By Alan Graner
What should you look for in a B2B copywriter
They have proven talent. You can teach a copywriter about your business. You can’t teach someone in your business how to write.
They have a proven track record of completing projects on time, on target and on budget.
They understand marketing. They answer three vital questions:
- Why do I need your product or service?
- Why should I buy from you?
- What’s in it for me?
They ask detailed questions about your audience, their major challenges, their pain points and how your company meets those needs.
They understand your messaging. They learn your positioning (you’re the low-price leader, the quality experts, the on-time people, etc.). This messaging is the bedrock of every piece of content you produce.
They are good interviewers. They can talk with in-house staff, clients, and subject matter experts and get the information you need?
They have excellent research skills. If you don’t have all the information they need, they know how to find it.
They can write for a variety of audiences, whether it’s industry experts, C-level executives or prospects.
They are versatile. A good copywriter can write articles, white papers, blogs, website copy, brochures, eBooks and other content and know how to slant their copy to fit each platform.
They may be specialized for niche marketing. If your audience is mainly highly trained professionals—doctors, lawyers, engineers, etc.—you want a copywriter who can communicate complicated material in the specialists’ language.
They are adept at SEO to help prospects and customers find your content.
A final word
If you are more concerned about cost than results, prepare to be disappointed. A professional-grade copywriter is paid a professional level fee for a reason. You get what you pay for.
What qualities do you look for?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.