Selecting the Right Writer
You may be asking yourself: "Should I choose a general copywriter or one with specialized expertise?"
"Yes," is the correct answer, with the caveat that it depends on your needs. Here are several copy styles you may require – and the type(s) of writer who can make it happen.
Short and Sweet Copy
If your projects require catchy headlines, online banners, power-packed billboards or other quick-read copy, then you would best be served by a witty, clever writer who thinks on their feet.
They're often the life of a party and well-versed in pop culture. These ad-agency writers grab the attention of your target audience with a few well-chosen words. But those brief messages resonate with customers long after they read them.
Long-Form Content
When fulfilling a marketing strategy that includes long-form copy, a writer who is well-versed in your specific industry can be an invaluable source of clearly articulated content. Projects for this type of professional include website copy, blog posts, educational brochures, speeches and white papers.
Typically, these copywriters will have a few key areas of expertise such as financial services, manufacturing, healthcare, education or technology. Effective long-form writers can deliver hard-to-understand concepts in a way that the average consumer "gets" it. An even more skilled copywriter does this without sounding condescending. With today's emphasis on content delivery, the best of these writers are in high demand.
Technical Documentation
Technical writers have a distinct skill set. These professionals write training manuals, white papers, maintenance and operation guides, scientific reports or other extremely detailed documents.
They quickly assimilate information from schematics, research papers and other technical materials – and translate information into verbiage that fits the target audience (other techie professionals, industry partners or end users). The resulting copy may be (intentionally)dry – or it may have some style woven into it.
A Little Bit of This, A Little Bit of That
In some cases, you'll need a writer who can seamlessly straddle the different types of copy projects. For example, when you're creating an email campaign, you'll want to choose a writer who can instantly capture the recipient's interest with a pithy and attention-grabbing subject line, while also clearly conveying important (and sometimes technical) information in the body of the email. And of course, the CTA (Call To Action) needs to resonate with the reader so they click, call or perform the desired action.
While this article briefly touches on three types of writers (and those who excel at overlapping them), there are others who bring a unique flavor to their work. A reputable writer will honestly assess his or her strengths, rather than trying to be "all things to all people."
Beyond the skill set, you (the client) need to be comfortable with the freelance writer you hire. You should be able to trust the writer's integrity, have confidence in their capabilities and enjoy interacting with them. This will ensure that your projects have the best possible outcome.