They may also offer suggestions to complement your piece – and even argue the case for an alternative approach. This is all to the good.

Provided their argument is based on empirical evidence – as opposed to ill-informed arrogance – it could pay you to listen (even if prima facie you disagree). You’re not looking for a ‘yes-man’, after all; you’re seeking an experienced professional who’ll add value – in the form of new ideas, concepts, messages and copy treatments – to your business.

Ways of working Some writers choose to work from their home or office – others at their clients’.

Either way, if the product is complex, some degree of face-to-face contact will be essential. Generally, however, once you’ve furnished your copywriter with the information they need, they’ll probably be most comfortable (and most productive) working from their own premises - surrounded by their reference library and other accoutrements - and reserving site visits for essential briefing and review meetings.

And even those latter visits may not be completely essential: video conferencing provides a workable alternative for geographically dispersed teams – and it saves on travel costs too.

On which topic: budget, inevitably, has to be a factor in your choice of writer. And with rates varying from £25 or even less an hour - to well over £250 - there’s sure to be a freelance to meet your needs.

Unfortunately, the writer’s hourly rate is just part of the story...

By way of example, at the outset of Steve Calder’s career (some years ago, admittedly) he charged just £10 an hour – and he was happy to negotiate. Needless to say, he was quickly snapped up by an agency, who immediately raised his charge-out rate - to £140 per hour.

Same writer – 1,400% fee difference.

Writers have a range of motives for the level at which they set their fees. Some may wish to remain below the VAT threshold; others may price aggressively, to ramp their new business acquisition - before either hiking their rates dramatically, or buckling under the strain of too much work.

As a general rule, however: the cheaper the writer, the more handholding will be required on your part.

Writers who charge towards the upper end of the scale will usually hit the ground running: they’ll work on their own initiative – helping you to develop new concepts and marketing messages, and offering real added-value based, usually, on proven experience.

Conversely, those operating at ‘the cheaper end’ will require more direction: these are the writers you call upon to finesse your existing materials, and ensure the commas appear in all the right places. Which may be all you need.

In leading copywriter Bob Bly’s view, however, writers need to be involved much earlier in the marketing process. He says, "Too often, clients come to the agency and say Do an ad, when in fact print advertising may be the least effective means of promoting the product.

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