How to Get the MOST out of Your Copywriter by Emily McGregor
{this post is brought to you by Emily McGregor, one of our fabulous copywriters here at Your Hot Copy!}
Alright, so you're ready to invest in some snazzy copy to beef up your website and sell your products like gangbusters.Woo! Get it, girl.How you present your biz through words is 100% the difference between ‘GIVE ME ALL YOU GOT' and ‘NOT FEELIN' IT, BYE.' So yes, it's a fantastic idea to hire a professional. (And I'm not just saying this because I am said professional)BUT, after working with hundreds of clients I have to say, some clients milk me to my fullest capacity, and some honestly don't. And it all comes down to knowing HOW to work with a writer.I probably have 100+ tips I could tell you, but I don't gotz time to write a novel today. I'm gonna give you the 5 big ones, so you don't leave any milk in your copywriter cow. (Did I just call myself a cow? Man, some metaphors get out of hand...)Anyway...Let’s do this!
#1 - BE READY FOR A COPYWRITER
So this is a big one (hence it’s first). The truth is, you might not be ready for a copywriter.At least not yet.For example: Say you want sales pages but haven't FULLY decided on your program deets and are always changing what you want while I write...then I'm spending my time chasing your changes instead of polishing your message!Or if you want an email funnel but aren't quite sure WHY you’re doing it in the first place, then I’m not going to be able to get as specific or deep with my copy.Now, that's not to say you have to have EVERYTHING figured out. If you want some feedback or advice, I got you, girl. BUT just know the less you have prepared, the more time I'm spending on logistics instead of getting to the good stuff with your copy. It's just science.So basically get your shiz together before we chat. Know WHAT you want me to write and WHY you want me to write it. Answer those and we’re probably good to go!
#2 - KNOW YOURSELF
Now, not to brag, but I'm a little bit of a shift-shaper. I can craft my verbiage to sound like literally anyone (including you!) But sometimes that takes some reading between the lines. What we THINK we want to sound like and what we actually SHOULD or DO sound like can be very different things. (Totes guilty!)My goal is always write in your AUTHENTIC voice.So, to help me out a lil' I ask that you do some exploration in your ideal tone.Sassy? Inspirational? Quirky? Silly? Authoritative? Blue? (Please don't tell me ‘blue.')One way to do this is to look at other brands and websites you like and examine WHY you like them and IF a similar tone fits with YOU and your BRAND.Don't try and squeeze another person's voice onto yours. Chances are, it's not going to feel right, and we're going to be doing a TON of rewrites. I can help with this discovery, BUT the process will go SO much smoother if you know yourself first.
#3 - SHAPE SHIFTER NOT MIND READER
As I said, I can be a shapeshifter. But unfortunately, I’m not a mind reader. I know, bummer.If you want something in your copy, you have to TELL ME. I know this sounds totally obvs, but I can't tell you how many times clients have only given me 50% of the info I need and then expect 100% of it to be there on the page.Remember: ALL I know about your products and your goals is what YOU tell me.So lay the deets on me, yo! You'll be happier, I'll be happier, and having all that shiz figured out goes back to my point in #1!
#4 - GIVE FEEDBACK PROMPTLY
Now, this isn't JUST about meeting deadlines. (Although that's totes important!)When I take on a client, I absorb myself in their voice and world. I embrace what you're selling, your message, and what you're all about. I live in your shoes for a little while.But, if you take too long to give me your notes, I will have probably moved on to another project, and it'll be just that much harder to get back into the flow.So help a sista out! When you hire a copywriter know you need to be around to give some notes (it takes more time than you THINK!) and give them in a couple of days after delivery so I can stay in your brain! (Too creepy?)
#5 - GIVE KILLER (AND KIND) NOTES
Alright, so honestly we should probably do a blog post DEVOTED to this subject, or potentially a whole encyclopedia.But the main thing with notes is to be SPECIFIC.Bad note: “Um, this whole section doesn't click with me. Change it.”Good note: "This paragraph felt a little off-tone. I think it was the usage of words like ‘drop' and ‘fight.' These words felt very negative to me. I want this to feel warm and inviting."Specificity lets me know exactly where the problem is and allows me to give you more precisely what you want! Because at the end of the day I WANT YOU TO BE HAPPY. HELP ME HELP YOU BE HAPPY!Also, telling me what you LIKE is helpful too. Not just for the compliments (although compliments don't hurt! We're not robots...yet) but it helps me shape my re-writes in a way that captures what you want. It also helps me narrow in on your voice and tastes so the next time we work together; we'll knock it outta the park the first time around!Think of copy like a dart board. Your notes will help guide me to that bullseye!So be specific and be kind!I know writing can seem like this mysterious, magical process. And it is. But we’re also just folks doing what we do best. And as with anyone you work with, knowing HOW to communicate will help you get the BEST work possible.Drop. The. Mic.
