Four Things to Know Before Hiring a Copywriter

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Photo courtesy of Pixabay

There will come a time in your business when you need to outsource certain professional services, such as bookkeeping or copy writing. I can’t speak about hiring bookkeepers, but as a writer, I do know a thing or two about hiring copywriters because I’ve been hired as one.

Not all writers are alike. Some have different areas of expertise, such as legal writing or advertising. Some have years of experience while others are new to the industry and are looking to gain experience. Finding someone to write your marketing copy is not for the faint of heart. How do you know that the person you hire has the skills and experience to get the job done? More important, how do you know that they are trustworthy?

A discussion among several writers on Facebook revealed their advice to businesses before hiring a professional copywriter. Here are a few of their suggestions.

1. Beware of cheap copy. If you think you can get good writing for a cheap price, guess again. The old adage, “You get what you pay for” is true here. Good copy writing is not cheap. Don’t expect to plunk down $10 for a 500-word blog post and expect a well-researched, well-written piece. Don’t be surprised if what you get is copy with poor grammar, misspelled words and other problems that will need to be fixed. Be prepared to pay a little more for better quality. Check sources like The Balance Small Business or the Editorial Freelancers Association to get an idea about pricing.

2. Ask for samples of the writer’s work. Their samples will demonstrate their ability to do research, their knowledge of the subject and the presentation. If they don’t have samples to show you, give them a writing test. Ask them to write about a topic of your choice covering specific points. Their final product will help you see their process. It will also show you if they are able to follow instructions.

3. Look for someone with whom you can work. What kind of personality do they have, and is that personality compatible with yours? Obviously, similar personalities can lead to a mutually productive and beneficial relationship.

4. Outline your expectations for the project and put it in writing. It will help the hired copywriter to see the details of the project up front. The more detail you can provide and the more clearly you present what you envision for the outcome, the more likely you will receive a fair and accurate quote. It’s important to be clear about what you want the writer to achieve. It can be frustrating to be sought out for a writing job only to learn that the person hiring you is unclear about what they want or they want too many things. Putting your expectations in writing can avoid any potential confusion.

These tips may seem like common sense, but you’d be surprised how many businesses overlook these steps. Instead some business owners may rush into hiring a friend’s college kid out of loyalty.

If you want good, quality copy writing for your business, be willing to do a little leg work up front and pay a little more for their services. Professional writers might cost more, but they will produce better results and they’ll likely do it in less time. And that’s money in the bank.

Three Reasons Twitter Helps Your Business – And Three Reasons It Doesn’t

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Photo by Pixabay on Pexels.com

In recent months, we’ve witnessed countless ways that Twitter has either helped or hurt a person’s business or reputation. It doesn’t take much for a person’s comments on Twitter to stir up an avalanche of responses, for good, bad and indifferent.

Twitter is a platform for sharing news, data, comments, stories, images, videos, observations, and a whole lot more. Marketers love the medium for its ability to help their businesses create brand awareness and connect with new and existing customers. But as we have seen too many times before, it can also hurt your business in terms of lost opportunities, lost customers and damaged reputation.

(Editor’s note: I am currently not on Twitter though I do see benefits of it for customer engagement. On a personal level, I don’t feel a need to use it to gain followers because I value my privacy far too much. Facebook takes up too much of my time as it is.)

According to a Pew Internet survey as of February 2018, 24 percent of Americans use Twitter on a regular basis, or about 67 million people in the U.S. That’s a huge increase from 2012 when only 13 percent of Americans used Twitter. Still, in recent months, the platform has fallen behind Instagram, which boasts 27 percent of American users.

Demographics tell a larger story. Four out of 10 Twitter users fall in the 18 to 29 age group while 27 percent are between the ages of 30 and 49. If your business targets these age groups, Twitter is the ideal platform to market to them.

There are a few downsides to consider when using this platform. Below are three reasons Twitter can help your business and three reasons to use it with caution.

Three sound reasons for using Twitter:

1. Brand awareness. If you are just launching your business and you are looking to build your customer base, Twitter can help create awareness for your brand. The key is to interact regularly with followers. Don’t push your product or service too much or too often, which will only turn people off. Being overly promotional is a common mistake with new business owners.

Instead, share your insights about the latest news, your knowledge and your commitment to the industry, related to your brand. Keep it professional, which increases your credibility with customers. Make sure people understand who you are and what you do.

2. Customer engagement. Once you’ve built your following, you have to keep them following you. Keep them engaged by sharing tips and tricks related to your business. If you run a tax business, for example, you might share an idea for saving money or a new update from the IRS that could impact their next tax return.

