David Ogilvy once said, “If it doesn’t sell, it isn’t creative.” He was the mastermind behind Rolls-Royce’s legendary ad: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” In this article, we will discuss the importance of having a freelance copywriter for your business.
And it’s not just Ogilvy. Great automotive copy has been driving sales for decades:
- Volkswagen’s “Think Small” (1959): Instead of flashy promises, VW embraced minimalism and honesty, revolutionizing the way brands spoke to consumers.
- Cadillac’s “The Penalty of Leadership” (1915): A bold print ad that didn’t mention a single product but redefined Cadillac as a status symbol.
- Jeep’s “The Things We Make, Make Us” (2016): A powerful reminder that great branding is about emotion, not just features.
- Chevrolet’s “Like a Rock” (1991-2004): An anthem of resilience that became synonymous with American toughness.
Each of these campaigns had one thing in common: copy that connected emotionally with the audience. It wasn’t just words; it was persuasion at its finest. And if you want that level of impact, hiring the right freelance copywriter is key.
The Misconceptions That Cost You Money
Too many business owners think of copywriting as an optional expense. “I can write my own website copy,” they say. Or worse, “I’ll just use AI. It’s basically free.”
Except, it’s not. Bad copy costs you leads. It costs you trust. And it costs you money when you realize too late that the words you put on your website are pushing people away instead of pulling them in.
AI tools like ChatGPT are great for brainstorming, but they lack strategic thinking. A great copywriter knows what words will convert. They know when to be bold and when to be subtle. And here’s the kicker: Many top copywriters use AI themselves—for brainstorming, research, and even preliminary drafts. The best ones understand how to merge AI’s efficiency with human creativity. It’s not a case of AI or a copywriter. The smart choice is hiring someone who knows how to use all the tools available.
The Only Way to Know If a Freelance Copywriter Is Right for You
So, you’ve realized you need a copywriter. Great. But how do you know if the person you’re hiring is actually good? Simple: You get real sample work.
Looking at a portfolio is like reading a résumé. It tells you what someone has done in the past, but not what they can do for you. That’s why sites like Get Sample Work from Copywriters exist—to let you test-drive a writer before you commit. You wouldn’t hire a chef based on a photo of a steak. You’d want to taste their cooking. Copywriting is the same.
The Portfolio Trap: What to Look for (and What to Avoid)
Most copywriters have a website showcasing their work. That’s a good start, but it’s also where many businesses go wrong. Here’s what you need to consider:
- Is the site well-designed? If a writer’s site looks like it was built in 2008 and left to rot, that’s a problem. A professional should care about their own branding. If they don’t, why would they care about yours?
- What platform is it on? If the writer is using a modern, high-quality site builder like TRY ME, that’s a good sign. It means they value presentation and user experience. If it’s a clunky, outdated WordPress theme with broken links, think twice.
- Are the samples relevant to your industry? A writer might have a beautiful website, but if all their work is for SaaS companies and you run a local bakery, you need to ask yourself whether their style will translate to your needs.
The Importance of Industry-Specific Expertise
Copywriting isn’t one-size-fits-all. A great finance copywriter might struggle to write compelling eCommerce product descriptions. A tech writer might not be the best fit for an artisanal food brand.
That’s why it’s important to:
- Look for samples that match your industry.
- Ask if they’ve worked with businesses like yours before.
- Evaluate how well they adapt their tone and style to different audiences.
Understanding a Copywriter’s Process
Hiring a freelance copywriter isn’t just about finding someone who writes well. It’s about hiring a professional who understands strategy. Here are a few things top-tier copywriters will do:
- Conduct research: They’ll dive into your industry, competitors, and target audience.
- Ask the right questions: Good writers don’t just write; they investigate. Expect them to ask about your brand’s voice, goals, and ideal customers.
- Provide structured drafts: A solid copywriter will offer multiple versions or iterations to refine the final product.
If a copywriter simply takes your assignment and hands back generic text without discussion, they’re not a strategist—they’re just a typist.
Where to Find the Best Copywriters
Referrals
The best way to find a great copywriter is through referrals. If a business owner you trust has worked with someone exceptional, that’s worth investigating. Personal recommendations save you from trial and error. However, keep in mind that what worked for someone else may not be the best fit for you—so always ask for a relevant sample before committing.
Marketplaces
Freelance marketplaces fall into two broad categories:
- Unproven, unvetted sites – Platforms like Fiverr and Upwork are flooded with low-cost options, but quality is hit or miss. These marketplaces prioritize cost over skill, and you’re often left sorting through hundreds of generic proposals from writers with no proven expertise in your field.
- Marketplaces where writing talent is proven – Finding the right copywriter is more than scrolling through generic portfolios—it’s about witnessing genuine skill in context. The most advanced platforms have revolutionized talent selection by enabling direct, measurable skill assessment through custom-crafted samples. Imagine receiving a free sample that precisely matches your project’s unique voice, industry nuance, and strategic objectives. Instead of gambling on polished but potentially misleading portfolios, you get live demonstrations of a writer’s adaptability, research depth, and ability to capture your exact communication needs. These platforms transform the hiring process from a leap of faith into a calculated, data-driven decision.
The Cost vs. Value Debate
Many small businesses hesitate to hire a professional copywriter because of cost. But here’s the truth: Cheap copy is expensive in the long run. If your website, sales page, or email sequence doesn’t convert, you’re losing potential revenue every day.
A skilled copywriter pays for themselves. Great copy isn’t just about words—it’s about driving action, whether that means more leads, more sales, or more engagement.
Final Thoughts
Hiring a copywriter isn’t just about finding someone who can put words on a page. It’s about finding someone who can sell—someone who understands strategy, psychology, and branding. The best way to do that? Get real work samples, avoid outdated portfolios, and look for professionals who understand the modern landscape of business communication.
Your business deserves the best. Don’t settle for anything less.
