Whether you're finally launching that e-commerce startup, or launching a trendy coffee shop in your city, connecting with customers is the name of the game. But how?
That's where a copywriter comes in. Copywriters create the content on your company's web pages. Essentially, they outfit your site with all the necessary information for prospective customers.
When you settle on and hire a digital copywriter who you feel can get the job done, it's time to buckle down and start creating some engaging content.
But before letting your copywriter get to work on growing your brand, they must know what they're doing. After all, writing good web copy is one thing; making it resonate with your target audience is another.
Here are some questions your copywriter should be asking you before the work begins.
Do You Have a Brand Style Guide?
No matter the size of your company or brand, there should be an easy way to nail down your brand voice. How does your brand appear to outside viewers and visitors?
This should be the number one question your copywriter should be asking you, well before content creation begins.
Ensuring that the copywriting process involves your brand's tone, personality, and voice. A copywriter could surely craft up some content in general, but you want your advertising and marketing to hit all of the marks. Especially in relation to search engine optimization efforts.
When your hired copywriter asks for a brand guide, this is your chance to lay everything out in easy-to-understand terms. Ask yourself these questions when crafting the perfect brand guide to share with your copywriter.
- What is your brand's mission?
- What are five adjectives to describe your brand's personality?
- What is your brand story?
- Who is your target demographic?
This last point leads to another vital question a copywriter should be asking you.
Who Is Your Target Audience?
Perhaps the most critical aspect of advertising and marketing, knowing your target audience sets the tempo for your campaigns.
As such, your hired copywriter should be focusing on your target audience. After all, the copywriter's content needs to speak to these customers.
In short, your copywriter needs to appeal to the right people.
This is another excellent opportunity to tell the copywriter what you need in your web copy. And it gives you a chance to reflect on your customer base.
What demographics do your customers fit into? Are they older? Trendy young professionals? Or are your customers people who love classic movies?
Tell your copywriter all of the pertinent customer information for better advertising and writing results.
What Is the Primary Goal of the Project?
While a copywriter can blindly move forward, writing good blog content and crafting ad copy, it's helpful that you give them a concrete goal.
For example, are you specifically focusing on improving SEO efforts? Are you looking for more business leads?
Either way, level with your copywriters and let them know your overarching goal. This can help them include content that furthers these goals.
For example, if you're solely focused on SEO efforts, have your copywriter do some valuable keyword research to help modify their writing if it's included in their skill set.
Can You Send Over Some Samples That Really Capture Your Voice?
Circling back to your brand style guide, a copywriter should ask you for some recent web copy they can reference. These ideal examples further help the copywriter nail down your brand's voice, tone, and personality.
Got a piece of web copy that you really liked? If it communicates your brand voice, tone, goals, and more, it’s worth sharing with your copywriters. Let them use this writing piece as an invaluable reference in their work.
Can You Give Detailed Feedback on the First Draft?
This is a big one.
No one likes headaches. Preventing them is pretty simple, though. A copywriter will often want to hear back about the quality of their writing, both in terms of overall quality and if it matches up with your brand.
You must keep in contact with your copywriter regarding their web copy, as it could prevent regrets later on. Feedback is key.
If you don't offer any constructive feedback, you could launch your site with something you're not satisfied with. When a writer asks you for feedback, be honest and detailed in your constructive criticism.
What Are Your Brand Mission and Unique Selling Point?
Along with knowing your brand voice, you need to tell your writers about your brand mission and unique selling point (USP).
Regarding the brand mission, what is your brand’s purpose? What are you aiming to achieve with your product or service? Again, successful writing about your brand mission ties into communicating well with your target audience.
In advertising and marketing, your USP is what sets you apart from your competitors. Why should your customer base prefer your product over other, similar products? This is where a copywriter can help you break the mold.
A copywriter can clearly define and execute stark differences between brands and products through good web copy and communication.
The result? The customer fully recognizes why your brand is different, and ultimately, superior.
Whether you snag a freelance copywriter or work long-term with someone, having them ask you these questions communicates experience and skill.
Any copywriters worth their salt will know these concepts intimately and use the answers to help propel your business to success.