“I’m a copywriter.”
That answer to “what are you doing?” The question is usually answered with a confused nod, quickly followed by “Oh, so you copied stuff for people” or “Great, I just wrote this new guide and I want someone to help me get the copyright.”
A copywriter does none of that.
So what exactly does one do?
Well, as the name suggests, writing is obviously involved, but there’s more to it than that.
1. The interview
A copywriter doesn’t just write; there is much more to work than just that.
Before writing any words, the copywriter must meet with the client. Face-to-face is ideal, but that’s not always possible (especially when, like me, your customer base is global), so phone, Skype, or email is the next best option.
During this initial stage, the writer is often uncharacteristically quiet. At this stage, it’s all about listening.
Not only will you hear details about your business, products/services, customers, and goals, but you’ll also hear how you talk. This will give valuable clues as to what the correct tone of voice (how the writing sounds when read) will be for the project.
2. Back in the office
Unless more meetings are needed to update progress (which can usually be done over the phone, email or Skype), the rest of the project is completed in your office.
After the meeting, your writer will review the stack of notes you took.
So she thinks.
Not just about what you discussed, but also about your audience and what they want to know and how to convey it to them in the most engaging and powerful way.
The thinking stage helps you plan your strategy. After all, without a plan, you’ll just end up with flabby, muddled writing.
During this stage, you will also be able to spot any areas that need further investigation, so these will be the next stage in the process.
Research can be done on the internet (competitor analysis, topic research, etc.) or with good old books. It could even be taking a trip to a mall or something (where your product is sold) to see how customers react.
Once this is done, go back to thinking and planning.
Now comes what you were waiting for. She starts to write.
Following your plan, you will begin to create an initial draft. That won’t be the one you can see; this one is more like a brain dump that will be constantly tweaked and refined to make it as powerful as possible.
This can take several days, in fact, it’s best that you do it because it means she can walk away, leave it for a day or so, and then come back with fresh eyes to refine it further.
3. First draft
Finally, the initial draft is ready for you to view.
Sometimes this will be emailed to you for feedback, other times there will be an additional meeting so you can review it together.
It is really important at this stage that you look at it thoroughly and think about what it is saying. Remember, the copy has been written for your reader and will therefore tell you what you need to know. It will not be about you and your business.
There is no place for your ego in your marketing materials (or those of your copywriter). Every word has to resonate with the reader, it has to be about them.
Once you’ve reviewed it, it’s time to let your writer have your feedback. Suggest changes by all means, but remember that you hired your copywriter because he’s an expert in his field, so he knows what he’s talking about.
4. Refine
Once you’ve received your feedback, your copywriter goes back to the think, plan, and write stage again.
She will modify the document as both agreed and resubmit it for your approval.
As you can see, there are many stages to copywriting and it is a very collaborative process. You have to be willing to give a lot of information and time to the project, but you also have to be willing to listen to advice and take it.
A copywriter should never intimidate you, but will offer advice. They’ll leave their ego at the door and write in a voice that’s right for your company and the audience your content is intended for. Above all, your copywriter will bring a wealth of experience and guide you to a successful outcome.