5 Tips for Working with Copywriters
Posted by Beth Hrusch on Tue, Jun 01, 2010
We're not that hard to get along with-- really!
Not long ago, I worked with a client who was very nice, very pleasant, knew a little bit about content marketing and SEO. Things were going well until I realized that this person really didn't know what they wanted. In the end, after going back and forth with the direction of the content, the client was forced to admit that it just wasn't working out.
I have to say, I agreed. But perhaps not for the same reason that the client thought it wasn't working. Sometimes, it helps to have a clear plan before you outsource your site copy. If you are thinking of having an SEO copywriter create content for you, here are some helpful tips for working with him or her, so that you have a better chance of getting what you want:
1. Include your site address in any inquiries. When approaching a copywriter about doing work for you, make sure you give them the opportunity to check out your site before the initial contact, so they can see what you currently have in the way of copy, how it can be improved, etc.
2. Plan on an initial phone call. It may seem easier to just gather quotes and information through email, but a phone call usually accomplishes much more. During a call, a copywriter and client can brainstorm, and goals become clearer.
3. Make expectations clear. Both parties should know what is expected of each other. This applies to everything from content goals to what the charges are. There should be no unpleasant surprises about billing, and no guarantees made about results. Discuss your challenges with potential writers so they can decide if your expectations are within the scope of their expertise.
4. Ask for writing samples. A copywriting firm will try to match you up to the writer who will best suit you. Get samples from different writers, if possible. It will help you see the differences in quality and style that set a $10 page apart from a $100 page. It will also go a long way to ensuring that you're happy with the content as you go along.
5. Quality isn't cheap. Many clients don't connect higher fees to quality, and the fact is that, sometimes, your copywriter has to research the topic in order to give you quality work. It's best if you don't ask copywriters to reduce their fees while still expecting them to put the time in. Vague promises of future work in exchange for reduced rates should be avoided. Agree upon all rates before any money exchanges hands or a contract is signed.
Some of this is certainly common sense, and some of it is specific to copywriting,
but all of it is necessary in order to develop a positive relationship. Remember, if you are a business owner looking to market on the Internet, your need for content will almost certainly be ongoing. Wouldn't it be great to have a go-to copywriting service who can handle your content needs now and in the future?
Nurture that relationship, communicate clearly, and you will soon be able to leave the whole thing in capable hands. And get back to doing what you do best-- running your business.