You’ve got a new marketing project underway, perhaps a new website or a series of blogs. You’ve hired a copywriter to craft some persuasive copy, so you can generate those all-important sales. You’re excited and ready to get the ball rolling!
One quick question before you do: are you prepared to work with a copywriter?
I mean that in a practical sense, are you prepared? Are you ready? As the client, you’ve got an important role to play. From briefing the copywriter to providing feedback, the more prepared you are, the more likely the project is to succeed.
Here’s a handy guide to help you prepare to work with a copywriter.
Prepare to work with a copywriter, stage 1: Mental preparation
The pen is mightier than the sword, and the mind is mightiest of all. Great writing begins with thinking, which is what you’ll need to do in order to prepare for the collaboration with your copywriter.
Goals
The most helpful preparation you can gift your copywriter is clarity about your goal(s). Ask yourself…
What do you want to achieve?
What should the copy do? For instance, encourage downloads, generate sales, educate an audience?
How will you know if you’ve achieved that goal?
Know where you’re going and you can communicate that to your copywriter. If you don’t know where you’re going…well, we can only guess.
Thinking time
Your copywriter will no doubt have lots of questions. Everything from ‘How did you start your business?’ to ‘What’s been the biggest success?’ We’re not nosey, we just like to work from a full picture. Context helps us make sense of your goals and gives us an understanding of how to write effectively for your business. The thing is, all those questions need an answer. Before you start work with your copywriter, spend time reflecting on your business.
Be ready for a challenge!
The best copywriters will challenge assumptions, push you for clarity and ask awkward questions. They’ll speak up if the proposed task doesn’t quite fit the goals you have in mind. As copywriters, it’s our job to ensure your message is clear and coherent. If they can see vagueness, they’ll call it out for the good of the project. I once told a client on a discovery call that their new business proposition wasn’t defined enough for me to write the website they’d requested; at that stage, it would have wasted their time and money. Sure enough, they came back a year later, once they’d refined things.
Prepare to work with a copywriter, stage 2: Practical preparation
Now you’re mentally prepared to collaborate with your copywriter, there are some practical steps to take.
Brief your copywriter
Aside from general questions about your business, your copywriter will have specific questions about the work you’d like to do. For instance:
Who is your audience?
What’s your brand Tone of Voice?
What are the benefits of your product or service?
What makes your offering unique?
The deadline?
Some copywriters may prefer to send a written brief for you to fill in. Others may prefer to have a conversation. I use both methods, depending on the project and the client.
Do make sure you fill in the brief, or make yourself available for a briefing call with your copywriter. The more detailed the map you provide, the more effectively the copywriter will be able to read it and navigate the project to its destination successfully.
Share materials
Already have a marketing strategy? Great, share it with your copywriter. Anything you can supply to help them complete the project will be gratefully received. Customer personas, previous marketing materials, even examples of other brands’ copy that you like or dislike will be helpful.
Prepare to work with a copywriter, stage 3: Emotional preparation
Emotional preparation? To work with a copywriter?
Yes. I’m not joking.
Let it go
Look, copywriters are a pretty perceptive bunch. We write for a living, for crying out loud. Our job depends on us being attuned to the needs of others. We realise that your business is your baby. We understand that you know your business better than anyone else. It’s hard to just let a stranger walk into your business… I mean, look at all the founders that walk out of the Den without a Dragon because they can’t part with that extra two per cent Jones or Meaden asked for.
Your job, is to let it go.
If your copywriter needs you, they’ll let you know. You can sit back and relax, knowing the burden is off your plate. Trust us. We’ll look after your pride and joy. Hey, you might just like it even more when you get it back.
Next stop: copywriting success
Now you’re prepared to start work with a copywriter. Congratulations! You’re one step closer to clear, compelling copy that persuades your prospects to buy.
Now all that needs to happen is for the copywriting project to unfold…
If you’re wondering how the copywriting process works, keep an eye open for next month’s blog. I’ll explain what you can expect when you collaborate with a copywriter, how the process is structured and what your role in it is.
Curious about how copywriting could help your business? Feel free to get in touch with questions in the meantime. Or, sign up for the newsletter and make sure you don’t miss the next piece of the puzzle!
See you next month… and don’t forget: your words matter.