The Value of a Copywriter.
Collaboration is one of the hottest buzzwords out there. Usually more of a selling point than actual ethos, it is one of those terms that evokes pure creativity. Aye, creativity is a huge part of collaboration but there is so much more to this than concepts and end results.
Generally speaking, collaboration and copywriting are not overly familiar bedfellows. I'm not really talking about the classic art director / copywriter pairing, but more the client / copywriter relationship. Obviously all projects and clients differ. Some are more savvy and understand the value that a copywriter can bring to a project, while other simply expect the brief to draft to invoice treatment.
You don't know it all.
Not all projects require collaboration or new ideas, personally I believe the second you bring on a professional you should be open to a re-education and discussion, but for many it's a 'me client, you worker' type of affair.
Whether a blog post, website copy or marketing materials, there are so many common factors that have the ability to redefine the initial brief. Elements such as tone, language and SEO are but the tip of the iceberg.
Copy needs to perform. It has to tick the emotional and functional boxes, all the while being as appealing, on-tone and effective as possible. The best thing a copywriter can do to enhance or introduce an aspect of collaboration is to make this clear to a client. Yes you can do wonderful things with the right words but there is a limit. Expectations are key for both parties so set them early on.
Love feedback & criticism.
Factoring multiple drafts and feedback sessions into your copy schedule is a must. Copy is only as good as the feedback that gets it there so there needs to be back and forth to get the job done. Positive and negative feedback is integral to the process, creating a dialogue of criticism and mutual understanding will work wonders.
Clients that work this way are gifted with a new perspective and wider scope for possibility. Copywriters are strategists, writers and curators as much as creatives. It isn't a case of being an idea factory, it is about knowing how to develop relevant, functional ones that please both client and audience.
Collaboration is as much about sharing expertise as generation and development. With every new project I learn more about a specific industry or sector while building a long term relationship. I'd like to hope that with my help my clients prioritise a Content First ethos, an approach that demands they understand the role of tone, structure and language.