LinkedIn, under the auspices of Microsoft, continues to grow apace.
Back in March of this year, Hootsuite published some dazzling stats on its success.
It boasts 675 million monthly users, with 30 million companies listed on the platform.
An ad on LinkedIn can reach 12% of the world’s population.
And, one of my favourites as someone who writes email campaigns, sponsored InMail messages are opened more often than not. The open rate is 52%, on average. Yes, sit down and take that in. That is simply staggering, all things considered.
Every freelancer worth their salt has a solid presence on LinkedIn. That’s where many, myself included, find most of their clients. Type “Freelance copywriter” into the search bar and you’ll have a longlist of over 160,000 results.
So just how do you find the right one for you?
Here’s my advice...
1. Decide on your non-negotiables, for instance...
- • Experience in terms of years
- • Expertise in your field
- • Expertise in a particular type of writing: blogs, brochures, email campaigns...
- • 1st connections (those already in your network)
- • Someone local who can occasionally work in-house with your team (pandemic permitting)
(You may simply want someone who can write well, capture your tone of voice, match your values, and turn their hand to any subject.)
2. Draw up a manageable longlist – let’s say the first seven who meet the requirements above
Using the search bar in the top left of the screen, type “freelance copywriter” or “freelance writer” and select “in People”, but be sure to narrow it down using filters such as Connections and Locations settings.
Read selected profiles, paying particular attention to the About, Featured, Experience, and Recommendations (testimonials) sections.
Read as many profiles as it takes to get your longlist of seven.
⭐Top tip ⭐
If I were looking for a freelance writer, I’d pay particular attention to their “Activity” and the quality of their commenting. The occasional typo wouldn’t bother me, but tired writing would be a red flag. How agile are they when they’re thinking on their feet? How well do they really know their trade?
3. Sleep on it
Information overload and fatigue impede decision-making.
4. Return to the longlist and whittle it down to a shortlist of three
You may then wish to contact people with whom they’ve worked.
(Note: you could simply skip steps 1-3, and send out some Direct Messages to people you know and trust. Do they know of any good freelance copywriters? Who writes their marketing copy? Perhaps you’re a member of a business-related WhatsApp group. You could send out a message there. It’s not a lot different from finding a good local plumber or electrician.)
5. Look at their websites and their portfolio / blogs
Note down contact details.
6. Set your copywriter their first all-important test
Message them. How quickly do they get back to you? Are they friendly and approachable in their messaging?
Arrange a short phone call. How do they conduct themselves on the phone? As you introduce yourself and your brief, are they really listening or are they too quick to sell?
And, finally, going forward...
7. Ask for evidence of expertise
Ask for samples of work similar to what you’ll want from them.
8. If you need any further advice...
...get in touch. I’ll talk you through the process.
Trust your instincts.
There’s no pressure to commit too soon. There are plenty more copywriters out there if the first few aren’t the right fit.
Word of warning: you need to book the best copywriters well in advance. Get in early. They’re a busy bunch.
All the best with your search. I’m sure it’ll be worth it. Once you’ve found the right copywriter, you can return to whatever you love most about running your business.
If you’re interested in hiring this copywriter, get in touch.