What does he know? He's just a writer.
Here are answers to some of the questions you might want to ask. If you have another, please contact me on 01327 262497 or at info@tomrigby.com.
What is copywriting?
Why do I need a copywriter?
Freelance or agency?
Why talk to me?
Do you do 'copy tests'?
Do you collaborate on pitches?
What countries do you work in?
What experience do you have?
Have you won any awards?
What's your availability?
How would we work together?
What information will you need?
How long will it take?
What will it cost?
What if the brief changes?
Been let down by a freelancer before?
Do you offer any other services?
Why the change of name?
What is copywriting?
Good copy should be straightforward without being simple, clever without being smug, lively without being breathless. Use it intelligently and copy will add another dimension to your marketing and communication campaigns. Neglect it and you risk the charge of style over substance.
Why do I need a copywriter?
Writing is easy. We can all do it. So why bother hiring a professional copywriter? In a nutshell because much of what we read every day is crap. From engaging with your customers to enhancing your brand, your organisation is built on communication. A good copywriter will be able to understand the client and their objectives, distil their market and audience down to the core, and then explain the benefits in a way which compels the reader, viewer or listener to take the desired action.
Freelance or agency?
The flexibility and versatility of a freelance copywriter provides creative experience and impetus without the cost of maintaining someone else's plush office and limitless expense account. I don't have a hot-tub in the corner of my office or drive around in my clients' marketing budgets. Here are a few other reasons…
- time-efficient
- cost-effective
- consistent quality
- reliable and personal service
- diverse experience
Why talk to me?
I could wax lyrical about my passion for creative excellence, my unrivalled personal service, my uncompromising attention to detail and so on. But to be honest good work often owes much to good clients. I take great pride in what I do on their behalf and above all, I enjoy it.
Still not convinced? Here are a few other reasons.
- powerful copywriting when you need it, no overheads when you don’t.
- you'd like advice from someone who works with words all day, every day.
- your words don’t do the project or service justice.
- your words don't match the quality of your design.
- you've got too many words.
- you haven't got enough words.
- you haven't got any words at all.
- you're too close to the business - it needs an objective viewpoint.
- you don't have the time and/or inclination.
Do you do 'copy tests'?
I’m sometimes ‘invited’ by agencies to write a few paragraphs, free of charge, so that they can decide whether I’m suitable or not. I’m almost always ‘competing’ with one or two other writers. A copywriting ‘test’ I think they call it.
Always up for a challenge, I invite them to take part in a reciprocal 'test' in which I spend half a day doing their test and they send a cheque for half a day's work. That way, they get to know whether I'm right for the job and I find out whether they pay on time.
Do you collaborate on pitches?
Yes, I will happily enter into a pitch with an agency. I charge 100% of the total fee if the agency is successful and 50% if it isn't.
What countries do you work in?
Although I’m English-speaking, my work takes me all over the world, albeit mainly by email. I have worked with clients throughout the UK as well as mainland Europe, the US, Asia and Africa.
What experience do you have?
For almost 20 years I’ve supplied copy to clients of all shapes and sizes, collaborated with agencies large and small, used media old and new, worked on campaigns above, below and through the line and written about most things between A and Z.
I’m also a published author and regularly contribute to a number of national, local, trade and consumer publications. I’m an accredited member of several industry governing bodies and the writers’ group 26.
Have you won any awards?
I don't do awards or self-indulgence - it's overrated. I object to paying a fortune for a crap dinner at a second-rate venue and being judged in committee by consensus of what's known or what's in fashion. By its nature originality can't be fashionable as it's yet to have the approval of a committee. So no, I haven't got a display cabinet full of trophies to polish - I'm too busy doing and enjoying what I'm supposed to. If it works for the client, then it works for me.
What's your availability?
At any one time I usually have at least four or five projects in progress but many of these are fluid, so I’m able to take on new work. If I’m particularly busy or I feel that an associate might be better suited, then I’m happy to recommend a number of other talented and experienced writers.
How would we work together?
It's all very painless, I promise. While I often work independently, I can adapt to your needs and preferences and work in whatever way suits you, whether collaborating with an internal or external team, working at my office or yours, talking on the telephone, corresponding by email or meeting face-to-face.
Once the project has been outlined and the costs, terms and timescales agreed, I’ll gather all relevant information. Without thought, the words are useless, so if you haven’t had time to prepare a brief, don’t panic I’m happy to help you shape your thoughts with some searching questions.
Then starting with a blank sheet, I’ll listen, think, scribble, create and deliver a first draft (an unfinished, unpolished version) and ask for your initial comments. This will then be followed by a draft/review cycle to develop the copy until you’re satisfied with the final result.
What information will you need?
I never presume that what went before was best. Likewise, I don’t reinvent the wheel for the sake of it. I invest a high percentage of my time at the briefing and research stage, where answers to questions such as who, what, why, when and how can make all the difference. The more information you’re able to provide at the outset the better the end result will be.
- brochureware
- adverts
- mailers
- articles
- press releases
- case studies
- statistical information
- testimonials
How long will it take?
It depends on what you want, how quickly you want it and how busy I am. Sometimes I can turn a job around in a matter of hours while longer, more in-depth projects may involve meetings, research or interviews and will take longer.
In general, the more time I have to research, write and edit the copy, the better. However, I appreciate that time is sometimes a luxury. In an emergency, where I have to decline or delay other projects or work unsociable hours, an additional 20 per cent charge may be applicable.
How much will it cost?
Transparency never hurt anyone (perhaps with the exception of politicians and estate agents). Not unlike them though, I usually like to get the money bit sorted upfront.
I can charge by the hour, by the day or by the page, although most clients prefer an all-inclusive fixed cost at the outset. This is based on my experience of what’s involved and my numbers which are £30 ($US60 or €45) per hour or £300 ($US600 or €450) per day.
All prices include consultation; research and reading; the cost of communications; and the origination of concept and copy including any reasonable revisions assigned within 10 days. There are no VAT charges or hidden extras and my Terms are 21 days.
What if the brief changes or I have to cancel the project?
As long as the scope of the original brief doesn’t change wildly, then the agreed cost includes any reasonable revisions. If there are significant changes, we can reassess the impact on time and cost. If for any reason you have to cancel a commission, then a kill fee of up to 50 per cent may be incurred.
Been let down by a freelancer before?
So have I. It's a real pain in the arse isn't it? He seemed a decent sort of bloke and his credentials spoke for themselves. I had no doubts he could do the job. He even had his own spanner. Mind you, it hasn't stopped me calling out other plumbers at the first sign of a leak.
Do you offer any other creative services?
I don’t do PR and I’m not a designer but I am part of an extensive network of freelance creative professionals including other copywriters, PR’s, marketers, graphic designers, web designers, illustrators and photographers, all of who I would be happy to recommend to you.
Why the change of name?
Simple really. When I first set out, the term ‘freelancer’ suggested someone who was either unemployed, unemployable or retired. So I called myself Heyward Rigby Communications. Then in March 2007, after 10 years of explaining that I wasn’t an agency and didn’t have a partner called Heyward, I decided that it was time for a change.
