ENTREPRENEURSHIP / AUG. 26, 2014
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How to Avoid Making Mistakes When Selecting Copywriting Services

When it comes to online marketing, copy is very important. Businesses use online copy to communicate with their prospects and customers. This could be either blog content, emails, press releases, website content, sales pages or eBooks. Therefore, the quality of your copy can either make or break your business. Well-written content will engage your readers and keep them coming back for more, thus enhancing your chances of making sales. However, poorly written content will create a negative impression of your business, products and services.

Creating online copy requires a significant amount of skill and time. If you lack both, it would be advisable to hire the services of a professional copywriting agency. However, choosing the wrong agency could prove disastrous for your business. Here are some of the mistakes you need to avoid when selecting a copywriting agency:

1. Making a decision based solely on price

Copywriting rates vary from one agency to another. Don’t make the mistake of choosing an agency solely on the basis of price. In an attempt to cut their costs, some businesses settle for the lowest bidder, but end up with poor quality work. However, this does not mean that you should go for the highest charging agencies. Before making a decision, consider other factors such as experience and customer service. Reading testimonials from previous customers will help you make a more informed decision.

2. Not identifying the agency’s specialization

Different copywriting agencies offer different kinds of services. They might specialize in writing email copy, blog content, sales pages, eBooks, press releases or web content. Others further specialize in writing for specific industries. Therefore, before settling for any agency, find out if they have experience in your particular area of interest. Beware of those who claim that they specialize in everything.  

3. Failing to identify the actual writer

Copywriting agencies usually have several writers, some of whom might be working in-house while others could be freelancers. In many cases, such writers have varying levels of experience. It is therefore very important to ask the agency for the name of the copywriter who will be working for you. Take time to look at samples of their work to get an idea of their writing style and quality. In case you are not satisfied, you can ask the agency to provide a different writer.

4. Not ascertaining the rates

Don’t make the mistake of taking quotes from copywriting agencies at face value. You need to find out what the rates actually cover. For instance, if the agency is charging you $50 for a blog post, does the rate also cover rewrites? You might realize that some agencies charge an extra fee for rewriting. Getting all these details clear will save you lots of trouble ahead.

5. Not comparing options

When looking for a copywriting service, don’t make the mistake of settling for the first option. Take time to carry out some research and identify at least three agencies which could be a good fit for your business. Give them specifications for your project and ask them to pitch for the work. You can then choose the option that suits you best.  

Choosing the right copywriting agency can be a daunting task. However, finding a perfect fit can yield immense benefits for your business over the long term.

Image: Flickr, Very Quiet

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