Where is the Data?
Writing copy based on insubstantial ideas and conversations produces crap, plain and simple. To get the most out of a talented writer, offer up as much factual data as possible. This is you, your business, your product, or service. You already accumulated a lot of information and will find it scattered around your home, office, or in the computer. Bring it all.
Give Time
Give the writer time to review and digest the material. Creating exceptional copy requires a quick mind that can integrate and synthesize all data offered. The writer also maps relationships to life, people, the world, business and industry, past experience, and a host of other sources that begin to create compelling copy.
Share Knowledge
Communicate and share with integrity. Creative, I have been accused of reading minds. I assure you, this is untrue. First drafts are good, second drafts are better, and final edits are golden. Each iteration offers review and conversation to hone concise copy targeted to a specific audience. Remember your goal.
Ask
Words, phrases, and marketing can produce results that raise questions. Ask the questions. Knowing your goal, audience, and material, the written copy will produce statements with a specific objective in mind. These include eliciting emotion, calling for action, compelling, educating, justifying and leading the audience, and maintaining flow. Asking can create better results. So ask.
Return on Investment
Clients always notice the price. Then they look at the copy. How could it cost this much? Anyone can sit down and write something, no argument. Were it so easy it would already be done, right?
Consider time spent reviewing and collecting data, doing questionnaire, trying to sit quietly to creatively explore ideas without distraction, writing a few brainstorm pieces, reviewing, interviews, and revisions until the final piece. How long would it take you? That is time away from building business and revenue.
Then the copywriter hands you excellent copy to achieve your objectives. The impact made and mission accomplished. You, the business, product, or service, gain the appropriate attention and benefits.
Time saved, frustration avoided, mission accomplished, benefits realized, and attention gained. When measured in dollars you will see measurable results when selling something tangible. When it is something more personal, how much is your image and reputation worth? Get it said right.
© 2007 All Rights Reserved. Lee Down
