A Copywriter’s Manifesto On The Real Value of Copywriting

A couple of months ago I scored a regular copywriting gig, and while I put a lot of time, energy and creativity into crafting great articles, I soon discovered that the client I was writing for didn’t share my views.

In fact the client simply didn’t value copywriting beyond anything more than a means to boost their website ranking on Google.

It was clear that we both had very different ideas about the value of copywriting and it was our differing views and expectations that put an end to our rather unhappy working partnership.

So on the basis of that ill-fated situation, I decided to write a copywriting manifesto to clarify and explain the real value of copywriting.

Copywriting is a conversation

There’s no need for heavy jargon and empty corporate speak in your copy.  No one is impressed or will even bother to read complicated and hollow monologues.  It only serves to create a barrier between your business and your customers, and they will simply go where the conversation speaks their language.

Copywriting solely for SEO purposes

SEO has its place, but to obsess about page ranking and visitor traffic to the exclusion of actually engaging with customers in a real and honest way is a waste of everybody’s time.  Technology and search engines won’t ‘convert’ visitors into paying customers, copy that is genuine, inviting and sounds human will win over the trust and confidence of your customers and make the sale.

Copywriting helps build relationships

Words attract attention, words create interest, words add personality to your message, words connect with customers, words convey feeling, and words provide the framework that carries your message, building a bridge between a business and their customers.

Copywriting is a creative process

It takes time to write great copy, to understand the audience you’re writing for and to create a ‘conversation’ that speaks their language.  It takes time to research the client’s business to fully grasp what they do, what they’re about, what makes them different and to be able to write from a knowledgeable point of view. Copywriting is a balancing act, meeting the client’s needs as well as their audience.

Great copywriting requires a great brief

The brief is the copywriter’s template it provides vital information about the client’s objectives, and provides the foundation on which to create purposeful content.  A poor brief or worse no brief won’t get you great results.  Copywriters are not mind readers, the more information we have the better your copy will be.

Copywriting helps create communities

Communities are based on open dialogue; it’s where likeminded people gather to talk with one another, share information and ideas.  Copywriting can help businesses create a community that encourages dialogue with its customers, shares their concerns and shows genuine interest in their customers.  Creating a community makes your business more accessible, more human, more than just about the sale.

Good copywriting is truthful

At the heart of all good copywriting is truthfulness.  Gaining trust and loyalty from customers can only come from writing honestly.  No scams, lies or embellishments – just straightforward information that is sincere will get you much better results every time.  Copy that is truthful is easier to write, it’s concise and focused.  Besides people can see right through the bullshit – so you’re not fooling anyone by fudging the truth.

Copywriting – it’s all about the words

There is power in the written word, without words you don’t have websites, blogs, emails or online communities, without words there is no SEO, webinars or e-books.  The online world is very much about words, conversations and interaction.  Trust the copywriter to know the right words to infuse your copy with so that it rings true, is lively, interesting and attracts attention for all the right reasons – people who want what you have, to be a part of your community.

Copywriting is a highly skilled craft in salesmanship.  Respect the copywriter – they’re your sales person, it’s their skill with words that make your business look good and appealing and bring you more sales!

And in the words of Brian Clark from Copyblogger fame “The Writer Runs This Show”

22 Ways To Create Compelling Content Infographic Courtesy Copyblogger

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How To Choose The Right Copywriter For Your Project

You need a copywriter but you want to be sure that the copywriter you hire is going to do a great job.  A quick search on Google and you get 22,500,000 results for copywriter, how on earth are you supposed to choose the right person for your project?

With that many search results for writers, you can be sure that not all are good at what they do.  And your chance of picking the not so good is higher than you think.  Just because a copywriter ranks high on Google, doesn’t necessarily mean that they’re the best choice for your project.

So how do you know that the copywriter you choose is the right person for your project?

Here is a list of 9 things you should consider when choosing to hire a copywriter.

1. Portfolio of  Samples

Take the time to look at the copywriter’s portfolio.  You can get a good feel for the copywriter’s style and how good they are from the samples they provide.  If you enjoyed looking at the work and found it interesting then this is a good starting point in helping you make a decision.

2.    Interest and Enthusiasm

A good copywriter will take a real interest in your project and business, asking lots of questions to get a good sense of your particular communication needs.  Copywriters thrive on information and the more details and facts you can provide the better the work will be.

3.    Good Listener

Copywriters are natural communicators but they also should be good listeners.  After all it’s your story the copywriter will be writing, so if you don’t get the chance to tell your story then you’re better off looking elsewhere.

4.    Empathy

You want to hire a copywriter who understands your business challenges and can empathise with your clients too.  It’s tempting to turn to an industry insider but you risk ending up with plain, trade or product expertise when you could get fresh objective marketing expertise from a freelancer.

5.    Print and Web Savvy

The best copywriters are versatile writers who can just as easily write for print as well as the web.  In fact these days most businesses marketing mix is a combination of print and online.  So hiring a writer that can offer value offline and online is worth your marketing investment.

6.    Simpatico Relations

Good chemistry between you and the copywriter can make a huge difference to the quality of the work created.  You’ll always get great results when working with people you like and are compatible with.  Getting to know your copywriter and finding out whether you’re simpatico will make working together easier for both parties.  Because copywriting is a collaborative effort.

7.    References

It’s a given that posting testimonials and references is written proof of happy clients.  But as we all know, all is not as it seems online.  You can always ask the copywriter to provide previous client details should you want to follow up with the reference.  Most copywriters will be happy to connect you with a few clients, if not keep on looking.

8.    Good Grammar

Any correspondence and email exchanges between you and the copywriter should be clear and grammatically correct.  That means no text or sms shorthand and spelling mistakes.  You want to be confident that the copywriter represents your company in a professional manner.

9.    The Commitment

So you’ve found the perfect copywriter, they tick all the above boxes and you’re ready to get started.  Good copywriters are generally busy and as long as your job isn’t super urgent, like yesterday, and they want to work with you, then they’ll happily commit to your project even if they are busy.  Be wary of the copywriter you can’t pin down.  They just may not be interested and are playing hard to get to shake you off.

If you consider some or all the above points, you should find it much easier to choose the right copywriter for your next project.