How to work with a copywriter
In our experience, you get the best results if the client and the copywriter work well together.
What a copywriter can do for you
At Polon, our copywriters can help your marketing team or agency create collateral such as brochures, websites, case studies, award entries, and even content for social media.
Our writing consultants can help your brand team or agency define your organisation’s tone of voice – the verbal part of your brand identity. And we can help you train your team to write in that tone of voice. (We run workshops on this for several of our clients.)
How to brief your copywriter
Most of our work comes from personal recommendations. If someone recommends a writer to you, the easiest way to get things started is to pick up the phone and discuss what you’re looking for. Then, if you think you could work together, they’ll need a brief.
Briefing is all about giving your copywriter the right amount of the right sort of information. We’ve written before about how to brief your copywriter, but it’s worth restating just how important it is to brief effectively. Your copywriter will be relying on what you tell them.
What to expect from a first draft
So, you’ve briefed your copywriter and you’re waiting for their first draft. What should you expect?
When we’re writing a first draft we look to get the basics in place so we can get our client’s feedback on our ideas. Then we refine the copy in the second draft. For example, we might suggest a few different options for a headline and ask the client which one they like best.
How to give useful feedback
To turn a first draft into a polished piece of writing that you’re happy with, your copywriter needs your feedback. Quite simply, you need to tell your copywriter what you like about the first draft and what you’d like them to do differently.
For example, you might say: ‘I love the headlines – I think they work well on the web and capture our tone of voice perfectly. But I think we should make the calls to action more compelling.’
If your feedback is quite straightforward, you could jot it down in an email. If you’ve got some feedback that’s harder to explain, or something you want to exchange ideas about, it’s best to call and talk it through.
If, as a client, you create an effective brief and give useful, constructive feedback, you’ve done all you can to make the copywriting process a success. The rest is down to your copywriter.