'I've never worked with a copywriter...'

This sentence is no stranger to my inbox. This isn't a post about copywriting taking the world by storm, it's about effectively managing the reservations and preconceptions many have about working with a copywriter.

What do you need from me?

I get asked this a lot. Many potential clients aren't sure how this copy fandango works or what level of knowledge they need to possess.

A full brief is a rare thing these days, even the most experienced agencies or clients struggle to produce a proper brief. If a client is new to the copywriter thing, they should be encouraged to learn the importance of a full brief. I often work alongside clients in producing this. Through a series of brand, tone and company history questions we get to the heart of the project together. This aligns our aims and builds some trust.

Keep things simple as this point, ask them about the nature of the project, proposed timelines, a little about their content history and then, if it floats your boat, arrange a more detailed chat. Be sure to not overwhelm and try to keep them in-tune with the true goal of their project.

Are you the right copywriter for me?

If a new client is unsure of the copy process there is a good chance that they don't know their copywriter options. Yep, there's more than one type. The worst thing you can do is take on a job that doesn't fit your skill set, you waste everyone's time. If their only aim is to pop up on the first page of Google, I'd be inclined to send them elsewhere, not before imparting some valuable advice. It's a case of speciality and personality. For instance, I work with a lot of start-ups as I love the high levels of collaboration but this isn't for everyone.

How much will it cost me?

It's a meaty subject and not one I want to go into a heap of detail about. Your rates are your rates so charge as you please but with copywriter first timers, I find it beneficial and educational to break down my process and give my quote some context. If it's too much for them, that's ok but at least they now know a little more about the intricate process of creating copy. Offering a simple quote is not only bad practice, as far as I'm concerned, but it also leaves you open to a host of questions later on down the line. Get this clear from the off, for yourself as much as for the client.

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.

Freelance working hours.

When you decide to go freelance you accept that your working life will be in a state of flux. Some see this as a good thing, others struggle. I went from being in a structured 9-5 to working as and when I please. It wasn't the concept of freedom or motivation I struggled with, it was the pressure I put on myself. Over the years I learnt to embrace the madness and my own personal ways of working, whether they be good or bad.

Quality isn't dictated by Time spent.

I've always believed this but when you are freelance this becomes more prevalent. The hours you work, the total figure, becomes less important, it's what you actually achieve that matters. That may not be a finalised body of copy, it may be a successful or unsuccessful brainstorm.

Freelancers find it hard to turn off, this can be due to the unconventional hours obviously. The closer you work to your bedtime, the more your head will be swimming, but there is a happy medium. I work with clients in this country and overseas, time difference plays a big part in my working routine, but I also find I work better at night. I need to be available during the day for my UK clients, and I can work fine and dandy during the day, but maybe it's the fact there is less distractions at 1am that drives me on.

Define distraction & embrace procrastination.

You will get distracted and you will procrastinate. It's a fact. If you're getting bored and drifting away at the office, leave the office. Work at home, in a coffee shop or simply go for a walk. If you aren't getting work done then make the most productive decision and stop. When I get distracted my mind takes care of things itself. It mulls away, quietly considering while you scout Reddit or Facebook. These are often the moments I get the 'Eureka' moment. Give yourself time to procrastinate, do the dishes, read a magazine, I promise the answer will come when you least expect it.

Productivity isn't measure by results.

Like I said before, the hours totalled is no indication of quality. Being productive is as much about the process as the end result. If you have an afternoon of shit ideas you've still had ideas, and you've got all the crap out of your system. This isn't wasted time, it's ridiculously valuable to your problem solving process. Don't be harsh on yourself.

Balance.

You have to sleep. There's nothing worse than going back to a project or page you feel you've stared at for 2 days straight. I'm not opposed to good nap, the best kind of procrastination. Some people see the joy in seeing the end of day in sight, I don't so much. I like what I do and I like being good at it, I can't be on the ball and hit deadlines if I'm never away from my machine. Perspective does wonders.

Being a good freelancer means embracing the working life you choose for yourself. Motivation is half the battle. If you know yourself and what works for you, you're laughing.

Company for a lonely copywriter...

I have moved. Last week I took up residence at the Papertank office in Southblock, Glasgow. Got myself a nice wee desk space among some design/development pals of mine and it's nice to have some chat.

I've always loved working for myself and had little trouble concentrating. My clients are scattered all over the shop so working from home always made sense, late nights, different time zones and all that, but I did miss having someone to talk through ideas with. Not just in a copywriting sense but in a creative context.

So much of my work is the idea. Working in isolation definitely generates a different process and outlook, sometimes good and sometimes not. Having the option of a sounding board is a welcome change.

In other news, I've got a pretty mixed bag of projects on at the moment. I'm chuffed at the level of collaboration each have, with clients appreciating the importance that the voice and language of a brand plays. I'm hoping to create a series of blogs around collaboration, and its differing types and processes.

For now, back to work....