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Archive for the tag “copywriter services”

The importance of a client brief

The importance of a client brief

You’ve done your due diligence and found a great copywriter who has loads of experience, has positive reviews and is within your budget. You’re feeling pretty happy with your decision and are excited to start working with them.

After contacting them and having initial discussions, you’re even more sure you’ve made the right decision.

But when the copywriter sends you a client briefing document and requests you fill in several pages of information, you start to wonder if you’ve made the right decision. After all, isn’t it the job of the copywriter to do the writing?

 

What is a brief and why do you need one?

Believe it or not, the fact that your copywriter has sent you a brief to fill in is a sign they are on top of their game.

A great copywriter is someone who will write copy that meets your needs — not theirs. Which is why they require a client brief.

A client brief is a bit like a road map. It contains directions, guidelines and pertinent information in order for your copywriter to come up with the content you are paying them for.

A client brief reduces the chances of ambiguity and misunderstandings when it comes to your content, eliminating the need for countless (and sometimes expensive) revisions and rewrites.

In short, the more information you provide, the better.

 

A brief is not…

While it’s important to understand the purpose of a client brief, it’s also important to understand what it’s not.

A brief is not:

  • A list of terms and conditions of engagement — that should be a separate document and something I will address in a future blog post
  • A contact of agreement:  — this too is a separate document which outlines the scope of the project, (including fees) which both parties need to sign.
  • A promise — while a good copywriter will produce great content according to your specifications, they cannot promise particular outcomes such as website hits and clicks, or sales.

 

What should you include?

There are no hard and fast rules about what a client brief should include. After all, every writing project is different. However, the following gives you a good idea on what type of questions you may be asked.

  • Your business: What is your business (e.g. what do you do, your core operations) and how long have you been in business?
  • Your brand: What does your brand stand for? What is your tone? What are your values?
  • Engagement objectives: What is the purpose of this communication? Are you looking for a specific outcome or action (e.g. increased sales), or do you want to increase your brand awareness, and increase brand loyalty?
  • Target audience: Who are your primary and secondary audiences (e.g. age, gender, socio-economic status)
  • Audience persona: What are their interests, concerns, or personality?
  • Campaign objectives: What are the key messages you want your consumers to receive regarding your brand or product?
  • Key messages: Are there any key messages you want to convey in your content? Are there any messages that must be avoided?
  • Key words: Are there any key words that must be used, or avoided?
  • Type of message: Is this communication a blog piece? Article? Advertorial? Report? Tender? News article?
  • Tone: What is the tone of the message? (e.g. friendly, authoritative, casual, formal, humorous, etc.)
  • Content channels: Where will the content be published? (e.g. online, blog, print, social media, advertising etc.) How will it be published? (e.g. bound report, booklet, loose-leaf binder, electronic)
  • Images/graphics: Are there any images or graphics that must accompany the content?
  • Style guidelines: Is there an in-house Style Guide that must be followed?
  • Research: Is credible research required for this communication?
  • Examples: Are there any examples of existing material that you like?
  • Brand ambassadors: Are there any brand ambassadors associated with your product/brand?
  • Scope of the project: How big is the project? (e.g. one-off report, blog or article) What is the word length?
  • Budget: What is your budget for this project?
  • Deadline: What is the deadline for the project?

 

You still need to be involved!

Once you have filled in as much information as possible, your copywriter will get busy doing what they need to do. However, don’t think that your job is over just yet! As you are the client, you will be required to provide ongoing feedback or ask any relevant questions for the scope of the project.

If your copywriter requests further information or clarification from you, it’s because it’s relevant to the project. They really aren’t messing with your head!

Oh, and if you have a deadline for this project, then it will be important to provide information, reviews or feedback in a timely manner, in order to meet that deadline. So make sure you factor that into the scope of the project.

 

Take the time to brief your copywriter

One of the reasons you engage a copywriter may be because you just don’t have time to do the job yourself. However, I highly recommend you take the time to fill out a client brief with as much detail as possible. It may take an hour or two, but in the end, the detail in that document could very well be the difference between mediocre copy and fabulous copy.

