Want the Best From Your Copywriter? Give Your Copywriter Two Essential Items

Posted on August 25, 2011


Photo courtesy of Paul Moore @Dreamstime.comHiring a copywriter is one of the best decisions you can ever make for your company, especially if you have found one that can match your marketing style and brand. What some business and site owners may not realize, however, is that the success of the project will depend partially on your communication with the copywriter.

I have faced a situation recently that I am really not used to – a lack of communication. Now, my situation surrounds an extenuating circumstance. It’s not a regular occurrence and I get that. Life sometimes throws curve balls at you, shaking the very essence of who you are, thereby affecting everything you do. But what if this was a regular occurrence? How would it affect my work?

When you hire a copywriter, you must realize that they don’t know you. They don’t know your business. They may or may not know your target market. While copywriters are pretty intuitive people, they are definitely not mind readers. They don’t automatically know what you want. They’re not magicians either. Copywriters are artists.

Before Van Gogh could paint, he needed all of the right materials. When you hire a copywriter, you need to provide them with the right tools. So before you hire a copywriter, take the time to understand what it is they need to create your copy.

  • Copywriters need specific information about your business to create their copy. A lack of communication means missing information. Missing information means that the copy will contain holes, gap, lack umph….you get the idea.
  • Clear and concise details about your company, what you do, what you want to accomplish with the copy and more are very important to your copywriter’s work. I know you hired a copywriter because you’re not great with words but for this, you don’t have to be. Most copywriters can understand the essence of your project with just a list of words or details. If they ask you, “what do you want people to take away from this,” you could simply answer, “fun, family event, bonding, socializing,” or any other list of words that would describe your product or service.
  • Feedback is also extremely important when you hire a copywriter. Copywriters rely on feedback from you. When you are sent a rough copy, they need to hear your specific thoughts. If there is something that isn’t quite hitting the nail on the head, tell them. If there is a voice, direction or phrase that you really like, let them know. They use this feedback to move forward with the copy.
  • Effective feedback also helps the copywriter avoid future revisions. This means that, not only do you have a less stressed copywriter (smile), you receive your project sooner. Plus, you don’t have to look at rough copy along the way.

So that’s the real secret to receiving excellent copy: feedback and communication. Chances are, if you are hiring a copywriter, you have an expectation of what the end product will be. Give you and your copywriter the best chance at success. Provide them with excellent communication and feedback so that they can provide you with effective, polished copy.