There’s a rumbling going on in Marketing Land.
And it has to do with copywriting, copywriters and business owners.
Most copywriters have a genuine desire to help a business owner get results – whether it’s direct sales or engagement with their website visitors.
But business owners are realizing they need something different.
And copywriters are realizing the same thing.
Here’s some common questions that are popping up and my responses:
Q. As a business owner, I need copywriters who can quickly deliver the kind of copy I need (before my window of opportunity closes). Media buys need to happen fast.
You need an efficient onboarding process for your copywriter. I’ve talked about this before, but mostly to my copywriting and marketing friends. Maybe I’ll create something tangible for business owners.
For instance, I always ask a new client if he or she has any buyer personas, firmographics or psychographics for their target market. The client’s response tells me something right off the bat. If they don’t have that information (or never heard of it), then they likely haven’t done a lot of market research.
In that case, the copywriter is going to need time to research the market.
In order to “get inside the head” of the perfect customer, the copywriter has to learn about their fears, hopes, desires, etc. The days of “anyone with a checkbook” is (mostly) over. Business owners need to identify specific markets if they want to remain profitable.
Q. As a copywriter, I just want to write copy and be left alone. Client feedback would be nice, though.
Here’s what I think will be the next evolution for copywriters and business owners: dedicated relationships.
By that, I mean more than what we currently have. Which is a business owner contacting a copywriter and telling her what to do.
That’s not getting the most out of what could be a very profitable relationship.
I get that trust needs to be earned, but it’s also a two-way street. A business owner needs to prove that such an important part of their business (marketing) is getting the same respect as any other part of the business (distribution, for instance).
I realize we copywriters are a prickly lot. But copywriters also realize that in order to do a stellar job for their client, they need consistent communication and feedback. It takes time for the writer to write, but when they ask for feedback, they really are asking for feedback. Specific feedback.
A general “I don’t like it,” doesn’t help.
And allow me to say at this point that ESPECIALLY if a business owner hires a direct response copywriter, then for the love of all that is sweet and holy… track your conversion rates and share that information with the copywriter.
Direct response copywriters live and breathe by their conversion rates. If a promotion bombs, the copywriter wants to know why. They’ll ask about influential factors such as traffic, lists, scheduling, etc.
Many copywriters will include additional brainstorming to figure out why the rates were low and offer solutions for improvement.
It’s important that a business owner realizes that while the success or failure of any promotion can’t be entirely laid at the copywriter’s feet, copywriters understand their place in the food chain. Remember, success for you means success for them.
Copywriters also need to understand that a business owner has a lot of plates spinning in the air. Getting their copy done is just one concern out of many.
In fact, I think understanding from both sides will greatly help achieve the desired result – which is giving the business owner a solid ROI ‒ and giving copywriters proof that their copy is doing its job.
Smart business owners and copywriters will soon realize they’re a team.
Partnerships… good partnerships… take time to develop. But they need a willingness from both partners to make the effort to create a mutually beneficial union.
Sort of like any good marriage.
I predict that in the next five years, the businesses that succeed with their marketing will be the ones who put in the time and effort to build a strong relationship with their copywriter.
Those who see the owner/copywriter relationship as a trusted partnership (and not a “one and done” situation), will be the ones in the winner’s circle.
Business is revving up again and if you didn’t take advantage of the lazy, hazy days of summer to grab me, you’ll have to wait a bit to find a place in my schedule.
However, if you know your target market, you’ll be ushered to the front of the line. Want to connect with them using marketing collateral, such as case studies, special reports, web copy or email?
A happily-ever-after scenario is highly possible.
Yours for winning ways…
