You have a BIG project to get done, and you need a good copywriter, with a track record of writing copy that SELLS.
You finally find her, but you don’t really know how to ensure you get the best job for the money. You’re not sure how to even relate to a copywriter. How does she work? What does she need from you?
I know from experience that different clients have different ideas about what a copywriter actually needs, in order to write copy that will have prospects, begging for his product.
Here are a few things a business owner should know about how to help the copywriter help him/her:
1. Reveal ALL Your Data — hire a copywriter you can trust, so you can share all of the ‘intel’ you have. Holding your cards close to your chest may be good in poker; but not in this case. She needs to know everything you know, so she can be ‘on target.’
2. Show her examples of what has and hasn’t worked in the past. This isn’t a time to be shy about poor performance or guarded about the good. Reveal all!
3. Think of your copywriter as a partner. She has one goal in mind — to make you money. Find someone who will work on a royalty basis, so she has a vested interest in ensuring you make sales. The writing fee is often much less when you offer a royalty/commission.
4. Be cooperative! If you’ve hired a good copywriter, she will ask a lot of questions to get to know you, your business/product and also to understand your competition. And respond in a timely fashion.
5. Be OPEN. Pay attention to her feedback and observations. Be open to change your thought or direction, if she offers a better way, based on her experience. Most often, an outsider can be much more objective than you can.
6. Evaluate results and provide feedback. Good, professional copywriters are able to adjust very quickly, if there’s a compelling reason to do so. Always keep her in the loop as to how well a marketing piece did.
Did the project exceed your desired expectations and you made much more than you expected? Tell her! Or, if it didn’t do as well as expected, tell her that, too. (I’ll bet she’ll tweak poor-performing copy for you!)
7. Rinse & Repeat! Communicate well, be forthcoming with intel, be prompt with approvals, evaluate/measure success and keep growing.
Before long, you’ll have a new business partner … one who understands you, your business and your prospect … and how best to engage them and offer your product to solve their problem at a fair price and guarantee.
To maximum results copywriting,
Leave a Reply
You must be logged in to post a comment