How to Find a Copywriter Who Can Write in Your Brand Voice

A common frustration I hear from business owners is the challenge of finding a copywriter who can write in their brand voice.

And this can be discouraging, because either the business owners default to doing their own marketing, which they don’t have time for…

OR, their marketing gets put on hold, because they don’t have time to do it.
Any of this sound familiar to you?
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If so, keep reading, because today I'm breaking down how to find the right copywriter for your business and set them up for success.

Firstly, are you clear on your own brand voice?

You may think, duh…it’s my own voice! But let’s be clear about something. Your personal voice may very much be an integral part of your brand voice, but it’s not necessarily your brand voice.

And if you don’t have a clearly defined brand voice, then you can’t expect a copywriter to write in your voice (although they can help you create it!).
It’s important to clearly define your brand voice and creating a brand voice guide will guide you and your team members to ensure your messaging is consistent and in line with the voice you want for your business.

Having a brand voice guide is a foundational marketing asset for every business, because it serves as your north star for consistent messaging and can set you back on course when your ship goes astray. Consider the following:

• Who are you as a brand? What’s your brand archetype? Remember that even if you are the face and voice of your brand, your brand voice isn’t necessarily your personal voice.
• What’s your brand’s mission?
• Your stance?
• Your brand promise?
• Your core values?
• Your Brand Story?
• Your customer archetype?
• Your tone?
• Keywords/Phraseology?
• Messaging Do’s & Don’ts

Check portfolios and writing samples.

This may seem obvious, but writing samples can show you a variety of things about the copywriter. You can gauge their approach, natural style, and versatility.


Get to know the copywriter.

Sometimes portfolios and writing samples aren’t enough to show a copywriter’s true versatility though, especially if they’re trying to shift or expand their niche, or if they’ve only had the opportunity to write in a particular niche. I’m a big believer in looking beyond what’s on paper.

And in my own experience, when I started out I took almost any writing gig that came my way. This helped me gain experience, exercise my versatility across channels and industries, and it helped me figure out what I enjoy and don’t enjoy writing, and the styles I’m good at and those I’m weaker in.

So, besides the typical interview questions, consider asking the following questions when getting know a copywriter:

• What does s/he/they care about? Does it seem like their values align with yours?
• If they haven’t written for a brand like yours before, what makes them think that they can?
• Why do they want to write for you?
• What approach would they take to adapting or even improving your brand voice?
• What do you do when you don’t get the brand voice right on a new client’s project?

Also notice what questions they ask about you and your audience. The more particular they are then the more likely they are a copywriter who can adapt your brand voice.

For conscious and mission-driven brands, I find that having a values-aligned copywriter can make a big difference–someone who deeply cares about your mission and shares your values.

Provide collaborative and constructive feedback.

Once you've decided to work with a copywriter, don’t fret if your copywriter doesn’t 100%  nail your brand voice on the first go, as long as they’ve generally got the tone right. A good copywriter should be able to adapt almost any brand voice, but we’re not mind readers!

Give detailed feedback and understand that getting your exact lingo right may take more than one shot. And if the copywriter takes and adapts notes well, then you’ll surely find your groove together.


Quick Recap

To quickly summarize what can help you find the right copywriter and set them up for success…

• Have a clear Brand Voice Guide
• Review their portfolio and writing samples
• But ALSO get to know them and see if their values align with yours
• Be collaborative and provide detailed feedback once you’ve hired a copywriter

Interested in building out your own Brand Voice Guide? Set up a virtual tea with me and let’s chat about how to make sure your voice is clearly defined and uniquely you.

Stay curious,
Justine🎈