How to Find the Perfect Copywriter

Whether you need someone to work on an off line or online project, it’s essential the copywriter you choose has certain qualities. Finding the right copywriter

The ability to write is obviously right up there, but being an effective writer goes a lot deeper than being able to string a few sentences together.


Really? OK, a copywriter rarely gets involved in design, but they must have a creative side to be able to look at your project from a number of different angles. They must be able to come up with concepts that will make your project stand out.

A bit of nous

Because copywriters usually are not industry specific, it is imperative they have the ability to grasp a subject quickly. Frequently, copywriting projects only last a few weeks or months (especially when it is in relation to website copy or brochure content), so they have to get up to speed with your product/service PDQ in order to write about it in an intelligent, coherent and persuasive manner.


You’ve undoubtedly heard many copywriters talking about ‘speaking to your audience’. But to make their copy resonate with your customers, they have to show empathy for the issue they have (and the reason why they need to buy what you’re offering). Only when they place themselves in the shoes of your customers can they create copy that will deliver the emotional connection needed to make the sale.

Great listeners

Although your copywriter knows how to write to sell, it’s important they also listen to your goals. After all, riding roughshod over your ideas is hardly going to ingratiate themselves to you.

A good copywriter will listen first, weigh up the project and then provide feedback. After that, the collaborative process begins so a mutually approved course of action if determined.


Not only do they have to be able to work to deadlines, they also must be able to follow direction, manage multiple tasks and be completely focused on the details of your project.

The last thing you want it to have to be constantly chasing them up to see how far along with the project they are.

Your copywriter should drive the project through to completion.

Not afraid to stand their ground

A copywriter won’t bully you (a good one, anyway), but they have to manage your expectations, so, should you want to take the project in a direction they know won’t work it’s important they have the guts to tell you.

After all, if they follow your instructions like a sheep knowing it’s not going to work, the project will be doomed. And, because they wrote it, it’ll be seen as their fault.

Therefore, any professional writer will point out when you are wrong and tell you why. Listen to them; they know what they’re talking about.


That needs a bit more explanation. Simple, as in writers of simple language. They’ll steer clear of any jargon or technical mumbo-jumbo and create content that is clear, concise and easy to understand.

They are not there to make you look intelligent by littering your content with long words no one understands.


They will also produce content (especially if you commission them for multiple projects) that is consistent in voice and tone, keeping your marketing materials on brand.


When you’re a copywriter there’s no room for ego. Everything you write is for others, so it’s essential it follows the customer’s style and brief. It is essential your write can cut and edit the material without any emotional attachment to it. Its purpose is to sell, not gain kudos for the copywriter.

Understand the web

If your project is an online one, it’s also essential your copywriter understands how to write effectively for the web. That means they understand the use of hyperlinks, internal linking structures, search engine optimisation and how to cultivate a persuasive momentum that will keep the reader hooked.

Other than that, it’s also important you gel with your copywriter. Give them a call and have a chat to get a feel the type of person they are and whether you can work together.

It’s really important the client/copywriter relationship works to get the best out of your project.


Sally Ormond – Briar Copywriting Ltd, Twitter and Google+

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