Now that we've talked about what a copywriter actually is, how do you work with one?
In movies, writers are often mysterious hermits living in isolated cabins clacking away at a typewriter.
Or, they are tortured, miserable souls, suffering for their art.
But in reality; as a writer I'm just like you. I sit at a computer, at a desk, and I work. I brainstorm. I get endless cups of coffee to get my brain moving. And sometimes I sit and look at the same sentence over and over again, fiddling with it until I'm happy.
The writing process can be challenging.
So how do you work with someone you've trusted to take the writing off your hands?
Most writers will either ask you to complete a written brief or answer a series of questions to guide them. A brief gives the writer information about:
That helps craft your message and the copy to make sure it meets its goals.
If you're not sure how to answer a question on the brief, let your copywriter know and they'll talk you through it.
Are you looking to get found more on Google?
Are you looking to give more value to your existing customers?
Are you looking to create content that is shareable on social media?
Knowing what you want your copy to do is key to your copywriter getting it right. It'll also give your copywriter a good idea of what kind of copy will be most effective.
Blogs, website copy, landing pages, email newsletters - they are all different. Knowing what you want from your copy will help narrow it down.
Your copywriter wants your project to be as successful as you do. And they've probably had a tonne of experience writing copy or even working for others in your industry.
We know what works and what doesn't.
You don't have to agree with every piece of advice you're given but you should definitely give it some thought.
You've got a million other things to do, that's why you've outsourced your copywriting. But sometimes you will need to answer questions, run your eyes over a draft, or even make a choice between two different words. Yep, we get that detailed.
A good copywriter will keep interruptions to a minimum and only contact you when it's really important. So trust that it's important and provide your feedback as quickly as you can.
The longer you leave it, the longer your copy is going to take to finish. Stick to the timeline so that your writer can stick to theirs.
Even the best copy in the world takes time to get right and start bringing in results. It takes time for the Google-bots to do their thing and for people to search for your keywords.
Give your copy time to work, especially if what you had before wasn't very effective. It'll happen.
The old adage of 'you get what you pay for' is as true as ever. If you want cheap copy, then by all means go and get it, but don't be disappointed when it isn't quite right.
You're paying for your copywriter's expertise, experience, and the results they can bring you. That doesn't mean you should accept the most expensive quote either.
Look at what each copywriter offers, the ongoing professional development they've done, and how they work. Check their testimonials. Look at their results and the clients they've worked with before. If those things align with your business and your values, then get on a discovery call with them and find out if they're right.
Good copy will pay for itself over and over again. Finding the right fit for you and your business is way better than just finding the cheapest price.