So you've finally decided to outsource your marketing content creation headaches to a freelance copywriter. Maybe you don't feel confident in your own skills in this area, or maybe you'd rather focus on what you do best in your business. Whatever the reason, you'll probably be glad you offloaded this time-consuming, brain-draining, expertise-requiring task. But you can't assume that simply engaging a copywriter's services will guarantee satisfaction with the final result, regardless of the writer's skill, experience, and reputation. Let's look at some important steps you can take to put yourself and your freelance talent on the same page, so to speak.
Make Sure Your Copywriter Understands Your Brand
The most brilliant marketing content in. the world may not suit your brand, like a stunning dress that simply can't be made to fit you properly. Your content needs to speak in a particular voice that matches your brand voice. What should your brand voice sound like? You and your marketing strategy team need to figure that out before you ask a writer to produce content. If you've already got a firm grip on your brand persona, you must communicate that persona to your writer during those initial conversations. Don't assume that your writer possesses some magical telepathic ability to convey your brand voice. Even the content you currently use for your marketing materials may not fit that voice all that well, potentially sending your writer down the wrong road as a reference source. The two of you need to discuss your brand, audience, style, and tone to eliminate any potential for confusion.
Take Advantage of Your Copywriter's Insights
Despite my 26 years as a professional writer, I occasionally land a client who wants to treat me as a glorified stenographer. They know exactly what they want and how they want it, with little interest in listening to outside opinions or insights. This is a mistake. When you hire an experienced copywriter, you're buying a lot more than just words -- you're also paying for that individual's industry knowledge, original ideas, and creative suggestions. Hiring a copywriting veteran and then simply dictating to that expert is like engaging Wolfgang Puck and then forcing him to cook your own recipes. If you're buying expertise, make as much use of it as you can if you want value for money. Exchange ideas with your copywriter, be open to recommendations, and rely on that specialist's knowledge wherever possible.
Let Your Copywriter Start From Scratch
I once had a client who hired me for website content but not for blog content because "our web development company includes free blogging services." A couple of months later, this client sent me a pile of incomprehensible word salad from the company in question -- article after article that made little sense or had little to do with the client's business. The client asked me whether at least some of this junk could be salvaged, and if so, how much it would cost me to fix it. I replied that I could indeed save some of it, and it would cost him exactly as much for me to fix it as it would've cost to pay me for perfect content right out of the chute.
In many cases, editing disastrous content takes more time and effort than drafting fresh content from scratch. As a result, even if your writer charges less for editing than original writing, you may still end up with a higher bill than if you'd simply let your writer start over. The only exception to this rule applies to re-concepting, of course. If you tell your writer, "This content is fine but I've decided to make this post about something completely different," you'll pay the second full fee because you're requesting a second original article. but you can avoid that frustration by making sure you know what you want before you ask for it.
Once you've taken these suggestions to heart, you should enjoy a happier, more productive working relationship with your chosen copywriter. If you haven't chosen a copywriter yet, look no further. Contact me today so we can build your company's success as a team!