Smoothing the Rewrite Road: Advice for Copywriters and Copywriting Clients

Here’s a quote from H.G. Wells, who knew a thing or two about writing: "No passion in the world is equal to the passion to alter someone else's draft."

I don't know whether Mr Wells was speaking from some hard-earned personal bitterness, but few writers can completely avoid the occasional going over with a red pen (or its digital equivalent). In my work as a freelance marketing copywriter, I don't usually get a lot of rewrite requests. That isn't necessary boasting; for all I know, clients are rewriting my work themselves without mentioning it to me. But I've found that there are certain things both writers and writing clients can do to make the revision process less painful.

Writers: Ask questions, no matter how dumb they may seem. You may be the writing expert, but your clients are the ones with all the industry knowledge and inside data necessary for your project. Get clear on the basics and fill in the informational gaps as needed by asking questions. A quick email or phone call can prevent some major misunderstandings, not only on details but on the overall direction of the entire job.

Clients: Collect your notes -- all of them. You may be tempted to shoot some revision requests to your writer the moment you receive the draft. But if you do, be prepared to fire off another email, and another after that. And then there's your marketing person, and your CEO, and whoever else may care to pile on with suggestions. Nothing confuses a writer worse than dozens of emails, each with different and possibly conflicting rewrite requests. Make sure you have collected everyone's comments and parsed them for consistency before sending that ONE email to your writer.

Both parties: Be prepared and responsive. For writers, that means listening closely and making detailed notes right from the initial consultation. Before launching into the first draft, go over the job with your client to make absolutely sure you're both on the same page. For clients, it means answering the writer's questions and providing additional information in a timely manner. Work together to make that first draft as compelling and accurate as possible, and you may not need to go to a second draft at all. H.G. Wells would approve.

Content Writing Revision: Making Fixes Versus Starting Over

If you've ever tried to cook an elaborate dish only to have it emerge from the oven looking less than appetizing, your mind probably raced with corrective options. If it probably tastes okay, can you get away with simply disguising the exterior? Is it simply missing some finishing touch or other to make it perfect? Or do you need to scrape it into the trash bin and go back to Step One of the recipe? These kinds of decisions extend beyond the kitchen to a variety of other efforts, including marketing content creation. What do you do when a piece of content just doesn't live up to expectations -- make a few edits here and there, or start a new draft from scratch? Let's look at the available options, and when you might choose one over the other.

Proofread or Edit?

When many people think of editing in terms of written content revision, they tend to focus on fixing obvious errors in grammar, spelling, vocabulary, and other mechanical flaws. However, these fixes fall more properly under the category of proofreading. Proofreading represents that final step in making sure an otherwise-perfect piece of content is free of these surface errors. A trained copywriter will always proofread a draft carefully before submitting it. Even if the draft requires other revisions, at least the copy will appear clean and competent.

Editing digs deeper into the revision process. If your contants feels rushed, draggy, or disorganized, it may need an editor to cut, expand, or relocate large chinks of it. If the tone sounds wrong for your message or seems unlikely to appeal to your target audience, a copywriter with editing experience can find different words to alter that tone. At this point, the content is still salvageable as-is, even if it needs an extensive facelift.

Back to the Drawing (or Writing) Board

A top-to-bottom rewrite becomes necessary when the options noted above can't save the content without a ridiculous amount of effort. In many cases, it's easier, faster, and more cost effective for a professional writer to start over, using the previous draft simply for reference. Time and time again, I've found myself spending more time trying to resuscitate a flawed draft that I would've spent drafting something completely new. It's just easier to get it right the first time. A mostly-perfect draft from a seasoned pro will almost always require little to no revision -- a happier outcome for everyone involved.

Whatever degree of revision your website, blog, or other marketing content may require, a skilled professional copywriter can help you make it shine. Contact me today to turn that lump of coal into a diamond!

