How do you know if someone is qualified to do a job?

I thought about this recently while perusing my LinkedIn feed.

Because I'm an animal health copywriter, many of my connections are veterinarians. The letters DVM in their titles confirm they've completed specific training and are qualified and educated in animal health care.

But what happens when you, someone in the animal health world, are looking for a copywriter? How do you determine a possible candidate's skill level?

Copywriters come in all shapes and sizes, so to speak, and won't necessarily have credentials after their names. And if they do, you may not know what they represent.

Since that puts you at a disadvantage, here are some pointers for vetting a copywriter.
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These tips will help the cream rise to the top.

Good question.

A copywriter's skill will reflect the quality of the content or copy he creates for you. And quality content or copy will garner the intended response you're looking for from your audience or clients.

And that is the purpose of marketing; to reach the people who want your products or services.

A skilled copywriter understands the difference between copywriting and content writing and the importance of search engine optimization (SEO.)

A copywriter experienced with sales copy knows how to write with persuasion and tailor it to the targeted audience.
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A knowledgeable content writer knows content's purpose is to educate the reader by answering her questions. Clear, easy-to-read, and detailed writing is the preferred tool for this writer who aims to engage readers and build lasting relationships.

Visit the writer's website, online portfolio, or LinkedIn profile to review work samples and client testimonials. Pay attention to the following details.
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• Is the writing free from grammatical, spelling, or typographical errors? Beyond demonstrating that they are proficient in grammar and spelling, this also shows an attention to detail.
• Is the writing easy to read and understand? Sentences should be as concise as possible. Paragraphs should be small; no big chunks of text.
• Does the text beneath the headline and subheads deliver the information promised clearly and convincingly?
• Does the headline spark interest to make you want to read more?
• Is the topic presented interestingly and logically organized? Is the tone conversational and story-like?
• Does the writer seem to have a solid grasp of the topic?
• Are the calls to action (CTA) compelling on landing pages or other sales copy?

Many companies hiring copywriters seek people with marketing, communications, or journalism degrees. Others prefer writers to have degrees in areas specific to their industry, such as animal health or financial services.

Just so you know, a degree in marketing, communications, or journalism is what some companies prefer. However, many excellent copywriters are without these degrees, so don't limit yourself unless you feel strongly that such a degree is necessary.

In addition, multiple "copywriting academies" are available for writers to learn the trade or enhance their skills. Examples are American Writers and Artists, Inc. (AWAI), Content Marketing Institute (CMI), Copyblogger's Academy, and SEO Content Institute.
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Finally, speak with the copywriter. Find out how she approaches a project. Look for someone with a defined process articulating what she needs from a client to give the best service.

Does the marketing success of your veterinary practice, practice management software solution, or cutting-edge pharmaceutical matter to you? Vetting a potential writer's skills should also matter.

A lousy copywriter can cost you money and fail at producing results.

In the long run, taking these steps to vet a copywriting candidate is worth your time and effort.
 
I'm a content writer/consultant and former veterinary assistant specializing in the animal health and veterinary markets.
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Do you need help with content or copy? Email or call me at 508-277-4929!

Content writing and copywriting are two distinct types of marketing communication.

Content writing focuses on helping an audience gather information, answer questions, or learn something new. Some examples are blog posts, articles, eBooks, whitepapers, and case studies.

Content writing works to build rapport with your audience. I say your audience because your content should target people wanting to do business with you.

For instance, if your veterinary practice specializes in felines, your content should address topics of interest to cat owners and lovers.

The goal is to provide valuable information to these readers consistently so they will come to recognize you as a reliable source.

And once your audience views you this way, chances are you've gained a customer.
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Content writing looks to plant a seed and nurture it. In a nutshell, it's all about relationship building and "soft" selling.

On the other hand, copywriting focuses on persuasion.

Copywriting isn't so much educational as it is inspirational. It seeks to motivate and compel readers by playing on emotions, touting features and benefits, and instilling a sense of urgency – act now! Or risk losing out.

Copywriting's persuasiveness targets readers ready to take the next step, whether that's signing up for a product demo, purchasing vaccines, or scheduling an appointment for their pet.
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Product descriptions, email marketing campaigns, landing pages, and sales materials like brochures use copywriting. They aim to convince the reader to act.

Content writing and copywriting help guide potential clients and customers along the "sales funnel," also known as the buying journey.

At the start of the journey, content writing develops a relationship. It demonstrates your expertise as a veterinary practice or business via your knowledgeable, helpful content.

As your audience accepts you as a competent source, they become open to doing business, making them likely to transact.

When they reach this receptive mindset, good copywriting can persuade them to act.

Successful marketing employs strategic content and copywriting, so knowing which to use when matters for the best outcomes.
 
I'm a content writer/consultant and former veterinary assistant specializing in the animal health and veterinary markets.
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Do you need help with content or copy? Email or call me at 508-277-4929!