Today’s guest post is from Debra Jason, a copywriter, speaker, author and multi-faceted marketing mentor who I have had the pleasure of connecting with online. Her specialty is in helping people develop the content needed for websites and direct marketing materials that successfully positions the brand for maximum results.
I know many of you are great communicators, but struggle when it comes time to “sell yourself.” You may become tongue-tied and have no idea what to say. Working with a copywriter takes the pressure off and allows you to focus on what you do best. Debra’s post shares with us how to get stellar results when you do.
If you’re an author, speaker or entrepreneur getting ready to launch a website or marketing campaign, but unsure about writing promotional content, you may turn to an independent writer to assist you.
Working on any promotional literature, be it a website, brochure or an extensive direct mail package, is a team effort between you, your copywriter and graphic designer. It’s a partnership created to develop the best tools for promoting your product/service. Each person in the partnership has certain responsibilities.
The purpose of this post is to help you be aware of your role – obtaining and organizing the valuable information a copywriter needs from you.
Being organized and prepared before you meet with the writer for an input meeting will save you time and money in the long run. And, it increases your chances of getting the results you’re looking for – record-breaking ones – as soon as the first draft.
4 Tips for Working with a Copywriter
The following four steps will help you gather the appropriate information you need to pass along to your writer:
1. Define your goals — convey them clearly.
What is it that you want to achieve with the project you’re going to assign to your copywriter? Do you want to sell more product, gain name recognition/brand awareness, create an image or generate new leads?
Remember, if your objectives are too complex then you risk confusing your copywriter. Simply state your goals. It sets your copywriter off in the right direction — to create an effective, results-oriented promotion for you.
As an independent copywriter, I take the time to listen to you. Tell me what it is you need to say. I’ll tell you how to say it. I make sure that I clearly understand your goals, translating them into fresh ideas that sell your product/service.
2. Don’t be shy — tell her everything.
You know your product/service best. A copywriter knows how to write to promote that product. So, don’t be shy. Tell her everything about it. If your copywriter asks you a lot of questions, be grateful. The more you can tell her, the better your chances are of getting what you want — as soon as the first draft.
What is the single strongest benefit of your product/service (i.e., the benefit that harnesses the greatest selling power)? List all of the additional benefits. Why should someone buy your product over the competition? What makes yours special?
Your writer’s goal is to create a piece that converts prospects into loyal, raving fans. If you have printed materials in the past (i.e., marketing plan, brochures, testimonials, etc.), provide those to your writer as well.
3. Know your audience — introduce her to them.
It is important for you to know who you’re speaking to. Tell your copywriter about your audience. Better yet, imagine you’re introducing her to one person from that target market. Then, tell her what you know about that individual.
First, what keeps your ideal clients up at night? What are the challenges/issues they’re facing on a daily basis? How does your product/service solve their problems and make their lives easier?
What are the demographics of your audience? And, what do you know about their lifestyles (i.e., psychographics) such as what kind of cars do they drive, do they dine out or eat at home? Do they use credit cards or pay with cash? Is your product/service familiar to your audience (how aware are they that you/your product exists)?
Do your best to answer questions such as those mentioned above and tell your copywriter what you discover. Keep in mind that the tone of a brochure or website will differ if you want to reach single professional women, 25-35 years old vs. married women in their 50s.
Don’t hesitate to introduce your audience to your writer. The more you can tell her, the easier it is for her to “get acquainted” with them before she starts to write. The resulting piece us one that attracts prospects’ attention, makes an impact and motivates them to buy your product or service.
4. Hire a copywriter who is not only talented — she’s reliable & trustworthy.
The project you’re about to assign — be it a brochure, website, direct mail package — sends a message out to the world about your product/service. You want to make a good first impression.
Your copywriter should also make a good first impression — with you. Of course, you want her to be talented. But that’s not enough to get your project done. Have you established a positive personal rapport? You should both feel comfortable sharing opinions and making compromises to achieve your goals.
Working with my clients is a team effort — a partnership created to develop the best marketing tools for your product. Talented copywriters take pride in the fact that these relationships include mutual trust and respect. Remember these four steps the next time you’re looking for great results from your copywriter.
Have any other tips you’d like to suggest? Please share them in the comment section below because I’d love to hear from you. Thanks a million and here’s to your sweet success.
About Debra Jason: Marketing and writing with heart, not hype, Debra encourages you to communicate your marketing message in a way that captivates and converts your prospects into loyal, raving fans – even if you have been struggling with how to transform your ideas into words in the past. Visit her at WriteDirection.com.
Speaker and author of the award-winning book Millionaire Marketing on a Shoestring Budget™, she not only inspires and educates, she empowers creative solopreneurs with relationship-building strategies that help them create a lifestyle business that provides them with the flexibility, fun and freedom to do what they love. Seeking a dynamic speaker for your next event, contact Debra at DebraJason.com.