September 9, 2019 7:18 pm
one of the biggest challenges for any content marketer. It’s totally
subjective, there’s pressure to convert, and oftentimes the writer doesn’t
quite capture the brand.
Your copy is only
as good as your copywriter. That’s why we examined the ProCopywriters’ Survey 2019 to help you get the best from your in-house teams,
agencies and freelancers.
Don’t scrimp on the brief.
your copywriters’ gears more than a bad brief.
cent of copywriters say their briefs lack basic information. That’s not long tail
or short tail or a comprehensive glossary of industry terms. That’s basic
information. Things like number of words. Target audience. References.
want an SEO guru. They want specifics. If you have preferred terminology, say
so. Got a house style? Send it across. You’ll save hours of frustration.
Value their time.
Paying by the
word might sound simple but not for the writer. Does this account for their
rewrites? Should they deduct precious pennies if you shorten a sentence? Just 9
per cent charge by the word, and only 1 per cent prefer to charge this way.
Instead, agree a
project fee or daily/hourly rate upfront. Factor in revisions and changes in
copy length. This is particularly important with agencies, as they may schedule
their time weeks in advance.
Assign ONE person to review copy.
If you’re not
familiar with the phrase “copy by committee”, you’ve probably heard “too many
cooks”. Copy by committee is the second-biggest challenge copywriters face, and
rightly so. When too many people weigh in on your copy, all you get are
differences of opinion and missed deadlines. Not to mention one frazzled
Agree on your
tone of voice in-house before writing the brief. Assign the role to one person
– for example, the marketing manager.
Almost two thirds
of clients are uncomfortable judging copy. Buck this trend. Even if you don’t
know your affect from your effect, you should always give feedback on writing
feedback, good or bad. Don’t forget, with freelancers, there’s no employee of
the month or Friday night drinks. That’s why 69 per cent value feedback above
all else. Give them your ideas sooner rather than later to avoid go-live
Take their advice.
Just as you would
provide feedback, don’t be afraid to take advice. More than half of all
copywriters have a specialism, so it’s likely they’ll know your audience as
well as you do.
will make your copywriter feel valued and could prevent critical errors in your
copy. Nobody likes to hear “I told you so”.
Pass it on.
Nine out of 10
copywriters find new work by word of mouth. If you loved working with them,
tell people! A LinkedIn testimonial, Google review or even a personal
recommendation will put you in their good books for life.
You scratch their back – they’ll scratch yours. Many freelancers are members of tight-knit communities and advise others on where best to find work. They may be able to recommend you high-quality freelancers or extoll the virtues of working with you. Free publicity and better talent. Beautiful.
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