When (and How) to Take Copywriting Advice

You've come to the conclusion that you need professional help crafting your website content, blog articles, print marketing collateral or email campaign. You've found an experienced marketing copywriter with an excellent reputation, and you're ready to pay his price to get the job done. So why is he telling you things you don't want to hear -- and how should you respond?

Specialists in a given field have a nasty habit of doing that. I suppose the auto shop is an example we can all relate to. If smoke is pouring out of the back end like a secret weapon in a Bond film, the gauges and indicators are screaming redly at me, or I hear noises that can't possibly occur outside of a wild animal documentary, then I know I have a car problem. So I give it to the mechanic, only to hear that I need a new this or a rebuilt that or a massive tuneup that costs more than the car's even worth on paper. Well, I didn't want to hear that, so what are my options? I can (a) ignore the mechanic's advice and hope he's wrong (or just trying to sell me stuff), (b) ask for the minimum amount of repair that will keep the car from dying completely, or (c) authorize all the work and let the mechanic do what he does best. The final choice will be determined not just by my budget, but also by my opinion of the mechanic's expertise and integrity.

It's the same when hiring a copywriter. Say you receive a draft that doesn't quite work for you, so you ask for changes. Maybe the writer will agree that the changes are necessary and happily make them without a word -- or maybe he'll advise you against some or even all of them. wait a minute, what's happening here? You're paying this guy to do what you want done, right?

Well, that depends on how much expertise you're buying along with that copy. An experienced copywriter who knows his stuff will be able to see things you can't, either because you're not a marketing expert or because you're too close to the problem. In those cases he might say, "I understand where you're coming from, but let me explain why I wrote it this way." If his explanation sounds sensible to you, you may want to re-evaluate your evaluation. If he seems to be responding out of some kind of bruised artist's ego or a simple unwillingness to cooperate, then you can safely ignore his arguments and insist in the changes (and hire a different writer next time). If, on the other hand, you really just wanted a glorified stenographer instead of a creative partner, you're probably better off engaging a junior writer or a marketing intern; you'll certainly save money by not hiring expertise you don't need.

When you interview a professional copywriter, make sure you communicate your expectations, not only for the writing but for the relationship as well. You always have option of taking or rejecting copywriting advice -- and you'll be getting what you paid for.

Beyond Spell Check: The Proof Is in the Reading

Did you take a nice long drive during the winter holidays? Do you find yourself making extended road trips on business? Many of us do -- which means that many of us find ourselves reading roadside billboards and other signage to stave off the boredom of the road. Even those of us who spend all our days in our offices are likely to encounter countless ads online and in print. We may create some of that content ourselves. If we're in a real hurry to beat a deadline, we may rush the copy to the printer after a quick run through a spell-checker. Then we see the final results, and we wish we hadn't done that.

Proofreading matters, if only because the errors you pump out will live forever on the Internet. Even if you're producing a sign or advertisement in a language most of your viewing public doesn't understand, somebody, somewhere, has devoted a humorous website to you.

Yes, your spell-checking tool catches lots of errors. But what about that misused word it doesn't recognize or that proper name it doesn't have in its database? That's why you must always give your marketing content a once-over with your own eyeballs. If your eyeballs are tired, put the content away and proofread it later. But proofread it.

Of course, you can dot every I and cross every T and still end up with a ludicrous misstatement. Somewhere along U.S. Highway 83 (I forget where) stands a roadside sign for a combination gas station and restaurant. The sign proclaims proudly -- and quite seriously -- "EAT HERE! GET GAS!" 

You may encounter entire concepts that needed one more pass through the marketing department. How about that billboard that always seems to pop up in or around small towns -- the one for the BBQ place that depicts a cute cartoon pig squealing in terror as he runs from a guy with a butcher knife? Sure, it's funny if you're into that sort of thing, but does it really pull people off the highway with their stomachs growling? "Hey, you know that pig you were slashing to death on the billboard? I'd like some of that, with a side of slaw."

