Hi there all you copywriters. I've been experiencing a constant problem and wondered if you guys are having the same hassle: Sometimes I get my copywriting gigs straight from the client, and sometimes through a third party (web designers). They give me the brief to write the copy and that's just it - it's extremely brief! So you spend a couple of days writing the copy based upon the scant info they gave you. You work it, rework it, polish it, hone it, and then submit it to the client. Then you get the feedback that the copy is great, but . . . That is not exactly the angle we wanted. All along we really wanted to approach it from here or there. or The description of the product isn't correct (it's the description they gave me) - that model is out of date, we have a new model now with extra gadgets and widgets and why didn't you mention all these new features? or We actually intended the page for the teenage and not the middle aged housewife demographic. What I want to know is this: How do you actually manage to extract the info out of the client in the first place, without having to work for hours, submit, then only get the CORRECT perspective and info, and then re-do it all again? Is the problem really that the client doesn't have a clue what they want until they actually see it in the flesh? Is this just an occupational hazard of being a copywriter? Or am I missing something? What do you guys have to say on the subject?
Have a phone conversation with the client about the brief before you start writing. Hopefully you'll be able to get a "flavour" of what he/she/they want.
It is better to talk to them through IM to get what they really wanted you to write. Some of them really don't know the scope of the topic they want and expect something else. If you can ask for the website in which they will be posting the articles, then ask for you to have an idea what the website is all about. In the case like they want you to edit the articles you have already done, you will really have to do it just to maintain good relationship with them. I think that's the part that we, copywriters, are obliged to do if we want our clients to feel satisfied. Hope this helps... Gabe
I have a set list of questions I will ask a client when I'm taking on press release work. These generally give me a great idea of what the client wants, although I will often find myself following up these template questions with more that are specific to the client.
I just ask them up front. If it's a middle man client, sometimes I have them send my questions to the end client, and sometimes they have me contact their client directly.
I have worked as a copywriter for ad agencies for the last 29 years. What works best is having a creative brief - essentially a list of questions that help the clients to gather and articulate their thoughts. You can find some sample creative briefs online by doing a search for 'sample creative briefs' Clients can fill it out on their own or you can take them through it interview-style. This being said, clients still have a knack for changing direction mid-stream. It can be frustrating (unless you're billing by the hour)
I know what you're talking about. They'll give you a few keywords and expect you to know what they want. The best way to avoid this is to ask questions
Something that will greatly help you with your problem from now on is to provide each client with a full-length questionaire which they must fill out with all the info and requests they need before beginning your project. Just assure them it's what you need in order to do the best work you possibly can for them and they'll be happy to fill it out if it means a higher converting salesletter. ;-)
I think marketing123 had provided one of the best solutions in knowing what your client would want: a simple questionnaire.
inforwrangler wrote: Thanks inforwrangler for that good advice. Obviously one would not get the WHOLE picture by doing this, but it would be a better starting point than starting from NOTHING.
Just wondering, how much would it cost to have someone help you write one of those terms or agreement thing say for example a terms of agreement for a forum, or game, not wanting to purchase just wanting the rough range of price? Thanks
You'd want a lawyer for legal agreements like that; not a copywriter. So advice you get here won't help much. You might want to ask people in the legal issues section -- might be some lawyers over there.
inforwrangler wrote: I checked out some creative briefs online as you suggested and this is brilliant. It gives you - and the client - a clear road map to what's needed and where you're going. I'm not saying this is the perfect solution (is there ever?) but it's a very good starting point. Whether the client would be prepared to take the time to fill out the questionnaire is another story. (Web marketers and designers are always in a rush and always need everything yesterday. They like nothing better than firing off cryptic messages in shorthand bursts like a machinegun - hoping some of the info will hit the target ) So let's see what happens.
This may sound stupid, but ask them to write you a letter. Tell your client that they should write a letter telling you why you should buy it. They should atleast be able to give you some decent information. Make sure you tell them to include features and benefits in the letter. That should be enough.
Some great answers here so far! I've found that requiring 50% payment up front does wonders for clarity. It's amazing how much more helpful clients will be if they've already invested some money in the deal. I don't mean this to sound snarky... I really have found from experience that doing this creates an impetus for the client to help you get it right the first time. Lee
Ihrowley wrote: Well said, sir! It's amazing how people are more interested in proceedings when they have invested money in the project.
Asking questions upfront is my first recommendation, but I've seen that a lot of clients don't know what they want until they see what they don't want. Spend just a couple of hours putting together a very rough draft of the copy and send it to the client to review. Let them know that it's rough and far from the finished copy, but you want some feedback before you go further. Do a couple of iterations with this before you get started on this serious work.