Working on any promotional literature, be it a Web site, brochure or a direct mail package, 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.
Many of my clients can easily talk about what they offer, but they struggle with getting those ideas down on paper. In addition, they know their time is best spent on the things they excel at and realize they can go about doing that while they let a copywriter do what she excels at – write captivating marketing content. The purpose of this blog is to help you be aware of your role – obtaining and organizing the valuable information a copywriter needs from you.
Being organized and prepared before you meet with the writer for an input meeting will save you time and money in the long run. And, it increases your chances of getting the results you’re looking for – record-breaking ones.
In Part 1, you read about Steps 1 and 2:
1. Define your goals – convey them clearly.
2. What does your upcoming project entail?
The remaining 3 steps help you continue to gather the appropriate information you need to pass along to your writer:
3. Don’t be shy — tell her everything.
You know your product/service best. A copywriter knows how to write to sell that product. So, don’t be shy. Tell her everything about it. If your copywriter asks you a lot of questions, be grateful. It’s her job to be nosey. The more you can tell her, 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? List all of the additional benefits.
- What are the challenges/issues your prospects face?
- How does your product/service solve those challenges . . . make your customers lives easier, more fulfilling?
- Why should someone buy your product/service 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. Think about prospects searching for a product or service like yours, but not knowing about you or your business, what keyword phrase(s) would they type into Google to find a professional like you?
Your writer’s goal is to create a compelling piece that converts prospects into loyal, paying customers. If you have existing printed materials (marketing plan, brochures, testimonials, etc.), she will ask to see them. Don’t hold back. It’s your responsibility to share what you can.
4. Know your audience — introduce her to them.
It is important for you to know who you’re speaking to. Who is your ideal client/customer?
Imagine you’re introducing your copywriter to one person in your audience. Then, tell her what you know about them. Start with demographics. But, also be sure to fill her in on lifestyle information. What kind of cars do they drive? Do they dine out or eat at home? Is your product/service familiar to them? Does it fill their needs or desires?
Do your best to answer these questions and tell your copywriter what you discover. Keep in mind that the tone of a brochure or Web site differs if you want to reach single professional women, 25-35 years old vs. married women in their 50s or 60s.
The more you can tell your copywriter, the easier it is for her to “get acquainted” with your audience before she starts to write. The end result is a piece that attracts their attention, makes an impact and motivates them to buy your product or service.
5. Hire a copywriter who is not only talented — she values honesty and integrity.
The project you’re about to assign — be it a brochure, Web site, direct mail package — sends a message out to the world about your product/service. You want to make a good first impression.
Your copywriter should also make a good first impression — with you. Of course, you want her to be talented. But that’s not enough to get your project done. Have you established a positive personal rapport? You should both feel comfortable sharing opinions and making compromises to achieve your goals.
Working with my clients is a team effort — a partnership created to develop the best marketing tools for your product. Talented copywriters take pride in the fact that these relationships include honesty, mutual trust, integrity and respect. Remember these 5 steps next time you’re looking for great results from your copywriter.
What’s your experience been like? Have you struggled with writing your own content or hired a professional? Please share your thoughts in the comment section below. I’d love to hear from you. Thanks.
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