The Perfect Marketing PartnershipJanuary 23rd 2014 Sally Ormond copywriter, how a copywriter worksd, working with a copywriter
Does this sound familiar?
After a lot of soul searching you finally decided to get your business idea off the ground. It starts gradually, but little by little your customer base grows and your time moves from marketing to filling orders and customer service.
The problem is, once that initial rush of customers have been and gone you find yourself twiddling your thumbs because you’d taken your foot off the marketing gas. Now you have to start marketing like crazy again, trying to keep up with all that content generation you have to do.
This cycle continues until, one day, your partner comes home to find you gently rocking in the corner, talking gibberish.
OK, a bit melodramatic, but you get the picture.
That’s when you realise there’s only one way you can keep on top of your content and marketing and that’s by hiring a copywriter to help you.
After a lot of searching and asking for recommendations you set up a meeting with a writer. But there’s a problem, they haven’t worked in your industry before.
- Walk away from them (even though they are the best copywriter around)
- Realise that they don’t have to be an expert in your field to write excellent copy
Hopefully, you opt for number 2.
You see, it’s a known fact that it is not necessary for a copywriter to have written for your industry before for them to do an amazing job.
Working in a partnership
The copywriter/client relationship is very collaborative. They need you as much as you need them.
You are the expert they turn to for an insight into your business and industry.
You are the one who understands the needs of your customers and what it is they are looking for.
They are the experts in taking that information and creating compelling content that is engaging, persuasive and powerful.
They will ask you lots of questions, such as:
- What do you do/sell?
- Who are your customers?
- Why do they need what you offer?
- How do you help them?
- What prevents them from buying from you?
- What action do you want them to take?
- What makes your business different to others?
- What is your brand personality?
- What is the aim of this piece of copy
So be prepared to provide all the information they need.
If you’re looking for a brochure to be written and just say “I sell advertising space” isn’t very helpful. A great end result can only happen if you are prepared to work with your writer – they’re not a magician.
Finding the right copywriter for you
The best place to start is personal recommendation and then look at what Google has to offer.
When you’ve compiled a short list:
- Take a look at their website and see if what they say resonates with you
- Have a look at their portfolio to see the range of styles they write it (you don’t want a one trick pony, or a writer that just writes as themselves)
- Pick up the phone and have a chat with them, or meet up with them to see if they are the type of person you can work with
That’s all there is to it.
But remember, a copywriter cannot work without information, so make sure you provide them with everything they need to do their job properly.