Follow these ten quick tips for working with a copywriter to save time and get more out of your investment.
Launching a new software update? Introducing a new chatbot? If you promote any products or services online, it’s likely you’ll work with a freelance copywriter.
How to work with a copywriter
1 – Hire a copywriter you trust
You’ll be sharing information about your products, offers in development, suppliers, prospects, and customers. You may also be giving your writer access to past clients, manufacturers, and internal team members. Be sure to get a recommendation and/or check out your copywriter’s credentials. And consider using an NDA to keep your internal knowledge confidential.
2 – Share your product
Are you developing a new SaaS product or creating an online training course? Provide full access to your writer and access to teammates as necessary. Are you bringing a new nutritional product to the market? Send a sample ASAP. Your writer needs to be able to describe every part of your product and its benefits. Sharing your product helps your writer develop a compelling and multidimensional image of the results and customer experience you want to share. (Added benefit: providing an accurate description can reduce demands for refunds)
3 – Fill out the creative brief
This vital document helps your writer target your intended prospects with a relevant message. If you have already developed customer profiles, be sure to include those as well.
4 – Test for the best
Test your sales pages, landing pages, and ads. Make changes. Then, retest. Experiment with headlines, Calls to Action, and copy length. Note: test only one element at a time, to diagnose effective changes with greater precision.
5 – Know your offer
Define all products and processes with clarity, whether you are offering a product or a service.
If you don’t yet have a firm offer, you’re not ready to work with a copywriter. However, experienced copywriters can often walk clients through developing established offers. A copywriter can also help you reframe an existing offer to improve perceived value.
6 – Comment!
After you receive your first draft, respond with comments. Copywriters expect to make edits (although sometimes clients send back a “Thanks, this is perfect!” on the first submission). Tell them what you love and where you would like changes. Many writers include two standard revisions for sales copy. However, if you require a significant shift in direction or a full rewrite, you will most likely be charged an additional fee.
7 – Know what you are paying for
Be sure you understand what you are paying for and be specific when communicating the goals for your project. Your copywriter will ideally provide you with a clearly-worded proposal and service agreement.
Look for a copywriter with experience in your niche. They will be familiar with the terms, products, regulations, and competition in the industry. If you can’t find one in your field, look for a writer who is skilled in research.
It’s also important to specify the type of writer you’re hiring. Do you need a content writer or a technical writer? Are you looking for a boost in consumer product sales or do you need support for B2B onboarding and retention? Are you looking for an advertising copywriter to write your next slogan? Or will you require a direct response copywriter to help you get an immediate measurable response from specific ads or mailings?
9 – Design for success
A user-friendly design eliminates distraction and draws visitors into your message. The confusing design can render a powerful message impotent. Hire an experienced designer who knows how to amplify the value of every word on your page.
10 – Avoid deadline fever
Allow room in your timeline for research, writing, and revisions. Your copywriter will also need time to review your creative brief and product information before beginning to write. Expect to schedule an additional time buffer for final editing, web dev tasks, and testing.
By giving your copywriter the information needed to work efficiently, you stay on schedule. Enjoy the process!
Looking for copywriting training for your team? Let’s talk.
