The falsity of free writing samples for copywriters

You can find the original blog post at http://www.completewritingsolutions.com/2012/07/the-lie-that-is-free-writing-sample/

It’s been six months or so since your last dental checkup, and it’s time to get your teeth cleaned. Your old dentist is out of town, or maybe you’ve moved into a new town, so you decide to use a new dentist. You either find them online, through a recommendation from someone you know, or you find them in the local newspaper, a magazine, the phone book (does anyone still use these) or some other method. The point is, you are going to a new dentist, someone you’ve never gone to before.

You schedule an appointment over the phone or by email. When you walk into their office it’s no different than any other dentist office you’ve ever been in. Certifications are on the wall, there are staff working behind the counter, a couple of assistants and several people in the waiting room. You sit down and you proceed to flip through the stack of magazines or browse the Internet on your chosen mobile device or tablet. Eventually your name is called and you are led back to the waiting room where you sit down in the chair.

As the assistant asks you some basic questions and preps you for your eventual exam/checkup/cleaning, you answer honestly. Eventually the dentist makes his way in and settles in to do his/her thing…but before they get started you quickly pop your head up to say, “Actually, doc, before we go any further I need you to go ahead and clean my teeth/perform this checkup for free, because I need to see if you are really as qualified as you claim you are.”

Screeeeeeeeeeeeeeeeeech. The car skids to a sudden stop, black marks stretching across the pavement. The dentist pulls down his mask, looks you dead in the eye and asks, “Are you joking?”

Let’s be honest here: the above scenario would never happen. You will never in a hundred years find a dentist who is willing to give you a free teeth cleaning or a checkup for free while you inspect their work to see if they are “qualified” or not. Similarly, you will never find a mechanic who is willing to change the oil in your car for free or fix a flat tire for free or a plumber who is going to fix the leak underneath your sink for free, just so you can “see if their work is of good enough quality or not”.

The reality is that when you are working with professionals you are bound by a certain code of conduct that relates to trust in the credentials and qualifications of an individual. If you need to verify they are who they say they are, you simply look at their past client list to determine. A dentist, for example, has his own office, certifications on his wall, a staff of professionals working underneath him and you can easily check to see by reading his credentials that he is experienced as a dentist. A mechanic is the same thing: he has a body shop, credentials on the wall, past clients you can check with. As does a plumber, a lawyer or any other type of professional.

None of these professionals would ever work for free just so a client could inspect their work. And neither should you as a writer.

Your website/blog/Facebook/Twitter/etc. serve as your office. This is your dentist office, your body shop, your platform for clients to get to know you and see that you are a professional. Your resume and published clips are your credentials. They are the same thing as a dentist’s credentials up on the wall, or a mechanic’s or a lawyer’s or any other professional. This is how potential clients get to know you and determine whether or not you are a professional copywriter / writer / content writer / editor / etc.

You do not, under any circumstances, give out free samples of your work just so a client can “see if you are qualified”. Every time I have a potential client ask me for a written sample, I laugh. Literally. And then I send them a brief reply that I appreciate the candor, and if they could please get back to me the following day after they’ve asked their dentist to clean their teeth for free or their mechanic to change the oil for free in their car while they watched to “see if they were qualified”, because I’d love to know what their dentist and mechanics said when asked to provide free samples of their work.

That’s what your resume, website and previously published material are there for, so that clients can see your qualifications and determine if you are the right fit for their particular project and/or company. Bottom line is that if someone is asking you to write an unpaid sample just to “see if you are qualified or not”, they are not a professional company/individual, and are thus not worth working for in the first place.

One of the number one mistakes I see rookies make all the time, and it’s something I cover in all of my consultations, is giving out free samples. You should never, ever, not in a hundred years, give out a free writing sample. Understandably in the beginning when you are first getting started as a writer you might need to do some pro-bono work in the form of an internship to get some credentials under your belt, but there is a big difference between an official internship with a high-profile company and just handing out free samples.

Free samples are manipulative and a complete, bold-faced lie. They only reason they exist is to get something for nothing. They are a way for clients and companies to get free, never-before-published material that they can either then publish freely with their own name attached or they can quickly repurpose/rewrite and slap up on their website. Any company or client who is asking you for a free writing sample is not a professional, nor can they be trusted. You should put that email directly into the spam box and move on to the next client.

