What to Expect When You Hire a Copywriter
By Lisa Manyon, www.writeoncreative.com
The Copywriting Process Unveiled~
Once the importance of copy is understood, the search for a proficient copywriter begins. Savvy business owners check with friends, family, colleagues and start surfing websites to find the perfect wordsmith.
Often, those who have not worked with copywriters don’t understand the process of copywriting.
Some even expect that the copywriter will automatically know what you need. Others hope copywriters will magically turn out a proof perfect piece with the very first draft. Copywriters can (and good one’s will) make suggestions on marketing direction and provide valuable input based on experience. This direction comes once you have provided the basic project information needed to proceed.
The expectations vary but the reality remains the same.
Copywriting is a process. You, the client, have your work cut out for you. You owe it to yourself and your selected copywriter to commit to due diligence. Your input is valuable and your initial legwork will make the difference between mediocre and money making content.
With that said, let’s explore the copywriting process.
This may come as a surprise to many but what I am about to share is the truth and nothing but the truth.
Copywriters are not mind readers.
It may seem simple enough but for some reason that I cannot quite fathom, some clients actually expect magic with absolutely no background information.
While I would love to have supernatural, mind reading powers, I don’t.
I’m happy to say that creative inspiration is second nature. At the same time creative inspiration is empowered by thorough information.
In fact, I rely on my clients drive and dedication to their business. This ensures they are willing to give me the background information I need to create compelling copy. Information truly is the foundation that begins the copywriting process.
When you hire a copywriter, expect a process. You should also ask potential copywriters what they require in advance. This ensures their method matches your best work style.
For example, I require clients to fill out a questionnaire specific to their project. It’s mandatory that clients enter their info and email it to me. From there we schedule a conference call and discuss further details.
If you don’t wish to participate, it’s a clear signal our work styles don’t match. That’s okay because I think we all want to work with people who are a good fit.
It’s also common for copywriters to require a deposit, if not full payment, for the project, BEFORE work begins.
Once payment is received and information is gathered, a first draft is provided. The key here is “first draft”. The draft always sets the tone for final direction of a project. This is where the client and copywriter come together again to explore the nature of the project. The first draft usually changes dramatically. That’s why many copywriters include two rounds of revisions in copywriting packages. There are times when you have done such a great job providing information that only minor revisions are needed.
It’s all part of the process.
So, let’s recap. Work is required of both the client and the copywriter. Payment is required in advance (either partial or full). The first draft is the road map to the final product. Generally the remaining balance is due upon receipt of the first draft and final changes are made after that.
Again, this process will vary from copywriter to copywriter. Having a general idea of what to expect will make your decision much easier. You’ll be better prepared to give your copywriter of choice the best information possible. Ultimately, this understanding will ensure your copywriter delivers exactly what you need to grow your business.
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