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Using Copywriters to Maximize Your Impact
The right words are important
We believe that the most beautiful design is only as good as
the message it carries. Many organizations try to economize by handling
copywriting in-house. After all, who knows your cause and your audience
better than you do? You and your staff have probably delivered speeches
and written articles and reports about your work dozens of times. Surprisingly,
however, this may not be the most effective or even the least expensive
solution.
A talented copywriter can:
• Capture the essence of your message
in new, fresh ways
• Strip away jargon to create an audience-focused
message
• Work on deadline and avoid bottlenecks
• Allow you to focus on other pressing
priorities
How to guarantee good outcomes
• Works on deadline to meet
your communication needs
• Develops headlines that capture readers’
attention
• Strips away jargon to create a customer-focused
message
• Condenses your message for readability
and sales impact
How to Get the Most from Your Copy
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Ask for referrals from your creative team and other
colleagues. Review samples of writing they have done for other organizations
and causes. |
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Clarify in your contract what you will receive for your money. Typically,
a copywriter’s fee includes a first draft, a round of major
revisions and a round of minor edits. Do you need interviews? Issue
research? Put all your expectations into a written request for costs
so that you will receive an accurate, comprehensive estimate. |
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Be prepared to review the fine points of your audience, competitive
environment, etc. with your writer as you start the contract. It will
save time later on and will make sure the writer is on the right track
from the beginning. |
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Review the copy draft in “raw” form—as a word
document—before it is incorporated into any visual design. Providing
final, edited text to your creative team will avoid costly alteration
time at the design stage. |
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Give specific feedback on content, but don’t try to edit the
draft yourself. Let your writer do the work they were hired to do. |
Most of all, enjoy the process.
Give your writer a clear vision of what you most need to accomplish. Then
let them work their magic.
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More tips on purchasing creative services. >
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