So consider this post a public service announcement. Don't just run your marketing content through a spell checker and call it done. Use human eyes and human brains. If you want some additional quality control, don't stop with your own evaluation. Have someone else look at it so you can get a second opinion, both on the mechanics and on the content itself. If you really want some quality assurance, hire a professional writer to proofread and edit your content. Better yet, let that professional writer create your content from scratch -- and lock in the quality from the very first word!

When Your Audience Isn't You

Many years ago I wrote a website for a client in one of the technical fields. The products and services were rather complex in nature, and the owners understood that their own technical backgrounds put them a bit out of touch with their non-technical target market. They asked me to write a set of marketing pieces that would work as a selling tool by sidestepping all the jargon and making the ideas accessible and attractive.

I'm usually a good choice for these "jargon-specific" jobs precisely because of my lack of technical, medical, or legal background. I come to the project as Joe Q. Public. If I can put the concepts into words that I can not only understand but respond to positively, I know I'm on the right track toward attracting that mainstream audience. Ignorance may not be bliss, but it can be highly practical in selective applications.

So I got to work and crafted some clear, simple (but not mindless) copy that stressed the bottom-line benefits of the products, appealing to readers' desire for ease, convenience, and value. A sensible approach, right?

But the owners were uncomfortable with what I'd done and took it around the offices (this was one of those "decision by committee" things), with each decision maker adding his share of comments and notes for the rewrite. Not surprisingly, there were practically no requested cuts -- only additions: "Let's talk more about the specs of this product line." "We need to be really clear about exactly what this does." And so on. I was still fairly new in the writing game at this point, so I didn't feel I had the gravitas to speak with authority against these suggestions (and truthfully, I was just grateful to have a lucrative gig, so I would've gone along with anything). So I employed every single "improvement" the client requested.

The client was delighted with the final result. But to this day, I've never displayed it in my portfolio, and I never will. It's a bloated mass of over-explanation that would put a ferret on amphetamines to sleep. I can't imagine the intended audience responded as the client had hoped; I don't even know for sure if the company is still in business. If it is, those marketing pieces weren't the deciding factor, I can guarantee that much.

So what went wrong, other than Yours Truly lacking the backbone to to correct his benefactors' corrections? Quite simply, the business owners abandoned their initial goals, and they ended up with writing that they liked, instead of what their audience would respond to. The first draft took them out of their comfort zone as technicians because it wasn't written for them.

It's one of the trickiest problems in copywriting, yet also one of the most crucial things to understand: You don't necessarily want writing that appeals to you; you want writing that appeals to your target market. If you are not your target market, then you may need marketing content that would underwhelm an engineer or an attorney or a neurosurgeon but tells your potential customers all they want and need to know.

Be honest -- if your marketing content is drawing web traffic to your site, lighting up your phone switchboard with inquiries or sending new customers through your doors, will you like it then? I'm betting you will!

Outsourcing to a Freelance Copywriter? Do It the Smart Way

Once upon a time I received a request from a business owner who needed professional-quality content for his website. I suggested my Small Website Package, a heavily discounted web content service I offer to marketing vendors and end user alike, as the most cost-efficient and time-efficient way of making that happen. Some time went by with no response to my quote. When I followed up, he told me that he had been delayed in responding because he figured he could save money by roughing out the content himself and simply letting me edit it. 

No such luck. The content I received was so rough that it took me many hours of editing to get it into acceptable shape -- more hours, in fact, than writing it from scratch would have taken. As a result, my client ended up paying more for the editing than he would have paid for the writing. And that doesn't even include all the valuable billable time (and for all I know, hair) he lost over that rough draft!