Speaking of fabulous copy…. if you’re ready to hire a great copywriter — and are willing to fill in a copy brief! — then please contact me.

If you’re still wondering if you should hire a copywriter, then 10 reasons why you should hire a copywriter may answer some of your questions.

Cheers
Nerissa

Are you a copywriter’s dream client?

Are you the ideal copywriting client

When it comes to engaging a copywriter, most people want to know how to engage a good one.

If you’ve ever contemplated hiring a copywriter, your main concern was probably quality and cost: ‘How can I find a brilliant copywriter who won’t cost the earth’. Am I right? Be honest!

As well as wanting someone to deliver high-quality copy at a reasonable rate, you are also looking for someone who will deliver it fast, be flexible to your needs, and provide excellent service along the way. You may even interview a few different people before you find what you are looking for.

Well, what you may not realise, is that good copywriters screen potential clients in the same way that you screen your copywriters.

Yep, that’s right. We screen our clients.

The question is, would you pass the screening test?

 

What copywriters really want

Many people assume that freelance writers are continually on the hunt for work. While that’s true in some cases, or at certain times of the year, it’s often not the case at all — which is why we can be fussy when it comes to entering a partnership with a client.

The ideal client can mean different things to different copywriters, particularly as many of us specialise in different areas. However, there are a few key things we look for, when taking on a new client:

  1. You are pleasant to deal with. If we are going to have an ongoing, or even short-term relationship (and of course I mean business relationship), then you need to be friendly and pleasant — both via email and phone. First impressions really count in this instance.
  2. You know what you want and why you want it. It may sound obvious but many clients don’t really know what they want. You need to be specific and be able to provide us with as much detail as possible. Some copywriters will provide you with a questionnaire/briefing document to garner information. Please take the time to fill it in. ‘Copy that pops’ or ‘Information for my webpage’ is not sufficient detail.
  3. You do not, I repeat, DO NOT haggle with a quote. Our quote is based on many things, including the complexity of the job, the hours we anticipate it will take, and the level of expertise we bring to our craft. We are professionals. Clients who haggle with a quote usually screen themselves out. If you wouldn’t haggle with fees set down by a doctor’s surgery or a legal practice, then please don’t do it with us.
  4. You happily sign a contract of agreement. Don’t worry, this isn’t a document promising your first-born. It’s simply a contract outlining the scope of the project, the agreed deadlines and fee structure — all of which has been discussed. By signing this, you are simply agreeing to engage us for the work required.
  5. You think of us as professionals. Copywriters might be a strange bunch to you, but at the end of the day, we are professionals. We have chosen to write for a living, which means we are probably pretty good at it, and have invested time and money in developing our skills. If you recognise and understand that, you already have one foot in the door!
  6. You meet all deadlines. That’s right — you have deadlines too! In order for us to meet your deadlines, you need to be able to provide us with information and feedback in a timely manner. Very rarely is your project the only one we are working on, so in order for us to meet your deadline, please help us by responding to us when we contact you.
  7. You don’t hover. You know those parents labelled ‘helicopter parents’? Well, there are such things as ‘helicopter clients’. These are the people who email their copywriter several times a day to ‘see how the job is going’ or to ‘remind you we need the work by next week’. We’ve got it! It’s all in the brief! And no, you don’t need to leave a message to make sure that we received your email!
  8. You pay your invoice, including any deposit required, by the due date. I’m sure most copywriters have been burned by clients who haven’t paid their bills. I know I have. That’s why one of the screening tools we use is an upfront deposit before any work begins. If you pay that, we know you are serious about us working with you. We also know you are likely to pay the full amount at the end, and we won’t have to waste precious time chasing money. If you balk at paying a deposit, then don’t be surprised if we balk at working with you.
  9. You provide referrals and testimonials. When you are happy with the quality of work and the service we provide, you happily refer us to other clients. You may not know anyone who needs our services immediately, but our ideal client will recommend us to other people for future jobs. Similarly, if asked, you will provide us with a testimonial that we can use for our own marketing purposes.

