Sometimes the copy is just plain boring. Other times it misses the mark. Or, perhaps the most frustrating, is copy that just isn’t quite right for your organization. Regardless, you have copy in hand that you can’t use.
Do-Re-Mi: Setting the Tone
Writing tone is the equivalent of singing tone – in order to sing in key, you have to know the key in which the song is written. For example, a website for a professional services firm most likely requires a very professional tone, while a brochure for a trendy new restaurant targeted to the 18-25 year-old demographic may want a more “funky” feel. The two couldn’t be further apart from each other in tone – but the copywriter doesn’t know that unless they establish that tone upfront.
A good copywriter will know that the best way to create fitting content is to set the stage before they begin writing – and better yet, will ask questions to learn about your target audience, style, and tone.
Back to the Middle and Around Again
So you get your copy and can’t help but feel that you’ve read it before. It’s generalized. It’s familiar. In a word, it’s boring. But your organization is so unique and awesome – how did this happen?
Odds are that your copywriter doesn’t understand your organization. And since you’re having copy written, odds are that the information that would help the writer to understand doesn’t yet exist.
When you assign your copywriter work, set the stage by giving them “orientation” to your organization. What is it that sets you apart from your competitors? What is your unique selling proposition? These are the details that make your organization your organization – and also the details that will help your copywriter write copy that sells.
But beyond that, a quality copywriter can (to butcher a phrase from “American Idol) write an interesting phonebook. It doesn’t matter if you’re launching a new upbeat consumer beverage or a data sourcing business – your copywriter needs to make it interesting. A professional tone doesn’t mean boring – it means less fluff, less funky, and more on-the-beat and to-the-point. That directness can still deliver (and should deliver) interesting information – and a good copywriter knows that.
“Why Are You My Clarity?”
Lyrics aside, the theme here really is clarity. Vague requests never go well – for either of you. Understandably, you’re busy. And you may not really know what you want. But if you take a moment to consider the assignment, you’ll find that you do have a “do’s and don’ts list in your mind.” That said, it isn’t all on the client to deliver the assignment parameters – a good copywriter won’t be afraid to ask questions. Yes, questions may take an extra moment at the outset, but will save you time and frustration in the end.
When content goes flat, there’s usually a reason behind it. In most cases, setting the stage before that pen hits the paper (or the finger strikes the key) will put you on a path to content success. Good content = happy clients = happy copywriters. It’s that easy.
Giving your copywriter information and still getting copy that is just “flat?” This may be one of those, “It’s not me – it’s you,” situations.