Copywriters may not be the most obvious people in the world; they are frequently hidden behind computer screens, books, and their own brainstorming sessions. So, when their clients get something they read and realize they didn’t want, it’s easy for the client to totally overlook the (real) chance that some of the fault could be a lack of direction from said client.
How NOT To Screw Up Your Order For The Copywriter
Surprise, surprise! It’s not always the copywriters’ fault. In all honesty, most clients (especially those just hiring a copywriter) just aren’t sure how to work with their copywriter. They have questions but don’t know how to approach or ask them. They aren’t perfect people, and they may mess up when they order. And when that happens, its not your copywriter’s fault – it’s YOUR fault for erroneous directives. Let’s see how you as a copywriting client can avoid these pitfalls, shall we? It’ll make for a happier writer and an end product you’re happy to get.
Problem Clients in Copywriting
There are some clients who are just difficult. Plain and simple. They change their minds, demand the unattainable, and don’t treat their writers with respect. This is rarely the case but without proper communication, the writer can feel as though every new client is one of these impossible clients.
Using their verbal communication skills can be difficult for writers because they are accustomed to writing. But as a writer, it is a great idea to communicate via email and chat platforms. According to Francesca Nicasio at MenWithPens.ca, being up front both with clients and writers can be the best way to preserve a future relationship.
As a writer, if you have a client that seems too hard to please, there is nothing wrong with stepping out of the project. Better to back out than to string the client along and give them false hope about what you can deliver for them. For the most part, clients make simple mistakes that can be worked through and there is no reason not talk to them in hopes of producing an amazing product. Here are five common problems copywriters run up against:
1) They Forgot Something. This is the #1 BIGGEST problem.
They forgot to specify a word count, they forgot to tell you to skip that keyword in the list, they forgot to give you a specific topic, they forgot to give you that resource to link to and talk about, they forgot to give you the right model name for the product description. The best way to get over this obstacle is to recap all the order details with them at least once before you start working.
2) They Don’t Know What They Want.
This is the #2 biggest problem, and in some cases, it wins the big blue ribbon for first place. They only know what they want when they get the work back. That’s right…after you’ve done all that labor, they finally realize what they want. The worst part? It’s not your deliverable. The way to avoid this is by scheduling an interview with the client, with their writer or project coordinator to go over their ideas for writing and hammer out an outline, and then send the outline to them after polishing it up post-phone call. DON’T start copywriting without approval on the outline.
3) Defining The Specifics Can Get Gritty, But Shouldn’t.
It doesn’t have to. Note to Clients: Keep the instructions and input simple—as LONG as it is what you want. We got a 30 -tab Excel instruction sheet for a set of 10 binary options articles. The results? Everything had to be revised—and it still wasn’t what they wanted. Expecting that your writer should be able to use adjectives, pronouns and adverbs that you want—and only those—is a little too much to ask. Giving elbow room and trusting your writer for creativity is much more of a vehicle to achieve an inspired, original, and readable article.
4) They Don’t Trust the Writer.
They think they know grammar better than the writer. “I KNOW there should be a comma there…my GRANDMA always told me so!” You actually might be wrong, if you’re not in the copywriting industry 24/7 like your writer is. Trust your writer to be up on the rules in the grammar world. If you see an obviously misspelled word, that’s another story, but when it comes to the minute details of grammar try to trust your writer.
5) They Get Impatient On A Deadline.
Once you give a deadline to a writer, one of the worst things you can do to that writer is come back and say you want it sooner. Tight deadlines is the #1 enemy of an accomplished, talented writer. Rushed work can transform an eloquent Shakespearean author into a non-native sounding writer. It’s true. Think about it yourself: could you write that 10 article order in 24 hours? Try not to push your writer too much. If quality is your desired outcome, place that above a turnaround time.
Every profession will have its own share of problems, and copywriting is certainly no exception. The good thing about this market is that writers have an ability to communicate, even if they are stronger via email, it is still within their grasp to solve problems and work with clients. As a client, you have the ability to create outstanding content by avoiding these mistakes. Admitting when you’re wrong is the adult thing to do and should be part of the team effort made by both sides.