 

What if a copywriter says ‘no’ to you?

Sometimes we may elect not to take on your job. It can be for a variety of reasons — we can’t complete it within your time-frame, we don’t have the expertise that you require, or you simply haven’t passed one of our screening tools.

If we don’t take on your job, know it has nothing to do with you personally. It’s simply a business decision that we have made. However, where possible, we will refer you to someone else who may be able to help you.

So you if you are ready to work with a brilliant copywriter (who charges reasonable rates), contact me today….but only if you pass the screening test above!

Cheers

Nerissa

 

 

10 reasons why you should hire a copywriter

Why you should hire a copywriterWhen contemplating hiring a copywriter, one of the first questions is: “what will it cost me?”

Fair enough that you want to know what it will cost you in monetary terms, but do you ever stop to think what you actually get back in return?

  1. Copywriters save you time

 Outsourcing work (whether it be your accounts, cleaning or copywriting), frees up your time. Instead of wrestling with the time-honoured question of “there” or “their”, you can get on with building your business, sourcing more clients, or simply taking time to have that cup of coffee.

  1. Copywriters save you money

 Hiring someone to do the job properly first, is more cost effective than trying to do the job yourself and ending up with a sub-standard result. When it comes to business, particularly small business, time is money. Time spent fluffing about with ineffectual content, is time (and money) wasted. 

  1. They have fresh eyes

Hiring a copywriter external to your business is a great thing. They are able to look at your business with fresh eyes. They can quickly get an unbiased ‘feel’ for your business. They can determine if there are conflicting or confusing messages. They are able to identify what is working and what is not working.

  1. They can communicate clearly and objectively

Copywriters are experts at communicating. They can spot spelling and grammatical errors instantly. They can identify any industry-jargon that may be confusing to potential clients. They can also write objectively, something that can be difficult when you are too close to your own subject matter.

  1. Copywriters are professionals

Good copywriters are professionals. Many have qualifications in journalism or writing. Many have worked (in previous lives) in the marketing and communication field, thereby bringing a wealth of experience and knowledge to their current careers. Like all professionals, they usually invest money and time into developing their careers and businesses.

  1. Some copywriters are specialists in their field

Some copywriters specialise in different industries. While they can still write for the ‘general market’, hiring a copywriter who specialises in your particular field is a smart move. Not only are they well versed in the type of language used in that industry, they are likely to have a lot of background knowledge and experience in that field, and know exactly how and where to source information.

  1. Good copywriters can write across a variety of different industries

Good copywriters should be able to write across a variety of different industries for a variety of different audiences and media platforms. So if you have a ‘general’ writing task, it shouldn’t matter if they specialise in a particular area if you want to hire them for a ‘general’ writing task.

  1. Copywriters are creative

Copywriters can turn boring sentences into something that pops. In the digital age, fresh new content is vital. Hiring a good copywriter means that you will always have new content for your website, thereby making your site high-quality and favoured by Google.

  1. They can help with branding

Your brand is key to your success. Creating a brand helps customers identify with products and services they can trust. Engaging a copywriter can help you develop and strengthen your brand by ensuring your key messages and the way you deliver them are consistent. A good copywriter can also help you develop a Style Guide, to promote consistency in your writing, branding and marketing.

  1. Copywriters focus on writing

While it can be tempting to try to write copy yourself, how many other things are you trying to juggle? Can you honestly give writing your full attention and focus, or are you likely to be interrupted by other emergencies and tasks that simply can’t wait? If you employ a copywriter, their job is to write — nothing else. Which means your content is created quicker and easier than if you were to do it yourself.

If you’re ready to take your business to greater heights and want a great copywriter to help you get there,  contact us today. We’d love to help you.

Cheers

Nerissa

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