I’ve been copywriting for over 18 years, over 8 of those running my own copywriting business. Yikes, I feel old.
I’ve worked with all sorts of clients during this time, from new businesses to big companies and agencies. And one thing I’ve come to know is that having a great working relationship with your copywriter is the key to the best outcomes.
But I also know that not everyone has worked with a copywriter before. Even if you have, you might not have worked with them in the most productive and effective way.
So, how do you get the best out of us? Here are some dos and please don’ts on how to work with a copywriter that will make the process (and end result) peachy.
Do: be clear about what you need
A clear brief with specific objectives is a copywriter’s dream.
- What type of copy do you need?
- What are your goals?
- What is your business or topic?
- Who is the target audience?
- What are the key messages?
- What tone of voice are you after?
- Are there any must-includes?
- What do you want people to do after reading?
Being clear in the beginning can prevent misunderstandings and endless rounds of revisions—saving both you and me time.
Do: be open-minded and willing to do something different
Great copy is copy that stands out from the crowd.
This could be because it’s saying something that makes people stop in their tracks or because it’s more authentic, insightful and credible than what your competitors are putting out there.
I’ve worked with plenty of clients who are afraid to step outside of their comfort zone of what already exists in their industry. They look at the standard and want to follow it. But often, what’s already out there is pretty same, same and inspiring.
It lacks any real personality or personal insights. It talks about how great a business is rather than focusing on what problem it solves.
So, if a copywriter comes at you with something you think’s a bit left field or with words you weren’t expecting, take some time to consider it. That tone or tagline might just be the risk that pays off.
Do: give us constructive feedback
No matter what the word is on the street, us seasoned copywriters aren’t precious.
We’re not going to cry when you come back with changes and feedback to our drafted copy. Well, we may have a little sniffle if you’ve put a big red line through that heading or idea we thought was pretty awesome.
We actually love the collaborative process and understand that sometimes the content needs tweaking to ensure accuracy and that it represents your business in a way you’re happy with.
But…please remember two things:
- You’re not a teacher marking a student’s essay
- We’re not mind-readers
Writing ‘No, this is wrong’, ‘I don’t like this’, and ‘Change this to something else’ isn’t very helpful. Instead, correct it (you have the knowledge!) or explain why you don’t like it. This way, we can make sure we make changes you’re happy with.
It also opens up a conversation. There might be a good reason why I wrote something or used a certain word, and you might think differently when I explain why I did. Or you might not, and that’s okay. Plus, bear in mind that the copy is for your target customers, not for you.
In addition, if different people are reviewing the copy, make sure you collate and agree on all the edits before sending them back. Otherwise, the process can get lengthy and messy.
Do: listen to our advice (even if you don’t take it)
If we do offer our advice on your copywriting job, for example, saying why it might not be a good idea to make a certain change or why something would be best done a certain way, it’s great if you at least hear us out—with that open mind.
Just as you’re an expert in your business, we work hard to be experts in ours. We know the theory, we stay on top of copywriting best practices, and we’ve often been working on our craft for years.
So, while you don’t have to take our advice, doing so may just be better for the copy and your business goals. You’re paying for an expert, so you may as well get your money’s worth.
Related: Don’t hire a copywriter just to ignore their advice.
Do: respect our time and payment terms
At any one time, I’m often juggling multiple copywriting jobs, all with their own deadlines. Because of this, when you’re working with me, I really appreciate it when you stick to agreed timeframes.
For example, once I’ve booked a project in, I put it in my schedule based on you providing me with initial information by a certain date. If you don’t do this, it messes up my other projects and means you might not get your copy to deadline.
Also, once I’ve sent the first draft for review, please do your best to look at it in a reasonable timeframe. A few days = awesome, two weeks = fine, two months = your copy is out of my brain and into other projects.
In other words, it messes with my workflow and makes it harder to get back into it. I totally understand things get busy, but if you’re not going to have the time, please drop us an email saying, ‘Thanks for sending this through. I’ll aim to have it back by X date.’
Clients who let me know when their copy drops are my favourites.
Don’t: haggle with us on our fees
Once we send you the price for a project, please don’t see it as an opportunity to haggle.
