If you’re thinking about hiring a copywriter to help you launch a killer Facebook Ad funnel, the process doesn’t have to be overwhelming. But after speaking to many clients and prospects, I know it can be scary – especially if it’s your first time outsourcing this kind of work. Or if you’ve had a bad experience working with a copywriter in the past.
It’s why I want to share some of the best ways to assess your future copywriter’s conversion skills, so you can feel confident they’ll nail your copywriting project.
- Copy Samples – Every once in a while a prospective client asks to see a copy of my CV. I’m gonna be honest and tell you that my CV was last updated way back in 2012.
The same is probably true of most freelance copywriters who burned their CV the minute they walked out of their 9-5. That’s because CVs are irrelevant when it comes to writing great sales copy.
It doesn’t matter if your writer has no formal qualifications…a random career history…or a huge career gap. They could still be the best damn copywriter you’ve ever come across.
What you need to ask for is copy samples so you can see what they’re capable of. Most copywriters will have several that they’re willing to share. If they don’t, it means they’re new (which isn’t always a bad thing) or they’re shady (which is a bad thing).
2. Conversion Metrics – Another way to assess your potential copywriter’s experience is to ask for past conversion metrics. This means the results they have achieved for previous clients.
Seeing conversion metrics will help you decide if your copywriter is likely to have the skills to help you meet your goals.
Now not all copywriters are able to share conversion stats. And it’s not necessarily because they’re being awkward or evasive. It’s because some clients don’t report results back to their copywriters (much to our frustration!)
3. Test Pieces – When hiring a new copywriter, it’s perfectly OK to set a test piece. This is where you produce a copy brief, and ask potential writers to have a go at fulfilling the brief within a certain timeframe.
If it’s a short piece – like a single Facebook Ad…you can usually set the test as part of the application process. But if it’s a larger test, like a full email campaign, you should pay the writer for their time.
Test pieces are great for three reasons. First of all, they let you test your potential copywriter’s ability to think strategically about a copy assignment. Secondly, they let you see how well your copywriter can handle a brief.
And finally, test pieces are great for weeding out copywriters who fail to hit deadlines or have a bad attitude. (I’ve heard stories of copywriters refusing to submit test pieces because they feel too experienced to lower themselves to a test. Well, I say – good riddance to big egos!)
4. Copy breakdowns – When I worked for the ad agency, one of their favourite skills tests was a copy breakdown. This involved asking applicants to record a 5-minute Loom video, breaking down a piece of long-form sales copy.
Every copywriter should be asked to break down the same piece of sales copy, so you can compare how each writer thinks about the piece.
The videos we received at the agency were all very different from one another. They gave a fascinating insight into the way each copywriter THINKS about copy. It also highlights how much theoretical understanding writers have about persuasive writing.
If you plan to invest in done-for-you copy, it’s natural to feel nervous about hiring the wrong person – especially if you’re investing a large chunk of cash to get the job done.
It’s why you shouldn’t cut corners when looking for the best person for the job. But if you ask for a combination of samples…conversion metrics…test pieces and copy breakdowns you should have everything you need to make the best decision for your business.
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