10 Questions That a Copywriter Should Ask You Before the Start of the Project

In my previous article I told you about ‘12 important questions to ask before you hire a copywriter‘ But there’s a little more to it than that!

Looking to hire a copywriter, then these are the questions that the copywriter must ask you at the start of the project. Apart from really the obvious questions like ‘How much will I be paid’ or ‘what is the time frame of project completion’.

Copywriting is a very serious business and includes many legal and financial implications as well. If a copywriter were to infringe on the body material of others, there could be a legal as well as financial hassle for you, as the hirer for the project.

The copywriter should ask questions and specifically these questions should be directed towards YOU. If these questions are not addressed, then be very careful. You could be in for a lot of trouble for the future.

The difference between the best and a wannabe apart from their level of skill and expertise is the questions they ask and what they deliver. The new copywriters and the wannabe copywriters ask the most basic questions like ‘What’s the payment of my services and when will I get paid’

If you want a truly world class product, then hire a world-class copywriter, who will deliver the goods as per your specifications. This starts with the right questions that they ask you. Here are the 10 questions that we have talked about

1. What product are you promoting and are there are legal issues involved in it

This should be the first question asked from a good copywriter. Many products can be tangled in legal issues and most copywriters don’t want to involve themselves in such deals. Even the most experienced one will fight shy of such deals.

2. The various mediums that will be used to promote the product

There are so many mediums available, which can be used to project the image of the product. These are printed ad matter, bus shelter banners, hoardings, movie theatre presentations, door-to-door campaigns, newspapers, T.V, Radio, and Internet. These mediums require different approaches and the copywriter writes keeping a specific medium in mind.

3. Target audience for the product

Every audience is different. The same messages can’t be conveyed to all people. The world is on the move and with it; the products are also on the move. There are innumerable ethnic backgrounds and diverse cultures not to mention the very opposites sexes and the age groups. They’re a market for the adults, the teenagers, the pre-school population as well as the baby boomers, which have now gone old.

The copywriter needs to know, the product as well as the age group and the population that is been targeted for the copywriter to give in his / her input and output.

4. What is the target market for the product and the benefits of the product

As we discussed, the target customer group is important. In addition to that it’s important that the target market also be ascertained. For example, if you are selling the product, are you looking at Latin America or the Middle East or maybe South East Asia.

The second aspect is what are the major benefits and compared to other products in the same category (if the same exist), what are its further benefits. This helps the copywriter to write a good copy, which will help the product to sell.

5. Is the product available and if so can a sample be available

It’s easy to write, when one has already seen, used and touched the product. The features, advantages and disadvantages of the product become more apparent when one utilizes the product. It’s very difficult to write about a concept and sometimes that may also lead to legal problems.

6. Product pricing

Pricing makes a big difference to the writing. Something that is worth say £2000 would be different than what is priced at say £55. Since the pricing, writing for the products would also entail a different style of writing. This is something that all good copywriters know about.

7. Are they any verifiable customer testimonials

True and verifiable testimonials add credibility to the image of the product. These testimonials can easily be weaved in as text matter by the experienced copywriters. This instils confidence into the products of the company and all good copywriters are aware of it.

8. Is there any existing literature or promotion material available for products that are similar

By scanning and analyzing similar material, which is available, experienced writers can add the touch of glamour to the product to make it stand out from the crowd.

9. What is the schedule for completion

The good copywriters will always have work and therefore like to organize their work schedules. This is to make sure that they can deliver on the designated deadline dates so that their schedules and that of their clients are on target and not thrown out of gear.

10. What are your payment rates and conditions

Remuneration for the work done is absolutely important. The good copywriters are expensive, because they are good and are paid accordingly. They will also lay out their conditions for payment and work schedules.

Payment is one of the first questions that a copywriter would ask; however the answers to the other nine questions will certainly help.

Other questions that might be asked

In addition to this copywriters may ask more specific questions, which are pertinent to the project that they may on hand. This will differ from project to project. The buyers should be able to answer these questions. Answering the pertinent questions will only make for a good copy. This is the requirement of every product that needs to be sold.

This article was written by Craig Dawber, I hope you find our articles helpful…..Let us know your thoughts by leaving your comments below:

Often it has been noticed that while exhorting on the virtues of a product, the site overlooks the best selling points of the product or the service. The assets are discussed in detail while the essentials are overlooked. This is detrimental to the development of a site and selling of the service.

The most important factor to be considered is addressing the issue of “what will the product or service DO for the user?”

However, in addition to this core issue is another aspect that must be addressed when you want to catapult your sales into higher zones and want to enhance your subscriber base. This important aspect that must be brought to the notice of the prospective clients is the ‘hidden benefit’ that would accrue to the customer when he signs on for the new service or product that you offer.

This is not the only benefit that is available to the customer. He also gets additional benefits that combine to make a large whole. This too is a benefit that lurks in the background and is to be sought aggressively as it remains hidden unless unearthed. This is known as the ‘Deeper Hidden Benefit’. These are the benefits that the customer has to be made aware of so that he is lured to the service and make your sales grow exponentially.

When you address the requirements of a specific set of people, it is easier to cater to these and the designing can be suited to meet these desires. These are the times when hidden benefits are easier to uncover as compared to when you are looking to the general public for subscription.

This can be best fathomed when we consider a live example of the ever increasing weight loss market that is attracting people like bees.

