November 27, 2011
By Ryan Malone
Good copywriting is the secret weapon for marketers. It drives all that we do-web site conversions, landing page performance, building blog readership, video scripts, social media reach and followers to our social media profiles. Without doubt, the choice of the right copywriter is a big decision for your business.
Strong marketing background: Seek someone who has worked in a variety of marketing roles, including content marketing, public relations and lead generation. This marketing experience will be invaluable as create messages for your company. You want someone who has walked in your shoes.
Strong interviewing skills: Look for a writer who asks many questions and demonstrates strong interviewing skills. The most powerful arguments are in your team’s heads-arguments only a strong interviewer can unlock.
Skilled at writing in various formats: Look for a copywriter who has experience working with a variety of formats included books, blog articles, social media updates and scripts. Strong writers can work successfully in a variety of different formats.
Experience with media and industry analysts: Ensure your writer has experience working with the media. Media-savvy writers know how to place compelling hooks in your content without exposing you to a public relations problem.
Published byline articles: Find a copywriter who has published byline articles in leading publications. You want to find a writer with the skills to write for large and diverse audiences.
Social media presence: Seek a copywriter who has a strong social media presence. This ensures content is created with an eye for how it will be received and shared throughout your social networks.
Technical aptitude: Select a writer who has the ability to translate technical or complex concepts into language easily understood by your reader. Confused readers will simply not respond to your calls to action.
Strong references: Make sure your writer can provide references from leading-brand companies. Writers with large-company experience will be more comfortable and polished when interfacing with your executive team or those from your customers.
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Photo credits: Sasha Walton,
About the author
Ryan Malone is the founder and Chairman of the Board of SmartBug Media and is a veteran of Deloitte & Touche, Seagate and several venture-backed technology companies. When he's not leading SmartBug and helping clients build high-octane marketing organizations, he's loving his wife and daughters and unsuccessfully learning the guitar. Go Terps! Read more articles by Ryan Malone.