I bring this up because an increasing number of business owners have discovered the power of outsourcing, thanks in part to Timothy Ferris's popular book on the subject, The 4-Hour Workweek. Ferris has carved out a lifestyle for himself based on outsourcing an enormous portion of his daily activities to third parties while streamlining his own share of the routine for maximum productivity in a minimal amount of time. It makes perfect sense, really -- hand over a time-consuming/tedious/specialized job (such as copywriting) over to someone who can do it really well in a fraction of the time it would probably take you (such as a professional copywriter). By having that third party work while you do other things, you're "stacking" your productivity for optimal time and money savings.

But like so many other things in life, outsourcing only works if you work it. The client I mentioned didn't save himself any time or money because he did the job and then outsourced it to be fixed. The lost billable time plus the extra hours required for extensive editing just made the job more expensive to complete. 

Now, there are certainly situations where editing is all a client needs, and I will recommend that course of action if it makes sense. If the writing's already done and mostly where it needs to be, then a quick polish can do the rest quickly and affordably. But if you're starting from zero, take advantage of the power of outsourcing and let your copywriter take the whole thing off your plate. You'll breathe easier, you can go back to doing what you do best, and you'll be getting more for your money.

Back to the Well: The Art of Repeating Your Blog Content

It's every marketing content creator's nightmare. You warm up the computer (the one on your desk or the one in your head), you search for a fresh topic for a blog article, and that's when you realize that you've hit the wall. Somehow you have managed to cover every single subject possible for discussion; there's absolutely nothing left to say, or at least that's how it seems at the moment. Meanwhile, that archive of articles from years gone by beckons to you like a long-forgotten pile of gold doubloons. "Oh, but I couldn't just.... but... I mean.... could I?" Yes, you can indeed re-use, re-visit or recycle old marketing content for your blog, as long as you do it the right way.

What's the wrong way? Well, simply re-posting an old article verbatim isn't an ideal approach. Regardless of what Google may or may not think about duplicate content within the same blog (and that's a question for your web developer or SEO expert), your devoted readers may recall reading that piece before -- and if they feel you're just treading water, they won't have any reason to keep checking your blog for the latest insights. Also, relying completely on existing material means you're not generating the ever-growing body of work that increases your online authority.

But there's nothing wrong with, say, dusting off an old article, updating it and presenting it as your revised thoughts on the subject. Most of the original material can probably still stand, allowing you to add some new value and call it a day. You can also use that old post as the springboard for a different angle on the same topic, or quote big annotated chunks of it in a new article. Keep these points in mind:

• Change happens. Your business, industry and/or target audience may have evolved over the years. The article that worked for you back then may not make the same impact now -- but with a little tweaking, its new an improved form could say exactly what needs to be said.
• What's old is new to your new audience members. More recent additions to your blog readership may be totally unaware that you've tackled a given topic before, and they're not likely to dig through years of archives just to determine otherwise. These folks can probably benefit from a "rerun," while established readers won't mind a slightly new twist on the subject.
• If it was worth saying once, it's worth saying again. Some of the most critical points emphasized in your marketing content deserve to be heard again and again, not as rote repetition but with intriguing new variations on the theme. The great composers felt no shame about doing this, and neither should you.

Don't assume that every single blog article you create has to be unique, unexplored and unheard of. As long as you can make older work fresh and relevant, you'll never run out of valuable things to say -- which means you'll never run out of marketing content!

Copywriting 1-2-3: Which Person Best Sells Your Marketing Content?

"Which person should I be? Am I 'I' or 'we?' Or should we be 'they?' And are my clients 'you' or 'them?'"

No, this isn't a transcript from a nuthouse. I have this kind of conversation with clients all the time. It's actually a very sensible and important conversation, too, because we're discussing what kind of "person" works best for which situations.

By "person," I mean grammatical person, in the sense of first-person, second-person, or third-person pronouns. We use these pronouns a zillion times a day in everyday writing and speech, usually without giving them a second thought, and yet these simple little words contain tremendous power. 

