How to choose a copywriting agency
I have to admit it’s not that easy advising people on how to choose a copywriting agency when we run what we consider the best in the market.
Still, in the spirit of honesty and openness we have tried to put this sense of self belief (and self promotion) aside and come up with a few ideas, tips and insights to consider on this weighty issue.
1. Prices – when you choose a copywriting agency it’s definitely not all about the money. Writing is not science. You don’t buy words by the yard, so don’t be governed purely by price.
2. Day rates – it’s always a good idea to ask agencies about their day rate. This is something you can compare and contrast. However, day rates don’t tell you the whole story, and be wary of any agency or writer that is not prepared to quote for the full job.
3. Specialism – no agency specialises in everything. Find out what experience each agency has in your particular area. Some specialise in certain sectors or industries; others in different kinds of copywriting. Ask what they are good at. In fact, ask what they are not good at, as this can be more revealing.
4. Who’s doing the writing – check who will actually be doing the writing. Some agencies act like shop windows. They push their experienced writers to the front for all to see, but hide the cheap inexperienced juniors who end up doing most of the writing. So, it’s best to ask for the names of the copywriters who will be working for you.
5. Samples – always ask to see writing samples of named copywriters. This gives you some idea about their writing style and tone of voice.
6. Ask to meet – getting the best out of a copywriting agency depends on how you get on with them. Ultimately, you want to hire an agency run by people who are easy to work with. Meet them. Greet them. Talk it through. Only then will you get a real idea whether you can develop a good working relationship with them.
7. Pitches – there’s no harm asking a number of agencies to pitch for work but don’t expect any copywriter worth his or her salt to do anything for free. Test them, certainly. If you want to get the best out of them, though, you’ll need to agree a small fee.
8. Business terms – don’t ignore the boring stuff. Good relationships develop on clear understanding. Ask about their business terms and be open about yours.
Not sure which copywriting agency to approach? ProseWorks is a good place to start. Get in touch…we’d love to hear from you.
