So you’ve heard me talk about copywriting (specifically legal copywriting), but do you know exactly what a copywriter does?
Copywriters write marketing materials. Some specialize in SEO (Search Engine Optimization) and work with clients by writing web copy that helps search engines and potential customers find their websites. Others write sales letters. Still others write white papers and sales sheets. Some specialize in emails or autoresponders. The list of specialties seems to grow daily.
Some copywriters specialize in Business to Consumer (or B2C) copywriting and help their clients market to consumers. And still others have carved out a niche in Business to Business (or B2B) copywriting. These writers help businesses sell to other businesses. Many work for agencies or marketing consulting firms but the number of freelance copywriters is growing rapidly. And that’s good news for you as a small law firm or solo attorney. It gives you direct access to some really excellent copywriters. You no longer have to pay a big marketing consulting firm. You can go straight to the source.
Now, having said that, if you go the route of hiring a freelancer, it helps to know if they actually know what they’re doing. To separate the wannabes from the pros, here are a few questions that a skilled copywriter will ask. If they don’t ask these questions, keep looking.
1. What service or product are you marketing? Are there any particular legal issues I need to be aware of when writing the copy?
This may seem obvious but many new copywriters won’t ask. As a lawyer, you know that there are very specific guidelines that you have to follow in advertising and marketing. A copywriter familiar with the legal profession will know that, too, but they still need to ask. Every state is different and the requirements for online marketing are changing fast.
2. Is this a multi-channel marketing campaign?
Are you only using one marketing media for this campaign? There are a lot of options,online and offline, available for marketing your services. Each of these requires a different approach and the copywriter really needs to write with the specific marketing medium in mind.
3. Who is your target audience?
Again, you would think this is obvious but new copywriters may assume they know who you’re marketing to. They should never assume. Every target audience is different. In order to tailor your message to reach the right audience and convince them that you’re the lawyer they need, your copywriter needs to know exactly who your dream client is (age, gender, income, interests and education level are just a few of the criteria that affect how your copy should be written). This is also where it helps to hire a copywriter that specializes in working with lawyers and understands all the different practice areas that you’re involved in.
4. What are the benefits of what you’re marketing?
This goes way beyond the fact that you have a specialty certification or graduated third in your class at Harvard Law. Believe it or not, in the world of copywriting, those are features of your firm. Benefits are exactly what those features do for your client. Your copywriter should ask some very targeted and specific questions in order to effectively present those benefits in your marketing copy.
5. Is price a selling point in your service? If not, what is the most compelling benefit of using your services?
This can be a tricky question in dealing with legal copywriting. Do you charge by the hour? If so, are your rates better than your closest competitors? Or do you charge a flat fee or package price for specific services? These are all things to consider if you’re marketing campaign emphasizes pricing. In most cases, this won’t be a factor unless you’re breaking the old mold and going with a pre-packaged price for a specific service or block of services rather than the hourly fee.
6. Do you have client testimonials available?
If you haven’t set about getting client testimonials from satisfied clients, start now. And make sure they agree, in writing, to let you use them in your marketing. People are herd animals and they want to know that other people have used your services and been happy with them. Include language to allow you to use client testimonials in your annual client satisfaction surveys.
7. Can I see copies of your old marketing materials?
Any copywriter worth their salt wants to see what’s been done before and did or didn’t work. It keeps them from making the same mistakes their predecessors made. And sometimes an old ad or marketing campaign just needs a little remodel to freshen it up and take your marketing out a whole new door.
8. How soon do you need your project completed?
A pro will always ask for and never miss a deadline. Along the way to completion there will also be target review dates and benchmarks to make sure that everything is on schedule and nothing is missing or assumed, on either side of the table.
9. Let’s talk about rates and payment conditions.
A good copywriter will lay out their rates and payment terms up front. Good copywriters don’t work cheap but they are worth every penny. Their words are what bring in clients. Payment for the services they’re offering should be one of the first things you get out of the way in discussing your project. Also, good copywriters will have a standard contract for work for hire and will want that signed and agreed to before starting your project.
When you’re looking to hire a freelance copywriter as an alternative to a high priced marketing consultant, expect them to ask most if not all of these questions. It will help you both get a really clear picture of what you’re marketing, what you want to accomplish, and serve to manage expectations on both sides of the table.
If you find a copywriter that meets this criteria, has some good writing samples and a solid success rate, congratulations – you’ve just found the goose that laid the golden egg. Treat them accordingly and you’ll have a never ending supply of fresh and effective marketing to keep your client pipeline full.