WRITE AND WRONG
A NEW SURVEY into the work of the UK’s copywriters has found that 29% are in business after less than one year’s experience and 46% have no relevant training. Nearly one-third are pursuing copywriting as nothing more than a part-time income supplement. Practiced writers or rank amateurs, their website claims can sound confusingly similar, so beware.
The survey, heralded as the most thorough of its kind, was the online initiative of the Professional Copywriters’ Network, which lists 2,300 scribes in its directory, two-thirds of whom are freelancers.
It is a sector with low barriers to entry. Just about anyone can set up and go, with little or no previous exposure to the craft, armed with laptops and promises – but little else.
For sure, they could be old hands at assembling essays or issuing reports. That doesn’t mean they can absorb and question a brief, create the concept, then execute it in a compelling, precise and economical way.
Best copywriters possess an ability to restate things more simply; will avoid jargon and hyperbole; can find the storyline or angle that resonates best; and will always get to the point, quickly. They are perceptive, precise and persuasive. Most are good listeners and even better at interpreting what they hear, clarifying the obvious.
Leo Burnett, a legend of the advertising world, said: “Make it simple. Make it memorable. Make it inviting. Make it fun to read.” Burnett was named by ‘Time’ magazine as one of the 100 most influential people of the twentieth century.
CONSIDERATIONS
So, when you are seeking to mobilise the skills of a copywriter, what are the more important considerations, in addition to the interactive chemistry between you?
Start with those copywriting websites. You should be able to gauge levels of expertise and attitudes to the job. How well are they selling themselves? if they can’t command self-promotion techniques they won’t be able to sell you, your products or services. And when a site is sullied by spelling or typographical errors, no matter how few, click away.
Copywriting is a foundation stone of marketing. You are looking for someone who can encourage people to do something, be persuaded or take an interest.
There are clear benefits available to you from choosing a writer with experience of your business environment. Nonetheless, someone lacking that specific insight could bring a fresh approach and valuable new thinking, looking in at your world from customers’ viewpoints.
Consider the medium to be used. Press releases and articles are very different from search engine optimisation, for instance. Social content demands contrastive skills to those for technical manuals. Business to business writing is not the same as interacting with consumers.
PORTFOLIO
Check out the writer’s portfolio. Consider the style employed. Peruse the client list. Once you’ve found a possible partner, talk with him or her. Assess the level of interest shown in your requirement. Ask about approaches, processes and typical timeframes. Don’t be afraid to discuss costs and conditions.
A lot will be down to you. It will depend on the quality of information you supply and the brief that you compile. Writers aim to be mind changers but they are not mind readers.
Introduce yourself and the business: thoroughly. Explain what you are and what you are not. Help the writer to understand the project. A detailed copywriting brief can be time consuming but it will be well worth the effort.
In part, your task is to tell the copywriter what you want to say and in what sort of tone. Then, the writer can respond with how best it should be said. If you have a draft that can be worked on and improved, even better. The relationship with your wordsmith will need to be close to be effective, so start as you intend to progress.
There are many reputable, capable, sound of mind copywriters out there. A few (very few) of them can handle just about anything that demands effective words. Others specialise. Settle on the course you want to take, then seek with care and you can expect to be rewarded with productive solutions.
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