Working with a copywriter can be a super exciting experience. It can also be a bit nerve-wracking if you’ve never done it before. What do you need to know? Are you supposed to do lots of research beforehand? Do they expect certain things from you?
In reality, it should be a simple and easy process – at least in theory. In reality, it can be tricky to know what to look for, and what will fit best within your business. So, let’s make it a bit easier. What do you really not want to see when you’re having initial meetings and discovery calls with a new copywriter?
The Reddest of Copywriter Red Flags
There are a lot of things that can set off alarm bells when it comes to copywriters. First off, the copywriter should be listening to you and what you need, and then suggesting options for you to choose from. You should be doing most of the talking while they do a lot of listening and scribbling. Suggestions should be just that – suggestions, and while they can give their professional opinion, ultimately, you’re the one in control of the car. If there’s even a hint that the copywriter is pushing you towards one price, course of action or timeline, then you need to run for the hills!
Now let’s talk jargon. Because there’s a lot of jargon in the copywriting world, but none of it is stuff you really need to use when talking to clients or prospects. A good copywriter will speak to you in plain English, answer any questions and explain things you don’t understand. If they don’t, this is your first sign to get out a dodge.
Your next sign is anyone who claims they can get you a set number of sales, sign-ups, or a specific increase in Google rankings. Don’t get me wrong, copywriting can achieve all of those things, but how and when depends on a lot of different things. So no copywriter can promise you those results in the first meeting. If they do, either push back on it or leave it there.
Of course, there are some red flags that aren’t unique to copywriters. Things like quoting huge prices when you’re not sure what you’re paying for, or super cheap prices that seem too good to be true. Both ends of that bell curve are bad. On top of that, anything you consider unprofessional should be a red flag for you in that relationship. I want to clarify here that the definition of unprofessional is quite personal, so just because you don’t like something doesn’t mean that person isn’t professional – it just means they’re not right for you. I still get certain people telling me that I’m unprofessional because I have colourful hair, tattoos and visible piercings. Some people don’t like that, and that’s fine! But my clients work with me because of those things, not in spite of them.
Finally, check in with your guy. If you have a bad feeling, even if you’re not quite sure why or what it is, that should be enough to hit the pause button, or call it off altogether. Never disregard your gut – it’s usually right in the end.
Pretty Green Flags
I know what you’re thinking. If all of that is the bad stuff to look out for, how on earth do I figure out if a copywriter is good, or a good fit for me? Well, I’m not one to leave you hanging, so I’ve got a few green flags to share with you as well. If you spot these in the first few meetings with a copywriter, then there might as well be someone running along behind them waving a giant green flag. And yes, I am thinking of The Green Flag guy from TikTok, so sue me.
First – do they do what they say they’re going to do? If you haven’t started working with them yet, this is simple things like turning up to meetings on time, sending you examples or brochures when they promise to. If you’ve done some test work, then did they do the work they promised? Did they deliver it on time, and for the amount you agreed? All of these are good signs.
Speaking of prices – are theirs clear? Some people can be a bit funny about displaying their prices on their website, which is fair (though I’m not one of them), but did they provide you with clear, well-explained and fair pricing? Do you know what you’re paying, and what it will cover before the work starts? You should! That way everyone is on the same page and all is above board.
If you’re feeling good about things so far, ask to see examples of their work. A good copywriter will be happy to point you to examples of the work they’ve done, provide you with testimonials from their happy clients and provide you with a clear, step-by-step process of working with them. Again, it’s about being transparent, and easing any nagging worries in your head.
Last thing – what does your gut tell you? Everyone has instincts, and when it comes to working with people you should always listen to them.
I’m a firm believer that there is a ‘right’ copywriter for everyone – but it’s not always me! Working with a copywriter is a very personal thing. You’re trusting this person with your brand and your voice out in the market, so you need to make sure they’re a good fit. If in doubt, go with your gut on whether they’re a good fit or not.
Want to know if I’m a good fit for you? Drop me an email, give me a call or send me a carrier Pidgeon – whatever works for you!