Working out how to choose a copywriter involves more than just finding someone who can write well.
The right copywriter should understand your audience, support your goals, fit your way of working, and create content that reflects your brand accurately and authentically. A good working relationship can save time, strengthen your messaging, and make content creation feel significantly easier.
Finding the right fit matters, and I won’t be the right copywriter for every business and every budget. So, in the spirit of transparency and being an ethical copywriter, here are five reasons not to hire me.
1. You need content as quickly as possible
If speed is your top priority, I may not be the best fit.
Of course, I work efficiently and always meet agreed deadlines, but I’m often booked several weeks in advance. In some cases this works perfectly because after our free discovery call, you have time to think about your goals and write a really clear brief for me to work from.
Before I start writing, I also like to understand the audience, the purpose of the piece, and the wider context. Depending on the project, that may involve reviewing research, checking sources, reading supporting materials, or asking questions that weren’t included in the original brief.
While this approach takes a little more time, it often means clients spend less time reviewing drafts, correcting inaccuracies, or filling in gaps later. My goal is to create content that works the first time, rather than simply delivering words on a page as quickly as possible.
2. You’re happy to publish AI-generated content
AI has transformed the way many organisations create content, and I use AI tools as a copywriter, too.
However, I don’t believe AI should replace expertise, judgement, or critical thinking, particularly in healthcare and other specialist fields.
Generative AI can be a useful starting point, but it doesn’t understand nuance, audience needs, brand voice, or the real-world consequences of getting something wrong. It can produce content that sounds convincing while containing inaccuracies, unsupported claims, or outdated information.
If you’re looking for content generated directly from a prompt with minimal human input, there are faster, cheaper options available elsewhere.
If you’re looking for content written with professional expertise, evidence review, and editorial judgement, that’s where I add value.
3. Accuracy and evidence aren’t a priority
Many of my clients work in healthcare, wellbeing, mental health, and other sectors where trust matters. In these industries, content isn’t just a marketing tool. It often influences decisions, shapes understanding, and helps people navigate important aspects of their health and wellbeing.
As a former doctor, I have a healthy habit of checking information, reviewing evidence, and asking whether claims are properly supported. I avoid writing health content that overpromises, misrepresents evidence, or prioritises clicks over credibility.
If you’re looking for sensational headlines or content that stretches the truth to attract attention, I’m probably not the writer for you.
4. You want validation rather than collaboration
The thinking is as important as the writing when you’re considering how to choose a copywriter. If I believe a message is unclear, a content angle is unlikely to resonate with your audience, or a piece could be strengthened by taking a different approach, I’ll usually discuss this with you.
That doesn’t mean being difficult or dismissive. It means approaching the project as a collaborative partner rather than simply taking instructions and producing copy.
Clients often hire specialists because they want an outside perspective and strategic input. In my experience, the best outcomes come from open conversations rather than unquestioning agreement.
5. You want content that sounds like everyone else’s
There’s no shortage of content online, so the challenge now is to create content that people remember.
Whether I’m writing for a healthcare organisation, a wellness brand, or a private clinician, I want the content to reflect the people behind it. That means understanding your voice, your values, and what makes your organisation different.
Good content should sound like your organisation, not a copy of everyone else’s.
The right copywriter isn’t right for everyone
Ultimately, thinking about how to choose a copywriter doesn’t mean finding the “best” writer. It’s about finding the right fit for your business, your audience, and the way you like to work.
Every copywriter brings different strengths, priorities, and approaches to their work. The most successful projects usually happen when those approaches align with what a client actually needs.
If you’re looking for fast, high-volume content with minimal oversight, I’m probably not who you need.
But if you value thoughtful collaboration, evidence-based content, clear communication, and messaging that genuinely reflects your brand, there’s a good chance we’d work well together.
Click below to get in touch or to arrange a free discovery call.