8 things to say to your copywriter

Got a meeting with a copywriter but have absolutely no idea where to start the conversation?

In homage to the piece I wrote about working with freelancers (that flew over the heads of more people than the Red Arrows), I'd like to follow up If you really must hire a freelancer with this handy little guide - 8 things to say to your copywriter. Some of the tips will hopefully translate to other creative industries, if you get stuck.

Freelance copywriters, agency copywriters, in-house copywriters... we all thrive on the following conversation starters. Pick up the phone or meet with one for coffee (not me) today, and take full control of the conversation by weaving one or more of these beauties into your dialogue. You'll be partnering up before you know it.

1. "So, what got you into working in Law?"

So what if the spelling and indeed the entire meaning of the role is completely different? If it sounds the same, it is the same, right/write? No doubt all the legal terminology and law schools we listed on our profile that you read so closely will ensure you know you're working with just the right person who can keep you out of prison.

2. "Copywriting - it's just copying other people's writing, I suppose?" *snigger snigger*

Seriously, we don't hear this hilarious joke enough. It brings the house down.

3. "It'll only take you two minutes."

Damn right, Frank. After all, my time is for you to take and not for me to give. In fact, I probably only need one minute to completely torch and re-build your entire stash of mediocre web content, so feel free to give me twice as much work!

4. "Can you just..."

Of course! 'Just' is what I do! I'm not going to waste your time with care, thought or precision. We've only got two minutes, after all! And put that wallet away!

5. "We'd like you to provide us with a sample of work you've written in a similar area."

So you can go ahead and change the names and locations and pass mine and my loyal paying client's work off as your own, having been given a fantastic template for free? Sure! What's the best email address to get you on?

6. "The last copywriter we worked with didn't charge as much as you're proposing."

Oh, well why didn't you say so sooner? Please accept my apologies, and thank you for the low-ball opportunity. I can't imagine why you're no longer working together...

7."Our Web Designer has some comments about the content you created for us and has suggested some changes..."

Sure. I mean, I've never met him and I have zero responsibility to him in our work agreement, but hand 'em over. I assume this person is equally open to me criticising his coding, design work and functionality?

8. "I use Grammarly, so I probably don't even really need a copywriter for much, anyway."

I get you. I've got a copy of Legally Blonde* knocking around somewhere, so if I ever find myself on trial for anything, I won't bother investing in representation; I've got this.

All set?

This isn't a dig at people who genuinely don't know what a copywriter is/does (hello, all of my family and friends), but it is a dig at you if you've gone out of your way to engage with a copywriter, without first having thought about what an important role they really do play in your business. A good copywriter is worth time, money and respect. And, although we can't solve your legal woes, we can get you out of more shit than you can possibly imagine.

PS - I feel a bit bad about number 2... c'mon though, people, this is me. Want to impress me with humour? Gimme puns!

*Great film, by the way. Well, it's not an Oscar winner, but... https://youtu.be/E8I-Qzmbqnc . Ironically, the ad at the start is for f**king Grammarly...