The best way to brief a professional copywriter

The best way to brief a professional copywriter

Most businesses are learning that hiring a writer is a great investment. But how do you brief a professional copywriter to ensure you get the best return?

Good copywriters will have prepared a list of questions to ensure you get the most out of your relationship. But there are some things it’s important for you to consider.

This simple guide will equip you with the knowledge needed to get the most from your copywriter.

1. Consider your tone of voice 

Decide whether you want the copywriter to copy your existing voice or develop a new one.

If you’ve already established your brand and tone of voice then you’ll need a straightforward copywriting service. This keeps your brand consistent. Your copywriter’s job will be to learn that tone and create a consistent content campaign. 

Alternatively, perhaps your content is lacking or the voice all over the place. In this case, you’ll want to work with your copywriter to create a clear and consistent voice and brand message.

2. Figure out what you want from your copywriter

This is an important step when establishing the goals of your campaign. There are many reasons for people to write a freelance writer. Whether that’s SEO-enriched articles, lead generating email campaigns or a complete website rewrite.

Establish this early on. It’ll help inform the content, ensure that you’re hiring the right type of writer and may even save you some money – many copywriters offer deals on larger projects.

3. Describe your product in your own words

You’re the best advocate of your own business. Hearing you describe your product (or service) with passion, in your own words, is a golden source of content for a writer.

Think of it as the copywriter telling the story of your product the way you wish you could tell it. The more information they have, the more accurate their portrayal.

4. Describe what you admire about your competitors 

We all have things we admire (and dislike) about our competitors and major players in our industry. So, let your copywriter know these likes and dislikes and they can incorporate it into their content. 

Is there a certain tone of voice that your competitors use that you hate? Let your copywriter know. Jealous of a piece of content? Ask them to create an improved response to it.

5. Discuss your customers (and dream customers) 

This is a fundamental piece of information. Because understanding your target audience is key to a good copywriting campaign.

Who are your audience? What are their pain points? What do you want them to do? Essentially, what is the key point of this content? If you have buyer personas drawn up already then make sure to hand them on.

6. Don’t be afraid to ask for amends

Finally, this job is a collaborative process. Because whilst it’s not your writing, it is your message. That’s why copywriters tend to include one set of amendments in their original quote. 

However, if you intend to change the terms after the contract is agreed, by, for example, increasing the word count or bringing the deadline forward. You will have to pay extra.

If you’re looking for an Edinburgh-based copywriter to help with your website get in touch.

Leave a Reply

Your email address will not be published. Required fields are marked *