The decision to use an outsourced copywriter is yours. And you’re spoilt for choice: there are plenty of great wordsmiths around. So what matters beyond the words?
I’d guess these nine points cover it – and with experience spanning international accounts in global markets, my client list would agree. (I’ve just done more of this stuff than most.) Here are nine things to look for when sourcing a writer.
Big-agency experience. Fewer than 1% of working copywriters have a background on the world’s biggest marketing accounts in global advertising agencies. I’ve worked for three of the world’s top 10 across Asia and Europe. Whatever your project involves, I’ve probably done it before.
An interest in the relationship. All business comes down to acquiring and retaining a customer. Mine stay with me for years on end and remain friends forever; I look at your business as a three-year growth curve not a one-off project. I’m interested in your business beyond the deliverable.
That London thing. Based in the global business capital, I’m constantly competing for briefs – keeping my skills sharp enough to play the game at top rank, all the time. London does creative better than anywhere else, and I’m part of it. You get a writer immersed in the world’s most competitive market.
Starting with a concept. Turning prospects into customers takes more than informative copy; it involves communicating an idea. Because in commercial prose people engage with ideas, not words. Making sure even the shortest PPC headline is driven by a campaign concept is second nature to me. Your work gets delivered with the experience of 200+ creative campaigns.
Academic and analytics smarts. I “get” Big Data, with training in over a hundred research methods and models. (I’m one of few creatives packing an MBA from a top b-school.) A sound theoretical basis makes the practice more solid – and lets me deliver outcomes based on real business insight … not random ideas. You get creativity with critical thinking.
An understanding of strategy and structure. I’ve handled information architecture projects spanning thousands of pages and dozens of use cases, letting me handle bigger and more complex projects with a methodical logic uncommon in those who write single-page ads. A cute idea does nothing for your brand if it feels wrong to customers; with me, your work is created within a broader strategic framework.
Deep technical knowledge. Technology, software, and communications are the principal cost drivers and profit centres of any business today; if your writer doesn’t understand how your information infrastructure drives your scale and expands your markets, he’s got no business being in business. With me, you’ve got a writer who knows how technology gives you an edge.
Proper business experience. I’ve run a P&L, know how hard it is to make a payroll. I believe business thinking belongs in the studio as much as the boardroom: ultimately, building your sales and profits is the only scorecard that keeps me employed. (I never forget that before any money is paid to me, someone else had to earn it.) So everything you get answers the business case as well as the creative brief.
And not least: an interest in the world beyond. I do words, but I know economics and finance, cognitive biases and the human condition. I read a lot but I fight bouts and jump out of planes too: to keep your ideas fresh, you have to live life on a large canvas. Having broad interests lets me create campaigns and content with unusual depth.