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Why You Should Always Trust Your Copywriter by Robert Flores
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Why You Should Always Trust Your Copywriter |
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Education
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Ask yourself this question: why did you hire a copywriter? I'm guessing your answer is one or more of the following: Because you wanted someone with sales writing experience You need someone who is an expert in their field You don't have the time to do it yourself Your other attempts at DIY copy have been less than successful You wanted to make sure you got results Every business owner knows they can't be an expert in everything, which is why it makes sound economic sense to bring in expertise as and when it is needed. The role of your copywriter Once you've provided your copywriter with an in depth brief, do you know what they do? Not many people do, so let's clear up the mystery. First off, they don't just go away and write; there's a lot more to it than that. They will spend a lot of time getting to know: About you Your company Your customers Your style Your products and services Your brand and voice How you want to be perceived by your market place What's happening in your market Once they've done all that, they'll return to your original brief and, if necessary, challenge your aims and objectives, making suggestions on how your project can be improved. Only once all that background research has been done will they start to write. Every word they use will have been carefully thought through to make sure it is relevant, resonates with the reader and remains firmly focused on your customers' needs. The layout would have been carefully constructed to lead the reader through the benefits of your product and service and steer them to making a buying decision. It will then be checked to make sure every word used adds value to the project. You see, there's an awful lot of work that goes into every copywriting job - a copywriter doesn't just write. Presenting the first draft Finally, the first draft is ready. And despite everything you've just read, you'll turn round and say: "Oh, I think it would sound better if you just... " You'll criticise the layout because it's not what you have in mind, you'll change the wording because you think it would sound better another way, you'll strip out all the "yous" and change them for "we" altering the entire focus from your potential customer and placing it firmly on you and your business. OK, the first draft is unlikely to be perfect and there will be a few changes that need making, but in general these will be very minor (unless of course you forget to mention something in the original briefing). The layout, voice, approach and 2nd person writing is all there for a reason - because experience has shown your copywriter that it works. Remember they are the expert writer in this partnership, not you. Working with the right copywriter Copywriting takes time, so don't leave your search for a copywriter until the last minute. Shop around, ask for recommendations, read some websites and look at their portfolios and make a short list. Oh, by the way, a good copywriter can write anything, so if their portfolio doesn't show an example of exactly what you're looking for, it doesn't matter. Once you have a short list, give them a call and have a chat. Invite them to meet with you so they can get to know you as well. Obviously the price has to be right for you, but good professional copywriting costs - if you want experience it won't be cheap. Remember you're hiring a professional so expect to pay professional fees. It's also important you get on with them as copywriting is a very collaborative process. If you can't stand the sight of them, it ain't gonna work. You see copywriting is a lot more than just stringing a few words together. It's a lengthy, involved process that demands the attention of a professional. So next time you work with your copywriter just think about what's gone into the work they produce and learn from them to understand how writing can be used to persuade and influence your audience. dissertations
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