It’s also about respect. If you have a website, a resume, a list of published material and a potential client or company is asking you to write them something for free, they obviously don’t respect you. If they did, your resume, website, published credentials and beyond would be sufficient proof that you are a qualified professional and deserving of equal respect in the work environment. Someone asking you for free samples is someone who doesn’t respect your talent or the time you have put in to building up your reputation for copywriting services.

The bottom line is that anyone asking for free writing samples isn’t worth wasting your time on.

Just as much as you will never find a dentist in the world who is willing to clean teeth for free just so a new visitor can “inspect their work”, nor will you ever find a mechanic willing to change the oil in a car for free just so a new client can “inspect their work”, you should never be giving out free writing samples of your own work just so a potential client can “inspect your work”. If they can’t tell you are a qualified writer based upon your website, resume and previously published material, they can shove off. 

What is a good copywriter and what do they do?

Do you think your skills are enough to deliver that vision into an online message? Are you confident that your experience and skills is enough to make the users turnaround and straightforwardly seize the product you are offering them? If you’ve ever wanted powerful, profitable sales letters, but didn’t know who to trust with your investment – then a persuasive copywriting service is what you need to deliver a fresh, customer-centered copywriting that gets real-time results for your website. But if you are not familiar with copywriting or a copywriter’s work, then this article is for you.

According to Wikipedia, a copywriter’s work encompasses the use of words to promote a person, business, opinion or idea but the amount of work can even range from pure promotional service into positioning and messaging consulting, social media and SEO consulting, developmental editing, and copy editing, proofreading, fact checking, layout, and design. Persuasive website content is vital in boosting online users’ response to your website. Simply put, a copywriter is the person who writes the words for any advertisement you see in a newspaper or magazine. I believe some of you, dear readers; have a favorite on-air disc jock or artist, right? It was a copywriter who wrote the words to your favorite radio ad or that memorable TV commercial. They are responsible for that winning script of your favorite on-air talent!
Copywriting, though at times unappreciated by some business owners, can bring a new perspective on a company’s marketing effort. But then again you might think that you believe you can do everything that your business needs: strategy, marketing, production planning, SEO, etc.., but don’t you think it is much more productive to focus on those activities that you do best for your business: looking out for your factory’s operation, getting a new profitable business or planning a winning marketing strategy? Be honest, there are times that you lose potential prospects because you don’t know how to write a truly compelling content, right?

Professional copywriting is indeed a very expensive resource to outsource. However, copywriters are well-positioned to help businesses achieve certain goals. You will realize, after you have seen the output of their work, and the tremendous impact that they can bring to your business, that shedding some bucks off your pocket for a copywriter’s service is worth it. Besides, who knows? Chances are, your competitors are already using this strategy, too. Would you rather be left behind the competition just because you held back of employing a copywriter?

Convinced of what a professional copywriting services can do for you? The next thing you have to ponder about are the qualifications that you should look if you plan to hire a freelance copywriter for your business. You should hire an SEO friendly copywriter that would truly grasp the kind of your business. You should seek for one that has a creative and dynamic copywriting service at affordable prices and quick timeframe.

Discover how persuasive copywriting can boost your business success. Check out http://www.elitecopywriting.com/ or http://www.completewritingsolutions.com/rates/copywriting/for more information about a freelance copywriter’s services Now!

high quality copywriting services

Copywriting is basically the term used in referring to the process of writing the text that publicize a business, person, an idea or an opinion. A copy may be used on its own, such as a script for a television or radio advertisement, or in conjunction with other kinds of media as in the text for websites and promotional materials. The main purpose of copywriting is to create text that would persuade an audience to act by patronizing a particular product, service or viewpoint. Copywriting may also be used to sway an audience from a certain notion, or belief.

What Are Examples of Copywriting?

People encounter products of copywriting everyday through slogans, mail advertisements, jingle lyrics, website content, commercial scripts headlines, taglines, press releases or other text that are used in marketing and advertising. Copywriting can be manifested in billboards, print ads, catalogs, brochures, websites, letters, email, post cards, commercials and other forms of advertising media.

