11 Things You MUST Know Before Hiring a Copywriter!
招聘广告文字撰写者时注意11项
If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right.
如果你考虑租聘广告文字撰写人对你的next brochure,网站或者营销计划有帮助。祝贺您！如果招聘一个能干的pro你就会取得巨大成功。
Many business owners and marketing professionals have valid concerns about letting an outsider develop their content.
After all - it's your business, you know it best, and your image is critical. However, you're wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects.
很多公司拥有者和营销专业人员有效的让局外人来推广自己的产品。毕竟他是你的公司，你最好知道其中的关键之所在。但是你每天忙碌生意。一个好的广告撰写者能一新的观点表达你的意思，提取重要信息有益于产品和服务，和交流来刺激顾客消费。
Working with a writer isn't a complicated ordeal, however it will benefit you tremendously to become familiar with how the relationship typically works and ways to help the process move along smoothly. So, here are my top 11 tips on how to choose and work with a copywriter:
这个工作并不需要作者那样的丰富的经验，但是它将极其有利你招聘这样的人和你的公司顺利的前进有重要的关系，所以下面有11种意见在你选择怎样的广告撰写者为你工作：
1.Understand your mission beforehand.
首先得明白的你的想法。
A crucial factor in streamlining the writing process is determining the principal points you need to communicate - *before* you bring in a writer. Who is your target audience? What is your message? What is unique about your company? In what type of tone do you want to speak to your reader?
What type of response do you ideally want the reader to make? Having this information agreed upon before you get a writer involved will save you unnecessary copy revisions and keep your costs down.
在广告撰写最重要的是你需要撰写者传递什么样的信息给观众 - 在你招聘之前。你的目标观众是谁？你的信息是什么？你的公司独到之处是什么？你以什么样的声音与你的观众交流？你理想的情况是想要读者作出什么样子的反应？这些信息确定在你找撰写者之前将会减少开支，和节约成本。
2.Develop a realistic schedule.
确定具体事项
Yes, you've heard this all your life, but haste makes waste. Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be 'fully cooked.' Most copywriters need time to let words and ideas simmer.
Most writers will request a few weeks to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece's angle and conveys the key benefits of what you're promoting.
是的，你的一生都在从事这项工作，但是你草率的制定会造成浪费。避免草率的招聘和给她一份临时的任务。不仅你没有时间来考察他的经历和对他的了解，而且无论他怎样具有天赋，他的第一次的写稿不可能完美无缺。绝大部分的广告撰写者需要时间去揣摩和斟酌用词准确。
3.Make sure the writer you hire has written for the medium you want.
确定你招的作者能够按照你的意思写作
Let's say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won't likely have the skills to create content for a dynamic Web site.
She's probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you'll be paying for her slow ramp-up speed. Take time instead to find the right person - it will save you many headaches down the road.
你需要某人给予在你的网站生命力。一个自由作者仅仅写杂志是不能够胜任的.她也许不擅长局部的协调，但是她能够掌握全局，采用超连接,使用户能够方便快捷的访问网站,和以客户为中心设计理念，容易引导用户.她也许可以学这些，但是你必须为她学习买单. 花点时间寻找你需要的人--可以少走很多弯路。
4.Experience within your industry isn't always necessary.
经历并不是很重要的.
'So you've never written for a _______ company before?' I've heard many prospects say. Don't worry. A writer's ability to write well for the medium is more important than her having prior experience in your industry.
Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They're very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market.
Now of course, if you're producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project's medium and your industry. If you find a good one, hold on tightly. You've struck gold!
“你有什么工作经历(为其他公司写广告)吗？” 我听到很多种回答。不要担心。作者只要他能写广告并不在乎他有没有其他的经历。很多写手是通才，他的协作水平与他们为医院的庞大的医疗机构建立宣传。他们非常善于渗入你的生意每一个角落，里里外外了解它，通过大量的广告来宣传引导你的市场。
5.Ask for references, and contact them.
考察他们，了解他们.
All writers can show you samples of well-written material, but how do you know if they'll work to understand your communication needs, meet deadlines, and act professionally in front of clients?
Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer's weaknesses as well as her strengths.
虽然所有的作者向你展示的书面的材料，但是你怎么知道他们适合这种工作,能够在客户面前遵守职业道德？任何出色的广告文字撰写者应该有一份与你充分共享的资料。并且与他们的其中最少两人联系，来了解特定的作者的缺点和优点.
6.Keep in mind that you get what you pay for.
牢记你的付出应该得到的回报.
It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks ...the writing IS your message!
Good copywriting does not come cheaply - you'll find writers who charge anywhere from $50 - $150 per hour and up. You'll pay more for an experienced writer, one with a particular specialty, or one who's also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)
7.Work on more than a handshake.
True writing pros will give you an agreement they've drawn up for you. However, you'll occasionally find yourself having to draft an agreement for the project. This doesn't have to be complex - a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).
And don't forget to ask what's *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won't begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don't hesitate to have your writer sign a non-disclosure agreement.
8.Give your writer background info at the start.
I've often heard the story of a writer being hired for a large project, and the first thing she's asked to do is come in and interview several principals of the company. After several days of interviews, the writer is then handed the company's annual report, previous brochures, and marketing plan.
If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or business or marketing plans.
9.Appoint one person as your project captain.
Appoint one person at your company as project captain. If you allow too many people in your organization to work with the writer directly, each of them will likely have a different opinion of the copy and request different edits from your writer. She may be forced to make many unnecessary revisions, adding time and cost to your project.
If you need to involve multiple reviewers in the process, have your project captain handle the internal reviews and edits and decide which ones supercede others. Then give your writer one master copy that includes all edits to be made. Also, be sure to involve your final decision maker early on, be it your CEO or board of directors. This gives your writer clear direction and avoids costly revisions down the road.
10.Give constructive criticism.
Although copywriters have egos of steel and are accustomed to criticism, make yours helpful for best results. 'This paragraph just doesn't work' isn't as effective as 'What we need to do here is stress the benefits of the non-skid surface.' Also, tell her what parts you *do* like, so she can emulate them elsewhere. And of course, everyone loves to know when they've done a good job. If you like her work, be sure to share that with her!
11.Don't discount chemistry.
You need to feel comfortable with your writer in order to work effectively together. Take the time to find a great copywriter whom you truly like and develop a good working relationship together. You'll get top-quality work that will help your business thrive. And you'll have a skilled and knowledgeable copywriter on call for your next communications effort.