PRODUCT: Weight loss product

FEATURE: The product helps you in losing weight

BENEFIT: You’ll be more attractive to the opposite sex and you’ll feel much better

HIDDEN BENEFIT: Impress everyone at your college or school reunion or functions that matter to you

DEEPER HIDDEN BENEFIT: You will feel great and will be able to get back at that loud mouth at school who thought you’d be a ‘fattie’, all your life.

It just takes a deep and dedicated thought about the whole product for you to realize the various benefits that accrue for a client and then to highlight them so as to attract them to join your service. The bottom line is, tell the customer what he wants to know and he will get attracted to your site and sign on – just what you want him to.

Anyone can claim to be a copywriter. As I have learned after many trails and tribulations. Whether it’s in the brick and mortar business or whether your business is online. Anyone with the knowledge of the language and who think that they are creative become copywriters. But let me tell you. It’s not that easy.

There is much money and business to be lost, if you place your ad campaign in the hands of immature, those who claim to be copywriters, but are really a little more than fly by night operators.

That was then, now I have learned that there are several factors to write a good ad campaign. This must be additionally stressed. However if you do choose to sub contact your ad campaigns there are certain questions that you must ask your copywriter.

Believe me it will save you from a lot of head ache, resources and money that is rightfully yours. Plus you get good ad campaign that would generate revenue for you.

You must get satisfactory answers to the questions that you pose to the copywriter, whom you intend to employ.

In case the person fails to answer the questions, is not willing to answer or the answers are not up to the mark, then well you should not employ the person.

When employing the copywriter

Look for the truthfulness and the honesty in the answers. If the person is not telling the truth, they will slip somewhere. Look for their experience and ask for their credential Do a background check and talk to the referrals that they have talked about.

Copywriters are good at making believe in what they say, after all that is what they are getting paid for. That’s why I have built up a set of 12 questions, which can tell you whether you want to hire the person or not.

1. What are your recently written ad campaigns – sales letter / web pages / TV & radio ad jingles for the target consumers -

The answer to the question will tell you whether they are suited for the job or not. Copywriters are an experienced lot and some deal in niche markets. Therefore choose the one who has already written for the niche market that you are aiming at.

2. Please show at least 3 examples of your successful work

When the copywriter posts you the work, you would definitely know whether they have worked professionally or they are just starting out. If they have answered yes to the first question, ten they would have no problems in answering and showing you their work.

In case their answer is a negative, then you know that they are amateurs who are just starting out and want to make a ad campaign learning on the job. They might make mistakes for which you might have to pay.

3. Please provide your reference (should not include family, relatives and those who work under and with you)

This question is designed to provide background information and check for their work. When they provide references, the current employed can check whether what they have stated is truth or they are speaking plain lies. It’s very easy to find out. Therefore copywriters give their references very carefully. They give of those whom they trust will give a good feedback to their current employer

4. Is this a full time job for you?

By answering this question, the copywriter will let you know, what they do for a living. If they work full time job somewhere else, how will they be able to dedicate the time, for your campaign. When you can find that there is a copywriter, who’s full time occupation is that of copywriting, you have met your match.

5. What is your experience?

The experience that the copywriter gives you should be chronologically written. If they have ever worked for an ad agency as a copywriter, then that’s an advantage for your campaigns. In case they have never worked as a copywriter before, then hiring this person can land you in great trouble.

6. Have you written copy for web site, do you have your own web site?

In case you are looking for web copy, then this person should be for you. If they have a website, the next question should be whether they have written their own copy for the website or they have relied on external help. This is essential in case you are looking for a copy that’s web related. Review the work and the website of the copywriter to know whether that’s the kind of output you want from the copywriter or not.

7. What is the expected time of completion for the project?

A successful and a good copywriter can’t churn out work overnight. This question tests the caliber and the work schedule of the copywriter. Whether they have enough work and how busy they are. While asking this you can see if they can stick to their delivery schedules.

8. Would you sub contract the work or would you do it yourself?

The answer to this question will tell you, who is actually going to do the work for you. Since you are going to be paying for the job, you have a right to know. If they are sub contacting the work, it might be to a person who has lesser skills and experience and they are out to earn a quick buck.

9. In what form will the work be delivered to me?

Usually I like the work to be delivered in full that is formatted with two – three option, which should be available. Since I don’t want to spend more money on formatting, editing etc. this saves me time and money and I get a product, which is ready to be delivered.

10. How much would you charge from me?

Essentially, since you would be paying, you should know how much they charge, what would be the payment schedule. Will they bill per hour or per day etc. pay when you are fully satisfied about the job that you have given them.

11. If the copy that you write doesn’t work? , what would be likely reasons for it.

Usually a good copywriter would know the markets, consumers, products and services well. This is the reason why they would also give you suggestions to make the copy worthwhile. They will let you know the advantages and the limitations of the copy. Therefore the answer to this question is extremely crucial for you.

12. Are you prepared to be paid on commission basis? In most cases the answer will be a “NO”. However if most salesman work on a commission basis, then why not a copywriter, if they have faith in there ability then they should go ahead with the commission policy. After all they are also in the business of selling, the selling of good campaigns which in return is going to get the revenues and the profits for you.

Initially it can be a downtime payment. Once you build a relationship with the sales people, the payment can be made on the basis of commission.

Get the answers before you hire them.

It’s important that you get the right and the correct answers before you go about hiring the copywriter that you want.

It can mean a difference between a campaign and a great campaign.

The campaign in which will get you the revenue or will make your business, or shut your shop.

So best of luck and happy copywriting.

This article was written by Craig Dawber, I hope you find our articles helpful…..Let us know your thoughts by leaving your comments below: