6 Must-Haves Before Hiring a Copywriter | Latina Launch & Sales Copywriter

¡Hola changemakers! 

Let's have a heart-to-heart about something I see happening way too often in our entrepreneurial comunidad – rushing to hire a copywriter before you're really ready.

Trust me, like a copywriter who's worked with many business owners, I know the excitement of wanting to get your message out there. 

Maybe you're tired of staring at a blank screen, trying to find the right words. 

Or perhaps you're ready to level up your business and know professional copy is the way to get there.

I get it, de verdad (really).

But here's the thing – just like one of my tias always said, "la prisa no es buena consejera" (haste makes waste). 

Before you invest your time and money in a copywriter, there are some crucial elements you need to have in place.

Why am I so passionate about this? 

Because I've seen the difference it makes. 

When clients come prepared with these essential elements, the vibes happen. 

Their voice shines through authentically in every word, their message resonates deeply with their audience, and most importantly – their copy converts.

Today, I'm sharing the six non-negotiable must-haves before hiring a copywriter. 

Think of this as your copywriting prep checklist, straight from someone who's been in the trenches, helping businesses find their voice and connect with their ideal clients.

¿Están listos? Ready? Let's dive in!

How Do I Define My Brand Voice Before Hiring a Copywriter?

Mira, let me tell you something important about your brand voice – it's not just about the words you use.

Those words need to capture your alma, your spirit, in every piece of content you put out there.

Before you even think about sliding into a copywriter's DMs, you need to have a sense of who you are as a brand. 

Think about it – when you walk into your tía's (aunt’s) house, you immediately know it's hers from the way it feels, smells, and the energy it gives off. 

Your brand should have that same kind of distinct personality.

Here's what you need to figure out (don't worry, it doesn't have to be perfect):

• Break down your brand essence in 3-5 powerful words – For example, mine would be: authentic, influential, and empowering.

• Share your origin story –  What sparked your business idea? What challenges pushed you forward? What keeps you going? These stories create real connections with your audience.

• Define your brand's personalidad – Are you more chancla (sandal vibes) or stilettos? Professional but still keeping it real? Serious about results but love dropping a good meme? Get specific!

• Make a list of your non-negotiables –  What words or phrases feel natural to you? Which ones would never come out of your mouth? Keep it authentic!

• Think about how you want your audience to feel when they read your content –  Should they be nodding along thinking "¡Ay, por fin someone gets me!" or feeling inspired to take action?

• Bring examples –  Share content that makes you think "THIS is exactly how I want to sound!"

Look, I know this might seem like a lot, but here’s the truth:

While a good copywriter can help polish your voice, we can't create it from scratch...I mean, we can, but that would be an official brand tone and voice guide – separate from the copy project you’re wanting. 

We need that special umph that only YOU can bring to the table. 

Having this foundation helps us copywriters capture your essence and create content that feels genuinely yours, not some cookie-cutter copy that could belong to cualquiera (whomever). 

Who Is Your Target Audience For Copy That Converts?

Óyeme, let me be direct - one of the biggest mistakes I see entrepreneurs make is jumping into copywriting without knowing who they're really talking to. 

And I get it!

This was me too at the beginning.

When you're excited about your business, you want to talk to everyone. 

But the truth is: trying to speak to everyone means you're actually speaking to no one.

Think about your favorite amiga (friend) who always knows exactly what gift to get you for Christmas. 

How does she do it? 

Because she pays attention! 

She knows what you like, what you need, and what matters to you. 

That's exactly how you need to know your audience.

Here's what you should have clear before hiring a copywriter:

• Get specific about who your people are – What's their age? Where do they hang out? What keeps them up at night? Don't just give me demographics - paint me a picture of their real life.

• Map out where they're spending time online –  Are they scrolling Instagram between meetings? Living their best life on TikTok? Going deep in Facebook groups? Each platform has its own vibe, and your copy needs to match that energy.

• Understand how their needs change across different platforms –  The version of them that shows up on LinkedIn might be totally different from their Instagram persona - and that's okay! Your copy should meet them where they are.

• Know their pain points (and I mean DIG DEEP) – What are they telling their best friend over a cafecito? What's keeping them stuck? What solutions have they already tried?

Let me share something with you: I once had a client who wanted to target "all Latina business owners." 

But when we dug deeper, we discovered her real audience was first-generation Latina professionals transitioning from corporate jobs to entrepreneurship. 

See the difference? 

That clarity changed everything about her copy – from the stories we told to the language we used.

Your copywriter can help you refine these details, but you need to come with more than just "everyone who needs my services." 

The more specific you can be, the more your copy will connect, convert, and create those "Yes! This is what I've been looking for!" moments with your ideal clients.

Remember, good copy isn't just about what you say.

You have to say it in a way that makes your audience feel seen, heard, and understood. 

And for that, you need to know exactly who's on the other side of that screen.

What Marketing Strategy Do You Need For Effective Copy?

Before hiring a copywriter, you need a clear direction for your marketing. 

Not a complicated 50-page plan –  just a solid understanding of how you want to grow your business.

Let me be direct: the clearer your strategy, the better your copy will perform. 

I've seen this time and time again with my clients – when they understand their marketing direction, we create copy that actually drives results.

“Ok Mayra, I thought I had a strategy, but now you’re making me think this through all over again!”

No te preocupes (don’t worry), here’s a short checklist.

Your strategy needs to include:

• Knowing your platforms and their purpose –  Are you building community on Instagram? Converting through email? Growing your authority on LinkedIn? Each channel plays its own role in your business growth.

• Understanding your customer journey – How does someone go from discovering your brand to becoming a client? Your copywriter needs to know these steps to create content that guides people through the process naturally.

• Being honest about what's working (and what isn't) –  Share your wins and your challenges. Have your reels been getting great engagement? Is your email list growing but not converting? This information is gold for your copywriter.

Wanna get an example insight?

I worked with a client who was posting amazing content on Instagram but couldn't figure out why she wasn't getting clients. 

When we looked deeper, we realized she never actually invited her audience to work with her – she was building great relationships but missing the bridge to convert followers into clients. 

Once we added strategic calls-to-action and created a clear path to her services, everything changed.

Your copywriter needs to understand not just what you want to say, but how that message fits into your bigger business picture. 

Without this clarity, you risk creating content that sounds good but doesn't move your business forward.

Keep in mind, your strategy will evolve with your business, but having this foundation helps make sure your investment in copywriting actually pays off, instead of just adding más ruido (more noise) to the digital space.

How Do You Set Copy Goals That Drive Business Results?

Let's talk about metas (goals), change maker.

While your copywriter can help guide you to the right type of content, you need to have a basic idea of what success looks like for your business.

Here's something I learned from working with socially conscious business owners: different types of copy serve different purposes. 

Think of it like choosing the right ingredients for your dish - what works for one receta (recipe) won't necessarily work for another.

Here's what different types of copy can do for your business:

• Website copy –  Connects with your visitors and guides them to take action, whether that's joining your email list, booking a call, or making a purchase.

• Email sequences  – Build relationships over time. They share your story, showcase your expertise, and nurture your audience until they're ready to work with you.

• Sales pages – Focus on conversion. They speak directly to your ideal client's needs and show them exactly how you can help.

• Social media content – Builds your community and keeps you present in their daily lives.

Let me share a perspective from my experience: A client came to me wanting "better copy" for her coaching business. 

When we dug into her goals, we discovered she actually needed an email nurture sequence to warm up her existing list before launching her new program. 

Being clear about her goals helped us create copy that increased her launch results.

Your copywriter should help you refine your strategy and recommend the best approach. 

But coming in with a general understanding of what you want to achieve? 

That's going to save you time, money, and frustration.

The key isn't just knowing what type of copy you need.

