Once you have decided that you need to have good marketing copy created for your business, you have to narrow down the options of copywriting services...
Once you have decided that you need to have good marketing copy created for your business,
you have to narrow down the options of copywriting services based on what you need. There are as many specialists in various forms of marketing writing on the market as there are venues of advertising copy. The trick is finding the right writer to suit your needs.
There are three basic forms of copywriting services that are of interest to small business, and about as many subcategories in each venue as you can imagine. The basic forms are Direct Marketing Copy, Advertising Copy and Website Copy. Each form of writing delivers a different message in a different manner and is catered to the reader/viewer/listener.
Before you begin to narrow your options, you first need to determine what you need copy for. Are you creating a television or radio advertisement? Will you market through direct mail? Is your website going to be the main conduit for your marketing efforts? Will you need a combination of different types of writing?
As each venue is different in delivery, each set of copy differs in its approach.
Direct marketing copy is geared towards getting an individual to open the envelope and then become captivated within the first three sentences of the letter, brochure or postcard.
Advertising copy for Television attempts to convey a message or brand association within the first eight seconds, often by intriguing a viewer or by utilizing a unique “catch.”
Radio copywriting is usually cut and dried or intentionally silly, as the trick is to make the listener focus on the radio advertisement enough to get the message, but not so much that they stop paying attention to whatever else they are doing; like driving.
Website or Internet copywriting generally tends to build a slight narrative, but also employ strategic keywords that will show up in search results and thus “herd” people towards the web site. Of all copywriting services, web copy and direct marketing copy are the most similar, although web copy tends to be more personable and tells a story, while direct marketing copy is geared towards securing an immediate result so does not rely so much on a story line.
Once you have decided on the type(s) of copy you need, the next step is to select a writer or agency that best suits your needs. Writers tend to market their copywriting services through three different venues: The freelance market, through a marketing or advertising agency or through a placement agency. Each venue has its advantages and disadvantages.
Freelancers tend to be the most flexible, although it is important to find out if they have the necessary time to complete the work before you sign any agreement with them. Advertising agencies generally will assign an Account Executive to you and they will manage the development, writing and production, but they are also the most expensive. Placement agencies have lists of writers and their specialties and assign a writer based on needs, but check out the credentials of the person they assign you before they begin to work with your project.
The most basic aspect to look for is a record of accomplishment, even if it is not in the field you are marketing. Copywriters rarely specialize in just one field and are adept at picking up a subject and learning it quickly. If a copywriter’s portfolio and track record is one of success, they will be able to give you the results bearing copy your business needs to succeed, even if they are not directly familiar with your specific product or market.
