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.

How to give a copywriter feedback.

I like criticism, I love collaboration, I need feedback. No first draft is perfect, every copywriter needs the client’s input to get the best results possible. Copywriters can have a pretty hefty To Do list when it comes to getting down to a project. Research, tone, style, messaging, appeal and pleasing the client are only a few of my boxes to tick.

As far as I’m concerned, the more feedback the better. Some clients worry about commenting too much others not enough, but here is a few pointers to help give your copywriter the best feedback you can.

Be detailed, be specific.

I need to know what’s good and what’s bad. ‘Reword’ does not help me improve my copy so be sure to highlight words or phrases, explaining what works about them or what really doesn’t. Ideally I would favour the humble phone call. By all means add notes galore to my doc but if there’s a tricky comment to get across then get verbal, it’s so much easier to rectify.

Share ideas or suggestions.

Have you seen an example of the type of copy you’d like? Why do you like this particular piece? It’s important that both parties keep an open mind. Trust in each other’s vision, expertise and ability.

No drip feeding.

Feedback needs to be delivered in one batch. Dribbles of comments here and there is not acceptable. Good copy has a flow to it, a flow that can be disrupted by the slightest change. I like to read all the changes in their entirety and ask questions before starting a redraft.

One person only.

Select one person to communicate your feedback. Going through a list of comments all from different people is a sure fire way to make your copy worse, not better. If more than one person does comment, make sure they review the existing comments as they review the draft. Repetition is likely to confuse, not emphasise.

Ultimately every project and every client is different. Kick things off with a phone call and a brief, be detailed and precise in what you want to achieve and what you can deliver. Feedback is beneficial to the client and the copywriter so anything you can do to keep things clear, swift and easy will result in a better experience for all.

Before you put pen to paper....

With every new project comes a whole new attitude. Some projects make you want to jump right in and get busy, while others take a little longer to get flowing. Regardless of your enthusiasm, I would rarely recommend getting stuck in straight off the bat. We all know the importance of research and planning but there's always more you can do to make sure that your scheduled writing slot goes swimmingly.

Demand a brief.

Yep, it seems like an obvious thing to say but I've lost count of the amount of times I have had to tell clients that I need one, as well as the designer. A brief isn't just an outline of what is needed or expected, it can be a real indicator of the scope and planning your client has done. For copy to be as effective and engaging as possible it has to be relevant, don't start creating copy for an audience that you presume your client has established already.

Do your own research.

Don't take anyone else's word for it, always conduct your own research. A bit of background is a good starting point but research performs more than one function. Yes you will come across ideas as you go, but hints at tone, keywords and existing thoughts are far more useful to me at this stage. Everyone interacts with information differently so undertake your own research your own way.

Create a schedule.

Again, it may seem a tad obvious but scheduling is about more than deadlines and drafts. Figure out how you are going to create and work with your copy. There's no point spending days on research only to be left with a day to draft. Limiting yourself can be effective in focusing your energy towards ideas that aren't fleeting. Round up each section of your schedule with key points or milestones so you can easily get yourself on the right track if you wobble.

A proposal for your eyes only.

Some may see it as a waste of time but I always create a proposal of sorts, whether for me, the client or both. It's pretty much a summary of the money makers. It consists of a project overview, tone of voice run down, key themes / ethos as well as a proposed structure. Not only does it set my mind straight but it makes sure all parties are on the same page.

Drafting is a whole other kettle of fish but if you put in the man hours at these stages, your copy will take shape quicker and be of a better quality. Actual copywriting can takes up but a fraction of your time so get the pre-writing practices down before embarking on the content climb.

Mixed bag.

All is busy on the Distil front. The last few months have been a whirlwind of projects big and small. Before the Distil Series kicks off, soon to be announced, here's a run down of what's been keeping me busy.

First things first, Mr UX has launched. This NYC-based user experience and product design agency are some the nicest chaps I've had the privilege of working with. I created their site copy, and it was a truly collaborative process.

They were refreshingly open to new ideas and suggestions, making copy creation a total pleasure. Paired with their unique style and awesome illustrations, my copy has found a most worthy home.

Along similar lines, I recently worked with Timothy Washington of Interrupt Software. Tim was looking to create copy for his site. Authoritative yet personable was the aim and I think we hit it bang on.

I recently worked with international fashion designer, Neri Karra, on the copy for her Neri Karra Talks site. Neri is a renowned fashion entrepreneur and is famed for her business prowess and creativity. Her NK Talks site, offers a power of programmes and seminars on achieving all you wish to in the world of fashion and business.

That's just a wee look at what's been happening. This month will see the launch of even more new projects, as well as the launch of the first ever Distil Series.

Keep 'em peeled.

Be a mini-expert

I love researching. I'm sure it stems from my love of organising and planning, but going from knowing very little to writing about it with confidence is empowering.

A certain David Ogilvy often preached about the importance of thorough research, especially before putting pen to paper. Obviously he was bang on, but I still enjoy comparing my before and after research ideas.

For a recent project, I visited the pretty amazing MYB Textiles. This place was insane. Beautiful and full of character, I got more of a feel for the place and its history from walking up the corridor than I could ever have got from any book.

It got me thinking about how I research and how the results are reflected in my writing. Not all projects call for such a fun, interesting trip.

When I research there are a few things I need my studies to address. Tone, target audience, SEO and such, are all the obvious factors of consistent copy. I look for my research to spearhead ideas.

The idea of becoming a mini-expert establishes a more focused goal. As an experienced copywriter, I almost subconsciously take on the essential information I need to construct the copy as I read, but it's the aim of specialising in the subject that keeps my research driven.

It's often in the depths of the seemingly unimportant that a real idea forms. That slightly obscure angle, that gives you a new perspective and that brings everything together.

Not all projects enable you to spend hours and hours researching every facet of a product or company, and not all projects need that, but I find the more restricted I am in my research, the more one dimensional my ideas are.

Talking my language.

Last week my very own Distil site was featured in Vandelay Design's '25 Awesome Websites for Unique Businesses'

Complimentary indeed, and a huge nod to designer LiamR, the feature touched on embracing what makes your brand unique and doing all you can to showcase that. I'm totally behind "Being innovative with your brand elements", and telling a story is key to my job and my vision for my site.

What this feature flagged up for me was comments I'd received in the past about my site, and more specifically my own site copy. Being a copywriter it seemed fairly obvious to me that your website, or any online presence for that matter, was your opportunity to say what you want to say in your own way.

In a market of mass, and especially as a freelancer, making a memorable impact is what it's all about. I'd like to note here that I'm not talking about your approach to projects, not every copywriting job calls for punchy, wit-fuelled copy, I'm talking about presenting yourself as a language expert who has the vision and experience to use the tools of your trade the right way - 'The right words in the right order can do great things'.

Many copywriters neglect their own brand voice. This isn't something I'd typically say about a designer and their visual identity. In many cases less is more, and a great portfolio can often speak for itself, however if you have an opportunity to exhibit what makes you memorable then take it.

Clients past and present have commented on how much they loved my own site copy, and it has bagged me several projects. Yes, having a full, diverse portfolio is going to be the deal breaker in most cases, but one thing that makes me smile is when I receive an email with the phrase 'Tip my hat' in the subject title - the sender has adopted my style of writing and is talking to me on a personal level, and hey, that can't hurt.