Where is Copywriting Done?

Copywriting is usually done in retail stores, advertising companies and marketing firms in a metropolitan area. The copywriting work environment is one characterized with hectic schedules that requires its workers to perform their tasks creatively under pressure. Marketing and advertising is notorious for its fast-paced nature where crises are already considered a normal occurrence. Copywriting is typified by successive assignment with immediate deadlines everyday and constant calls for eleventh-hour revisions. Copywriting is therefore a field for the dynamic, creative and bold.

How Rewarding is Copywriting?

Copywriters in content writing usually start off as assistants who earn as much as $30,000 to $35,000 a year, gradually increasing to around $40,000 once they become really adept into copywriting. Eventually they can be promoted to senior positions, earning about $100,000 and then to copywriting chief, earning around $125,000. Copywriters may also ultimately become creative director, earning as much as $200,000 a year.

Copywriting rates are based off of schedules that usually requires a minimum of 40 hours of work a week with expected overtime during peak seasons and important occasions. Overtime if of course compensated correspondingly. Copywriting requirement of firms usually increase in certain occasions such as the holidays for department stores and during large advertising campaigns for advertising firms.

There are usually many benefits included in the compensation package for copywriting. Profit-sharing is increasingly becoming a popular practice among firms. Copywriters are also given benefits like paid holidays or vacations, health care, hospitalization, life insurance and retirement. As such copywriting can be considered to be quite a rewarding job.

What are the Qualifications for Copywriting?

Copywriting requires a lot of creativity and the skill of putting great ideas into paper in very stylish and effective ways. Copywriting also requires a good understanding of layout and typography as visuals are yet another essential part of advertising and marketing.

Most retail and advertising firms require copywriting applicants to have a solid credentials in the field, with preference to those who have worked for at least three years in the business or a related trade. While copywriting is usually not found as a degree of concentration in most colleges and universities, a lot of copywriters take degrees in liberal arts, business management, marketing and communications. Copywriting also benefit from creative writing and thus there is a good number of copywriters coming from a creative writing and literature background.

Copywriting necessitates a good combination of solid formal education with a good writing experience. A lot of people who end up in copywriting have had not only degrees in business or communications but also experience writing in their community or school publications. Companies usually ask their copywriting applicants to submit sample essays and articles, especially published ones.

Are there Advancement Opportunities in Copywriting?

Copywriting offers a lot of room for growth and development. In department and retail stores copywriters can become copywriting chief or fashion coordinator, and then division manager or chief of advertising. In advertising firms, a copywriter may work his or her way up as a copy supervisor, then copywriting chief, then account executive, and finally creative director. Copywriting can indeed be fulfilling for those who are determined.

Copywriting can be a good career to take for those who have the right skills and interest. It is an essential component of marketing and advertising and is thus a potentially endless mine of opportunities.

Steven Gerber is a professional copywriter and a protégé student of Dan Lok – The World’s #1 Website Conversion Expert. Find the latest internet marketing and copywriting techniques and tricks at his website. You can also check this website.

what you need from a good copywriter

Copywriting is basically the term used in referring to the process of writing the text that publicize a business, person, an idea or an opinion. A copy may be used on its own, such as a script for a television or radio advertisement, or in conjunction with other kinds of media as in the text for websites andpromotional materials. The main purpose of copywriting is to create text that would persuade an audience to act by patronizing a particular product, service or viewpoint. Copywriting may also be used to sway an audience from a certain notion, or belief.

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What Are Examples of Copywriting?

People encounter products of copywriting everyday through slogans, mail advertisements, jingle lyrics, website content, commercial scripts headlines, taglines, press releases or other text that are used in marketing and advertising. Copywriting can be manifested in billboards, print ads, catalogs, brochures, websites, letters, email, post cards, commercials and other forms of advertising media.

Where is Copywriting Done?

Copywriting is usually done in retail stores, advertising companies and marketing firms in a metropolitan area. The copywriting work environment is one characterized with hectic schedules that requires its workers to perform their tasks creatively under pressure. Marketing and advertising is notorious for its fast-paced nature where crises are already considered a normal occurrence. Copywriting is typified by successive assignment with immediate deadlines everyday and constant calls for eleventh-hour revisions. Copywriting is therefore a field for the dynamic, creative and bold.

