How to choose a copywriter, then get the result you need

how to choose a copywriter black and white group

If you’re engaging a copywriter there’s a reason for it. You have an important document to produce which needs to be impactful in its communication. Maybe you’re bidding for a must-win project and need a knock-out proposal. You might be producing a crucial report for a client, or need a top-level attention-grabbing sales brochure. In any case, the fact that you’ve chosen to engage a copywriter shows that you’re expecting the document to produce a result.


Mutual Cooperation is Key

At the same time, corporate communications are a very personal issue for a business. You have your own tone of voice which represents your brand. You are protective of your clients and the image you project to them. You know your business and your customers. What an external copywriter brings to the equation, along with their wordsmanship skills, is their objectivity which can add huge value to the process.

You are in the best position to know the intricacies of your business, but may often be too close to it. An objective ‘outsider’ needs to learn about your business before they can write about it, and will therefore explain it in much more accessible terms for the end reader.

This is why working with a copywriter should be a matter of cooperation. It is with your input at the right touchpoints that a copywriter will produce their best work.


Choosing a Copywriter

It begins with choosing the right copywriter for the job. Copywriters may often specialise. If your copywriter has a strong corporate background, they may have particular strengths in writing annual or sustainability reports. Certain types of corporate reporting, bid proposals or thought leadership papers may require someone with specific technical writing skills, whereas a marketing copywriter might be more suited for a sales brochure, presentation or brand launch.

You can also tell a lot by the questions your copywriter asks. It is their job to ask the right questions, so they can gain the information they need to do the job. Even before you engage them, the copywriter should already be giving you confidence in their knowledge and abilities through the clarifications they come back with. If there are none, there’s a red flag in itself. Or if you’re asking them to proofread and edit an existing document, and they don’t ask to see a sample of what they’ll be working on – there’s another red flag.

Not least, your copywriter should have a portfolio of work they can show you with the nearest fit to the project brief.


Getting The Result You Need

The three words that will help your copywriter produce the best result are – brief, brief, brief. While a good copywriter should be asking the right questions, giving as full a brief as you can from the outset is crucial. Who is your target audience? What are the main information points you want the document to contain? What are the key messages you want to communicate? What existing materials do you have that your copywriter can refer to? Does your brand have a particular tone of voice?

To avoid any possible misunderstandings, preparation time upfront is time well-spent. Once you’ve engaged a copywriter, they should produce a short section of the work to make sure you are on the same page. Agreeing the process is also important. If it’s a large document, will approvals be stage-wise and what will be the process? Will the copywriter need access to key people within your organisation to gain the information they need – and again, what will be the process for this? Will there be meetings involved? If so, how many, or might the copywriter even need to base themselves in your office for the project duration or part of it? Will the copywriter need to work with a graphic designer – and if so, do they have experience in this regard? The more that’s clarified in advance the better.


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To find out more about how THE BLACK AND WHITE GROUP can help you produce your content in terms of both copywriting and graphic design, contact us on +971-50-4575469,, or visit our website –

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