Smooth copywriting process


Every organisation needs content.

Whether it’s for sales and marketing, internal communications, or public information, content is the driving force that connects your business with your audience.

And its vital that content is top notch because it’s representing you.

For that reason, here are 5 ways to make sure your copywriting project runs smoothly.

  1. Don’t leave it to your junior

Writing the amount of copy your business needs is very time consuming.

To reduce your workload, it’s very tempting to pass it on to your junior.

The problem is they don’t have any experience of writing copy so you’ll end up with something weak and completely unsuitable for your business.

To get inspiration they’ll look at what you’ve produced in the past, so their stuff will be the same old same old. Even worse, they could look at what your competitors are doing and copy them!

That’s why you should invest in the services of a professional writer. Yes, there will be a learning curve as they get to know you, your business and your audience, but as a result you’ll get original content that really hits the spot.

Plus, using their vast experience, they’ll also come up with new ways of promoting your business, giving you a fresh angle that makes you stand out.

  1. Work out what you want to do before you commission a writer

The most important part of the copywriter/client relationship is the quality of the brief.

Every writer will need one.

Before you start looking for a writer, think about what you want to achieve with your project.

Clearly outline what you want (i.e. website – including a list of pages, brochure content etc.) and provide details of:

  • Your business
  • Your products/services
  • Your audience
  • Your unique selling point
  • The benefits your products/services provide that make your customers’ lives easier
  • The style of writing you want (i.e. tone of voice)
  • Keywords you want to target
  • The aim of your project
  • Guidance on any specific terms that should/should not be used

Providing clear guidance like this will make the whole process a lot easier.

  1. Get everyone’s agreement and have a clear review process

In larger businesses there will probably be several people involved in the briefing process.

It’s vital that each of them is in complete agreement about the brief.

There’s nothing more annoying for all parties than getting a project underway only for it to be vetoed by one person within the business because the style isn’t to their taste.

Speaking from experience, I was recently asked by a marketing consultant to work with one of his clients on their new web copy. They already had a copywriter on staff, but needed an additional pair of hands.

After being given the brief by the consultant, I went off and did what I do best and produced the content. The consultant was thrilled, the MD was thrilled, but a couple of the other directors decided they didn’t want the briefed style and wanted something completely different.

A lot of time and money was wasted, which could have been avoided had all the directors sat down together from the outset to agree on a mutually acceptable way forward.

  1. Be open to new ideas

The whole point of hiring a copywriter is to get professional content that will make your business stand out.

Bearing that in mind, there’s no point in using one if you’re going to reject their copy because it’s ‘not what you would have written.’

With all due respect you’re not a marketer, you’re a business owner. Yes, you know your business better than anyone, but a copywriter will have a better handle on marketing and writing than you.

Listen to their ideas and be brave enough to take them on board.

  1. Don’t expect something for nothing

If you needed a lawyer, builder or financial advisor, would you hire the cheapest one you could find or would you go for the one that would provide you the best service?

The same goes for writers.

There are plenty out there who will create your content for a few pounds, but the quality of what you get will be reflected by the price tag.

Professional writers aren’t cheap writers because you are paying for their writing ability and their experience and knowledge of marketing communications.

They will understand search optimisation.

They will be able to advise you on your marketing strategy.

They will be able to make suggestions to strengthen your position in the marketplace.

In other words they’re not just writers; they are marketing copywriters who know how to make an impact.