How Rewarding is SEO Copywriting?

Copywriters usually start off as assistants who earn as much as $30,000 to $35,000 a year, gradually increasing to around $40,000 once they become really adept into copywriting. Eventually they can be promoted to senior positions, earning about $100,000 and then to copywriting chief, earning around $125,000. Copywriters may also ultimately become creative director, earning as much as $200,000 a year.

Copywriting usually requires a minimum of 40 hours of work a week with expected overtime during peak seasons and important occasions. Overtime if of course compensated correspondingly. Copywriting requirement of firms usually increase in certain occasions such as the holidays for department stores and during large advertising campaigns for advertising firms.
There are usually many benefits included in thecompensation package for copywriting. Profit-sharing is increasingly becoming a popular practice among firms. Copywriters are also given benefits like paid holidays or vacations, health care, hospitalization, life insurance and retirement. As such copywriting can be considered to be quite a rewarding job.

What are the Qualifications for Copywriting?

Copywriting requires a lot of creativity and the skill of putting great ideas into paper in very stylish and effective ways. Copywriting also requires a good understanding of layout and typography as visuals are yet another essential part of advertising and marketing. Content writing is also key.

Most retail and advertising firms require copywriting applicants to have a solid credentials in the field, with preference to those who have worked for at least three years in the business or a related trade. While copywriting is usually not found as a degree of concentration in most colleges and universities, a lot of copywriters take degrees in liberal arts, business management, marketing and communications. Copywriting also benefit from creative writing and thus there is a good number of copywriters coming from a creative writing and literature background.

Copywriting necessitates a good combination of solid formal education with a good writing experience. A lot of people who end up in copywriting have had not only degrees in business or communications but also experience writing in their community or school publications. Companies usually ask their copywriting applicants to submit sample essays and articles, especially published ones.

Are there Advancement Opportunities in Copywriting?

Copywriting offers a lot of room for growth and development. In department and retail stores copywriters can become copywriting chief or fashion coordinator, and then division manager or chief of advertising. In advertising firms, a copywriter may work his or her way up as a copy supervisor, then copywriting chief, then account executive, and finally creative director. Copywriting can indeed be fulfilling for those who are determined.

Copywriting can be a good career to take for those who have the right skills and interest. It is an essential component of marketing and advertising and is thus a potentially endless mine of opportunities. You can find more information on copywriting here.

How does a copywriter work behind the scenes?

A copywriter is a person tasked to write the text used for advertisements in magazines, newspapers, television, radio and other kinds of media. A copywriter may also be assigned to come up with the words for press releases, informational or promotional pamphlets, and other promotional materials. A copywriter may also be tasked to rewrite or edit existing materials. Thus, a copywriter’s job is a very flexible and potentially exciting career in the wide world of advertising and marketing.

Where Does a Copywriter Work?

A copywriter usually works in advertising firms, retail stores, and marketing companies in a metropolitan area. The working environment of a copywriter is usually found to be quite hectic, which makes creativity under pressure necessary. Advertising is known to be a very fast-paced field where many crises can suddenly occur. A copywriter is usually pressured by short deadline and successive assignments daily. A copywriter is often asked for several revisions at the last minute. This job is therefore not for the weak-hearted or the unengaged.

How Fulfilling Is a Copywriter’s Job?

Novice and assistant copywriters usually start off with an annual salary of about $30,000 to $35,000 working it up to some $40,000 when they become full-pledged. A senior copywriter may eventually earn some $100,000 a year and about $125,000 if he or she becomes promoted as copywriting chief. A copywriter has the potential to later become creative director and earn as much as $200,000 annually.

A copywriter, like most other workers, is usually required to work 40 hours a week, but it is usually expected to have a lot of overtime in this career. Fortunately overtime is compensated accordingly. A copywriter becomes most busy during key times depending on the nature of their firm’s trade – department store copywriters work most during holiday and sale seasons, advertising copywriters work a lot during big advertising campaigns.

