10 Red Flags When Hiring a Copywriter

Don’t hire anyone until you know these copywriter red flags!

You’re ready to vet some copywriters for your project. Great choice! But how do you know which one is the best for you? They’re all pretty different. And once you dive in, you may have more questions than answers. 

In this post, we’ll review 10 red flags that may come up during your quest for a copywriter. These red flags aren’t meant to scare you away from working with a copywriting professional, but rather, they are meant to steer you in the right direction. Your super-helpful and talented go-to copywriter is out there! I promise.

10 Red Flags When Hiring a Copywriter

Without further ado, let’s explore red flags that may pop up before hiring a copywriting professional.

#1 They Suck at Communicating

I don’t care if it’s through Upwork, email or the phone. If they suck at communicating, they probably suck at copywriting too. If they struggle to formulate coherent and intelligent thoughts, there is no way their writing will be any better. 

And don’t ever hire a copywriter who is not 100% fluent in the language you want the copy written. All you’ll get back is broken sentences that will trip up you and your target audience.   

#2 They Have Errors

Mistakes do happen, but copywriters should be scrutinized extensively. (I’m a copywriter, and I’m saying it!) Their email correspondence, their chat room messages and definitely their samples should be spotless.

Otherwise, who’s to say that they won’t send you a draft with spelling errors and grammatical issues that you’ll have to school them on?

However, it’s important not to mistake errors for writing in a “conversational tone.” (How this post is written.) Copywriters are often taught to write how humans speak, which can make the reading easier. 

#3 They Agree to Charge Per Word

This is a red flag that proves this person has no idea how to charge copywriter services. And they also don’t know what good copywriting is. 

While you may be surprised that word count does not factor into copywriter pricing, a copywriter who accepts a job based on a per word rate is an amateur.

Why? The best copywriting is meant to be clear and concise. It should be written with the fewest number of words possible. You don’t want your target audience having to scroll through a long email. They simply won’t convert as well. 

Most copywriting should be short, punchy and action-oriented. However, these words are far more valuable than a lengthy blog post, so they should be priced higher. 

#4 They Are Cheap

Speaking of pricing, don’t hire a copywriter if they seem cheaper than everyone else. It’s a surefire sign that they are total beginners or that they don’t know how to write copy. 

Listen up: I’ve been a professional writer since 2017, and I have a track record of conversions for my clients. There is no way I’ll work for cheap. My services are investments in your business and will help you grow to the next level. Super valuable!

So, email funnels from a copywriter like me are in the 4-fig range and up. Website rewrites, probably 5-figs. Large, multistep campaigns, definitely 5-figs.

Great, conversion-driving copy is good, but it’s not cheap. Bad copy is cheap.  

#5 They Don’t Have a Website

A good copywriter understands the importance of displaying samples. They also understand that a website gives them the opportunity to claim a small section of the Internet. It’s where they can strut their stuff and resonate with their clients. 

A copywriter who can’t link to you their website is either a newbie without previous experience, or they haven’t dedicated their career to copywriting. It’s a side thing. 

And now with website plans priced at $12 a month, it’s super affordable. 

#6 They Send You Bad Samples

Now, if a copywriter sends you some samples and they don’t seem compelling to you, keep in mind that you may not be the target audience. However, good copywriting will be pretty clear to understand, especially if they also include some information about the project with their sample. 

Bad copywriting samples are often not copywriting projects at all, such as blog posts. That’s not copy! Also, if they send you something that is super lengthy, there’s no way anyone got good conversions from that. 

#7 They Don’t Ask Questions

Even before you hire them, this copywriter should have some questions upfront. You can’t expect them to dive deep into your branding prior to the project, but they should know to ask about deadlines, goals and scope.

Then, if you hire them, but they don’t do a kickoff call or questionnaire, be afraid! A copywriter should never start a project without going into more depth about your brand, your voice and your goals.

#8 They Have Trouble Giving You a Price

Inexperienced copywriters tend to beat around the bush when you ask them about price. However, pricing needs to be discussed upfront without shame. If you find a copywriter who states their price clearly and shamelessly, you may have yourself a winner!

There are plenty of resources out there for pricing copywriting projects, and that’s not really your job to know as a client. So, if they can’t come forth with an idea about pricing, especially after the scope is clearly defined, you’re dealing with a newbie.

#9 They Are a Jack of All Trades

A jack of all trades, a master of none! If you see someone who is a designer and a copywriter and a developer and a branding strategist, you need to run. Find yourself a copywriter who is just a copywriter. They’ll have had so much more time to perfect their craft. 

I’m here to tell you that the great copywriters only want to be copywriters! They thrive on blank Microsoft Word pages and minimal formatting. 

#10 They Only Have Content Samples

It’s a wise idea to ask for samples when hiring a copywriter. But, if they send you only blogs, articles and social media posts, they’re not a copywriter. Many writers will claim they are copywriters, even though they have never actually written copy. 

The good ones, on the other hand, are often trained and have industry experience. So, make sure you find a copywriter who has actually done the same kind of project you’re looking for. 

In Summary

There are plenty of awesome copywriters out there, but you may come across some fake ones until you find your perfect match. If you want a copywriter who is only a copywriter and has some experience under her belt, contact me!