8 Powerful Questions To help you pick a great copywriter

Unless you are a copywriter, it’s pretty hard to do a good job interviewing one.

That’s not an insult. It’s just life.

But picking the right copywriter can be the difference between success and failure.

There’s a crap ton of us the barrier to entry to “copywriting” is so low.

So how do you keep from hiring a dud that will harm your business?

The answer is surprisingly simple; good interview questions.

So, here are eight interview questions to ask a copywriter and some ideas on answers you need to hear.

Read this if you are:

1. A business owner who just told Earl in accounting to start writing the company blog.

2. An agency owner whose overworked copywriter is rocking back and forth in the corner, sucking his thumb and mumbling something about his “happy place.”

But before we can get Earl and our little thumb-sucking friend back to normal, we need to do a little pre-interview prep.

Before you interview a copywriter

Take a look at their online portfolio. If they don’t have one, don’t interview.

I’m not asking you to throw the baby out with the bathwater. I’m just saying if they don’t have an online portfolio, all you have is bathwater, baby.

The portfolio doesn’t have to be a thing of beauty. For example, my website is butt ugly because I created it myself. (I told you I wasn’t a designer!)  

But it shows some of my work and that I had the gumption to make one.

If they don’t have an online portfolio, move on. If they do, then move to this step.

Their portfolio should have some range. They should show they know how to integrate words and design.

They should also show they know how to capture the proper tone and voice for the product or service.

Most importantly, they should have a write-up explaining who wanted the work, the problem, and how they arrived at the solution.

This information is important because it tells you they know how to conduct research and write copy from a brief.   And it tells you they can use that information to relate to the audience.

Here’s a great example of this by one of my favorite copywriters, Nicki Krawczyk.

One word of caution. Don’t discount a copywriter because they don’t have the project you need on their portfolio.

Copywriting is a broad field, so it isn’t uncommon to leave out some types. 

If you like their style, but they don’t have a sample of what you need, offer to do a paid test.

It may be something they haven’t done before but are dying to try. In that case, you can probably negotiate a better rate than they usually charge.

That’s a win because you can rest easy knowing you have a good copywriter at a discount rate working extra hard to impress you.

Please don’t ask me how I know that. But I’ve had this look on my face after some negotiations.

One more thing before the interview

Please either have a friggin’ strategy in place.

Or.

Admit you don’t have one. Because that’s okay. It’s really the norm.

But you can’t move forward without a strategy. Plain and simple.

No decent copywriter will hop on your bus if you don’t know where you’re going or how you plan to get there.

Unless, of course, you are willing to pay them to help create the strategy. In that case, please be prepared to hire a copywriter with some very good strategy chops. And probably very high rates.

Just sayin’.

Okay, you’re ready. Your little copywriting hopeful is waiting for your first question. Here goes.

Copywriter Interview Question #1: What if you have concerns with our marketing strategy or think it’s just plain wrong?

This question does two things. First, it lets you know if they have a backbone, which is what you want.

A copywriter should be more than just a wordsmith.

They should understand how their words fit into the overall strategy created for your campaign, launch, or whatever you’re trying to accomplish. They need to speak up if they have concerns, so you won’t make an expensive mistake.

Next, it shows how easy the copywriter is to work with. It’s okay to disagree, but you don’t want to pay for a jerk.

Jerks are free.

 

Finally, it lets you know their level of experience. If they can talk strategy, that’s good because you have a real asset on your team.

If not, that may be okay because you won’t (or shouldn’t) pay as much as you would for a strategic-savvy writer.

In their answer, you should hear some questions, too.

There should be questions about strategies they found in their research, how you came to the strategy, and what research was performed to get to the current strategy.

Copywriter Interview Question #2: How do you plan to conduct research on this project?

Copywriting is way more than just writing. It is research applied to a product or service.

The best candidate can clearly explain how they plan to learn about your product and customer.

For example, I’ve worked with an agency with a systematic and thorough research process and an entire team dedicated to producing it.

In that case, my answer is to simply read the document (no small task because it’s over 60 pages) and ask the critical questions of the research team.

In other cases, no research has been done. In that case, I detail how I use their existing efforts, competitor’s effort, customer interviews, review mining, and other strategies.

