in a search engine with an appropriate word such as writer. For example, when I searched my name Lynn Walford with the word writer, along with my website .freelancewriternow.com, a photo of me standing next my former editor Michael Goldstein at a Justice Magazine party appeared. I never saw the photo until I searched my own name! Of course writers and authors names should also appear on magazine articles and bylines in other media. I also found myself in an article on naming books by Robin Quinn at the PMA website.

Titular Savvy or Tense—What’s in a Name?

Look at the title of the writer’s website. Is it catchy? Memorable? Does it Make Sense? Of course when someone is born Anna Matto Poeeah, (pronounced just like onomatopoeia, the poetic word for when something also sounds like its name such as whispering or clang) you can’t hold it against her. However, when writers don’t take the time to name their websites appropriately they can’t write a title for you.

The Price is Write

Some writers charge by the hour, by the piece or by the word. Whomever you choose, she/he should be able to give an estimate on how much your project will cost. Vagueness usually means no experience.

Rewrite Right?

Most excellent writers and copywriters will give a free rewrite if you don’t like what they do. Always ask if they will rewrite it for you if you don’t like it.

Test, Quiz

If you are planning a major project such as a white paper, which can be expensive, look for a writer in advance and ask him/her to write a small project for you first, then you can see if you can work with him/her and also test knowledge.

Well, Well, Well.

Writing well is a precise art with a sense of urgency and a taste of the divine. You should be able to tell good writing when you find it. It comes to life, sings and shines. When you read something like ” Avoid cliches like the plague,” found on 26 Golden Rules for Writing Well you are definitely in the wrong place.

You already know that professional copywriting is worth its weight in gold. You know that a good copywriter can help both to drive traffic to your website, and to keep it there once it arrives.

What you don’t know is how to find that copywriter.

Don’t worry, you’re not alone. The problem with copywriting is that, unlike, say, soda or bathroom cleaner, it’s not something you buy every week, or even every month. And unlike the products and services you’re familiar with, it can be difficult to know what to look for &ndash or to spot a good thing once you’ve found it.

Luckily, as with most things in life, finding a copywriter is easy once you know how. And this article is here to show you how.

What to look for in a copywriting service

If you’re like most people, the first place you’ll turn to in your search for a professional copywriter is a search engine like Google. Wise move. Your copywriter’s website is probably the biggest clue of all as to just what kind of service you can expect. Here’s what to look for:

1. Client testimonials

Any good copywriter will know that testimonials are one of the most powerful sales tools you can use to create copy that converts site visitors into buyers. (If they don’t know this, then they’re not a good copywriter. Hit that “back” button fast…). You’d expect your copywriter to use testimonials on their own site too, then, wouldn’t you? Look for a link that states “testimonials” or “customer comments” or similar. If it’s not there, ask yourself why…

2. A portfolio

No decent copywriter will expect you to commission them for a project without seeing some examples of their work. A copywriter’s portfolio is his or her calling card: without it, they’re going nowhere. Spend some time looking at the portfolio on your copywriter’s website. How does the copy read? It should be crisp, clear, and easy to understand. It should also prompt you to take some kind of action once you’ve read it, whether that action be making a purchase, joining a mailing list, or simply reading on. If the copywriter’s portfolio doesn’t persuade you they’re worth using, nothing will.

3. Client list / resume

There are no particular qualifications a copywriter needs to begin practicing. Some copywriters have English or journalism degrees, others are completely self-taught, having learnt their craft from the ground up. Instead of asking your copywriter about their qualifications, then, ask about their experience. Who have they worked for in the past? What have they done for those other clients? The answers to these questions should tell you all you need to know about how well-equipped the copywriter is to work on your project.

4. Fees

Some copywriters state their fees up front, others prefer to give quotes only on enquiry. No matter how your copywriter prefers to reveal their rates, though, make sure you have something to compare them to. Shop around. You wouldn’t buy the first house or car you laid eyes on, and neither should you settle for the first copywriter you find either. Once you have some quotes to look at, however, don’t make the mistake of assuming that the lowest quote must be the best value. Make sure you’re comparing like with like. Beware of “article mills”: companies who sell articles for just a few dollars per time. These companies tend to employ amateur writers, many of whom don’t even have a good grasp of English. Remember, you get what you pay for, and if a quote sounds too good to be true, it probably is. The going rate for website copywriting is around J30 GBP / $60 per hour. If you’re being quotes significantly less than this, ask yourself &ndash or your copywriter &ndash why.

