Evaluating a Professional Copywriting Agency
Every business has writing needs. Projects may include direct mail marketing campaigns, advertisements, brochures, and other marketing materials. Perhaps your website needs content, or you need profiles, articles, or want to publish a blog. If you’ve decided to hire a professional copywriting agency, how do you know which agency to choose?
First consider the quality of the product the agency can provide. Most professional agencies will be happy to provide you with one or more samples of their work. Ideally you want a sample of the same type of work for which you are considering hiring the agency. For example, if you need website content, ideally you would be provided with a link to a site for which they wrote the content. Some projects do not require as close a correspondence. For example, any writer who can write effective marketing copy can write effective marketing copy for most any format, from direct mail letter to website, to brochure.
Although you will probably enter an agreement whereby you own the rights to the work the agency produces for you, you should strongly consider allowing them to use the material produced in their portfolio as a work sample. After all, the only reason they have samples available to show you is because a previous client made the same consideration. Further, you want an agency who produces a product they will be happy to show off and claim as their work because even if only on a subconscious level, it will inspire them to strive for excellence.
Be sure to find out if the sample in question was produced by the person who will be handling your project. If you like the style of Writer A, you do not want Writer B assigned to your project.
If the agency does not have a sample that matches your needs, they may be able to provide you with a small sample of writing. Do not expect the agency to produce more than 100-200 words without requiring compensation, whether or not the writing is to your liking. Most professionals will not accept writing jobs “on spec.” That said, a small trial can be a great way to find out of the project and agency are a good fit. Even the best writers in the world have some subject areas that they are less proficient in than others.
If your job is one that involves a great deal of money or is especially important to your business, you may also wish to ask the agency for references. If they provide you with references, follow up. Even new agencies should be able to put you in touch with other people for whom their writers have worked.
Second, consider whether the company can meet your deadlines and still produce the quality of work you require. Meeting your deadline is of no consequence if the work you are provided is of poor quality and must be redone. Ask the company’s other clients whether the company meets deadlines.
One other facet to consider is accessibility. What days and hours is the agency available? Depending on your business circumstances, this could make a difference. How will you be primarily interacting with the agency? Are they available via chat, email, and phone? How promptly do they return telephone call or emails? All of these are important considerations.
If you take a little time to consider the professionalism of a copywriting agency, you can be assured that you will make a good choice and receive quality results.
Sunita Biddu is an expert author and CEO of copywriting agency Content Axis, Inc. that offers premium quality copywriting services and article submission services. While providing top rate SEO services, she also writes on excellent SEO strategies. To know more about the services, please visit Content Axis Inc.
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