This article was originally published in 2015 and has been completely updated in 2020.
As communicators, we will inevitably need to appoint a copywriter at some stage to prepare creative material for direct marketing campaigns of one kind or another. Or we write the creative material ourselves. Either way, it helps to understand what to expect from copywriting work.
A couple of traditional ways to evaluate copywriters’ work is to measure the response rates and ROI they have achieved in previous campaigns. But what other ways can be used to find out if they are any good?
Photo opposite: Alan Rosenspan
Direct marketing expert Alan Rosenspan offers several questions to enable you to assess the effectiveness of anyone who writes direct marketing material for you. And if you write it yourself, you can ask yourself his astute questions.
Anyone can declare themselves to be a copywriter – there’s no test to pass, no professional association, no ongoing certification.
Therefore it helps to know what to expect from copywriting. Here are 5 criteria on how to evaluate copy and copywriters:
By asking these questions of yourself and copywriters, you will improve your marketing communication results.
Top photo by John Schnobrich-FIPc9_Voc14-on-Unsplash.
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