As a copywriter and a journalist, part of my job is to make things easier to understand. When you’re drowning in a sea of words and phrases, it can be hard to tell what’s the best way to proceed. Calling in the cavalry is always going to help you sort out your wordy nightmares but sometimes trying to explain exactly what you want them to do can be just as hard.
So where do you start if you want someone to write the script for you?
For starters, giving them an overview of your business and your target audience is crucial. From this a copywriter can learn a great deal about your company and your goals. For instance, a small business who wants to target other businesses in their local community differs greatly form a multi-national corporation who have to appeal to a mass market.
Explaining the nature of the writing job itself is easier if you think about your main objectives and the tone of voice you are trying to capture. If you struggle with the thought of putting everything into words, look out for examples you like the look of instead. Taking a peek at what your competitors are doing is a great idea. Highlight any areas you’re particularly impressed with and look for ways you would make improvements. Some people find it easier to focus on areas they don’t like which can work just as well.
Once you have an idea of the subject, it’s time to think about practicalities. For instance, do you have all the relevant research to hand or will the copywriter be required to do this for you? Do you have an idea of how long you want your copy to be? It’s also easy to forget about such things as timescales, deadlines, fonts and styles, all of which will help the copywriter formulate a clear idea of your writing needs.
By taking the time to think about your requirements and building up a detailed brief, your copywriter will be better equipped to deliver exactly what you want, when you need it.
As they say, the devil is always in the detail.
- Give your writer an overview of your business
- Tell them all you can about your target audience
- Explain the nature of the job, using examples if necessary
- Make sure you know who is handling the research
- Know when your copy needs to be ready
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