- January 12, 2017
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3 Tips for Maximizing a Copywriter’s Creativity and Output
Copywriting has been simply described as the art and science of using words to move people to take action – call, click, buy, download, subscribe, and so on. Copy and content are the heart of most advertising and marketing campaigns.
The copywriter’s canvas can range from traditional printed advertising to blogs, website content, video scripts and social media. Even search engine marketing.
Not every business owner or integrated marketer possesses professional-level copywriting skills. They don’t have to. But every actively marketing SMB should have a copywriting resource available and at the ready, whether it be in-house, freelance or a creative services provider.
Like you, copywriting pros want their work to be high quality, on strategy and delivered on or ahead of schedule. If you employ a writer, or expect to retain an outside provider, here are three tips for helping your projects go off smoothly, while being the kind of client that professional writers bend over backwards to help.
Tip 1: Be Prepared. Even writers with experience and success in your industry require project background before getting started. Integrated marketers with knowledge of the job (goal, budget, challenge, etc.) often use an input document called a Creative Brief, which helps writers and designers prepare to “concept” or begin formulating creative solutions and executions.
Tip 2: Be Available. Questions may come up, as writers concept and draft your content. To help them develop the best possible creative ‘product,’ make sure they have access to someone who will provide a timely, thorough response, including your project manager and subject matter experts.
Tip 3: Be Considerate. Business moves quickly. So it’s easy for busy owners and managers to expect content providers to rapidly push through the ideation and writing process. Many times it’s no problem (see Tips 1 and 2 above). Other times, writers will require the full, agreed-upon time period to complete your project. Like most strategic partnerships, the most creative and effective copywriting (and ROI) result from an atmosphere of mutual trust, respect and understanding.