Freelance Copywriter Takes Your Questions
Seems like there’s a million freelance copywriters out there – website copywriters, direct response copywriters, ad writers, radio script copywriters and on it goes. How on earth do I decide?
Writers, freelance and otherwise, cover a lot of territory. One writer may be able to deliver effective radio spots and another may not. A safe bet is to work with someone who aligns with your needs. I’m not sure decades of experience is an automatic plus, but at times it will be. Pay close attention to response times to your initial e-mails and phone calls. There are many kinds of writers – direct response writers (not me) TV and radio script people and on and on and on. Beware the writer who “does it all.” Take your time. Read sample copy out loud, this can really help. In this, as in many other areas of life, you get what you pay for. Spend a few shillings, take your time, reap the rewards.
What makes you different?
Couple of things. I work both as a business to business writer, and I do consumer oriented work. I specialize in long-form writing projects mostly for complicated products and services. I work like a demon for my clients and to improve on what I bring them. I believe that clear, straightforward communication is critically important for any business trying to reach the next level. I have expertise in website copywriting, case studies, white papers, E-books, press releases and in certain cases, ad copy.
I’ve heard that writing for the web is different than writing for print. True?
A web writer has to think and work differently, that is true. A lot depends on the audience. A B2B site can get away with more content because generally business people are trying to solve a specific problem and they will wade through more verbiage if they sense a solution might be at hand. B2C requires much tighter constraints on copy length. Headlines and taglines are very important on the web as people scan, rather than reading line by line. That’s the brief answer.
I wouldn’t know how to evaluate a freelance copywriter, a website writer or any other kind of writer for that matter. What should I be looking for?
Different media require different approaches, but a couple of things can help you. If you’re looking at sample material, (any kind of sample) I’ll say it again, read it out loud. Poorly written copy rarely passes this test. If it’s clear and concise you’ll hear that. It will make sense and most important, it will feel true. Be on the lookout for sentences that are just too wordy. Effective copy relies on simple, clear passages that deliver meaningful information. Watch out for cliches. (“You’ve come to the right place!”) Also — look for tone that is appropriate to the mission. Content for an international finance firm is not chatty and informal. Content for your local neighborhood association should be exactly that.
We need a copywriter. But why should we hire a freelancer in Portland, Oregon? We’re in Maryland.
Because this Portland, Oregon copywriter works to earn and understand your business, provides customer focused copy and cares about your success. This Portland copywriter has produced web copy, sales letters, corporate brochures, and feature articles for very satisfied clients in New York, New Jersey, Florida, Massachusetts, California among many other states. Maryland, too.
What’s the difference between a content writer and a copywriter?
The terms are mostly interchangeable. But some make a distinction by saying that a content writer is someone who writes at length; feature articles, website pages, white papers, things of that nature. A copywriter certainly works on that kind of material, but an advertising copywriter is more likely working on taglines, slogans, body copy that appears beneath the car, the boat, the pretty girl. I work in both areas, but I am mostly a content writer, lots of website copywriting.
How does the process work? What do I have to do?
You’ll need to make yourself available. If you can’t give me your time, I can’t give you my best work. Generally there are similar pathways for most projects. I’ll ask for anything you can lay your hands on; business plans, older brochures, anything to help me tell your story. Depending on what you have, (or don’t have) I may create a creative brief to help me understand your company, your USP (unique selling proposition) and your customers. The agencies I work with sometimes (actually, rarely) provide me with a creative brief that provides a treasure trove of information that I work from. Sometimes I will help you create your own creative brief. It all depends on the situation. A lot of my work depends on interviews that I do with principals.
Do I have to sign a contract?
Yes. Painless.
What’s your style?
From a usage standpoint, the Chicago Manual of Style is my guidebook. Style can get in the way unless it is judiciously used for a specific purpose. Having said that, I like projects that allow writing that is a little less formal and allows for some light humor. I am also very big on making sure the copy demonstrates a clear interest in the needs of the customer. I’m not a hard sell type of writer.
Will you write a short sample for me so I can be sure you can handle my specific project?
I am no longer willing to “audition” for a project. The only exception is when your project is sufficiently large that an initial “test phase” helps both of us. What I am happy to do is point you to many samples and refer you to many happy clients.
What is SEO copywriting? Can you do it?
Carefully researched keywords (developed via keyword research) help the spider technology that search engines use, to find you. There are many issues but they are knowable and can change the course of your business. I can help you with seo, yes.
How much do you charge?
Sorry, but I don’t offer a blanket rate sheet. My price estimates depend on a number of factors. If I am creating new material from interviews and questionnaires I would obviously have to charge more to cover my time than I would if doing a rewrite of existing material. I will always try and find a way to work within your budget.
I need a copywriter. How do I know if you’re the one?
Ask me lots of questions. Ask me what kind of work I’ve done, who I have worked for. Read my samples. Decide if you feel comfortable based on your reactions to my site and our initial contact. Do you feel listened to and respected? Does it feel as though I’m interested in you and in the goals you have for your business? Does it seem likely that I’ll be able to understand your business? Ask to speak to my clients. I’ll be glad to give you their numbers..
What is tone of voice?
Tone of voice as a business writing concept is most popular in the UK, although it is gaining adherents here in the States. TOV recognizes and celebrates “voice” as an expression of a company’s brand, and as a unique way of differentiating one firm from another. Read my book review about tone of voice here >>.
