How to be a better client
Write a brief
The brief tells the copywriter exactly what you want from the copy.
That way, you should get the copy you want.
And if you don't, you can beat the copywriter over the head with a rolled-up brief.
A brief also helps you, the client, to get agreement from your colleagues.
That way, the copywriter isn't dealing with conflicting views.
Email us if you'd like a free briefing template.
Don't keep changing your mind
Try not to change the brief halfway through the job. It'll cost you more. And you'll lose respect if you do it too often.
Actively manage the copywriter
When a page arrives, read it and comment on it. Get it back to the copywriter if necessary. And make helpful suggestions.
Remember, you live with the product. The copywriter has only known it for a few days. So you're bound to have suggestions.
To get work revised, apply the sandwich technique. Say something good about the work. Then point out what you want changed. Then finish off with some praise.
Don't nit-pick
Concentrate on the big picture. Don't re-write sentences (it makes creative people mad). Get the copywriter to do it.
Tell your copywriter what you think is wrong. And get them to put it right.
It's always tempting to tinker with freshly minted copy. And it's almost always wrong.
If the text is really bad, or the copywriter can't string three words together, you chose the wrong person. Despite the good advice on these pages. Pay off the copywriter, and start again.
Pay up
A copywriter is normally a small business person. So get your accounts department to pay them within 30 days. Preferably sooner. Preferably on receipt of the work. It's what a copywriter expects.
Copywriters aren't like an ordinary supplier. They aren't like a stationery company that has hundreds of employees. Your relationship with a copywriter is much more personal.
If you take too long to pay, the copywriter will put your work at the bottom of the pile. Or they may decide not to work for you in future.
Give praise
Copywriters are creatives. They need recognition (just like you do). And praise is almost as good as money. So tell the copywriter if they've done a good job.
