Passing your website or brochure copy over to a copywriter may be a great weight off your mind, but it’s important to make sure they have all the information they need. After all, you want content that will put your competition firmly in the shade.
A copywriter needs to understand you, your product or service, your audience and your customers’ motivations. As I like to say, your copywriter should feel like they are “sitting in your chair” so their content resonates with you and your market. To do this, they need to drill down to the crucial details by asking you the right questions.
Questions that define your business
- Company background: How did you get started? What is your company philosophy? Describe the personality of your business in five words or fewer.
- What aspects of your business are you most proud of?
- Value proposition: A great question is, “Provide me with five descriptive words that define the values you’d like me to convey about your company.”
- What is your unique selling point? (Yes, I hate the overuse of that term but sometimes you can’t avoid it). How are you different? What makes you special?
- Testimonials: Do you have any quotes or testimonials from clients?
- Existing marketing material: Your copywriter will need to know whether you are looking for content that complements your current marketing or whether you want something radically different.
- What industry memberships, certifications or awards do you have? These demonstrate your expertise.
Questions that define your product, service or project
- What benefits do your customers get from your products?
- What questions do new customers frequently ask?
- What is the typical process you go through with a customer?
Questions that define your industry and competition
- Competitors and industry bodies: Give me a feel for the market/industry you work in. Who are your major competitors, and how is your company different?
- What are the alternatives to your product or service?
- Why do your customers choose you over the competition?
Questions that define your customers
- Who are your customers? Do you have a customer persona? What are your customers primarily interested in?
- Customer pain points: What keeps your clients awake at 2am? What influences their decision to buy? What are the most important problems facing this audience?
- Barriers to purchase: What makes it difficult to decide/buy?
- Can I talk to your customers?
General questions
- Objectives: What do you need this piece or writing to achieve?
- What tone is appropriate for this copy?
- Must haves: Is there anything you specifically want on the page?
- Must not haves: Is there anything you really don’t want mentioned?
- What do you want your audience to do after reading this?
- Deadlines: When do you need the final draft?
- Constraints: Are there any constraints, such as word count or design?
- Keywords: What keywords do you want included? If you don’t know your keywords, do you want me to help research them?
This is a long list and, of course, you won’t be asked each one. It does give you a flavour, however, of the research needed to create copy that will knock your socks off … or at least make you feel you’ve made a shrewd investment!
Invest in a copywriter who will make a real difference to your bottom line by contacting us at Editing Edge today.
Related reading: 9 questions to ask when choosing your copywriter
