Care and feeding of a copywriter

Dane Cook does a great bit about his days working the drive-through window at BK. One customer who really drove him crazy was the “soft talker.” She – it was usually a she – would talk into the speaker so softly that the conversation would sound something like this:   

Cheeseburger…pssst….pickles…iccce…pssst…how much?

Hard to have it your way when the guy in the window can’t understand what “your way” is.

This carries over to lots of other services you request, including copywriting. Although none of my clients order their copy at a take-out window, disconnects can and do happen. So let me save you some time and aggravation and give you a few pointers.

Don’t censor yourself
When you use an automatic bread maker you just dump in all the ingredients and start the machine. Within a few hours the air is filled with the yeasty aroma of bread baking. Think of your copywriter the same way. Don’t try to say everything exactly the way you want it to sound. The copywriter is only expecting the ingredients – raw material. Explain things the way you would explain them to a friend. Let the copywriter bake the bread – that’s what you’re paying for.      

Be specific – part I
Everyone wants their copy to be interesting, professional and engaging. I can’t tell you how many people have told me they want their copy to have “pizazz.” One woman’s pizazz is another woman’s too edgy. Instead of saying “I want it to sound trendy,” give some examples of what you like. Websites, magazine articles, even certain words can be helpful.

Expect Revisions
The creative process requires collaboration. It’s rare for even the best copywriter to hit the mark without any tweaking. If the draft doesn’t sound the way you expected, don’t panic – and don’t hold back on constructive feedback. Copywriters are professionals and welcome your input. Just be nice.

I once had a client say, “This is absolutely horrible. Amateurish drivel.” Turned out she didn’t like a headline and a sentence or two. Had a hard time putting her work on the top of the pile after that exchange. Just saying…

Be specific – part 2
“I don’t like it” doesn’t tell the writer anything. Neither does “it doesn’t sound right,” or “it doesn’t have enough pizazz (see ‘Be specific Part I’).” Here are some examples of helpful, guiding feedback:   

“Include more details about the product.”

“Play up our 24-hour delivery service.”

“Take out some of the technical details.”

“Mention that we’re the only business in town that offers this service.”

Note: Please, please do not ask your cousin, nephew and mailman to review your copy. They will likely judge it by everything but its merit as a marketing tool. Trust yourself – and other company leaders if applicable – to recognize what you need.

Think like a customer
Throughout this process, think from your customer’s perspective. Who is he? What does he want to know? What is most likely to appeal to him? Always remember your audience. That’s the perspective your copywriter will take.

Ask questions
If something doesn’t make sense to you, ask the copywriter why she wrote it that way. Any professional should be more than happy to explain her rationale. Chances are good she will help you see her point of view. Then you can either adopt it or explain why it needs to change.