Great SEO Copywriting Needs a Great Copywriter
by Heather Lloyd-Martin
Should you fire your SEO copywriter? Five tips to tell you when to make the switch.
Did you hire a copywriter, and it's just not "clicking?" "Maybe it's just me," you think. "I'll give them a second chance." Chance after chance later, the copy doesn't sing to you, the text is perpetually late, and you're begging for an instant solution. If you're facing a freelance copywriter dilemma, let these five tips teach you when to keep 'em - and when to find another option.
Feelin' the dull and drab copy blues.
You try to get into the copy. You really do. But every page you read sounds like your writer was half-asleep when they wrote it (and maybe they were!). Remember, your Web page, opt-in email and print communications are your image, and you want that image to be top-notch, persuasive and exciting. If you can't scan the copy before nodding off, chances are your customers will be snoring along with you.
When "rough drafts" are too rough.
All professional writers provide "rough copy drafts." This gives the client a chance to review the tone and feel, make any necessary tweaks, and make sure the writing is proceeding as planned. However, "rough drafts" do not mean unprofessional scribblings. The copy you receive should be as professionally polished as your final draft. If you see misspellings, strange, run-on sentences, or statements like, I don't know what I want to say here yet, but it will be kinda like..." drop that copy and hire another writer.
Deadline dilemmas and headaches.
Deadlines to your SEO copywriter should be like an unbreakable bond. You, as the client, should never have to chase down your copy, or email "helpful reminders." A professional will know when the deadline is, and turn it in on time - if not before. If you're getting excuses on why something is late (especially if the excuses keep continuing), consider another writer. Your business meets its deadlines. Your copywriter should do the same.
It's fair to mention that there are some extreme life instances when a deadline will be impossible to meet. In that case, a professional will email you about their situation and work out a mutually agreeable solution. If you can, give 'em a break. The calmer your writer is, the better their writing will be.
Constant rewrites - more work than they're worth?
Sure, it's one thing to make a couple copy tweaks here and there. But, if you find yourself rewriting every word, it's time to have a little copywriting telephone chat. Try discussing what your desired tone, feel and style are, and give your writer some honest feedback. Don't feel like you're criticizing a great artiste, and that they'll get mad at you for slamming their prose. In fact, writers need feedback to dovetail their writing style to your needs. It may be that a little focus tweak is all they need to create your vivacious verbiage.
Don't forget - you need to actually talk to the writer, and let them ask you questions in real-time. If you don't make yourself available for some feedback, you'll never feel comfortable with the copy (and it will be all your fault).
Benefits sell... unless they're not in the copy.
Zap! Do your clients hit your Web site or opt-in email message and immediately know what's in it for them? Does the copy blast your benefits and make it easy for people to buy? If not, why not? Telling your prospects the unique benefits of your product or service (like saving time, making money, and increasing your ROI) is essential for successful copywriting. When clients hit your site, or read your email message, you have mere seconds to wow them over and quickly persuade them to follow your next sales step. If your copy is benefit-light, immediately tweak your copy and find a copywriter who can sling the benefit hash.
Yes, finding a new SEO copywriter can be a hassle. You wade through resumes, ask friends, and pray that this one person who sounds okay will work out just fine. However, when you consider how much a bad-fit copywriter can cost you in money, time and hassle, finding the perfect writer is essential.
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