“I’m a copywriter.”
That answer to “what are you doing?” The question is usually answered with a confused nod, quickly followed by “Oh, so you copied stuff for people” or “Great, I just wrote this new guide and I want someone to help me get the copyright.”
A copywriter does none of that.
So what exactly does one do?
Well, as the name suggests, the writing is obviously involved, but there is more to it than that.
1. The interview
A copywriter doesn’t just write; there is much more to the job than just that.
Before writing any words, the writer must meet with the client. Face-to-face is ideal, but that’s not always possible (especially when, like me, your customer base is global), so phone, Skype, or email are the next best thing.
During this initial stage, the writer is often unusually quiet. At this stage, it’s all about listening.
Not only will you hear details about your business, products/services, customers, and goals, but you’ll also hear how you speak. This will give valuable clues as to what the correct tone of voice (how the writing sounds when read) will be for the project.
2. Back in the office
Unless more meetings are needed to update progress (which can usually be done by phone, email, or Skype), the rest of the project is completed in your office.
After the meeting, your writer will review the stack of notes you took.
So she thinks.
Not only about what you discussed, but also about your audience and what they want to know and how to convey it to them in the most engaging and powerful way.
The thinking stage helps her plan her strategy. After all, without a plan, you’ll just end up with limp, messy writing.
During this stage, you will also be able to spot any areas that need further investigation, so this will be the next stage in the process.
Research can be done on the Internet (competitor analysis, topic research, etc.) or with good old books. It could even be taking a trip to a mall or something (where your product is sold) to see how customers react.
Once this is done, go back to thinking and planning.
Now comes what you were waiting for. She starts to write.
Following your plan, you will begin to create an initial draft. That will not be the one you can see; this one is more like a brain dump that will be constantly modified and refined to make it as powerful as possible.
This can take several days, in fact, you better do it because it means she can go away, leave it for a day or so, and then come back with fresh eyes to refine it further.
3. First draft
Finally, the initial draft is ready for you to see.
Sometimes this will be emailed to you for your feedback, other times an additional meeting will be held so you can review it together.
It’s really important at this stage that you look at it thoroughly and think about what you’re saying. Remember, the copy has been written for your reader and therefore will tell them what they need to know. It will not be about you and your business.
There is no room for your ego in your (or your copywriter’s) marketing materials. Every word has to resonate with the reader, it has to be about them.
Once you’ve reviewed it, it’s time to let your writer have their comments. Suggest changes by all means, but remember that you hired your writer because he’s an expert in his field, so he knows what he’s talking about.
4. Refine
Once you’ve received your feedback, your writer goes back to the thinking, planning, and writing stage again.
She will modify the document as you both agreed and resubmit it for your approval.
As you can see, there are many stages to copywriting and it is a very collaborative process. You have to be willing to give a lot of information and time to the project, but you also have to be willing to listen to advice and accept it.
A copywriter should never intimidate you, but will offer advice. They’ll leave their egos at the door and write in a voice that’s right for their company and the audience the content is targeting. Above all, your copywriter will bring a wealth of experience and guide you to a successful outcome.