How to work with a Copywriter

Now, often when I introduce myself as a “copywriter” I receive one of three responses:

• Oh, so like you deal with patents?
• A blank, vacant stare akin (I imagine) to admitting to being Daniel Radcliffe’s body double
• Erm, so what do you actually do?

Now whilst I have finely tuned my response to be both witty and engaging (not unlike myself), I have reached the conclusion that most people do not know what a copywriter is.

So firstly, let me clarify: I write marketing content. This can include:

• Web content
• Blogs
• Brochure
• Leaflets
• Emails

The list goes on, but for the sake of space I will assume you have gotten my drift. If you would like to see some examples of the above, feel free to check out my portfolio here.

Now, my next challenge is explaining to clients how to work with a copywriter. Often, I am the very first content writer they have ever worked with and whilst content is a sellable commodity, it is somewhat different from a kitchen sink or laptop. Mostly, our gripes against a product is that it does not work. We return goods because they are faulty, but I can’t imagine many people have complained because a laptop didn’t match their business ethics and values. Essentially, most shit either works (and we are happy) or it doesn’t (and we are mad.) However, in content it is not quite that simple.

This is because we all have different tastes. For example, I am a fan of Milan Kundera, whilst other people enjoy reading the 1,225 word epic that is Leo Tolstoy’s War and Peace. Whilst they consider themselves educated, I think of them as just a little bit loopy. However, the main point here is that we are all entitled to our opinion. When I send off that very first draft of content, with a nervous heart and sharp intake of breath, I always think it is top notch. However, because quality of content (beyond basic grammar and punctuation) is highly subjective, my client may not necessarily agree.

So my first and most important point is:

• Work WITH your copywriter

Writing content cannot be done in isolation, it needs client input. So I want to hear your feedback – be honest (without being cruel). Bear in mind that we have created text completely from scratch, and most of us have at least two drafts written into our process. The first attempt is never the final draft, so go with an open mind and let us know what to change.

• Give us ALL the information

The number of times a first draft is sent back with brand spanking new information the client neglected to tell me is astounding. The truth is that, even when hiring a lovely, approachable wordsmith such as myself, the process requires your active involvement. So you will have to spend a little time telling us about your business, values, target demographic and USPs etc… This may even require a little soul searching, so do take those extra few hours to detail everything we need. This will save you a huge amount of time and effort.

• Be Considerate

Now I know in this day and age even my retired parents struggle to find time for extra-curricular activities. And I am fully aware that no-one has ever died for want of content. However, the number of times I send content and hear nothing for weeks, nay months, on end is a little heart-breaking. Please do get back to us, let us know your thoughts.

If you follow these cardinal rules then you will end up with some cracking content, that will make you and your company proud.

For any further questions please feel free to drop me a line on 07826 857 882 or email me on [email protected].