Hiring a copywriter

Read about the posts about the category Hiring a copywriter of How to be a copywriter by Copywriter Collective.

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Boutique Copywriting Agency: What Small Lets You Refuse

A boutique copywriting agency isn't a smaller version of a big one. It's built to refuse briefs, and that's why the work it recommends is better.
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How to Hire a Freelance Copywriter Who’s Already Booked

Want to hire a freelance copywriter? After 20 years placing writers, here's why the best ones are booked, and how to get one anyway.
An empty, dimly lit conference room lit by a chandelier, waiting for a pitch meeting to begin

What Agencies Want From a Copywriting Agency

Half our briefs come from other agencies. What they want from a copywriting agency isn't writing — it's a name they can put in the room on Thursday.
A row of identical numbered metal mailboxes, one of them open — a visual metaphor for choosing one name from a shortlist of interchangeable candidates

The Shortlist Is the Worst Way to Hire a Copywriter

A marketing director rang me last month with a request I've had a thousand times. "Send me three writers. I'll pick." It's an entirely reasonable thing to ask. It's how you buy nearly everything else — three builders' quotes, three agencies…
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SEO Copywriting Services: Why Ranking Is the Cheap Part

SEO copywriting services promise rankings. After twenty years placing writers, I can tell you ranking is the cheap part. Persuasion is what you're buying.
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What a Copywriting Agency Actually Sells (It Isn’t Writing)

After 20 years running a copywriting agency, I can tell you the product isn’t writers. It’s judgement — and the shortlist of one.
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The Copy Brief That Was Really a Brand Strategy Problem

After 20 years placing senior copywriters, here’s how a simple copy brief exposes a brand strategy problem — and what to fix before you brief a writer.
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Transcreation: Why Great Campaigns Die at the Border

Every few weeks an email lands that I've come to think of as the most expensive kind I receive. A marketing director — smart, experienced, fresh off a campaign that worked — writes: "Can you get this translated into German? Nothing fancy,…
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How to Interview a Copywriter (When You’re Not One)

How to interview a copywriter: after 20 years placing writers and hearing how every hire turned out, here's what actually predicts great work.
Copywriter's desk with a laptop, coffee and printed drafts

Copywriter or Content Writer? You’re Hiring the Wrong One

A client called me a few months ago, frustrated. They'd hired a writer six weeks earlier — sharp, well-reviewed, fair rate — and the work was landing flat. "The blog posts are fine," they said, "but the campaign line we asked for is just...…
A writer edits a manuscript with a red pen beside a vintage typewriter

The Revision Where Good Work Goes to Die

A writer I'd placed called me a few months ago, a week after wrapping a campaign for a brand most people would be thrilled to work with. I asked how it went. There was a pause — the kind that tells you everything before the words do. "The…
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Why Great Creatives Keep Delivering Average Work

Why Great Creatives Deliver Average Results I've placed hundreds of freelance copywriters and creative directors over the past two decades. Award-winners. People whose work you've seen on billboards, in Super Bowl spots, on the homepages of…

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