Many businesses also turn to Twitter for faster customer service. The key is to respond to customer complaints or feedback fairly quickly. That’s important because many customers have short attention spans these days. A recent survey by Sprout Social finds that 89 percent of social media messages to brands are ignored. The average time that a brand responds to a complaint is 10 hours while the average user is willing to wait only four hours. That’s a huge gap of time. The sooner your business responds to customer complaints, the better you look in the eyes of your customer base, and the more likely they will stick with your company.

3. Reputation management. By providing valuable information to your followers, you are seen as an expert in your field, which only boosts your reputation. For example, a physician specializing in women’s health might post links to reports about the latest breast cancer research and follow up with additional posts to comment on it. Each time you post a comment, an idea, an observation or link to a new study or an article of interest to your customers, you are seen as the go-to expert in that field, and your customers and clients will continue to seek out your professional opinions. In fact, they will continue to expect the same level of knowledge and expertise each time.

Three ways Twitter can hurt your business:

1. Gaining followers is more important than gaining customers. Twitter is a communications platform designed to help you develop meaningful connections with people. When you focus exclusively on its ability to tell you how popular you are, however, then those connections have no meaning for your business. At the first sign of trouble, those followers will have no reason to stay and will likely abandon you. Focus on the quality of relationships rather than quantity.

2. There’s no guarantee that your followers will translate to actual customers. Followers are just that – followers. But are they the right followers for your business? Are you reaching the right audience in terms of demographics? If you serve high-end customers but your followers aren’t in the same income bracket, you might have to rethink your marketing approach.

3. It’s too easy to abuse and misuse. As we’ve seen too many times before, comments can spread like wildfire in the Twitter-verse (see Roseanne Barr, Kathy Griffin). Faster than you can say “I’m sorry. I didn’t mean to write that,” the damage is done. As your own brand, it’s imperative to mind your manners when you are on social media. Avoid getting too personal on the medium; keep it professional if you use it for professional purposes. Twitter and Facebook are great for connecting with people but it is also easy to post something without thinking about the consequences. That said, it is possible to express a dissenting opinion without resorting to personal attacks or bullying tactics.

Twitter is a valuable platform for marketing purposes, but it’s not for everyone. Not everyone in your targeted demographic will be on Twitter either. As long as you play it smart and avoid the minefield of trolls and critics hiding in the Twitter-verse, Twitter can be an asset for your business.

Related reading:
Why Do Normal People Struggle with Twitter?
10 Reasons You Should Stop Using Twitter Now
Don’t Write Off Twitter

 

Gummy Vitamins May Be the Key to Your Business Success

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I was out shopping for vitamins recently. I was overwhelmed by the numerous options available on the store shelves. How many versions of multi-vitamins could one person possibly buy?

I was especially intrigued by the availability of gummy vitamins. Gummies – those sweet, squishy, fruit-flavored candies that are a favorite of kids and adults alike – were being sold as vitamins. For people like me who have a sweet tooth but hate taking pills, gummy vitamins seemed like a godsend. For years, I had a problem remembering to take my vitamins. Vitamins are a necessary evil. You have to take them to achieve good health, but taking them can be, well, a real pill.

I decided to take a chance on those gummy vitamins. I love gummy candies anyway, can eat a whole small bag of Haribo’s in one afternoon.  Whoever came up with the idea to combine vitamins with gummy candies is a genius. Since I started taking them, I never forget to take them.

That shopping experience got me thinking about other innovative products on the market today. What makes them unique? What do they offer consumers that other competing products don’t? Why are they successful?

The answer is simple. They solve a problem.

The gummy vitamins provide a solution to individuals like me who have a hard time remembering to take vitamins. Turn them into a sweet treat, and people will gladly seek them out and take them regularly. Who can say no to candy?

Self-adhesive stamps is another genius idea. What problem do they solve? While most people don’t use stamps these days, choosing to use email and online billing to conduct business, stamps still come in handy for sending greeting cards and donations. (Yes, I still mail my donations and greeting cards by snail mail.) Self-adhesive stamps save time and I avoid the yucky experience of licking stamps before affixing them to envelopes, and I don’t get a horrible aftertaste from the glue the way I did with traditional stamps. Instead, self-adhesive stamps affix to envelopes with minimal effort, and makes mass mailings much easier to complete in shorter periods of time.

There are numerous examples of products like gummy vitamins and self-adhesive stamps that solve a problem. What makes them special? What makes them successful? Like gummy vitamins and self-adhesive stamps, these products solve a problem.

Think about your own business, product or service. What problems does it solve for your clients and customers? How will it make their lives easier and better? Once you understand the problem that your product or service can solve, it’s much easier to market that product to the people who need it.

The same concept holds true if you are the product you are marketing to potential clients. Think about your own talents. How are they unique to the marketplace? What solutions can your talents and experience provide? The more you understand your own talents and qualities, the better able you will be able to solve a client’s or employer’s problem. And the more successful you are likely to become.

What do you think is the most innovative product or service on the market today? What problems do they solve? Share your thoughts below.