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1. |
They write their own Copy
Here's a little-known secret that might
surprise you...
Many of the top copywriters don't
actually write their own copy. They hand it off to
one of their students or protégés. Then they take
the finished piece and look it over in case of any
glaring mistakes. But they charge you as if they
wrote it. Shhh, I didn't tell you that.
Make sure the copywriter you hire is the
copywriter who writes your materials.
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| 2. |
They
are direct-response copy focused
I don't know of any top direct-response copywriters
that also do SEO, graphic design, linking services
etc. Sure, many have strategic alliance partners.
But writing top notch copy is very time consuming.
It doesn't leave much time for everything else
besides having a normal life.
So look for a writer that focuses strictly on
measurable results copy, not 'diversified' into
10 other areas. Direct response copy is accountable
copy. They don’t write to win awards or
have their picture on the cover of some magazine.
They write to bring you more business –
period.
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| 3. |
You
Are Comfortable With Their Work
I'm not just referring to their portfolio. Are
you comfortable by reading their site that it’s
a good fit for you? If they can't make you comfortable
enough to do business with them, it's unlikely
they will make your customers do business with
you.
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| 4. |
They
Can Write For Various Audiences
Look, writing styles and approaches differ for
your audience. A skilled writer will probe your
audience through research to understand their
thought process. Are they skeptical? Conservative?
Answers to these questions will dictate the correct
approach. So look for a writers ability to finesse
their way to your prospects wallets. It's not
all smash n grab! Your approach to single mothers
is different from senior citizens. You wouldn't
think of putting an ad like this directed at academics:
"MY FRIENDS TOLD ME IM LOSING MY MIND WHEN
I DECIDED TO GIVE AWAY MY MULTI MILLION DOLLAR
MONEY MAKING SECRETS FOR A SHAMLESSLY LOW PRICE
OF $47!!! ORDER NOW BEFORE THEY'RE ALL GONE AND
I RAISE MY PRICE TO THE $4,997 FIGURE THIS INCREDIBLE
PRODUCT DESERVES!!!"
Can you see how abrasive this approach would
be for this audience?
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| 5. |
They Don't Make Outrageous Guarantees.
There's nothing wrong with offering guarantees
like 'if you're not thrilled with the finished
piece, I'll give you another re-write for free'.
That's not what I'm talking about. There are many
that claim they guarantee to make you this many
tens of thousands of dollars in 30 days if you
use them.
How can they make such a claim when they have
absolutely no idea who you are, what you will
do with their work and how much effort you will
exert? Take these claims with a grain of salt.
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