copywriting expectations versus reality

I have written countless blogs, articles, guides and case studies that were well received with little or no revisions. As I writer, I cannot deny, they are my favourite kind. Whilst revisions are a natural part of the process, no writer wants to see their copy hacked to bits and covered in red in Tracked Changes. The ideal scenario for both parties is a written home-run.

So, what can be done to give your copy every chance of success?

The common denominator whenever the copy falls short of the mark is the client brief. Or should I say, lack of? The #clientbrief is just a handful of questions that can take your copy from zero to hero. Why? Because you steer the ship. You are the expert and I am the writer. If it is unclear what you want me to communicate, how and to whom, the copy will be some well-penned guesswork.

Many clients like their blogs to be quite down to earth with everything accessible and explained. But on occasion, you may wish to write for an audience of marketing experts (for example) who will not need the minutiae explained. To ‘over’ explain will be a turnoff, a waste of time. An answer to, “who is your target audience and how knowledgeable are they of your company and this topic?” eradicates this issue.

Another important question: “what key information would you like to include?” Just some simple bullet points here ensure that I cover off your expertise and key messages within your copy.

Great copy should have an angle, it should help your audience and make them sit up. No angle, no strategy, no value, usually equates to little visibility or connection which is absolutely not the idea.

Do you outsource regular content to a writer and, if so, do they guide the process for you and write exactly what you want? I am not making false claims of zero revisions. Revisions are natural, certainly during the formative stages of a working relationship. However, as a rule of thumb, an excess of revisions is a sign the process is not structured and presented to you in a simple format. Or, it could be a sign that you are a teeny bit lazy and didn’t complete the brief. No judgement. Well, maybe a little.

Full disclosure, my client brief is here. There are fifteen questions and you may not need to complete them all, but this client brief is valuable for us both – ensuring we really nail your copy.

You may be able to tell, I am a client brief advocate and, in all honesty, you should be too. It removes all of the guesswork and will help you attract clients, boost your followers – whatever your objective is, the client brief helps you to meet it. 

Would you like a competitive quote for a one-off or long-term copywriting or content writing project? Perhaps you like a review of your website including all proof reading, suggestions and improvements to ensure it really communicates your value? You may wish to start encouraging leads and enquiries via digital marketing and blogging. However you wish to drive your business forward, the right copy will help.

The first hour is complementary. You can let me know exactly what your are looking for and see if we are a good 'fit'.

Drop me an email, claire@cpcopywriting.co.uk

Warm regards,
​Claire