We’re not Moroccan street merchants keen to shoot some figures out in a friendly price battle. And, honestly, it makes you look cheap (and is a little bit insulting).
We’ve spent time working out how long it will take to complete your project and considered what’s involved to come up with a fair price—based on our skills and years of experience.
If my fees are too high, that’s totally fine. I’m probably not the copywriter or content writer for you—at this stage in your business at least. I suggest you find a freelance copywriter who’s less experienced or head to Fivver.
Did you know the average rate for an experienced (5+ years) professional copywriter in Australia charges is $150-$190 per hour?
However, while I won’t bend on price, I’m always happy to work with you to try and cut out some services to make it work for your budget.
Related: Copywriter fees: what’s our time worth anyway?
Don’t: tell us AI is doing a great job writing your blogs
“I’ve been using AI to write my blogs, and it’s great”, says a new client. Copywriter: *dies a little bit inside*.
Yes, we know AI tools like ChatGPT are pretty clever. Sure, they can make an entire blog or page of web copy appear in seconds. But are the words any good?
At best, they’re okay. At worst they sound like a robot wrote them. Oh, hang on…
While AI is good for ideas and a starting point, what it spits out is often as beige as your grandma’s cardigan (and my cardigan, if I’m honest—I do love a cardigan). There’s nothing unique or personal about it. It’s just rehashing what’s already out there.
I (and most people) can tell straight away if something has been written by AI. So can Google. ‘In today’s fast-paced modern world’, ‘It’s like the superhero of..’, *insert rocket emoji*, you know the phrases and identifying marks.
So don’t tell me it’s great. But do ask me how you could make it better.
Don’t: expect your copy the next day
Rome wasn’t built in a day, and great copy isn’t crafted overnight.
Well, okay, occasionally it is. Sometimes, an idea does strike when you’re lying in bed. But generally, getting the words right takes time.
As copywriters, a lot of the work isn’t in the writing. It’s in the planning, researching and thinking. We like to have the time to ruminate before we start writing. I also like to give the words a few days to ‘air’ once they’re written before going back to edit with a fresh mind.
Plus, there’s also the small factor of being busy with other client work. Often our schedules might be booked up for a few weeks. We’re not usually sat by the phone, fingers poised to start typing as soon as you say, ‘Get to it, writing drone’.
A rush job is usually down to bad planning. So, that’s on you, not me. But, saying that, I’ll always try and accommodate tight timeframes if I can, even if it means shuffling things around. Cause I’m nice like that.
Don’t: expect us to write copy from nothing
While we may be word wizards, we can’t usually magic up awesome copy from nothing.
To be able to write about your business, you need to tell us about your business. Sure, we can do our industry research, but you and your business are unique, and what you offer and how you deliver isn’t going to be the same as everyone else.
Tell me your business story, your people, the ins and outs of your products and services, what you value and what makes you unique. Plus, tell me about your audience. Who are they, and what are their wants and needs? Or the topic you want to talk about.
The more I know, the better your copy will be.
This is the kind of information I’ll ask you to provide during the ‘Discovery stage’ of your project. So come on, please give me more than two word answers.
Related: Can a copywriter write about anything?
Don’t: get Sharon from accounts to review your copy
“I love the copy but I’m just going to get my *insert wife, accountant, neighbour, dog* to have a read first.
Please, just no. Unless they’re secretly freelance copywriting by night, a business partner, or sit in your target audience, passing the copy around for ‘subjective’ opinions from non-experts doesn’t usually result in the best result.
Often, it just makes things messy and you end up questioning your own initial thoughts on it.
A skilled copywriter will be thinking about the audience and your goals in every word they write. Sharon from accounts probably isn’t. No offence to any Sharon’s who work in accounts. Being good at numbers and words isn’t usually a dual skill set. I’m more than happy to admit I’m bloody hopeless at maths.
Ready to work with a copywriter?
Now you know how to work with a copywriter, I hope the thought of working with one isn’t so scary? Being on the same page and working collaboratively is how ‘Words that woo customers’ (my tagline) are born.
Whether you need blogs, landing page copy, a social media post or two, or some website copy with search engine optimisation, let’s work together in the right way.
Related: 7 reasons why you should hire a professional copywriter