When I hire copywriters, I give them three short written tests. A copy test, an explainer test, and a passion test. Each of those pieces of writing serves a unique purpose… and I’ll explain what each of them are in a moment.
But first, I want to handle some objections:
Q: Shouldn’t samples be enough?
Oh, I ask for those too, but I also know those can be falsified. The test project isn’t just about the work, it’s whether you can deliver something in a short period of time that’s designed specifically for who I’m hiring for.
Q: But isn’t that just making people do free work?
I love this question. One of the worst pieces of advice out there is to do “spec work” and ask potential clients to “just test it”, as if it’s risk-free. It’s not.
Every time I email my list, throw up an ad on Facebook, or ask an affiliate to mail it… it costs me. If not the cost of traffic, then the cost of opportunity. Most businesses only have so many testing slots. So no, I’m not making you do work I’m going to use.
Q: OK, but three writing tests seem excessive, doesn’t it?
Maybe. But it sure weeds out a lot of people. Mostly flakes, divas, and people who don’t really want a job and/or think spraying job apps without thought is a good strategy for landing work.
On top of that, the side effect is I end up meeting a lot of new copywriters in a short period of time. This allows me to “keep the bench warm”, which is corporatese for keeping a rolodex of potential future hires. I’ve hired a great many copywriters later down the line who didn’t get the job they initially applied for.
So, with that, let’s go through the three test projects:
1. The Copy Test
Here is a VSL funnel. Write me a short email (100-250 words) with 3 subject lines and at least 3 bullets in the body.
This test is a very quick and dirty way for me to see a lot of things.
One, if the applicant can write persuasively (that’s a given), but more nuanced and subtle… Two, if they understand what each part of the ad does. Do they understand the purpose of a subject line? Can they put together a bullet that teases with curiosity, promise, and emotion? Are they using a CTA that’s expected of the industry or niche?
Most importantly though is the “smell test.” Does the copy look and feel like a typical email that a direct response marketer would use? (I would refer you to last week’s lesson.)
You could argue that being persuasive is sufficient, and I could train up the writer to learn the direct response style, and you’d be right. But why would I do that if I have a candidate who already groks my industry and can write in our style?
So again, whichever client you’re looking to land, do reconnaissance to learn their house style.
SIMPLE TIP? Ask. “Hey, before I do this test, can you send me your top five emails that got the best open rates, CTR, and conversion rates?”
2. The Explainer Test
Here are three complex subjects. Pick ONE and explain it to me like I’m ten years old in 500 words or less.
Because the majority of my work is with clients in financial publishing, health supplement, and self-improvement spaces, the products they sell tend to be complex. However, we’re selling to the mass market.
So. One of the most important skillsets I’m looking for in a writer is their ability to take something complicated and explain it in a way anyone can understand.
This test reveals several subskills I want from a writer. One, if they can provide CONTEXT as to why what they’re explaining is important. They may use frameworks, compare and contrast, or history.
Next, can they walk me through the LOGIC CHAIN of how said concept works? This may be the process, the cause and effect, the sequence of steps, or the mechanism of action.
Finally, can the writer tell me what the benefits and consequences are? What happens when things break down? What happens when things are running smoothly?
MY ADVICE: Watch Kurzgesagt on YouTube. Subscribe to ELI5 on Reddit. Listen to Revisionist History by Malcolm Gladwell. Watch John Oliver’s main segments. Watch TedTalks.
All of those things are great at explaining complex concepts for a mass audience. I would highly recommend you take notes! Transcribe, analyze, break down, and ask how and why each section is where it is. (Oh, and read Made to Stick.)
3. The Passion Test
Pick one thing you love or you’re obsessed with. Can be a hobby, book, movie, album, sports team, craft, weird obsession, whatever. Tell me why it’s so great in 500 words or less.
I think most people on this planet are not curious people. They don’t go down labyrinthine rabbit holes. They don’t obsess over trivial details. They don’t read/watch/experience widely. Those people don’t make good writers.
Out of that portion of people who are curious, I think another segment are not ARTICULATE about their passion. They “like” things. Things are “nice.” They had “a good time.”
I guess the word I’m looking for is DISCRIMINATING. Good writers have experienced an eclectic variety of their passion and can tell you what’s good, mediocre, or bad… AND WHY.
So why is this test important to me, aside from telling me a writer is curious, reflects insightfully about their hobbies, and can write about it eloquently?
For me, it’s their “taste.” Good writers DISCERN. They notice details and minute changes. And then, they can riff on those details and talk about why that one weird, singular detail is important and worth paying attention to in the context of their passion.
That skill of DISCERNMENT is how you find great hooks as a copywriter. It’s what makes good writing interesting, fascinating, and satisfying.
Kinda Don’t Care If You Can “Write”
Based on the above, you might quickly realize I (as a direct response marketer) don’t really care if you can “write.” Most writers think prose, style, and voice are what make a writer. It is if you’re writing poetry and literary fiction, I guess.
No, I’m more concerned about you being able to write a strong argument. Frame the substance of the subject in a way that’s fresh, interesting, and engaging. And explain what it is, how it works, and why it matters in a simple way so that anyone can understand it.
That’s what I value in a copywriter.
Next week – my interview questions.