The great ads that you read on the billboards that you see on your way to work often resonate with you, even if it’s just to let your coworkers know that KFC has a new burger meal. The words that connected and engaged with you are known as copy.
Copy can take on many forms including emails, digital marketing, social media, and print ads. It also isn’t always an advertisement but rather a showcasing of a company, its goals and values, and what they have to offer in terms of value.
As a copywriter, and one of the many talented team members of TMG Global, I understand firsthand the importance of good communication, clear expectations, and a mutual understanding of goals and objectives when working with clients. If you’re considering hiring a copywriter for your business or personal projects, here are some ways to approach the process from the copywriter's perspective.
Before reaching out to a copywriter, it's essential to know what you want to achieve with your content. Are you looking to increase sales, generate leads, or simply provide informative and engaging content for your audience? It's also important to have a clear understanding of who your target audience is and what their needs and interests are. This information will help the copywriter tailor their approach to meet your specific goals and target audience.
Here are some ways that may help you to understand your goals and audience:
Market research can be conducted using tools such as surveys, focus groups, and online analytics. This will help you to collect and analyze data about your audience. You’ll now better understand your target market’s needs, behaviour, and preferences.
This will also explain the pain points that your target audience may have as well as their buying habits so that you're able to effectively market your unique solution to them.
Brand voice is the unique and consistent expression of a brand's personality, values, and style through its communication channels. This will help the copywriter to get an understanding of how you’d like to speak to your audience while maintaining your company’s values and mission. It will also help in creating content that aligns with your brand and engages with your target audience.
To fully realize your goals you need to identify what makes your product or service unique and how it solves the problems that your target audience is facing. This will help you to carefully craft content around your target audience’s needs and values.
By doing extensive research into your competition you’ll be able to better understand the types of content that’s resonating with your target audience. It’ll also provide insight into the gaps in the market that your company could fill. This will allow you to create content that is different from your competition and will make sure that your brand stands out when compared to your competition.
Once you have clear and defined goals, you’ll be able to communicate more easily with your copywriter. You’ll have the bigger picture of how you’d like your content to be created and this will allow your copywriter to create a unique strategy to make sure that you’re meeting your goals.
When communicating with a copywriter, be as specific as possible about your needs and expectations. Do you need a one-time project, ongoing content creation, or something in between? Are you looking for blog posts, website copy, email newsletters, or social media content? The more information you can provide, the better the copywriter can understand your needs and deliver the right type of content for your business.
Setting clear schedules and a strategy that puts together all of the very specific pieces of copy your company needs will also allow for a more cohesive bigger picture. When you’re specific with your company’s needs, you’ll be able to have a distinct brand voice that your target audience will come to recognize and resonate with.
If you have specific examples of content that you like or dislike, be sure to share them with the copywriter. This can help guide their approach and ensure that the content they deliver meets your expectations. Similarly, if you receive a draft or sample of content, be sure to provide constructive feedback. A good copywriter will welcome feedback and work with you to ensure that the content meets your needs.
While it's important to provide guidance and feedback, it's also important to trust the copywriter's expertise. A good copywriter will have experience and knowledge of what works and what doesn't when it comes to creating effective copy. Be open to their suggestions and recommendations, as they may have insights that you hadn't considered.
To get a good feel for the type of work a copywriter does, you may want to ask for an audit of your existing content. This can help you to understand the current content you have as well as how you could improve your content. TMG Global offers a free content audit, with no strings attached. Contact us today for an in-depth analysis to see how your content can start flourishing.
Finally, it's important to establish clear timelines and expectations for a project. This includes deadlines for deliverables, communication expectations, and any other relevant details. Having a clear understanding of what to expect can help ensure a smooth and successful collaboration between you and the copywriter.
Approaching the copywriting industry as a customer may seem intimidating at first as copy seems like a broad topic. However, with clear communication, having your specific needs and goals, providing constructive feedback, trusting in the copywriter's expertise, and establishing timelines and expectations, you’ll be on your way to connecting with your target audience in no time.
At TMG Global we have a team of diverse and highly-skilled copywriters waiting to craft compelling copy for your business. To find the right copywriter for your business and create effective content that resonates with your audience contact TMG Global today.