You already know that professional copywriting is worth its weight in gold. You know that a good copywriter can help both to drive traffic to your website, and to keep it there once it arrives.

What you don’t know is how to find that copywriter.

Don’t worry, you’re not alone. The problem with copywriting is that, unlike, say, soda or bathroom cleaner, it’s not something you buy every week, or even every month. And unlike the products and services you’re familiar with, it can be difficult to know what to look for &ndash or to spot a good thing once you’ve found it.

Luckily, as with most things in life, finding a copywriter is easy once you know how. And this article is here to show you how.

What to look for in a copywriting service

If you’re like most people, the first place you’ll turn to in your search for a professional copywriter is a search engine like Google. Wise move. Your copywriter’s website is probably the biggest clue of all as to just what kind of service you can expect. Here’s what to look for:

1. Client testimonials

Any good copywriter will know that testimonials are one of the most powerful sales tools you can use to create copy that converts site visitors into buyers. (If they don’t know this, then they’re not a good copywriter. Hit that “back” button fast…). You’d expect your copywriter to use testimonials on their own site too, then, wouldn’t you? Look for a link that states “testimonials” or “customer comments” or similar. If it’s not there, ask yourself why…

2. A portfolio

No decent copywriter will expect you to commission them for a project without seeing some examples of their work. A copywriter’s portfolio is his or her calling card: without it, they’re going nowhere. Spend some time looking at the portfolio on your copywriter’s website. How does the copy read? It should be crisp, clear, and easy to understand. It should also prompt you to take some kind of action once you’ve read it, whether that action be making a purchase, joining a mailing list, or simply reading on. If the copywriter’s portfolio doesn’t persuade you they’re worth using, nothing will.

3. Client list / resume

There are no particular qualifications a copywriter needs to begin practicing. Some copywriters have English or journalism degrees, others are completely self-taught, having learnt their craft from the ground up. Instead of asking your copywriter about their qualifications, then, ask about their experience. Who have they worked for in the past? What have they done for those other clients? The answers to these questions should tell you all you need to know about how well-equipped the copywriter is to work on your project.

4. Fees

Some copywriters state their fees up front, others prefer to give quotes only on enquiry. No matter how your copywriter prefers to reveal their rates, though, make sure you have something to compare them to. Shop around. You wouldn’t buy the first house or car you laid eyes on, and neither should you settle for the first copywriter you find either. Once you have some quotes to look at, however, don’t make the mistake of assuming that the lowest quote must be the best value. Make sure you’re comparing like with like. Beware of “article mills”: companies who sell articles for just a few dollars per time. These companies tend to employ amateur writers, many of whom don’t even have a good grasp of English. Remember, you get what you pay for, and if a quote sounds too good to be true, it probably is. The going rate for website copywriting is around J30 GBP / $60 per hour. If you’re being quotes significantly less than this, ask yourself &ndash or your copywriter &ndash why.

No two copywriters are the same. So how do you know you’re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery.

The truth is, copywriters range from the great to the not-so-great. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders. And even if you bag a top banana for your project, who’s to say they’ll gel with you? Or your product? Your style? Your chosen media?

The answer, of course, is research. Knowing what you want and sniffing it out is wiser than saying yes to the first person with a ready typing finger. But remember, a copywriter is someone who can - and should - do more than write. Their greatest asset is curiosity.

Copywriters want to know the ins and outs of every little thing. They’re fascinated by human nature, knowing how to capitalise on motivations and get inside the consumer’s head. A good copywriter will research your market inside out, then look at you critically through your customer’s eyes. It’s their curiosity - not their way with words - that finally helps them see your business in a whole new light.

Whatever your project, this is the first quality to look for in your copywriter. Curiosity is the key to persuasion. And persuasion is the only reason copywriters exist in the first place!

So, your copywriter needs a way with words - fairly obvious! And they have to tick the curiosity box. But you still need to whittle down the field and find the one you can spark off.

