Hiring a Freelance Copywriter

 
Hiring a freelance copywriter is a task which can truly help build your practice. If you make the right choice, you get great copy that attracts new patients. But if you make the wrong choice, you can end up pouring a lot of money down the drain.
 
You can avoid problems simply by knowing what to look for in a professional copywriter.
Here are some questions worth askinG a prospective copywriter:
  1. "Do you have experience in writing direct marketing copy for professional dental practices?

    The answer should be "yes," and backed up by samples.

     
  2. "Do you have experience in my specialty?"

    I know many people believe a good copywriter can write for anyone, but...in my opinion...previous experience writing for the doctor's specialty is a great plus to look for in a freelance copywriter.

    Yes, I believe that a good copywriter, given time, can write on any topic. But often, there isn't time. Deadlines usually are a rush, and in such situations it helps to have a writer who already speaks the doctor's language and knows how to write for that specific target audience.

     
  3. "If I wanted to work with you, how would I go about hiring your services?

    You will find some writers insist on payment up front—a practice I don't agree with or recommend. Others get advance retainers. Some simply send a bill when the job is done.

     
  4. "The writer's reputation."

    Often the most widely publicized or most expensive freelancer isn't necessarily the best. Referrals are one good method of finding professional copywriters who can do your work for a reasonable fee. Ask your associates in the community to recommend the names of several good copywriters you can talk to.

     
  5. "How well have your copy programs done attracting patients for other doctors?

    It doesn't hurt to ask the writer how his or her copy has worked for other doctors. Just don't weigh this information too heavily. After all, most people, when asked, will naturally say that their copy is successful. In fact, if they admit to you that yes a certain article he or she wrote didn't do so well; at least you know you are talking with someone who is honest. Also, keep in mind that many copywriters do not have access to timely, accurate response figures, especially in the health care industry.

     
  6. "What doctors have you worked for around the state, or specifically in our community?"

    The lack of a list of doctors means you are probably talking to a writer who is just starting out. A longer list of doctors tells you the writer has been in business a while, and is probably somewhat successful.

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