So, it’s time to call in the experts.
You’ve done your research, you’ve found a copywriter you believe you can work with – so what next?
Well, if you were thinking you could just email them a list of your requirements and then let them get on with it without any input from you, you’d be wrong.
Your writer is going to need a lot of information from you and they’ll probably either use a briefing document (which they’ll email to you for completion), or if they’re close enough, meet with you.
So, what can you expect to be asked about?
Ready? Here goes…
Your goals – what you’re looking to achieve with that particular project
Brand personality – how you want your company to seen. Plus, the work they do for you will also have to fit in with your current brand image, so they’ll need to know things like preferred vocabulary, house styles etc.
Preferred voice – do you want it formal, informal, conversational etc.
What’s worked in the past? – if you’ve had a particularly successful campaign in the past, let them see it so they can use its style within the new project. Also, if you know something doesn’t work, again let them know.
Your audience – they’re going to need to know whom they are writing for. That is your present clients base and potential clients, or those you want to do business with.
Background – don’t forget your writer is unlikely to have a background in your industry so don’t assume knowledge. Provide them with details of your main competitors, articles and blogs that might be relevant etc.
Back to basics – as mentioned earlier, your writer isn’t going to be an expert in your field, so be prepared to get right back to basics. After all, you’ve acquired a lot of knowledge over the years, but that doesn’t mean your audience have the same knowledge levels.
There’s a bit more yet – here are a few other things to bear in mind:
- Give them time – last minute deadlines don’t help anyone
- Give them one point of contact – this will avoid confusion and mixed messages
- Review drafts quickly – it saves a lot of time chasing
- Keep them in the loop – let them know what’s going on, especially if it’s going to affect their work
Treat your writer as a member of your team. The more they work with you, the more familiar they will become with your business, products and audience.
And that will be worth its weight in gold.