The Mini-Skirt Theory: CEO Offers Businesses, Marketing Pros Tips on Evaluating Copywriters

Allison Nazarian, President of Get It In Writing, Inc., suggests that good copywriting should pass the Mini-Skirt Test: “It must be long enough to cover the subject, yet short enough to be interesting,” she explains.

Whether it’s Web content, a brochure or a monthly newsletter, hurried readers are scanning text faster than ever. Ideas need to be communicated quickly and succinctly. How does Nazarian evaluate the copywriters she hires at Get It In Writing? She offers these guidelines:

- Are the copywriters you’re interviewing naturally curious people? Do they read voraciously? These are the kinds of writers you want—those who enjoy learning, researching and reading everything they can get their hands on. This not only improves the depth of their concepts but also the quality and style of their writing. Go ahead—ask them to share with you the books they’ve read recently. Ask them which magazines and newspapers they subscribe to. There is a direct correlation between what they’re exposing themselves to and the quality of their writing.

- What did they study in college? “Those who studied journalism or communications are at the top on my list, as they are professionally trained in the nuances in news reporting, feature writing, public relations writing and advertising copywriting. Journalism students and those who have worked as journalists are also more inclined to care about deadlines,” Nazarian adds.

- Do they work full time as copywriters? Are they paid well for their work? “These points are critical,” Nazarian explains. If someone is a novelist merely moonlighting as a copywriter, he or she won’t have the built-in knack for great headlines or benefits-driven copy. If they’re not being paid a minimum of $75 an hour for their work, keep looking. Your company cannot afford to hire a lowballing copywriter—it will reflect in the end result.

- Do they really understand SEO-driven copywriting for the Web? If your copywriter isn’t familiar with Search Engine Optimization when writing Web copy, find someone who is. The end result in the Web content they create for you will make an enormous difference in how search engines find your Web site, and in your Web rankings.

- Can they provide real samples? Many decision-makers evaluating copywriters are dazzled by the layout and design of the piece, rather than the actual copy. Ignore the pretty photography and graphics. “Ask the copywriter to give you a simple Microsoft Word document so you are not distracted by the presentation of the piece,” Nazarian advises. As you read their samples, ask yourself: Is the copy stripped of jargon? Is it succinct? Does the copywriter really speak to the audience for whom the copy is intended? Can the copywriter vary his or her style and voice? Can they write with pizzazz when necessary?

If the copywriters you interview can meet the criteria listed here, hire them. You’ll be amazed at the impact good copy will have on your bottom line.

About Get It In Writing, Inc: Since 2001, Get It In Writing, Inc. has been showing clients why “words mean business.” GIIW’s business-to-business and business-to-consumer clients nationwide are realizing that improved marketing communications minimize errors on many levels and, as significantly, ultimately have a positive impact on the bottom line.