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Evaluating A Professional Copywriting Agency
Every business has writing needs. Projects may include direct mail marketingcampaigns, advertisements, brochures, and other marketing materials. Perhapsyour website needs content, or you need profiles, articles, or want to publish ablog. If you've decided to hire a professional copywriting agency, how do youknow which agency to choose?First consider the quality of the product the agency can provide. Most professionalagencies 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 consideringhiring the agency. For example, if you need website content, ideally you would beprovided with a link to a site for which they wrote the content. Some projects donot require as close a correspondence. For example, any writer who can writeeffective 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 thework the agency produces for you, you should strongly consider allowing them touse the material produced in their portfolio as a work sample. After all, the onlyreason they have samples available to show you is because a previous clientmade the same consideration. Further, you want an agency who produces aproduct 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 willbe handling your project. If you like the style of Writer A, you do not want WriterB assigned to your project.If the agency does not have a sample that matches your needs, they may be ableto provide you with a small sample of writing. Do not expect the agency toproduce more than 100-200 words without requiring compensation, whether ornot the writing is to your liking. Most professionals will not accept writing jobs “onspec.” That said, a small trial can be a great way to find out of the project andagency are a good fit. Even the best writers in the world have some subject areasthat they are less proficient in than others.If your job is one that involves a great deal of money or is especially important toyour business, you may also wish to ask the agency for references. If theyprovide you with references, follow up. Even new agencies should be able to putyou in touch with other people for whom their writers have worked.Second, consider whether the company can meet your deadlines and still producethe quality of work you require. Meeting your deadline is of no consequence if the
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