Try asking yourself a few of these questions when you’re weighing up a candidate:

Who’s doing the talking? Are they listening to you or talking about themselves?

How quickly have they grasped your business? Not just your products, but also your marketplace?

Can they write passionately? About anything? Even the dullest product? If they get you excited about sprocket valves, hire them on the spot!

Have they worked in your industry and chosen media? If not, does their other work show they have a grip on your marketplace?

When you’ve chosen a suitable copywriter, you’ll know you’ve made the right choice when you start offering feedback. Professional copywriters thrive on constructive criticism - it’s a surefire way of knowing they’re heading in the right direction. That doesn’t mean they’ll roll over and accept any changes you make, but they will keep an open mind and listen to every point of view.

When you offer feedback, however, you should see it as a two-way street. You may have to let go of some of your preconceptions. Great copywriters can realise why your current marketing isn’t working, and won’t shirk from telling you. They’ll be cruel to be kind.

But for now, these small measures should protect you against hiring the wrong person. Of course there’s no guarantee - creativity by its very nature demands that element of uncertainty.

But if hiring a copywriter really is a lottery, you should be pretty close to scooping five numbers plus the bonus ball…

No two copywriters are the same. So how do you know you’re getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery.

The truth is, copywriters range from the great to the not-so-great. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders. And even if you bag a top banana for your project, who’s to say they’ll gel with you? Or your product? Your style? Your chosen media?

The answer, of course, is research. Knowing what you want and sniffing it out is wiser than saying yes to the first person with a ready typing finger. But remember, a copywriter is someone who can - and should - do more than write. Their greatest asset is curiosity.

Copywriters want to know the ins and outs of every little thing. They’re fascinated by human nature, knowing how to capitalise on motivations and get inside the consumer’s head. A good copywriter will research your market inside out, then look at you critically through your customer’s eyes. It’s their curiosity - not their way with words - that finally helps them see your business in a whole new light.

Whatever your project, this is the first quality to look for in your copywriter. Curiosity is the key to persuasion. And persuasion is the only reason copywriters exist in the first place!

So, your copywriter needs a way with words - fairly obvious! And they have to tick the curiosity box. But you still need to whittle down the field and find the one you can spark off.

Try asking yourself a few of these questions when you’re weighing up a candidate:

Who’s doing the talking? Are they listening to you or talking about themselves?

How quickly have they grasped your business? Not just your products, but also your marketplace?

Can they write passionately? About anything? Even the dullest product? If they get you excited about sprocket valves, hire them on the spot!

Have they worked in your industry and chosen media? If not, does their other work show they have a grip on your marketplace?

When you’ve chosen a suitable copywriter, you’ll know you’ve made the right choice when you start offering feedback. Professional copywriters thrive on constructive criticism - it’s a surefire way of knowing they’re heading in the right direction. That doesn’t mean they’ll roll over and accept any changes you make, but they will keep an open mind and listen to every point of view.

When you offer feedback, however, you should see it as a two-way street. You may have to let go of some of your preconceptions. Great copywriters can realise why your current marketing isn’t working, and won’t shirk from telling you. They’ll be cruel to be kind.

But for now, these small measures should protect you against hiring the wrong person. Of course there’s no guarantee - creativity by its very nature demands that element of uncertainty.

But if hiring a copywriter really is a lottery, you should be pretty close to scooping five numbers plus the bonus ball…

Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.

How can you avoid this dire marketing situation?

By having a smart and consistent review process that preserves the selling power of your marketing communications. Following are 7 essential tips for reviewing and approving copy.

1. Review the copy from the customers’ perspective.

On the first pass, read the copy (all of it) without your red pen in hand or editing hat on. That’s how your customers or audience will read it. Now, what do you think? Does the concept work? Did the headline grab your attention? How was the tone? Does the copy flow? If you begin by editing the first sentence or sweating the details, you will do your clients or customers a disservice.

2. Don’t get hung up on grammar and usage.

If you think the copywriter broke a writing rule, 9 times out of 10 there was an excellent reason. Copywriters are sales people in print, so if we take liberty with the English language, it’s for effect. Plus, be aware that copywriters (and proofreaders) review and correct the copy before you see it. For example, I consider spelling, grammar, style issues, trademark usage, and more to ensure the quality control of every piece of copy I write.

