There are two ways to write copy. You can sit down and write, which is pretty much like firing buckshot into a dark hall and hoping it’ll hit a randomly placed pin. Or you can take the long road, which is more akin to using a pool cue in a very bright hall, just a few inches away of said unlucky pin. In this post we take a look at the long road, and admire the abundance of associated behind-the-scenes scenery that starts with the initial brief, all the way to delivering the final version of copy.
1. The job comes in
Sometimes it’s a phone call, and sometimes an email. Both usually start off with a general project description to the effect of "We’re having our website redesigned, and we need some new copy.
Alright. You can do new copy, no problem. However, since many business owners have never worked with copywriters in the past, they may not have an idea of how many pages they need, or what they want to say on these pages. They’ll ask for input based on your experience.
If there’s a designer working on the website at the same time, it’s always a good idea to get in touch and create a close working relationship to ensure that you’re on the same page at all times (no pun intended).
2. Research
By far the most important part of copywriting, and sometimes the most time consuming, is research. Clients often have a hard time putting into words who they’re selling to; it’s up to the copywriter to get in touch with the right people – usually those in the sales and customer service departments – to get a description of the audiences, and find out what they look for in the different products or services.
At the same time it’s necessary to study the products or services in detail – both in general, and from the company’s point of view. Most companies have a set way of doing things, and it’s best to ensure that the copy reflects this modus operandi to ensure some measure of transparency.
Still with research – more specifically, competitor research. Who is the competition? What are they saying? Does what the customer service and sales guys told you reflect what the competition is saying? If not, it’ll be relatively easy to give the competition a run for their money. However if the competition stole the words out of your mouth, so to speak, more digging is required.
Sometimes clients will also require SEO keywords to be researched. For solo freelance copywriters who can’t delegate this task to someone else, it can be a tedious exercise; not only do you have to find the keywords used by audiences willing to invest in the products or services of your client, but it’s necessary to keep an eye on the competition here too – did they miss a keyword? Have the trends changed? It could be the difference between moderate sales, and great sales (and a good rep for the you as copywriter).
3. Copywriting
At last it’s time to get down to the actual reason the client got in touch – the writing part of your copywriting services. All the legwork has been done, and it’s time to get those ideas, snappy headlines, and copy concepts down on paper.
Using the results gained from the research it’s easier to write good copy. But it still takes time to write the first draft, and then to revise that draft until it’s ‘good!’ Savvy copywriters know to leave a piece for a few days to simmer. This allows distance to grow between the writer and his or her work, which affords greater objectivity when the copy is read one last time. If any editing is needed, it’s done there and then, and finally sent off to the client.
This is not meant to be a comprehensive view of what happens with a copywriting assignment, since the services required by clients are often as unique as the clients themselves. But, if you’re an aspiring copywriter, it should give you a good idea of what to expect and what to do.
If you have any questions related to copywriting services, post them in the comments below, and we’ll get them answered