Marketer, here’s what to tell your copywriter

If you haven’t worked directly with a copywriter before, or would like a better experience the next time you do, you should find the following advice helpful.

I just turned down a job. I hated having to do it. My prospective client, an entrepreneur launching a start-up, was a nice enough chap. But his business just sounded like so much hot air, at best a vague idea.

Before I take on a job, I always ask the client-to-be, or their agency account person, to sell me their product or service. My thinking is, if I buy it, I can come up with marketing, advertising ideas and copy that will persuade others to buy it. In this case the prospective client failed to sell his business idea to me.

As you can see on the left, it is possible to write an ad without giving much away about your business. But people are far less likely to respond.

If you want effective advertising and marketing communications, there are certain things you should be prepared to tell your copywriter about your business.

Essential things your copywriter needs to know

1. What does your business do? You may need to go into some detail to explain this fully, but try to sum it up in one sentence.
2. Who are your competitors?
3. What makes your product or service different to or better than the competition?
4. Who are you selling to? If it’s a number of different groups of people, list them and give as detailed a picture of each as you can.
5. Does your target audience know about your product, and if so how much?
6. What words or phrases will your prospective customers use in Google searches?
7. What benefit(s) are you promising your prospective customers?
8. Why should prospects believe these promises? For example, will you be able to show product shots, demonstrations and testimonials in your advertising?

If you’re a start-up, let your copywriter read your business plan. Most of us are happy to sign NDAs, and reading your plan will help us see your business as a real entity.

I promise you, if you give your copywriter all the information above, you’ll get a better result. The more we understand your business, and why you’re excited about it, the easier it is for us to make your prospective customers excited too.