3. Avoid copy by committee.

There’s that old joke that says if you want to kill an idea or project, start a committee. Copy by committee is no different. Conflicting and misguided comments put the copywriter and creative team in the awkward position of trying to please everyone except who matters most — the intended audience. One way around this is to circulate informational copies to people who would like to see the copy. They can make comments without being part of the formal approval process.

4. Minimize the rounds.

Provide complete feedback on the first round, forwarding all your comments, suggestions, and changes to the copywriter. That way the copywriter can consider everything when he or she rewrites the copy and you can shorten the review cycle. Copy is typically stronger when it’s created in three or fewer rounds.

5. Provide specific comments.

When you provide specific comments, the chances of succeeding on the rewrite improve dramatically. For example, instead of saying, “This isn’t strong enough,” say, “The tone needs to be more authoritative” or “These are additional benefits the copy should cover.” Often times putting your comments in writing will help you be more specific than if you just provide them orally.

6. Let the copywriter rewrite the copy.

Instead of trying to “write” the changes yourself to be incorporated, tell the copywriter your concerns and let him or her address them. The copy will benefit when the copywriter does the rewriting.

7. Judge the copy based upon your objectives.

In the end, the copy was written with particular objectives in mind: to build your brand, generate leads or sales, inform about your company, products, or services, and so on. Make sure the copy is technically accurate and factually correct. Then critique the copy based upon what you want it to accomplish, not on the number of superlatives, your competitor’s latest ad campaign, or how it compares to your previous brochure.

(c) 2005 Neil Sagebiel

I remember the first time a client offered me a case study writing assignment.

I was petrified.

It was early in my freelance writing career and I didn’t even know what one looked like. I had a lot of questions. “What the heck is a case study?” “How long is it?” “What is the format?” “How much do I charge?”

I didn’t have a clue.

Of course, these days, I know more. A lot more. In fact, I write dozens of case studies for clients each year.

Case studies now rank high on my list of the most fascinating &ndash and lucrative &ndash projects I handle. (I’m sure glad that client offered me the job all those years ago!)

If you’re unfamiliar with case studies, don’t worry. They’re really quite simple. A case study is just a fancy name for a success story &ndash the tale of a happy customer and his or her experience using a product or service.

Lately, I’ve noticed that more and more companies need case studies written, yet have difficulties finding writers who can do the job.

That spells OPPORTUNITY for you and me.

And it gets better. Consider the following:

1. Case studies are not difficult to write.

They are similar in style and format to a newsletter article. So if you can write one of those, you can write a case study.

2. Case studies are relatively short

Usually about 400-800 words in length. Once you’ve gained a little experience, you’ll be able to knock one off in less than a day.

3. The formats are standardized

Unlike ads and direct mail, you won’t get stressed out by having to come up with a dazzling new concept or killer headline. The basic structure of a case study is remarkably simple. All that’s required of you is to get the facts and write a good piece.

4. Case study writers are in demand

More companies are scrambling to get case studies written today than ever before. I can’t give you an exact figure but, in my opinion, the demand for case study writers has increased significantly over the past couple of years.

5. There is little competition

I’m not sure why, but few copywriters go after this market. Some may not know it exists. Others may mistakenly think that case studies are dull or technical. Not true! Case study writing is storytelling. It’s fun.

6. Case studies pay well

Surprisingly well. Now you won’t get the superstar rates paid to big-league direct mail copywriters. But most clients do pay handsomely for case study writing. Earning $100 per hour is not an unreasonable expectation for an experienced writer. I know many who earn a lot more.

Right now the case study market is booming. Why not jump in and get your share of these fascinating and lucrative writing gigs?

I remember the first time a client offered me a case study writing assignment.

I was petrified.

It was early in my freelance writing career and I didn’t even know what one looked like. I had a lot of questions. “What the heck is a case study?” “How long is it?” “What is the format?” “How much do I charge?”

I didn’t have a clue.

Of course, these days, I know more. A lot more. In fact, I write dozens of case studies for clients each year.