Many copywriters today are privileged with profit-sharing schemes afforded by their company. A copywriter also gets the usual benefits such as paid vacations and holidays, pension plans, health care, hospitalization insurance and life insurance. Copywriting can be quite a rewarding job.

How to Become a Copywriter?

A copywriter is expected to be skilled in coming up with great advertising ideas as well as putting them to paper in a very articulate and effective manner. A copywriter should also have a good grasp of layout and typography because visuals are also very important in advertising.

Most advertising agencies require aspiring copywriters to have a solid background in the field, preferably working for at least three years in the business. Copywriters are of course expected to have obtained a college degree, usually in liberal arts, communications, business management, and marketing. A lot of copywriters take college courses that combine creative writing with marketing and this prepares them well for a good copywriting career.

To get hired as a copywriter, one has to be able to combine a solid formal education with an active writing experience. Most copywriters not only had degrees in communications or business, but they actually wrote while studying whether in school publications or community newsletters. A good idea is to present well-written works such as essays and articles.

Are there Opportunities for Growth for a Copywriter?

There is much room for growth for a copywriter. Copywriters working in department stores can become chief of copywriting or fashion coordinator and work their way to become division manager and even advertising chief. Copywriters working in advertising agencies may be promoted as copy supervisor, advancing to copy chief, and then account executive, and ultimately to creative directorship for copywriting services. A copywriter’s job can indeed be quite fulfilling.

In the growing world of business and advertising a copywriter can find a great home with many opportunities for earning and career expansion. Some people undermine the work of copywriters merely because their job seems to be placed at the bottom of the bureaucracy. However a copywriter with the right determination and skill can definitely work his or her way to the top the way their more business-oriented peers do.

Copywriting can be a very fulfilling career for those who have the right skills for the job. If you are full of bright ideas and know how to write well then you might want to try out becoming a copywriter.

Steven Gerber is a professional copywriter and a protégé student of Dan Lok – The World’s #1 Website Conversion Expert. Find the latest internet marketing and copywriting services and tricks at his website.

Numerous reason to hire a copywriter

Not sure whether you should hire a copywriter? Here are 21 reasons to help you decide if you need an extra pair of hands:

1. Because we write to sell

You want more sales and better leads, don’t you? A copywriter doesn’t write for the sake of writing. But writes to sell or promote something! Each word is specially chosen to persuade prospects to buy.

2. Copywriters deliver a fresh perspective

Because you’re too involved in the everyday operations of your business, it tends to cloud your judgment when it comes to marketing. Copywriters can come in and deliver an objective perspective for your business.

3. Copywriters brings creativity to the table

Because we come into your business as outsiders with an objective perspective. Copywriters are able to look at problems from different angles and find unorthodox solutions.

4. Copywriters craft attention grabbing headlines

Headlines can make or break your advertising! When an email flies into your inbox, how often do you decide whether the mail is worth your attention based on the subject title?

Headlines work the same way as email subject lines do. Copywriters know that 80% of readers just read headlines when browsing online. And will make every effort to ensure that the best headline is used to attract the most readers.

5. Copywriters make it personal

Everybody wants to feel special, right? Even your prospects and customers. That’s why copywriters write in a warm, friendly and engaging tone to make them feel appreciated, like you would be talking to them personally.

6. Copywriters know what writing style to use

Whether its writing for print, websites, reports or case studies – copywriters know what writing style to use for clearly communicating the benefits of your products.

7. Copywriters save you time

When a copywriter finishes the content for you, it’s yours to keep – you own the copyright (depending on the terms of service). That means you don’t have to start from scratch in the future when you need to write something new. Because you own the copyright, you can re-purpose the work any way you like.

8. Copywriters save you money

You can try writing copy yourself, but you’ll be running behind on your tasks. Investing in a copywriter will save you money over time as you don’t have to abandon your core responsibilities.

9. Copywriters are cheaper than ad agencies

Ad agencies can give you the full package for your marketing efforts. but because of their size and overheads, you’ll be paying more for an ad agency than you would for a copywriter.

10. Copywriters make your business grow

When words are carefully chosen to sell you have a much better chance of attracting higher sales figures and impressing prospects

11. Copywriters create an identity for your business

SEO Copywriting services are an integral part of creating your corporate identity. It’s ultimately the words on your materials that tells people what your company does.

