You know you need a business writer for your company’s marketing materials but you’re not too sure how to go about it.
Do you hire a freelance writer or go with a professional copywriting agency?
Understandably for many new businesses, it can be tempting to focus on creating your own content.
But here’s the thing…
- Do you have the skills to craft a compelling sales letter?
- Does your business have the luxury of time to wait for your sales content?
If your business is on a shoe-string budget and every penny is important at this stage, we would recommend you spending about half an hour a day to get your sales material written.
If you feel that time is a luxury your business cannot afford at this point, then the simple answer would be to outsource or hire a professional.
Which still raises the question…
Do You Hire A Freelancer or A Professional Copywriting Agency?
Instead of focusing on an individual or an agency, consider this…
What is the level of subject knowledge the copywriter you’re considering has about your industry?
Will your copywriter be able to learn about your business if they lack the domain expertise?
In this manner, it’s not about price or size of the team, but how much value they can add to your business and help you create a sales tool you can actually use.
At Simply Professional, we pride ourselves on giving quality service every single time and appointment.
And we’re able to do this as we have a system in place that can be replicated for every new project we take.
So What Does A Copywriter Do?
Let us bring you through our copywriting process and let you decide for yourself.
This is our general complete process which we use for each project. Naturally depending on the type of writing project, be it a simple landing page or a complex website writing assignment, the deliverables and items might change slightly.
1. Needs Assessment Consultation
Whenever you’re thinking of hiring a business writer, the first thing you need to be sure of is that they have the skills and tools to complete your project.
Which is why we offer our clients a business consultation to understand your project and offer you our recommendations. The advice we give during this session is completely FREE and you can even take our suggestions to a different agency if you feel we’re not the best fit for your needs.
Of course most of the people we meet are happy with our recommendations and we can then move on to the next phase.
2. Creative Brief & Proposal
At this point, once both of us have decided that we can complement each other, many of our clients will send us a creative brief listing these 5 key items:
- Project requirements
- Target audience
- Product or service
This is a short list to give an overview of the project and allows us to send you a complete proposal of our solutions based on the copy brief and our consultation session.
You can download a copy brief form here.
3. Copywriting Questionnaire
Once the project is given the green light, depending on the information collected in the creative brief, we might arrange another session to conduct a formal questionnaire about the project.
It will be similar to the creative brief in terms of the 5 key areas but this time we’ll be diving much deeper into your customers’ demographics and your offer.
This is by far one of the more important phases as we need to cover all grounds to make sure your sales material converts.
If you have a demo or trial version of your product or software, we’ll appreciate testing it out to understand how it works and find different angles to better help you sell it in your copy.
4. Research, Research & Research
Again another critical component of a copywriter’s work.
We’ll be researching thoroughly on 2 key areas here, your target audience and your product.
We’ll explore the challenges they face, their desires, the buying stage they’re at, your product features, benefits and much more.
If you have an existing customer willing to give us an interview, it’ll be very helpful as well.
If it seems like there’s a lot of things going on to get your sales copy out, there really is. In fact if there is any writer you’re outsourcing to says they can get a copy out very cheaply and without any research done, certain warning bells should start ringing.
5. Our Copy Platform Report
After conducting our research, there is one final step before we start writing.
We’ll put together our research and content angles in a single report that covers at least 10 pages. Here you’ll get a written idea of how we’re proceeding with the copy and we’ll need you to acknowledge it before we begin writing.
6. Actual Writing Process
Surprising to many non-writers, the actual writing is quite fast.
But it shouldn’t be a surprise to you now that you have seen the amount of research that has taken place.
After finishing the copy for every assignment, we usually prefer to let it rest for a day or two before looking at it again with fresh eyes. This helps us edit out mistakes and any areas we feel isn’t as compelling as we initially thought.
This way, by the time you receive the first draft, it should be close to what you were expecting or in most case, exactly what you wanted.
7. Revision & Handover
Once you’ve vetted through the copy, we’ll revise and edit the copy based on your comments if any.
We offer 2 FREE revisions on all copies though most projects never saw this need.
When everything is ready, we’ll handover the copy in word doc and close the project officially.
What Happens After Closing The Project
You can start running your marketing campaign and start seeing results.
Naturally with every copywriting assignment, we cannot guarantee the success rate as there are too many marketing elements at work here.
We can’t predict the response people have when they see the copy which is why we encourage testing all the time. In our experience, a large reason for poor copy is because of the lack of research in the audience or the offer.
Do our copies fail?
Unfortunately some of them do. If a copywriter claims to have never had a failed copy before, there is no room for improvement. This is why we appreciate when our clients keep us posted about the results of our copies.
We do offer revision services but some of our clients prefer keeping us on a retainer fee to tap onto our suggestions and we’ll also rewrite certain areas of the copy to create a control piece.
So started with a copywriting agency to help you craft your sales copy today.