Red Flags In a Copywriter

If you've every searched "how to hire a copywriter," you've likely seen conflicting advice and countless freelancers advertising their services. It's challenging to figure out what kind of writer you need: a brand strategist, a website specialist, a sales page expert, and even more difficult to trust someone else with your voice.

Here are some key red flags to watch for when choosing a copywriter for your next project:

1. Lacks A Website And Portfolio

   A copywriter who does not have a website or showcase their previous work is a major red flag. This is how you get a sense of who they are, their voice, and how they manage their services. Viewing their sample works gives you a feel for their skill level, range, and fit, as well as experience and professionalism.

2. Skipping The Discovery

   A copywriter's first step should be to learn all about your project, goals, values, and who you are as a person so they can portray your voice in the messaging. Copywriters who don't ask questions or discuss goals are only guessing at what you want to hear and relying on a one-size-fits-all approach rather than your unique voice.

3. Prioritizes Being Clever More Than Being Clear

   Good copy isn't about the words looking or sounding pretty; it's about being clear and putting your audience first. Copy should serve a strategy that supports your goals and brand, not an obsession over trends and playful wording.

4. Guarantee Overnight Results

   A copywriter can never honestly promise that you'll see quick results, especially overnight. Strong messaging builds over time; it isn't a "trick" that will immediately bring results the moment it's published.

5. Doesn't Collaborate

   Copywriting should always be a team effort. The more involved you are, the more your voice will be heard in the message. A professional copywriter will welcome feedback in the revision stage, which is where the copy becomes polished and refined to fit you.

As you research potential copywriters for your next project, look for someone who openly communicates their abilities and experience, asks insightful questions about your brand, and is genuinely open to collaboration.