Do you want to be the boring professor at university – or the professor everybody likes and pays attention to? Trust me, you’ll attract more buyers and investors if you chose the latter option and hire a copywriter.

12. Copywriters keeps it simple

We don’t want to bore people with long unnecessary text. But keep them interested in the most appealing and relevant way possible.

13. Copywriters understand customers

Part of marketing is understanding the psychology behind influencing people. That’s why copywriters also spend their time learning how consumers behave.

14. Copywriters improve your image

How many times have you been impressed with grammar mistakes? A copywriter spots mistakes and improves your marketing material for more persuasion.

15. Copywriters deliver effective marketing content

Copywriters not only know how to write, but are experts in marketing. You can rely on them to deliver effective copy and new ideas for your marketing campaigns.

16. Copywriters can differentiate your business

Do you think long and hard about which brand of sugar you’re going to buy? Chances are that you don’t. That’s because it blends in with all the other products on display – it’s generic and doesn’t jump out for your attention. Hiring a copywriter ensures your company stands out from the competition with beautiful writing.

17. Copywriters study your competition

Copywriters will hunt for weaknesses your competitors have to develop a unique selling proposition for your company. You’ll know exactly what the competition is doing so that you’ll be original.

18. Because you don’t have the time to write

You have a million other things to do and copywriting can take up what little time you have. Luckily hiring a copywriter can relieve you of the stress of getting your marketing materials ready.

19. Because you’re not an expert in copywriting services and rates

You may have gotten praised for your writing skills in an academic setting. However that doesn’t prepare you for writing effective messages to your prospects. You need content that persuades prospects into paying customers.

20. Copywriters are 100% focused on writing quality content

The truth of the matter is that most of our time goes into improving ourselves as copywriters. Copywriters write for a living because they deliver quality content on a regular basis.

21. Because you can’t afford not to!

Whether you’re casting off on your first major marketing campaign or on the verge of launching your product. You’d want to hire a copywriter to guarantee that you make an amazing impression.

Content filled with grammatical blunders destroy your credibility and limit profit making opportunities! For more information you can visit here.

What to expect from a copywriter

Anyone who’s ever tried marketing IT products or services knows that it’s a specialist field. Your customers in the IT industry have very unique and specific requirements, and that means you do too. In order to write compelling copy around your offering, you need a copywriter with a solid understanding of the IT world – someone who’s not afraid to call themselves an “IT Copywriter”.

So how do you know when you’ve found an IT copywriter? And – more importantly – how do you know what to expect from them? The following 10 tips will give you a good understanding of the qualities to look for – the things that make a copywriter an IT copywriter.

1) IT background

Perhaps the most beneficial quality in an IT copywriter is a solid background of some sort in the IT industry. If your copywriter shares an understanding of your domain, you’ll spend far less time explaining the benefits of your product or service. Remember the last time you watched someone glaze over as you waxed lyrical about the wonders of your latest technology? You don’t want that to happen when you’re briefing your copywriter. More importantly, you don’t want that happening when your potential customers read your copy!

2) Technical writing experience

Good technical writers are experienced in bridging knowledge gaps. This means they have to understand the technology, but they also have to be able to talk about it in the layperson’s language. A copywriter with technical writing experience in the IT industry is likely to have domain knowledge and an ability to hit the ground running. They’ll be quick on the uptake, so they’ll understand your product or service more rapidly than most.

Of course, not every technical writer is an SEO copywriter. You need to be sure they can write compelling copy – not just dry instruction manuals. Take a look at their samples and testimonials before making a decision.

The other important consideration – especially if you’re after a website copywriter – is, do they have online writing experience? Writing for an online medium is entirely different to writing for print. Readers have different requirements and objectives, and reading conditions are very different. Many technical writers have written online help, so they should know how to cater to these differences. To be sure, ask them to recommend a maximum page length or word count per page. The correct answer should include some comment on the trade-off between the problems of scrolling and the need for a high keyword count for SEO. Ask them whether they prefer long sentences or short (and hope to hear “short”).

