Meeting deadlines, delivering error-free copy, and being flexible are all things you should reasonably expect from your copywriter. But that’s just the baseline of what you should be getting. Selecting just the right verb, using proper punctuation, and avoiding overused cliches are things every professional writer should be able to provide.
The true benefit of using a freelance copywriter goes beyond the proper mechanics of writing and extends into leveraging his or her experience and expertise. To provide you with a truly value-add service, your writer needs to draw from a broader pool of knowledge to create compelling copy that meets your particular needs.
Here are five areas in which your copywriter should possess a high level of skill and experience.
Crafting stimulating content that attracts prospects and drives action is important, but a crucial first step is gathering information. Source material is typically not simply handed out but must be developed from primary sources. Often the writer will have to spend time with subject matter experts to extract relevant information from their vast wealth of knowledge. These SME’s are usually in high demand within their organizations and have limited availability, so the writer has to maximize the time allotted to the interview. That means carefully planning the questions, listening carefully to responses, and being able to pivot from the plan if new and interesting information comes up.
In my past experience as a working journalist, I’ve learned that not only do you need to be asking the right initial and follow up questions, but you must also establish credibility with the subject in order to achieve the best results.
When the copywriter doesn’t have the benefit of mining an SME for input on a topic, he or she will have to conduct research from secondary sources. Google and other online resources makes that a much easier task than it used to be, but the amount of accessible information can sometimes be overwhelming, causing the “can’t see the forest for the trees” syndrome. When doing research, a copywriter must focus on what pertinent information to include, when to pursue new angles that surface, and when to avoid being dragged into a black hole of distraction. It takes a special skill to be able to unearth the valuable nuggets of information from the huge mountain of available data.
When creating thought leadership content, it’s important for a copywriter to understand the underlying strategy of the client. In some cases, this strategy may be inherently understood, but has never been fully articulated. A writer with experience in developing business strategies can be invaluable in helping to state the strategy clearly and succinctly. I just finished a project with a client who was creating a concept map for business planning and being able to share some ideas from my past business experience helped him sharpen the focus of the piece.
Sales and marketing
Many of the pieces your copywriter creates for you are thought leadership pieces – white papers, eBooks, articles, and blog posts. You likely also have a need for website copy, email blasts and landing pages, data sheets, and case studies – good, old fashioned selling. To make that transition and craft effective sales copy, your copywriter should have some working knowledge of the sales and marketing process.
For several years I was responsible for sales and marketing in a global manufacturing and logistics organization. Working with some outstanding sales and marketing executives taught me about the challenges of building a pipeline, nurturing leads, and closing deals. The experience has come in handy on several projects including helping to ghostwrite books on sales and marketing for two separate clients and polishing a sales presentation another client was giving to a major prospect.
Many copywriting pieces require a working knowledge of finance and financial terms. Your copywriter doesn’t have to be a CPA or a financial analyst, but he or she must understand and be able to articulate the basics as it applies to your content. White papers, case studies, and blog posts often need to include a discussion of ROI and how the basic components of income statements and balance sheets affect it. If your business directly relates to finance, such knowledge is crucial. I just finished a corporate overview piece to be used in a presentation seeking a new round of investor financing. The experience from my days as an Executive VP for a venture capitalist-owned company helped me target the piece to what I know investors are looking for in such presentations.
You can’t expect your copywriter to be an expert in every possible business discipline, but working with a writer with broad skills and experience in these important areas can provide you with a valued asset when it comes to collaborating on your content needs.