How to Choose the Right Copywriter for Your CPG Brand

Choosing a copywriter can be one of the most important hires for your brand.

A Copywriter writes the messaging that will convince customers to buy from you. The ability to create a messaging that persuades consumers to purchase your product is non-negotiable. I mean, how else are you going to build an iconic brand? People have to like it.

I want to take the time to break down what it means to choose the perfect Copywriter for you and your business. Not the most expensive, talented, or experienced. But the copywriter will contribute to the success of your brand.

Here are a few things you should look out for when choosing a copywriter for your CPG brand:

Expertise

The right Copywriter for your brand is an expert in that industry. They aren’t just going to be writing words that sell. They are going to be good at writing words that sell your product. When vetting, make sure their portfolio reflects similar brands with similar personalities. If you are a luxury consumer brand, it may not make sense to have all your expertise in packaged goods. Having confidence that the Copywriter you choose will know how to talk to your consumers is always worth the money.

Intentions

Is this Copywriter actually interested in helping you with your brand or just booking clients? Now, don't make the mistake of thinking anyone you hire, whether they are senior-level or a freelancer, will be as passionate about your brand as you are. Remember, this is your brand, you will always be the most passionate. You should never expect your copywriter to have an emotional connection to your brand, but they should be interested in doing an amazing job. Whether or not they add your project to their portfolio or even talk to you again, they should have standards. When communicating with them, make sure ya’ll have the same project expectations.

Client Experience

A Freelancer will likely have a scrappier process than an agency. However, that doesn't mean they should be a pain to work with. Ask questions in advance to understand their work process. How often will both of you communicate, how many rounds of revisions will you receive and etc. I have an entire blog about the questions you should ask a Copywriter before hiring here.

Chemistry

It doesn’t matter how amazing your copywriter is if they are not enjoyable to work with. Have you ever been passed up on a job by someone less qualified than you? Probably because they were the personality hire. Now, I’m not hating on less experienced people getting job opportunities; I have been one of them. In this case, you are an early-stage founder, so you will have a close relationship with this person. Unlike an agency with multiple people, it will just be the two of you making decisions. You should know by the initial meeting and their website if they would be a good vibe. And if they don’t have a website, RUN!!!

If you are in need of a Copywriter for your CPG brand, you have come to the right place. Take a look at my drink menu, I’d love to make you a Mocktale.