Let’s face it, few businesses can afford to hire a copywriter to bring every idea they have to life. But when an idea is just too damn good to let sit on the back burner, our clients seek copy that’s both of a high quality and value for money.
But unlike shopping around for say, insurance, diving into the digital murk for a great copywriter can be a long, laborious experience – and as of 2018, there is no ‘comparethecopywriter.com’.
It may be tempting to seek a writer who works fast, and while it may save you money, it’s doubtful they’ll be using that time to really understand your audience. What marketers need is great content that hits the mark every time, without having to pay over the odds to get it.
Not sure how to make that happen? Here are our top tips…
Confirm quality control
As marketers scramble to position their brand as thought leaders in their respective industries, quality content has (quite rightly) become hailed as ‘king’. For example, where blogs were once seen as a cheap and easy way to hit the front page of search, today, they’re home to some of the most engaging B2B content you can find online.
And as Fiona noted at the end of 2017, blogs are increasingly seen as high-value content that can directly engage prospects and customers, and even spark actual buying conversations. The result of that? Blogs are getting longer, more in-depth, and most importantly – better.
So, what does this mean for you? Settle on a writer that values quality control and is willing to allow for ample amends time to ensure the copy you publish is the best it can be.
A good briefing saves time (and money)
As a writer, there’s nothing better than receiving a clear, succinct brief with all the copy essentials, including:
- Target audience
- The background to the campaign
- Brand tone, voice, and story
- Content formats and structure
And if you think we’ll need it, links to supporting content to get us up to speed (and save us some time doing avoidable desk research) are always appreciated. The sooner we’re clear on what it is you want, and how you want it, the faster (and better) we can deliver it.
Copywriters are a flexible bunch, and in most cases – if we can learn about it, we can write about it. But first, your writer needs to know what makes you tick: your values, tone, voice, concerns…. Who are you really?
When approaching a copywriter, spend some time getting them up to speed on your company and if possible, provide examples of your existing copy for reference. It’s a bit like method acting – the sooner they can get inside your head, the sooner they can emulate you on the page.
Listen to the copywriter and balance expectations
They say the customer is always right… There’s truth in that, but just remember: if you’re paying for a writer’s services, you should listen to their thoughts on your projects. They know about this stuff, and if they offer advice – chances are it’s good.
You might have a very clear idea of how your content should look, sound and read, but if your writer tries to nudge you in a different direction, hear them out. Their advice could offer a whole new perspective on things that takes your content to the next level.
Hear us ramble
To hear Fiona and David discuss this topic in greater detail, check out our February 2018 podcast ‘How to Get Value for Money from Your Copywriter’.