New Legal Pro
Welcome to New Legal Pro!

Insurance Articles


What Copywriters Want - And How To Keep Them Happy
By Simon Townley


If you`re paying a copywriter to do a job, you may not care about keeping them happy. On the other hand, if they are happy, they`ll do a better job and work more efficiently, which will help keep the price down. So how can you help your copywriter to produce excellent work ? and keep them happy into the bargain?

Plan ahead

Try to build at least some time into the project for the writing.

The brief

Give your copywriter a good brief, and they`ll be off to a flying start. Supply as much background material as you can. The brief which says "there`s lots of information on our website" usually starts the alarm bells ringing. It`s amazing how few people in business have really looked at their websites and analysed how little information is there.

You may not have much information, however, and you may employing a writer so that they can go and find it ? perhaps by interviewing product managers or chief executives. That`s fair enough. But there are still plenty of things you should try to include in the brief ? or at least find answers if the writer queries them.

This should include a guide to your marketing positioning, your brand and so on. Who are your customers / clients? What makes them buy? What messages do you need to get across? If possible, dig out product / service descriptions, reports, whatever you can find. Most copywriters like to get as much information as possible: they can sift through it, that`s their job. The other dreaded bugbear, however, is the PowerPoint presentation. These usually contain nothing. They might be useful in sales, because there`s someone there talking over the slides. But for copywriters, they are usually next to useless. The same goes for mission statements. Don`t bother.

Ask people to respond

If the copywriter needs to talk to people in your company, but they never respond to phone calls or answer emails, things can get a bit frustrating. In fact, the job can stall.

Approvals

When you get the copy, remember to look at the bigger picture. Bear in mind that the copywriter is pitching this material for your customers and clients ? not your sales force or managing director. The customers are the ones that really count. The language has to be what they will respond to. That`s part of the reason to employ a copywriter ? they understand this stuff. The copy will usually need tweaking and refining. This is normal. Make sure the core messages are right first, before getting too engrossed in sentence structure. When it`s time to give amends to the writer, try to make them co-ordinated. Ten conflicting set of track changes in a word-processor file will spoil anyone`s day.

Give it back

One of the most common mistakes in marketing is to allow all-and-sundry to make last minute changes to the copy, without ever consulting the writer. Horrible sentences get shoved in regardless. The tone of voice is wrecked. All that care taken polishing the flow and creating a coherent sales message is wasted ? because someone decides to cut and paste a sentence without even re-reading the piece as a whole. You`ve paid a writer ? so if at all possible, get them to have a final read through.

Pay up

Like everyone else, copywriters like to get paid for their work. On time, if at all possible.

Keep the copywriter informed

If you really want to keep your copywriter happy, send them a copy of the finished product, if it`s a brochure for example, or at least a little message that the website is live. Give praise where it`s due. Give feedback, if that`s more relevant.

Keep it coming

More work would be nice. Lots more lovely work.

UK copywriter and journalist Simon Townley can be contacted through http://www.simontownley.co.uk. You are welcome to re-use this article on your website providing you don?t change it, you include my byline and you link to my website.

Article Source: http://EzineArticles.com/?expert=Simon_Townley

For more information about this article and/or the author visit http://www.simontownley.co.uk

For more information, news and articles see:

Courier Insurance - Courier Insurance
...st as some parcels being sent might be quite costly or important. Losing such document or parcels can mean huge losses for some people. Therefore,Courier Insurance has become an important consideratio...
Visit Courier Insurance...

Hgv Courier Insurance - Hgv Courier Insurance
...nce that you would normally purchase for a delivery business. So there are now insurers who specialise specifically in more complex insurance policys, they are experts in business insurance; therefore...
Visit Hgv Courier Insurance...

Gap Insurance - Gap Insurance
...I know that I had never heard about this type of insurance before until it was brought to my attention recently. The gap insurance covers the deprecation on a car in the event of it being stolen and ...
Visit Gap Insurance...

Payment Protection Insurance - Payment Protection Insurance
...onomic downturn, there is a real concern for many people regarding the security of their job with the threat of being made redundant ever increasing. The biggest fear for many is that they may struggl...
Visit Payment Protection Insurance...

Car Gap Insurance - Car Gap Insurance
... unless you buy a car on finance you might not know about such policies. As I understand it the car gap insurance covers you in the event of a car being stolen and never recovered or one that is deem...
Visit Car Gap Insurance...

Jet Ski Insurance - Jet Ski Insurance
... many makes and models that frequent numerous Jet Ski Insurance water centres. Taking to the wet stuff on your powerful jet ski will be an exhilarating experience and you`ll Jet Ski Insurance want to...
Visit Jet Ski Insurance...

Marina Insurance - Marina Insurance
...ou need to buy marina insurance you may well have been given a number of different policy wordings from a variety of companies, this is a guide is to help you decide what sort of policy would suit you...
Visit Marina Insurance...

Dock Levellers - Dock Levellers
...lace your vehicles near for loading and unloading your various goods. Our levellers are extremely strong and durable, and are made to handle your vehicle with ease. You are given easy operational cont...
Visit Dock Levellers...

Loading Bay Equipment - Loading Bay Equipment
...ions offer a variety of Loading Bay Equipment for our clients. With this equipment, you are able to load and unload all your merchandise with great ease and efficiency. We provide high quality equipme...
Visit Loading Bay Equipment...

Ppi Claims - Ppi Claims
...into taking out payment protection insurance on your loan. The representative from the bank seemed to bamboozle you with facts and figures and to be honest; you didn`t quite understand what was going...
Visit Ppi Claims...


Click For More Detailed Information on:

Home  |  About Us  |  Contact Us  |  Articles  |  Special Reports  |  Links  |  Site Map

Copyright © 2003-2010. All Rights Reserved.


Valid CSS!