Finding a Copywriter Who Will Revitalize Your Brand’s Voice
Do you agree with Oscar Wilde’s words: “Oh, don’t use big words. They mean so little”? We certainly do.
When it comes to copywriting, you don’t need a dictionary’s worth of complicated vocabulary. In fact, overcomplicating your language can push people away before you even get started.
Imagine hiring a copywriter with a Tinder profile like this:
“It is of utmost importance to navigate London’s vast landscape to find a romantic partner with a deep understanding of commitment, grammar intricacies, and a penchant for the extraordinary.”
Let’s be real – no one’s swiping right on that.
Big words aren’t a shortcut to good copy. In fact, they can create a barrier between you and your audience. Good copy is clear, engaging, and down-to-earth. Just look at Jack Daniel’s iconic ‘Postcards from Lynchburg’ campaign. With concise, witty storytelling, they connect deeply with their audience, turning the brand from just another whiskey into a personal experience.
Ursula Brunetti perfectly captured this approach:
“Their brand voice communicates quality and tradition with just the right touch of humor. Reading their ads feels like a casual chat with a cowboy in a Tennessee saloon.”
Now, let’s get to work on making sure your brand has a strong, relatable voice. Here’s how:
Branding 101
Think back to high school. Were you all about Avril Lavigne’s plaid skirts, or were you rocking an oversized shirt like the Backstreet Boys? Your personal style was your brand. Now, apply this same logic to your business.
Take a make-up brand called “Aurora” for example. If Aurora were a person, she’d be in her twenties, into music festivals, bohemian fashion, and low-maintenance beauty. She’s cool, artsy, and calm. Her voice should reflect that – consistent across your website, social media, emails, and beyond.
Create a Killer Job Description
The next step is hiring a copywriter who gets your vibe. Write job descriptions that reflect your brand’s personality and values. Infuse your language with the right tone and make it stand out. Keep it creative, concise, and human.
Catch the Right Specialist
Now you’ve got a sea of applications, but how do you sift through them? You want a copywriter who knows your industry, niche, and the type of copy you need—whether it’s emails, web copy, or social media posts. Look for someone who specializes in the areas you need.
A Winning Portfolio
Credentials are important, but the proof is in the work. Review their portfolio to see if they can embody your brand’s voice and produce results. A great copywriter will show you their process and explain how they achieved success.
Google Search
Before moving forward, Google your candidates. Check out their social media and see what they’ve written online. A quick search can reveal if they’re a good fit for your brand’s values and culture.
Test Them Out
Once you’ve narrowed down your options, give them a test. A simple writing task or project brief will show you how they perform under pressure. Does their writing reflect creativity, clarity, and alignment with your brand?
The Interview
Get to know your candidate personally. Ask fun questions to see if they’re authentic. After all, you want someone who fits into your team and truly gets your brand’s mission.
Ensure They Understand Strategy
Finally, a great copywriter isn’t just about the words. They need to understand your marketing strategy. A strategic copywriter will research, align with your goals, and create tailored content that converts, drives engagement, and elevates your brand.
In the end, it’s worth taking the time to find the right copywriter. They should be able to capture your brand’s essence, write engaging copy, and help you stand out in your industry.
Follow these steps and soon enough, the right copywriter will be knocking at your door, ready to work their magic.