As an experienced freelance copywriter, I've handled countless questions from clients and prospective clients regarding what their marketing content should do and how it should do it. Some of these questions were best referred to other kinds of marketing specialists, while others had a direct impact on what kind of writing I deliver.
My job is more about implementing strategies than concocting them, but the most successful marketing writing always employs smart strategies aimed at achieving specific results. Here are three important strategy questions you should consider asking your copywriter (me, hopefully) whenever you're requesting marketing content.
1. "Who Else Will I Need on This Project?"
Some copywriters claim to do a little bit of everything, while others focus on what they know they can do especially well. I fall into the latter category. That's why, when a client starts asking me high-level strategy questions such as "What's my brand?" or "What marketing channels should I make use of?", I always point them toward the necessary marketing strategists, web developers, graphic designers, and social media specialists who can help them put those pieces of the puzzle of the puzzle together. After years of networking and project collaboration, I can help you connect with a skilled team of marketing pros and then interact with them to create the most effective marketing machine possible.
2. "Which Web Pages Should Hold What Content?"
Here's another question I would want to address in collaboration with a professional web designer, but it's definitely right down my alley. Once I have some idea about the proposed sitemap, layout, and user experience, I can point out where we'll need me to compose specific pain statements, benefit statements, product/service statements, and background information. This content needs to work hand-in-hand with the website's overall SEO and sales funnel strategies, so a certain amount of adjustment and compromise between the writer and the website provider is part of the process. Some pages may not require much in the way of written content at all, while others may be completely driven by the written message.
3. "What Tone Should I Employ?"
Once your marketing strategist has helped you flesh out your buyer persona, you'll find it much easier to figure out exactly who you want to receive and respond to your marketing message. At that point, we need to think about how tone and style will affect the written content. Do you need to reassure worried seniors, motivate entrepreneurs in a particular industry, or create something fun and engaging for kids? Are you primarily addressing residential consumers or business clients? What level of language best sells your product/service, professional qualifications, or vision and values? An experienced copywriter knows how to use many different voices to address many different audiences.
Now that you know what to ask your copywriter, all that remains is the asking. Contact me so we can discuss your marketing project in detail!