Pronouns shift perception. You can make me, your reader, see you as an individual, as a team, or as a large, impersonal corporation by merely swapping out a word. You can address me directly or have me see things through your eyes. Powerful gadgets, pronouns. But with great power comes great responsibility, and all pronouns are not created equal depending on the task you want them to perform in your marketing content. That's when I get into mind-bending conversations with my clients about "we," "I," and "they." So which person makes the strongest impact? It depends:

First person singular: First person allows you to present yourself as an individual. If you're a sole proprietor serving as a trusted advisor for your clients, talking them directly as "I" can build trust and open an imaginary (and later, hopefully, real) dialogue between you and your reader. Many small businesses live or die by their owner's image and personality, using "I" as a powerful tool for getting that image across.

First person plural: A.k.a. the "Royal We." If you're speaking for a team, "we" presents a collective image of that team. Companies of any size can use "we" to give the impression of a unified group effort dedicated to fulfilling the customer's needs. Even sole proprietors sometimes describe themselves as "we" or "us" to puff themselves up a bit, because in some professions being the only guy at the helm makes you look non-competitive or unsuccessful. Small businesses may shift between "I" and "we" to speak as the boss occasionally while still giving the impression of teamwork.

Second person: "You." Talking from the reader's perspective shows that you understand their feelings and needs -- and remember, from their point of view it's all about them anyway. "You" enables the reader to  imagine about how the product or service impacts their quality of life. "You can have it all! Change your life today!" Et cetera.

Third person: In some cases a larger company, or a small company that wants to appear large, can opt for more formality by referring to the company employees as "they," with formal bio blurbs describing individuals in terms of "he" or "she." This works well for items such as a bio or mission statement in a fancy-pants panel program or formal business plan. It can also make for a person in a relatively sober-minded profession such as medicine or law. But I've warned clients against it on occasion, because it also puts up a kind of wall between writer and reader instead of creating the comforting bond some businesses need to establish.

So, which person does the job for you? They all can, depending on the emotional impression you want to make on your reader. Once you've know what impression you want to make, you can attach the right person to the right job.

Outsourcing Your Marketing Content Creation? Watch Out for These 3 Issues

Have you been thinking about outsourcing your marketing content creation? Whether you're a small business owner or a turnkey provider of marketing solutions, strategic outsourcing can make your life a lot easier. But it's not as simple as posting an ad on an online job board and scooping up the lowest bidder. Here are three potential headaches you want to watch out for.

1. Language Barriers

The modern age of cloud collaboration and digital outsourcing has created a wealth of options for getting stuff done quickly and cheaply -- as any devotee of Timothy Ferriss's 4-Hour Work Week will tell you. But when it comes to creative, informative, well-written content, you still get what you pay for. Outsourcing's ability to turn the whole world into your marketplace can create problems in this regard. Many freelancers are willing to work for an astonishingly low price because they live in parts of the globe where a little money goes a long way -- and English is not necessarily the native lingo in these areas. No matter how fluent these writers may be in the language, their writing may contain some quaint surprises based on local usage habits.

Even where English is the dominant tongue, you need to watch out for national or cultural differences. The English language has taken on a wide range of fascinating colorations over the centuries, not only within its mother country but also in the course of its travels from one culture to another. The subtle but clear differences between American English and British English are an obvious example. Make sure your freelancer is both functionally fluent and colloquially fluent in the style of English you need for your target market. If you're catering to a UK audience, for instance, make sure your American freelancer is making proper use of British English ("jumper" for "sweater," "colour" for "color," single quotation marks instead of doubles, et cetera).

2. "Writers" Who Aren't Writers

Your outsourced writers may not be writers at all, especially if they're part of some larger online marketing package you've signed on for. Case in point: I recently had a client present me with a pile of blog articles that were almost unreadably bad -- randomly structured, repetitive, and in some cases not even relevant to the business's target audience. The client explained that he'd been getting this level of quality (?) on a regular basis, fixing the articles himself as best he could before publication. He could no longer spare all the extra hours required for editing them, so could I repair them or replace them with all-new pieces. I asked him why he hadn't simply assigned the job to me in the first place. He answered, "Well, these guys offer free blogging along with the website hosting and SEO I'm already buying from them." I pointed out that the blogging wasn't exactly "free" if he had to waste his valuable time fixing them (or hire a professional writer to make them work).

