Tips for working with copywriters on marketing

Debra Jason

Debra Jason
Perhaps you’re a small business getting ready to launch a marketing campaign. Or maybe, you’re a solopreneur working hard to get your name out there, but have an overflow of work you can’t handle without extra assistance.

Are you one of those folks who made the mistake of hiring your cousin’s sister’s brother because they’ll do it for free? Have you thought, “It’s easy to write copy so why pay a professional for something anyone can do?” In the end, you quickly discovered that you didn’t get the desired results you’d hoped for. Wonder why?

It makes sense that, if you are not a copywriter, you’d contact a professional to do the best job for you. When you don’t have the creative talent and marketing background, outsource the project to someone who does.

Working on any marketing content, be it a website or brochure, is a team effort — a partnership created to develop the best tools for promoting your product/service. Each person in the partnership has certain responsibilities.

Being organized and prepared before you meet with the writer saves time and money in the long run. And, it increases your chances of getting the results you’re looking for — record-breaking ones.

There are five steps to follow to achieve success.


Define your goals

What’s the purpose of the project you’re assigning? Do you want to sell more products/programs/services? Gain name recognition? Increase your exposure? Create a brand image? Generate new leads?

Simply state your goals. It sets your copywriter off in the right direction — to create a captivating, results-oriented promotion for you.


Determine the media

Marketing is comprised of several elements that come together like pieces of a puzzle. Let your writer know which components she’s going to write. There are myriad vehicles, such as blogs, brochures, self-mailers, direct-mail packages, email auto-responses, newsletters, press releases, social-media updates, video sales letters or websites, and each requires a special touch.


Tell copywriter everything

You know your product/service best. A copywriter knows how to write to sell that product. So, don’t be shy. Tell everything. If your copywriter asks you a lot of questions, be grateful. The more you tell, the better your chances are of getting the content you want — as soon as the first draft.

What is the single strongest benefit of your product/service? What are the challenges/issues your prospects face? How does your product solve those challenges and make their lives easier? Why should someone buy your product over the competition’s? What makes yours special?

When you’re asking your writer to write for the Web, be sure to provide a list of keyword phrases. Which phrases would a prospect type into Google to find a professional like you when they don’t know who you are?

Your writer’s goal is to create a compelling piece that converts prospects into loyal, paying customers. Don’t hold back. It’s your responsibility to share what you can.


Know your audience

Who is your ideal client/customer? Imagine you’re introducing your copywriter to one person in your audience. Then, tell your copywriter everything you know about them – from demographics to lifestyle information.

Keep in mind that the tone of a brochure or website differs if you want to reach single 35-year-old women vs. professional married women in their 50s.

The more you divulge, the easier it is for a copywriter to “get acquainted” with your audience before starting to write. The end result is a piece that attracts their attention, makes an impact and motivates them to buy your product or service.


Hire the right copywriter

The project you’re about to assign sends a message about your product/service. You want to make a good first impression. Your copywriter should also make a good first impression — with you. Find one who is talented and honest. Established a positive personal rapport. You both should feel comfortable sharing opinions and making compromises to achieve your goals.

Debra Jason is the owner of Boulder-based The Write Direction. She has more than 25 years of experience in direct marketing. Contact her at 303-443-1942 or debra@writedirection.com.