How to choose kopirajtera

There has come{stepped} September. It is time holidays has ended - activity of experts in marketing again raises. Many companies look after the staff at this particular time, especially it concerns kopirajterov.

All looks simply enough. The management{manual} looks through the sent resumes, and soon on interview come set of the professionals bearing{carrying} accurate leather folders with qualitative, fascinating texts.

But it is very difficult to have a look « under a leather{skin} » to define{determine} the talented professional whom it will be valid to work for you. Too often the new author cannot simply understand essence and is not able to work in the command with other professionals. Or cannot simply create the text which will be well perceived{recognized} by your audience. There is no settled formula for definition of the best.

Some qualities which should possess your potential kopirajter:

1. Skill to connect creative decisions with the planned purposes.

Recognize: all samples which kopirajter it is proud to you shows, for certain will be magnificent. Eventually, your potential kopirajtery have brought the best jobs. If only they are not absolutely incompetent (and the majority of professionals those are not), everything, that you read - precise, attractive and licked. Your problem{task} - to dig more deeply, to find out "WHY" in each creative decision, shown to you. Why one advantage has been highlighted more brightly, than another? Why such attention-getting phrases have been used? In what there was a reason of a choice of such tone, the point of view? The good text never is business of a case, and everyone kopirajter, worth the prices, should be able to connect the creative decisions with the planned purposes and problems{tasks} of the project or all strategy of marketing campaign. Consider it your opportunity to open thinking of the author.

2. Skill to find correct tone.

Writers are similar to actors - they should be prepared to adopt a voice and manners of people which are completely not similar to them. When you look through a portfolio, search a variety. You should hear the various voices aimed at different audiences. A variety should be in a lexicon, tone, a rhythm. Having read the advertising text, you should understand at once, he is intended to what demographic group. The annual report for investment bankers should differ strikingly from the offer to the collector of porcelain dolls. Therefore wide experience of job in any area should not be the important criterion at a choice of the employee. If at kopirajtera there is an ability, if necessary changing styles, to speak in language of an audience, chances that he can effectively write for your market, are high. If no, any deep knowledge of branch does not compensate his{its} inability to adapt.

3. Skill to ask questions - set of questions.

The good text is under construction on understanding of the following factors: who your buyers, that they appreciate also that are afraid, as they buy. And also, that from itself your goods or service represents, that it{him} distinguishes from others, what role he plays lives of buyers. Without this understanding the final text can be clever, but will not be effective. The unique way to reach{achieve} this level of understanding - to get to the bottom of him{it}, asking questions. Be afraid passive kopirajterov which agree with everything, that you speak, and convince you, that they have everything, that is necessary for job. Instead of it search for the author who interrupts your comments with questions and in the answer again asks questions.

4. To skill closely{attentively} to listen.

Your interview should not become the exhibition of talents kopirajtera, limited in the presentation of magnificent brochures and self-admiration of the received awards and so on. Certainly, kopirajter should be ready to speak about itself and about the services. But he should listen actively to you, undertaking efforts to satisfy your needs. Whether he sets questions which logically follow from your comments? Whether show these questions true interest to what you do{make} and how you work? What speak his{its} eyes? Whether confirms language telodvizhenij, what to you listen? If he actually does not listen to you now when studies your business, he will precisely not listen to you when the task will carry out.

5. Skill to play to the command.

Ask any, whether he is « a member of the command » and you receive firm acknowledgement{confirmation}. Nobody will declare, that he is a haughty prima donna, therefore it is necessary for you indirect methods to find out ability kopirajtera to work together with your designers, strategists, experts in marketing and other members of the command of a department of marketing. If kopirajter recognizes, that the success of the project depends not only on him{it}, but also from other participants is a good sign. Or openly asserts{approves}, that the conducting{leading} idea belonged to someone to another, instead of him. Or describes the project as joint venture and emphasizes value of each participant. And on the contrary, concern with suspicion to kopirajteru, which all success carries only on the bill.

So insufficiently simply to see{overlook} the resume, the list of clients, examples from a portfolio. You should look at behaviour of your potential author during the first acquaintance. If you will see curiosity, respect, mind{wit} and attention, you will find the author who will precisely work with you productively.