The goal is to discover what the customer loves, fears, worries about, wants, and needs. Then tie that into how the product can solve their problem.

Copywriter Interview Question #3: What Key Performance Indicators will you use to measure progress and why?

A good copywriter should always look for data to determine whether the copy is effective.

KPIs provide writers with ideas on what copy is working and why. Specific answers to this will vary depending on the project.

But you have a winner if the copywriter can explain why they are using certain KPIs and how it relates to the overall strategy.

For example, if you send an email sequence for a new product launch, the writer should discuss open rates, click-through rates, and sales.

They should discuss engagement rates, click rates, and website traffic drivers if it’s organic social media.

KPIs are part of the research of copywriting. Good research almost always equals good copy.

You can find some popular KPIs here if needed.

Copywriter Interview Question #4: What is your creative process like?

This one might sound a little mushy, and maybe it is. But the reason to ask is to avoid surprises that conflict with your workflow.

For example, I’ve heard of a copywriter who insisted on not taking client calls or emails between 10 a.m. and 2 p.m.

Because that is when they wrote their client’s copy.

Nothing wrong with that unless that is the time you schedule creative team meetings.

It’s also important to learn how they will interact with designers, creative directors, and whoever else needs to be in on the project.

This question can also spark discussion about if they will be a good fit for your team.

 So, if a copywriter insists on writing copy first and sending it to the designer to work around, you’ll know if that’s a good fit for how your team works.

But always ask why they create the way they do.

Copywriter Interview Question #5: How do you price your work?

Now we are getting down to business. And the correct answer really depends on what you want and the project at hand.

Most advanced copywriters charge by the job. Others will base their pricing on an hourly rate. Others charge by the word.

Your safest bet is to find someone who charges by the job. They have more incentive to meet deadlines and create more effective copy.

If they can do the job well and quickly, it frees them up to move on to the next job and make more money.  

Copywriters charging an hourly rate don’t have the same incentive.

And honestly, if they charge by the word, you’re probably in trouble.  

These copywriters have an incentive to stuff unnecessary words into the copy. And those words distract and lose potential clients.

Not what we want.

Copywriter Interview Question #6: What value will your work bring to the project?

This question goes hot on the heels of #5.

Go in knowing what value you want from the copy. For example, if your project is at the end of the selling process, you might measure value in sales.

The value changes if it’s in another part of the selling process. If you’re unsure, the copywriter should be able to help you and offer ideas.

A good answer will also show they understand marketing strategy.

If your answer to this question generates a glassy-eyed stare from a copywriter that charges by the word—well, you should run.
 
Really fast.

Because no matter how much you pay them, it will probably be money wasted. That is, unless your goal is to check off some item on your to-do list and not reach your business goals.

Then go right ahead. Just kidding, please don’t do that.

Copywriter Interview Question #7: Who owns the work?

This one is a big deal. The last thing you want to do is find a copywriter you really like, get to the contract phase, and find you have a dealbreaker in there.  

The best thing that happens in this scenario is that you have to start the search process over, wasting time (and probably money).

The worst thing is you panic and sign a contract you resent. So, know if you want to own the work and on what terms.

There’s room for flexibility and creative thinking, but you have to prepare.

Copywriter Interview Question #8: What happens if the scope of the contract changes?

Things change quickly in business. Like you didn’t know.

Something happens, and suddenly you have a new addition to a project.

If you are an agency owner, I hope you have a clause in your client contract that accounts for renegotiating significant additions, like an email campaign or a website rewrite.

Because if you ask a copywriter to add that after the contract is signed, expect a new bid.

Or stony silence. Or to get laughed at.

I’m not sure, but you shouldn’t expect them to do the work for free.

Now, if the changes are minor, look for some flexibility. Making a four-email sequence into a five-email sequence shouldn’t trigger a new bid.

But find out before you get to the contract stage for all the reasons in #6.

Bloviation over

That’s it. I’m done rambling. If you are a business owner or agency owner, I hope this blog offers insight.

If not, too bad.

Just kidding; please let me know. I’d love to hear your feedback. It helps me (and you) get better.

Good luck with that interview and growing your biz!