Case studies now rank high on my list of the most fascinating &ndash and lucrative &ndash projects I handle. (I’m sure glad that client offered me the job all those years ago!)

If you’re unfamiliar with case studies, don’t worry. They’re really quite simple. A case study is just a fancy name for a success story &ndash the tale of a happy customer and his or her experience using a product or service.

Lately, I’ve noticed that more and more companies need case studies written, yet have difficulties finding writers who can do the job.

That spells OPPORTUNITY for you and me.

And it gets better. Consider the following:

1. Case studies are not difficult to write.

They are similar in style and format to a newsletter article. So if you can write one of those, you can write a case study.

2. Case studies are relatively short

Usually about 400-800 words in length. Once you’ve gained a little experience, you’ll be able to knock one off in less than a day.

3. The formats are standardized

Unlike ads and direct mail, you won’t get stressed out by having to come up with a dazzling new concept or killer headline. The basic structure of a case study is remarkably simple. All that’s required of you is to get the facts and write a good piece.

4. Case study writers are in demand

More companies are scrambling to get case studies written today than ever before. I can’t give you an exact figure but, in my opinion, the demand for case study writers has increased significantly over the past couple of years.

5. There is little competition

I’m not sure why, but few copywriters go after this market. Some may not know it exists. Others may mistakenly think that case studies are dull or technical. Not true! Case study writing is storytelling. It’s fun.

6. Case studies pay well

Surprisingly well. Now you won’t get the superstar rates paid to big-league direct mail copywriters. But most clients do pay handsomely for case study writing. Earning $100 per hour is not an unreasonable expectation for an experienced writer. I know many who earn a lot more.

Right now the case study market is booming. Why not jump in and get your share of these fascinating and lucrative writing gigs?

Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.

How can you avoid this dire marketing situation?

By having a smart and consistent review process that preserves the selling power of your marketing communications. Following are 7 essential tips for reviewing and approving copy.

1. Review the copy from the customers’ perspective.

On the first pass, read the copy (all of it) without your red pen in hand or editing hat on. That’s how your customers or audience will read it. Now, what do you think? Does the concept work? Did the headline grab your attention? How was the tone? Does the copy flow? If you begin by editing the first sentence or sweating the details, you will do your clients or customers a disservice.

2. Don’t get hung up on grammar and usage.

If you think the copywriter broke a writing rule, 9 times out of 10 there was an excellent reason. Copywriters are sales people in print, so if we take liberty with the English language, it’s for effect. Plus, be aware that copywriters (and proofreaders) review and correct the copy before you see it. For example, I consider spelling, grammar, style issues, trademark usage, and more to ensure the quality control of every piece of copy I write.

3. Avoid copy by committee.

There’s that old joke that says if you want to kill an idea or project, start a committee. Copy by committee is no different. Conflicting and misguided comments put the copywriter and creative team in the awkward position of trying to please everyone except who matters most — the intended audience. One way around this is to circulate informational copies to people who would like to see the copy. They can make comments without being part of the formal approval process.

4. Minimize the rounds.

Provide complete feedback on the first round, forwarding all your comments, suggestions, and changes to the copywriter. That way the copywriter can consider everything when he or she rewrites the copy and you can shorten the review cycle. Copy is typically stronger when it’s created in three or fewer rounds.

5. Provide specific comments.

When you provide specific comments, the chances of succeeding on the rewrite improve dramatically. For example, instead of saying, “This isn’t strong enough,” say, “The tone needs to be more authoritative” or “These are additional benefits the copy should cover.” Often times putting your comments in writing will help you be more specific than if you just provide them orally.

6. Let the copywriter rewrite the copy.

Instead of trying to “write” the changes yourself to be incorporated, tell the copywriter your concerns and let him or her address them. The copy will benefit when the copywriter does the rewriting.

7. Judge the copy based upon your objectives.

In the end, the copy was written with particular objectives in mind: to build your brand, generate leads or sales, inform about your company, products, or services, and so on. Make sure the copy is technically accurate and factually correct. Then critique the copy based upon what you want it to accomplish, not on the number of superlatives, your competitor’s latest ad campaign, or how it compares to your previous brochure.

(c) 2005 Neil Sagebiel