Once you find and locate someone that is able to create all the written content you need, it’s important for you to cultivate a good relationship with that individual. Great copywriters will find a lot of opportunities for work – after all good copywriting is an in-demand skill much like SEO. As a result, copywriters are going to be evaluating you as a client just as much as you are evaluating them as a service provider. If you don’t match the caliber they expect for the clientele, you may find that they continue business elsewhere.
Here are 6 tips to keep your copywriting chugging along in a great relationship with you.
1. Find out what they prefer to write
Some copywriters would leap at the opportunity to create a 500 word article on imported bison meat or even landscaping. Others would rather have glass inserted in their fingernails before they suffer through writing one more piece of real estate or finance content on foreclosures.
Before you work with a copywriter, find out what they prefer and enjoy writing about. If you carry a lot of different projects you may be able to position them with something that caters to their preferences. When you can match them up in this regard, you’ll always get higher-quality content – plus they’ll look forward to working with you.
2. Keep communication open.
There are a lot of experience copywriters who use a standard Q&A for each of their clients that must be completed before a project can begin. This questionnaire will help them learn about your product, service and marketing goals as well as the tone and style through which you want to present everyone to the audience.
3. Writing is a process
It’s simply not realistic to expect a copywriter to generate exactly what you need on the first go around. While there are some copywriters talented enough to hit the nail on the head after a good Q&A powwow, more often than not you should expect some revisions. It’s a creative process, so expect a few steps in production before getting the final piece of content.
4. Be patient
One of the fastest ways to turn off a copywriter is to demand a rapid turnaround on all of your projects. First off, most copywriters have dozens of clients – it’s not fair to demand they drop everything to complete your project quickly. Likewise, if you ask for something immediately but then you don’t respond immediately for feedback and/or revisions then you’ve made yourself look bad. At best, they ignore the next “emergency” you have. Worst case scenario, they choose not to work with anymore.
5. Writing is not a commodity
Too many web designers, developers, and SEO’s view writing as some sort of machined commodity. In truth, it is both an art and a skill. It’s a position that should be valued, but if you don’t value it that’s your business. Keep in mind however that no self-respecting copywriter will choose to work with someone that constantly asks questions like “how many 500 word articles can I get for $50”. If you want to retain a copywriter then you have to respect their craft.
6. Some copywriters don’t do SEO
That’s completely acceptable, as well. Don’t shun a copywriter because they don’t understand optimization. Some very talented writers were trained to write from a journalistic approach. If you know what SEO elements you want in your copy, then it’s best to provide your expectations up front so that when the writing is being produced the copywriter can incorporate the necessary keywords in the titles, bulleted lists, etc.
Strong copywriting is essentially the backbone of not only some of the most powerful websites but also the strongest marketing campaigns carrying the weight of rank in the SERPs online. It is the well-written content that drives engagement among users and consumers. Consider that a single blog post or article can spontaneously generate a viral outbreak, links, sales and conversions and it’s easy to see why keeping a good copywriter is so important.
To Your Success,
Joerg Weishaupt
P.s. Get more information on social media and marketing in my free primer "Building A Successful Marketing Strategy". Sign up for your free copy today.