When an inbound marketing company includes content creation among its various other services, always ask about the credentials of the person doing the writing. The firm might think it just makes sense to hand the job over to the SEO guy or the web designer or whoever. But if you want articles that are not only well optimized and nicely laid out but also compelling and engaging, then you need to confirm that the company has a freelance writer -- or go find one of your own.

3. Lack of Communication

If you do bring a separate freelance copywriter into your outsourced marketing mix, then you're also dropping one more cook into the proverbial kitchen. An additional member of the marketing team means additional opportunities for communication failures and disagreements. This is particularly true if your writer has no direct access to the people managing your account. If your writer communicates only with you, and you communicate only with your marketing provider, then you're stuck in the middle as liaison, interpreter and peacekeeper. Outsourcing is supposed to free up your time, not swallow more of it.

The smart strategy here is to get your writer and your marketing company talking to each other directly. This allows these two parties to do their thing, talk to each other efficiently using marketing-industry-speak, and genuinely collaborate on a powerfully effective final result.

Outsourcing your marketing content can do fabulous things for your productivity, not to mention the quality of the content itself. Just take care to hire the right professional for the job, and then make it easy for that professional to contribute as a real part of the team.

How to Streamline Your Marketing Content Review Process

A thing worth doing is worth doing right -- but if you keep re-doing that thing just to get it to a certain level, then maybe the way you're doing it is wrong. Of course, high-quality marketing content is worth its weight in gold for any business trying to improve its impact on prospective customers and its reputation with the major search engines. But if you could get that content from rough first draft to gleaming final product in less time, and spend less money in the process, wouldn't you leap at the chance?

Well, the good news is that you can indeed make your content creation and revision system more efficient -- by tweaking your review process. Here are some tips:

Decide on a point person. If you have more than one person "in charge" of commissioning, evaluating and approving content, then you really have no one running the show at all. The confusion is compounded if you're trying to communicate your wishes to the writer through a third party such as a marketing agency. Pick one person to issue any and all requests for changes to the writer. If you're communicating with a marketing agency, make you're talking to the one person in that agency assigned to your account -- and make sure that person then sends the instructions to the one person who's supposed to relay them to the writer. 

Remove the extra cooks from the kitchen. Designating a chief decision maker won't solve your content review woes if that decision maker is listening to conflicting opinions from too many people in your company. This not only causes a massive slowdown as dozens of responses trickle in, but it can also turn the draft into an unholy mess of redundant or conflicting requests. Instead of automatically distributing the draft to everybody you can think of, give your email list some judicious pruning first. Who really needs to read and comment on this, and who doesn't? You'd be amazed at how much faster and smoother the review process becomes when you dispose of the "review by committee" approach.

Choose a decision maker who won't waffle. I had one client who'd rave over the wonderfulness of the press releases I was sending him, only to contact me a few days later asking for changes. I could tell from the attached email trains that he'd sent the draft out to various third parties (colleagues, friends, casual acquaintances) and gotten some suggestions back, most of which were horrifically off the mark. I was able to talk him out of these "improvements" fairly easily -- but that achievement just confirmed the underlying problem, which was that he allowed himself to be swayed with every breeze. Do not assign someone with this trait as your reviewer in chief! Give the job to someone with a firm, unwavering grasp of your marketing plan, or outsource it to a marketing firm staffed with such individuals. 

Streamlining your review process can be a big step forward in optimizing your marketing content machine. Hiring a copywriter with the skills and understanding to provide you with cleaner, stronger drafts in the first place is a pretty great idea too. After all, the easiest revision is the one you don't have to make!