6 things you NEED to know before you hire a copywriter

6 things you NEED to know before you hire a copywriter.png

I put out a survey a little a while ago about what you would like to see on the blog. The responses were exactly what I was looking for (to be honest, lol), and I am very excited to share this with you. You all said me you want to learn more about copywriting and how to make sales with compelling copy.

Cool. We can do that.

But before we work together, there are several things you need to know before you hire a copywriter.

A few weeks ago, I made a transition in my business from career coaching to being a content strategist & copywriter for freelancers and online entrepreneurs. In the days between, I've been busy nurturing relationships and optimizing existing copy with some amazing creatives online.

I love what I do. Writing, to me, is therapeutic. However, when it comes to writing good copy, there are some misconceptions about what a copywriter does and how she does it. This post will help you understand how you can work with a copywriter, and honestly, how to get the most out of your money!

Misconception #1: A copywriter can read your mind.

I wish I could. But I can't.

While it might seem that copywriters are creative geniuses and are supposed to be imaginative, I have to know more about you and your business before I go off into space to write that hypnotic content you want.

Now that we have gotten this out of the way, let's talk about the 6 things you need to know before you hire a copywriter.

1) Your offer

This is what you're selling. Full stop.

There are different types of offers––I won't go into them today, but I will deconstruct one of the most popular offers in the online business industry.

I call this "The 'sure-banker' offer. You know it. They know it. You know they need it. They know they need it. Deal? Deal.

Here are some questions to keep in mind when crafting your offer:

  • What do they get: Are you selling an email course, 1-to-1 coaching, or online course?

  • What your course will do for them: What is the promise you are making? Be FREAKING crystal clear with your promise. An example is "My step-by-step program to double your email list in 4 weeks...even if you have no blog yet."

  • How will it be delivered: Are you going to release the modules all at once or drip feed the courses? Would you get together with them over 12 weeks?

  • How long they will receive it for: If it is a coaching program, how long is each session?

  • How they will apply the information given: Do they need to download an additional plugin? Do they have to join an exclusive group/mastermind in other to get phenomenal results?

  • How much it will cost them/Call to action: Your call to action is also included in the offer. Do they pay via a secured payment gateway? Or they have to fill an application to work with you?

Your offer should be very detailed.

You need to know this; it is not your copywriter's job to "imagine" all these out of thin air. Yes, your copywriter will work with you to make sure you hit all these points and make it more compelling. But you need to pull your weight.

2) The Features vs. Benefits of your offer

Most copywriters will include this in their packages: to help you differentiate between features and benefits of your program. Others, well, move on to clients who know the difference.

This is the transformation you promise your prospects. We talked briefly about this in the offer but you will have to be explicit with the experience your prospects will have when they work with you.

Now, how will your offer move people from point A to point B?

My pro tip: always spend more time selling the benefits vs features.

Instead of this:

When you get my <insert offer title>, I'll send you 80 pages of gorgeous, drool-worthy ebooks I created just for you!

Do this:

When you join my <insert offer title> you will receive access to my exact step-by-step process of how I built my blog. And you can take it with you everywhere too!

Your copywriter can help you out with this step. But you must have a first-hand knowledge of what your audience will experience as a result of purchasing your offer.

Ready to get serious about creating magnetic sales pages that attract dream clients?

Grab The Creative Entrepreneur's Toolkit. Exclusive access to my personal done-for-you templates to grow your creative business so that you can get seen, get known, and get paid

3) Your Ideal Client

Who is this person? Have you really niched down on who to sell to? Because you can't be the sun and moon for everybody.

Consider these questions when trying to design an offer for your audience:

  • What challenge are they struggling with the most in their business or life?

  • Are they aware of their problem?

  • What language do they use to describe their pain?

  • Tone: How do they even talk? Do they use lots of curse words? Or are they as stiff and professional as members of parliament?

  • How does your audience like their courses/coaching delivered?

This step is HUGE because your level of client awareness changes the copywriting approach.

Are they willing to pay? How much are they willing to pay? Do you know their objections to purchasing your offer? Do they say things like, "it is too expensive. I don't know much about tech. Or I believe I can do this myself."

The lesson here: get into your clients' heads. Conduct REALLY GOOD surveys. This will prevent you from launching your courses to crickets

4) Your own transformational story

The bulk of your copy will try to explain your offer. But what also moves them from maybe to a resounding yes is your credibility.

In other words, who are you and why should I listen to you? Are you as good as you say you are? Why should I pay you twice the amount of what Mr. Most charges?

Consider these questions when taking stock of your credibility markers.

  • Have you helped others achieved this? If you are a fitness coach, showing before and after pictures of real clients can help attract clients.

  • Have you experienced failure before? Showing screenshots of where you used to be and where you are now helps.

  • Amazing testimonials: Gosh! Please tell me people see amazing results with your offer! What do they say bout you?

The more you pay attention to this part, the easier it will be for your prospects to believe you and click the buy button.

5) The guarantees you offer

When should they expect to see results? Or is it a "what-you-put-in-is-what-you-get" kind of deal?

In short, what assurance will you provide this person? Nobody loves taking risks, but if you take the burden of risk away from them by offering some sort of guarantee, you are more likely to get more sales.

Here are some examples of risk-free guarantees:

  • 30, 60 day money back guarantee. No questions asked!

  • Additional bonuses if you didn't experience what was promised

  • Getting grandfather into a premium course at a discounted rate.

6) Your brand message. A promise

Think about it: how do you want people to feel when they engage with your content and offer? What emotions do you want to evoke in people? What adjectives do people describe you with each time you come on their screens.

Copywriters are wordsmiths. But you need to help them so they can bring your brand to life.

This is highly important. Think about Apple for a second. Without reading their copy or watching tv ads, you know how to feel about Apple. Apple = class, style, design. The colors, the choice of words...everything comes together.

There you have it.

Post Summary: 6 things you NEED to know before you hire a copywriter

  1. Know what your offer is.

  2. Know the features vs. benefits of your offer.

  3. Know who your ideal clients are, what they struggle with, and how best to help them.

  4. Have your own transformational story on hand. Or testimonials.

  5. Know the guarantees you offer.

  6. Have a brand message.

There you have it. Thinking about hiring a copywriter for your business? Bookmark this page and join other freelancers and online entrepreneurs who want to get seen, get hired, and get paid for their skills!

Ready to get serious about creating magnetic sales pages that attract dream clients?

Grab The Creative Entrepreneur's Toolkit. Exclusive access to my personal done-for-you templates to grow your creative business so that you can get seen, get known, and get paid