Any copywriter worth their day rate can pull words into a coherent message. It takes a specialist to nail the copy to meet your exact needs. Experienced copywriters will usually specialise in either a niche, or a specific channel. If you get both, you’ve struck gold:
Niche to meet you
A copywriter who specialises in a niche will usually do so because:
- it’s in an industry they enjoy knowing about
- they have a lot of experience already writing for that industry
- they understand what is going on in that industry.
If you were to hire a generalist copywriter (someone who can string a sentence together on any topic), they may cost less but they won’t deliver as much value for money as a specialist copywriter. I specialise in financial services copywriting because I’ve worked with clients in the industry for decades. I genuinely enjoy making complex technical topics accessible for everyone because I truly believe sound financial understanding can make a difference to people’s lives.
Channel your energy
A copywriter who specialises in a channel will understand all the technical detail that goes into making your copy work as hard as it can. A good Search Engine Optimisation (SEO) copywriter will be across Google’s latest algorithm, or will know which words are no-no’s in Facebook posts. I spent years working in creative agencies across every possible channel, helping clients launch and maintain campaigns that continued to deliver across all traditional (cinema, radio, print) and non-traditional (social media, app, online) channels.
The most important factor when looking for a copywriter is fit. They can have all the experience in the world, but they need to work with your timings and processes (and maybe make you laugh). If you find a specialist who can do that, you’ll have a copywriter you can depend on time after time.