To get the best work from a copywriter, you need to give them the right tools and clear direction. When starting any job, here are the five things that are critical for you to supply:
1. Your Goals. Your goals may be obvious to you, but don’t assume that they’re obvious to your copywriter. Are you trying to get new customers? Sell more to existing customers? Grow your mailing list? Make sure your copywriter knows exactly what you’re trying to accomplish.
2. Your Market. Are you speaking to experienced gardeners, or newbies? Urban gardeners, or rural? Males or females? A clear understanding of the market you’re addressing is critical.
3. Product Information. Don’t worry about giving your copywriter too much information. Marketing materials, testimonials, photos, product samples, and competitive information all help your writer do the best job possible.
4. Common Objections. Assuming your writer is working on a sales piece, let them know what objections to buying are most common, and how you overcome them.
5. Competition. Let your writer know who your biggest competitors are, and how your company compares. That perspective will help them differentiate your company persuasively.
Providing copious background information and clear direction almost always yields better results than sending your writer a rough draft for them to clean up. With the right tools at their disposal, a good writer can become a valuable marketing partner who can help you craft a compelling sales message that gets results.