Not everyone has a way with words, and this is probably why despite all your efforts your online ads do not really perform well. After many cycles of A/B testing and significant expenses without achieving the projected ROI, you finally realise that your words simply do not attract the right type of prospects.
At this point, you should start considering hiring somebody to write your ads, blog posts and other pieces of content you need. And the first key considerations you are faced with are: should you actually hire an in-house copywriter, or outsource writing to an agency or an independent freelancer? And where will you find the best match for your ad copy writing, someone who understands your brand voice and your demands in terms of writing style and ad formats?
For the first issue, there is no point getting a copywriter on your payroll if you do not envision a constant demand for ads, articles and blog posts which would cover a full time working schedule. Even if you are suddenly faced with a surge of writing needs, you should still not hurry to employ a copywriter. Once the writing need goes back to the regular level, you will end up with an overpaid employee whom you cannot simply lay off.
So, for most small- and medium-sized companies, outsourcing is the right solution. In order to find the best fit for your copywriting needs, here are a few helpful tips:
- Create a Style Guide for All Types of Content
Skilled copywriters have the ability to adapt their writing style to various tones of voice required by their clients. They can write in a corporate, academic, business casual or familiar style – as long as they receive clear instructions in this direction.
Before you start looking for an outsourced content writer, you should create a list of guidelines, in which you describe your preferred approach in terms of tone of voice, language and other specific elements which define your style (tag line, motto, frequently used phrases, special spelling of certain words which identify your business).
- New to Hiring Outsourced Writers? Choose an Agency!
If this is your first time hiring an outsourced copywriter, you should probably conclude an agreement with an agency which will identify the best fit for your writing needs. They will also manage the administrative aspects pertaining to your business relationship with the writer, such as keeping timesheets and arranging monthly billing.
When you work with an agency, you have the assurance that the writer assigned to your project will produce high quality, proofread and unique content and that you will hold all copyrights over any piece of content you receive.
- Trying to Hire on Your Own? Know What You Pay For
However, if you prefer to find an independent freelancer and have more control on the negotiated price, you should always start with reputable online platforms, such as Freelancer.com, Upwork (formerly oDesk) or PeoplePerHour. Once you create a profile and submit a project, you will receive various bids (price offers) which will vary wildly from a few hundred AUD to thousands AUD.
In the case of freelancers, this difference is tightly connected with their talent, experience, and proficiency in various niches and languages. If you choose the lowest bid, you are most likely going to receive low quality, both in terms of language and writing style.
- Be Cautious about Hiring Overseas Agencies or Freelancers
The most important aspect of any piece of content, be it an ad, a social media post or a blog article, is to feel natural, written by a native speaker of the language. Many overseas content writing agencies or freelancers, especially in India and the rest of South-East Asia, will produce grammatically correct texts, but which sound foreign because they lack the cultural context of your country. Great, persuasive writing requires this cultural context in order to appeal to people’s emotions.
- Always Give Your Feedback Promptly and Openly
The key to a successful collaboration with an outsourced copywriter is open communication. It always takes some time before the writer is completely in tune with your style and requirements. This time can be shorter or longer depending on your promptness in giving honest feedback on the pieces of content you receive. Feedback is, however, rarely given in its true form: it is either too critical, without providing actual points to work on, or vague and non-committal. Good feedback is precise, without being critical or demeaning. Always aim for it and you will develop a great working relationship with your outsourced ad copywriter.