If you are currently working with a copywriter to enhance your online content marketing strategy, then it is safe to assume that you hired one for good reason. Recognizing the need for a copywriter signifies a business owner’s commitment to achieving his or her business goals through the power of the written word.
Typically, business owners need a copywriter because they currently do not employ an experienced sales writer, need an expert in their field, do not have the time to come up with their own copy, do not have the skills needed to develop effective copy, or simply need advice about the quality of their current sales copy.
Once you begin working with a copywriter, he or she will initiate the process by learning everything there is to know about you, your company, your style, your products and services, your customers and their needs, and your brand. Secondly, the copywriter will analyze the efforts of your competitors, trends in your market and, if applicable, identify deficiencies in your existing content marketing strategy (if you have one).
By gathering this necessary information, skilled copywriters construct sales copy to speak directly to the needs and wants of your ideal customer while highlighting the benefits of your product(s) and service(s) to address potential objections to your brand.
Even with this knowledge, the majority of copywriters will at some point encounter a client who is unwilling to listen to their suggestions or approach to their copy. While the choice to listen is up to the client, one must question why they hired a copywriter in the first place if they consciously choose to disregard their professional advice.
Although it is rare that a first draft will ever be perfect, you must be willing to work with your copywriter to achieve the end goal. If you are reluctant to follow their suggestions without providing constructive feedback that can help them improve, this working relationship will prove to be much harder than you may have imagined. With that being said, here are 10 reasons why you should listen to your copywriter and how to make this process painless for everyone involved:
1) It’s their job! – If you were a professional copywriter, you (probably) wouldn’t be reading this article in the first place. Simply put, let a copywriter do his or her job. After all, that is what you hired them to do.
2) There’s no ‘I’ in team – A copywriter becomes an essential component of your sales and marketing team. Since the beginning stages of the copywriting process heavily involve a “getting to know you” phase and a learning curve regarding the ins and outs of your industry, you must make a concerted effort to provide a copywriter with ample resources and a clear brief. Failure to do so will make it hard for the copywriter to understand what you want.
3) It’s an investment – Hiring a copywriter isn’t cheap. If you are investing your time, energy, and resources into working with a copywriter, then you are doing yourself and your business a disservice by not maintaining an open mind when they make a suggestion.
4) Stick to a schedule – While it is the copywriter’s responsibility to stick to deadlines, participate in any required meetings, and allocate sufficient time for research, writing, proofreading, corrections and final checks, clients must make it a point to synchronize their schedule with this process. Since everything must receive client approval before publishing, you are harming the copywriter’s ability to complete things on time if you make yourself unavailable for communication. Of course, we are all allowed to be unavailable at times, but pre-scheduled absences warrant sufficient notice.
5) Pay attention to their questions – There will always be questions. This shows that they actually care about the quality of your copy. They want to learn about your business. Be sure to answer all of their questions, not just the ones that are easy or convenient. Unanswered questions can leave a copywriter feeling frustrated and at loss as to how to help you or give you what you want. Ultimately, this can push things behind schedule, which will also cause dissatisfaction on both sides.
6) Provide constructive criticism – Since there’s a slim chance that copy will be perfect the first time around, it is a client’s duty to provide a copywriter with constructive criticism. Rather than outright disrespecting the copywriter, strengthen the relationship by providing helpful feedback that explains what the copy didn’t achieve at first glance. If you have trouble understanding what that means in this context, think about the copy from a customer’s perspective. For instance, good copy avoids excessive jargon, is presented in an easy to read format, is informative and enthusiastic, and is easily understood without having to read every word. While the list can (and certainly does) go on, those are good places to start.
7) Copywriting is your most powerful sales tool – Sometimes, clients aren’t aware of the importance of good copy. As a result, they pay more attention to the quality of other digital marketing metrics and place less emphasis on helping a copywriter do his or her job. If this sounds like you, here’s a reminder about what good copy does:
- It sells
- It creates a long-lasting bond with your audience
- It makes your products desirable
- It separates you from your competitors
- It provides measurable results
- It makes your story unforgettable and authentic
- It allows you to have a signature approach
8) Failing to heed your copywriter’s suggestions could hurt your online marketing strategy – Choosing to disregard your copywriter’s suggestions may result in a less than effective online marketing strategy. Possibilities include a decrease in traffic, less time spent on your website, and a reduction in leads, sales, and conversions, among others.
9) They are skilled in writing for just about anyone – A good copywriter is able to write for most industries. Even if they haven’t worked in your industry prior to becoming a copywriter, it doesn’t mean they can’t write for it. Their skill lies in their ability to analyze your business, your target audience and your niche market while demonstrating those findings and impressions through words. However, they will need your help learning the nuances of your industry. While they have the talent and ability to write, they will depend on you for information during the beginning of the relationship (see #2). If you’re able to provide valuable resources and information as well as feedback (see #6), this dependence will decrease over time while the quality increases.
10) It’s a matter of respect – While it is normal for any working relationship to experience some bumps along the road, if you treat your copywriter with a lack of respect, you will make it difficult for both sides to find satisfaction with the work and in the relationship. Expressing concerns, criticism, and questions in a professional manner is imperative. Don’t make it personal! Instead, try to see where the copy falls short and respectfully explain why you think so. Your writer will be able to improve the copy or justify their decision as necessary. They will also respect you as the industry expert you are and provide you with valuable leads and sales.
Optimum7 can help you build a great content strategy to improve your online authority. Contact us today!