The final steps for getting the most out of your copywriter: writing process and wrap up

Through close work with a client base that ranges from fashion to pharma and consumer goods to high-level B2B, our team of copywriters has learned some important lessons about creating the best client-writer relationships. Here are our tips for establishing a great working process.

Briefing • Budget • Writing • Wrap-up

In the final article of the series, we talk about the writing process and the wrap up, the final phase.

Writing process

With the budget in place and your copywriter thoroughly briefed, the writing can begin. The process is as individual as each project, but there are 8 basic steps that help any process flow more smoothly:

1. Make timelines and stick to them…
Every creative project needs a solid project management backbone to run smoothly, and writing is no exception. Together with your copywriter, come up with a timeline for when each draft will be sent and when revisions will come back. If anyone delays the process, you’ll have a clear overview of how this affects the entire schedule.

2. …but be flexible if the process changes
If you decide to make any major changes to the project after it’s begun (adding new content, changing messages, adding extra rounds of revisions, etc.), be ready to adjust the budget and timeline.

3. Track your changes and comment to clarify
Writers love track changes because it helps them understand exactly what’s happening with their text – so please use them. Explanatory comments are great, too. They help your writer follow your train of thought and get to know your company better.

4. Be clear about what you want
Be clear about what you want changed and why. Feel free to suggest ways to phrase something – that’s the whole point of the back-and-forth process. If your copywriter wrote a comment with a question, give enough information to let the writer fix the problem. And remember, sometimes it’s easier to go through changes on the phone or in person.

5. Don’t wait too long to give feedback
The faster you get revisions back to your writer, the easier it will be for him or her to get back into the project. If you can get it back in a few days, great. A week is okay. Wait any longer and your writer will need extra time to get back into the material.

6. Everyone likes a kind word
Copywriters have feelings. So remember to include positive comments in your feedback, too. This also helps your copywriter learn what works for you – and do more of the same next time.

7. Don’t skip the final proofread
A “live proofread” – in layout or online – should already be part of your budget. But many companies choose to skip it last-minute, forgetting what can happen in those last crucial moments. A final proofread will spot any errors: typos made by designers, incorrect line breaks, headlines in the wrong place, etc.

8. No last-minute tweaking
Last-minute adjustments done without the copywriter’s consent are a recipe for disaster. So if you’re going to tweak text, take the time to run it by your writer first. We explain why this matters here.

Top tip: Trust your copywriter. Chances are, he or she has chosen that particular word or phrase for a reason. If you’re in doubt about any of the text, talk to your copywriter first – don’t just make the change yourself and start the presses.

 

---

Wrap-up

You’re all done! You have a wonderful new brochure, ad or web page and you’re pleased as punch. Now it’s time to debrief your writer. Explain what you felt was good or bad about the process so they can do it even better next time.

Post-project etiquette
We all appreciate a word of thanks. So if you were happy with the process and the finished product, drop your writer a line and say so. If you felt anything could be improved next time, share that too.

An artist always gets to see the finished canvas…
Quite often, copywriters don’t get to see their work in layout – which is a bit of a shame, because it really helps the writer see the connection between the text and the visuals and better understand your brand. So take a moment to send the documents either digitally or in final, printed format.

Related articles:
The next step for making your writer your best ally: great budgeting
Your guide to getting the most out of your copywriter - step 1