Your guide to getting the most out of your copywriter - step 1

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.

What works? What doesn't? How can you get the best results from your copywriter – and thoroughly enjoy the whole process? Over the coming months, we'll discuss the steps you can take to make your copywriter your company's best ally:

Briefing • Budget • Process • Wrap-up

In the first article of the series, we talk about the all-important...

Briefing

This is the part where you tell the copywriter everything he or she needs to know about the project. And we mean everything. You'll have a lot to say and your writer will have a lot to ask. So make sure you carve out enough time for the briefing. It will save you a lot of time in the long run.

Top tip: Type up a briefing for your copywriter, and use the meeting time to go through it.

Face to face?
When you start working with a copywriter, meet him or her in person so you can really get to know each other. You'll both get a sense of how the other works, thinks, and communicates. For copywriters, it's very helpful to meet the people who work at your office and experience your company culture first-hand.
Once you know each other well, phone briefings will probably suffice for small-scale projects. But remember that most brainstorming sessions and kick-offs for major communication projects work best face to face.

Tone of voice
Tell your copywriter how casual or formal you want to appear. Better yet, show it. If you have samples of text that you feel really captures your company vibe (whether it's yours or a competitor's) – bring it along and give it to your copywriter.

A good copywriter will keep a style guide for every company they work for to ensure consistent tone across all your materials. Help them by telling them any words you prefer (for example, do you use client or customer?).

Key messages
This is an essential part of the briefing.

• What do you want to convey to your audience? 
• What exactly sets you apart? (Remember: the U in USP stands for unique.)
• What precise benefits do you offer?

If you don't have this information before the meeting, don't worry. A good copywriter will ask you questions – lots of them – to help you find your story. If you're starting a major project like a website or corporate brochure, consider scheduling some workshops with your copywriter and some key decision makers so everyone is on board with your key messages.

Expect a grand inquisition. Questions are likely to include:

• What is your objective?
• Who is your target market and what is it interested in?
• Who are your competitors and what are their claims?
• What are the key facts you want to convey?
• What do you promise to deliver to your customer? How will you help them?
• Are there any branding issues to keep in mind? (Does your company have a guide you have to follow?)
• Calls to action: what do you want the reader to do after reading your text?

Be ready with answers.

Top tip: Leave a paper trail. Quick phone exchanges are easily forgotten, so we suggest writing down all important project information to keep everyone on the same page. If you want, ask your copywriter to send you questions in advance so you can prepare. Get your answers down on paper so you can be sure your writer gets it right.

Talk, talk, talk
Sometimes, you might think it's better to simplify the information for your copywriter. But chances are, your copywriter will benefit from the big picture. Tell you copywriter about the background, related projects or stories, and anything else that might help contextualize your message.

Top tip: Remember that you probably know more than just about everyone in the world about your company and what you want to say. Think about what you would have liked to have people explain to you when you joined your company, and tell that to your copywriter.

Stay tuned for the second step in the process - budgeting.

Related articles:
The final steps for getting the most out of your copywriter: writing process and wrap up
The next step for making your writer your best ally: great budgeting