3) Further Education

IT products and services are generally very complex in themselves. What’s more, the needs of the end-customer are also very complex and unique. This means there’s normally quite a steep learning curve for anyone new. Ask your IT copywriter if they have tertiary qualifications. It’s not essential, and – by itself – it’s no guarantee of quality copy, but it’s generally a good indicator of someone who’s been trained in the art of learning (i.e. researching, information filtering and modelling, knowledge retention, etc.).

The flip-side of that coin is to be wary of people who are technically qualified. Don’t discount them on sight (many technical people have made great IT copywriters); just remember that technically trained people have a tendency to take a lot of things for granted when speaking to lay-people. Your IT copywriter needs to be able to understand the technology and its complexities, but still relate to the issues of the non-technical customer. This is where quality copywriting services come into play.

4) Management Experience

Anyone with management experience – at any level – has dealt with decision makers. They may even have been a decision maker themself. In any form of promotion, you need to appeal to the decision maker. Your IT copywriter needs to develop an understanding of the needs, influences, pressures, problems, work environment, and constraints of your typical decision maker(s). The more understanding your IT copywriter brings to the relationship, the less time you’ll spend schooling them.

5) Marketing Experience

Actual marketing experience is a big plus. It brings with it a broader understanding of strategic marketing and the realities of working with a range of challenging people and evolving products and services. Look for an IT copywriter with corporate experience as a marketing manager or marketing coordinator, or someone who runs a copywriting business with a heavy marketing focus.

6) Testimonials

Anyone can call themselves an IT copywriter; few have the client testimonials to prove it. Testimonials are a great way to validate your IT copywriter’s claims. Ask to see some and read them carefully. Don’t just look at the company name and logo. You need to determine if the clients’ words back up the copywriter’s claims. And make sure the testimonial relates to the type of work you’re commissioning (or something with similar requirements).

7) IT Samples

The proof is in the pudding. ALWAYS ask potential IT copywriters to send you samples of their work. And – as with testimonials – don’t be fooled by flashy packaging, big names, and recognisable logos. Read the words. Are they relevant to your project? Do they convey a clear understanding of the subject matter? Do they convey benefits or just features? Are they written in a style that you find easy to read, yet compelling? And after you’ve read the words, double-check exactly how much input the copywriter had in their writing. Not all copy is written from scratch. Some copywriters work in teams, and others do more editing than writing. Make sure you get a clear understanding of your IT copywriter’s abilities and their copywriting services before commissioning them.

8) Understand Benefits

Your customers aren’t interested in what you do; they’re interested in what you can do FOR THEM. In other words, they’re interested in what benefits your product or service will deliver. How will it make their day easier, more enjoyable, less stressful, safer, or more profitable? Identifying benefits is one of the hardest tasks in any advertising project. In fact, many people rely on their copywriter to help them uncover the most compelling benefits. Does your IT copywriter truly understand the benefits you’re promoting?

9) Contributes value

A good IT copywriter should have solid professional experience. They should bring value to your marketing push which goes far beyond the written word. Strategy, tactics, imagery, contacts, anecdotes, corporate identity… Your IT copywriter must bring more to the table than grammar and punctuation. Expect them to make suggestions, not simply take notes and say “Yes”.

10) Plus all the normal copywriter requirements…

Of course, your IT copywriter must be able to satisfy all the normal copywriter requirements. Ask for a contract of works to be completed, a time estimate, a plan of attack, a CV, and SEO copy and article PR skills (if search engine presence is important to you). For more information about what to expect from a normal copywriter, see http://www.divinewrite.com/websitecopywriter.htm.

Conclusion

Traditionally, copywriters have been seen as a small cog in the big advertising machine. As a result, most copywriters have risen through the ranks of generic advertising agencies. These days, however, more and more people are sidestepping the agency and going direct to the copywriter. This approach gives them consistency across all of their written collateral, more compelling and engaging copy, and more responsive service. Within the industry, this change means that copywriters aren’t confined to ad agencies, and are able to specialise. The end result to you? While finding a good IT copywriter with an IT background is still a big challenge, it’s certainly becoming easier. You simply need to take the time to ask the right questions. For more information, visit http://www.facebook.com/CompleteWritingSolutions

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