If you’re like a lot of businesses, working with a copywriter can be frustrating. But it’s important. Find the wrong one and, it will seem like you’ve gone over and over the project, but then the phone calls and emails begin again. And believe me, they aren’t too thrilled about it either. So here’s some inside info that will help when working with a copywriter.
Part of what makes your first time working with a copywriter stressful is that it’s people’s natural first instinct is to blame. “They didn’t give me anything to work with,” or “This writer doesn’t know what they’re doing.” While they both may be true, the reality is that it’s the writer’s responsibility to gather that info. And sometimes that means digging a bit deeper.
So let’s talk about information gathering and why it’s always best to give your writer everything they’ll need.
Working with a copywriter: The big 3
Your BRAND
The first thing your writer must have is a good grasp of is your company’s branding. That includes the voice of your current and past marketing, your graphic and web design, and the end-user demographic you focus on. All of these things come together as your brand. It’s what your customers experience every time they interact with any aspect of your company.
“Um…what if I don’t know about my brand?”
Don’t worry. You’re not alone. Many companies, even some relatively large ones, don’t have this all together yet. And while I urge you to spend the time to get that done, a good copywriter can help. They will take your information, as well as your past and present output, and help fashion deliverables that fall in line.
Your product
Once your writer knows who you are, it’s time to dig into what you are offering. Is it a product or a service? What does it do? What problems does it solve? And, if applicable, what are its specifications?
When it comes to what your company offers, you are the expert. A good copywriter may be able to help bring focus, but they will be heavily reliant on the information you give them.
THE MARKET
The final vital part of knowing your product is understanding how it stacks up in the market.
- What competition do you have?
- Why would an end-user choose yours?
- Where does its pricing fall within the competition?
- How do people view and interact with your brand/products?
A writer with experience in your industry may already have an excellent grasp on this. But if you’re working with a more generalized marketing agency, the more info you give them, the faster and better they’ll be.
Working with a copywriter: Communication
While you may have this info ready to go, it’s not that easy for many companies. If you fall into the latter category, I ask you, how much time have you spent thinking about your company’s brand from a holistic perspective? Can you describe your company’s voice in a few sentences? We all know your product is great, but can you put the customer benefits into words?
Answering these questions is the key to learning your own business inside and out. They’re also vital for growth. But it’s ok if you’re not quite there yet. Find the perfect copywriter, and they’re there to help create the branding with you.
It all comes down to communication. You must be prepared to spend the time necessary and help your writer build a complete picture. If you can’t pinpoint these aspects of your company, it’s unreasonable to expect your writer to – without some serious back and forth.
Remember, you’re the boss. You get the final say. But your writer can only work with the resources you give them.
Working with a the right copywriter
Finding a copywriter that is already an expert in your field is worth its weight in gold, literally. They’ll know the market, they may already know your brand, and they have an outsider’s perspective on how the community views your company. And if you’re you a business that still needs help creating your branding and voice, experienced writers will bring a macro view to your hyper-focused company. They’ll shed light on what makes you unique, what you’re great at, and what you could do a bit better.
Did I mention that if you find the perfect copywriter, it will save you a TON of time? And since time is money, and we all stress about money…that equates to more time, more money, and less stress. Can’t beat that!
Copywriters are There to Help
To effectively market your company, product, or service, there is a lot of preliminary information that must be in place before anything can move forward. So if you’re new to working with a copywriter, there will be some lessons along the way.
And don’t forget, if you need help, they’re there to help you along the way. You’ll learn a lot about your own company and offerings that you never knew before. This knowledge is inspiring and can give you a new perspective that opens doors for a leaner, meaner, future. So get the right person onboard and you’ll wonder why you ever worried about working with a copywriter. Your customers are waiting.
As always, I hope this information is inspiring and informative and that it helps guide your business a little further down the path of success. If you have any questions or comments about this blog, or if you are a business who’s looking for the perfect writer, you can contact me here.
Here’s to finishing 2020 out with happier customers, better business, and more music than ever.
Until then,