How to choose the best copywriter for you

If you read my recent blog post about copywriting you may have decided that you need some help.

Perhaps your tour itineraries need a makeover. Or it could be that you lack confidence in copywriting and want an expert to talk you through the basics. You might just need someone to give you some constructive feedback on a blog post you’ve written.

Once you’ve decided you need help, you have to decide who you’re going to approach. There are plenty of copywriters (and copy coaches) out there. Who’s right for you? That depends on a number of factors including:

• your budget
• your preferred way of working
• your personality
• what exactly you need done
• your timescale (how urgently do you need help?)

Choices, choices!

There are so many copywriters out there, advertising their ‘clear and compelling copywriting’ services on a million sparkly websites. How can you choose the one for you? Here are a few things to think about:

Your budget

This comes first in the list, as it’s a major consideration. Copywriters’ fees vary considerably and there’s no point setting your heart on someone you simply can’t afford.

Beware of jumping at someone whose prices seem a little too bargain-basement though. If getting your entire website copy rewritten for £500 sounds too good to be true, then it probably is! As the old saying goes: pay cheap, pay twice.

Window shopping

Take as much time as you can to shop around. Ask colleagues for recommendations, look on social media – does anyone stand out?

The great thing about choosing a copywriter is that you can check out the way they write their own copy and see if it appeals to you.

• Is it clear?
• Is it engaging?
• Does their personality come across?
• Do they use storytelling effectively?
• Do they seem professional without being stuffy?

If the answer to all these questions is ‘yes’ then you could be onto a winner. If their copy doesn’t light your fire, then jog on.

Dig deeper

Once you’ve narrowed down your list of potential copywriters, do a little more digging.

Look for more examples of their writing. What can you find? Can you dig up any examples of writing they’ve done for their clients? (This might not always show up, as copywriters aren’t credited on all the projects they do, but you might come across some blog posts, for example).

The second thing to consider is their experience in your particular industry. Now, not all copywriters like to niche down, as many prefer the freedom of being able to write about a wide variety of subjects. However, it’s your choice, and you might prefer to hire someone who is familiar with working for the travel and tourism industry.

Now’s the time to check out testimonials. Don’t just look on websites (the testimonials there can sometimes be a little out of date). Check out reviews on their Google Business Pages, and the recommendations on their LinkedIn profiles too. Cut through the fluff and focus on results, whether that be increased sales, heightened understanding or increased confidence.

Your gut feeling

This comes last on the list, but it is certainly not least. Trust your instinct to tell you whether a copywriter is going to be a good fit for you. Why? Because it’s so important that you ‘click’ with them. Remember, they’re going to be distilling the essence of your beloved brand into words – this is not a task you want to outsource lightly!

And – if you’re approaching a copy coach – trusting your instinct is every bit as important. Sharing your writing can be scary, so it’s important you feel completely at ease with the person you’ve chosen to help you. Think about the following things:

• How does the copywriter/copy coach come across on social media? Do they give off a friendly/positive/approachable vibe?
• Are they responsive to your enquiries?
• Do they adopt hard-sell tactics? Or do they seem more interested in finding out whether you’re going to be a good fit for each other?
• Do they listen – really listen – to you?

Most copywriters will offer a one to one meeting, and this is a great way to make your mind up. The idea of having a gut feeling might sound a bit vague, but mine has never failed me in deciding who I want to work with.

Could I be the copywriter for you?

Well, you didn’t think I was going to let you away without a little plug for my services did you?

Here are three reasons you and I could be a match made in heaven.

1. You want an experienced writer

I’ve been a freelance writer for over 10 years now. For much of this time, I worked in educational publishing, for big names such as Collins, Pearson and the British Council as well as for smaller companies. I also edited award-winning local magazine (Shetland Life) for two years, and I’m a regular blogger for Promote Shetland.

2. You’d like someone with travel and tourism industry know-how

SInce retraining as a copywriter in 2023, I’ve opted to work exclusively for travel and tourism businesses. I’ve delivered copy coaching sessions to tour guides and tour operators around the world, and I’ve also written website copy for luxury tour companies in Ireland and the UK.

There’s never a dull moment in the travel and tourism industry, and believe you me, I’ve got my finger right on its throbbing pulse! That’s one of the reasons I host Tour Pro Talks, a weekly LinkedIn Live where I interview a different tour professional every week. This means I am switched on to all the hottest trends in this rapidly evolving industry.

3. You need someone who gets results

As well as writing, I’ve also been a teacher for over 20 years. I’ve taught children and adults in schools, colleges and universities around the world. I’m experienced in helping people to set realistic goals, and I love nothing more than helping people smash their goals.

If it sounds like I could be the one for you, let’s meet so you can allow your gut instinct to do the talking. Contact me , so we can have a chat about how I can help your tourism business.