You need to understand why you need it and how it will serve your business growth. 

When you're clear about your goals, your copywriter can create content that doesn't just sound pretty, but actually delivers results.

And if you need support with strategy, ask for help! 

There’s no shame in continued learning.

Why Do You Need a Discovery Call With Your Copywriter?

Let's get real about the discovery process. 

Quality copy doesn't happen in a 15-minute chat or through a quick questionnaire. 

As a copywriter, I need time to understand the heart of your business.

I'll tell you exactly what I share with my clients: set aside 60 minutes for a deep discovery call. 

Esta conversación? 

It's where the vibes begin.

It's where we uncover the stories, experiences, and perspectives that make your business unique.

During these sessions, we explore:

• What truly sets your business apart

• The experiences that shaped your approach

• The transformation you create for clients

• Your unique way of solving problems

• The results your clients actually experience

When clients ask why I need a full hour, I share this: generic questions lead to generic answers, and generic answers lead to copy that could belong to anyone. 

But when we take time to dig deep? 

That's when we find the juice that makes your copy stand out.

I had a client who initially thought her business was "just like any other coaching practice." 

During our discovery call, we uncovered how her corporate background and Latina heritage influenced her unique coaching style. 

Was it interesting information?

Yes.

But it also became the foundational copy that resonated deeply with her ideal clients.

Your time investment in this process directly impacts the quality of your copy. 

When you share openly during discovery, your copywriter can capture your authentic voice and create content that feels genuinely yours.

So, don’t be shy!

Be you and the copy will shine.

What Brand Materials Should You Prepare For Your Copywriter?

Let's talk about your brand materials.

You know what makes a copywriter's heart happy? 

When a client comes prepared with their brand essentials.

No, I'm not talking about a fancy 100-page manual. 

Just the basics that help me understand your brand world.

Here's what to gather:

• Your style guide (if you have one)

• Key messages you use over and over

• Visual branding that sets the tone

• Examples of content you love

• Those testimonials that make you smile

• The competitors that keep you on your toes

When clients tell me they don't have "official" guidelines? All good.

Even screenshots of posts you love, emails that made you click, or websites that capture your vision - these are pure gold for your copywriter.

A client once sent me screenshots of Instagram captions she loved, saying "This! This is how I want my brand to feel!" 

Those examples? 

Worth more than a 20-page brand guideline.

Why? Because they showed me exactly what resonated with her…and her community.

Your brand materials are like pieces of a puzzle. 

Each piece helps your copywriter see the bigger picture. 

Don't have everything perfect? 

That's okay. Share what you have. Your copywriter can help fill in the gaps.

But starting with something? 

That's what makes the difference between copy that sounds like everyone else and copy that sounds exactly like you.

¿El secreto? 

The more you share, the better your copy will be. Simple as that.

Ready to Create Copy That Connects With Your Audience?

Look, I know we've covered a lot. 

And maybe you're thinking "¡Ay Dios mío! This is so much to prepare!"

But here’s the takeaway: Having these six elements ready is about preparation over perfection. 

When you come to a copywriter with:

• A clear sense of your brand voice

• Knowledge of your audience

• A basic marketing strategy

• Clear goals

• Time for discovery

• Your brand materials

You're setting the foundation for copy that truly connects. 

Copy that converts. 

Copy that feels like YOU.

You're not just checking boxes. 

And yes, while a good copywriter can help you develop and refine these elements, coming prepared means we can focus on what matters most: Creating copy that makes your ideal clients say "You really get me!”

Is this your sign to turn your brand voice into copy that connects and converts?

Learn more with copy tips sent to your inbox each week!

P.S. You get a FREE launch checklist when you sign up…the perfect starting point not just for launches, but for making sure you’re leading your community in the right direction.

Not quite ready? 

No problem. Start gathering these elements at your own pace. When you're ready to transform your copy, you know where to find me.

En tu esquina (in your corner),

Mayra