You’re creating something to launch into your marketplace. Which means at some point, you’re going to need the words to describe it. You’ve got designers working on this thing, perhaps SEO experts, strategists and subject matter experts. So when should you bring in a copywriter?
There’s a certain logic to thinking:
- Well, first of all, we need to decide what this thing actually is – and that’s the job of SMEs, strategists and marketers
- Then we have to think about what it’s going to look like – and that’s the job of designers
- And then we need to have channel strategies – and that’s for marketers, SEO experts and videographers
- And then when everyone has sorted out their requirements, we’ll get a copywriter in to just bash out some words
In a parallel universe, where everyone’s creative thinking aligns, maybe this works. But in this universe right here – where everyone’s busy and stakeholders can each have their own agenda – it can be inefficient.
The approach set out above quite often results in the stakeholders involved in steps 1-3 throwing opinions and needs (some better thought-through than others) into the pot. Then the project lead comes to brief step 4, and tells the copywriter to “wordsmith” it into shape. Which in this universe means reconciling inconsistencies, correcting inaccuracies, re-aligning deviations from brand positioning, restructuring and talking to stakeholders to find out what exactly they mean.
In other words, only bringing your copywriter in at the 11th hour and telling them to “wordsmith it” (aka, please make a diamond out of this spaghetti of a brief), can make your project run over – and it can get lacklustre results.
So here’s what to do instead:
1. Understand what a copywriter does
A decent copywriter is a creative who advocates for your audience. Bring her in early, and she’ll offer great ideas, constructively challenge – and act as a force for alignment. Good copywriters are great at asking the right questions, clarifying and offering alternative views. These skills are fundamental to being able to explain even the most difficult concepts so that anyone can grasp them.
A copywriter is not a secretary. Her job is not to take all your notes and thoughts and tidy them up. Her role is to gather as much input as possible and turn it into a narrative that intrigues your audiences and makes them want to know more.
A particularly strategic copywriter will also be able to bring wide-scale order and consistency to your organisation’s language, by creating frameworks, systems and processes.
2. Bring your copywriter in at the beginning
Yes, I know. An extra person may slow your project down a smidge at the start. And you’re trying to get this thing over the line super-quick. But front-loading the effort will pay off hugely as your project gathers pace.
Let’s say it’s something as simple as a brochure. Instead of throwing a whole pile of information at your copywriter a couple of weeks into the project, invite them to a meeting with the person who wants the brochure. Let them explain directly what they want, why they want it – and why now is the right time.
Then you can get your copywriter to create the brief with you. She might suggest that a brochure isn’t the right format – and maybe you should think about improving your website, creating a video or doing something else instead. She will certainly be able to suggest a good structure for your document, and bring it to life with case studies and interviews.
For a more complex project – say, helping you articulate a value proposition – it will save you SO much time in the long run if you involve your copywriter from the beginning. If you’re holding workshops or working sessions with SMEs, invite your copywriter too. If you’re talking to senior stakeholders, bring your copywriter along (or send her instead of you).
When your copywriter has direct contact with senior project stakeholders, she’ll be able to do a number of things:
- Challenge – Does your audience really care about this? Perhaps having 19 key messages will fail to make the impact you want to achieve? Does this really differentiate?
- Reconcile – Person X says one thing, person Y says another… which is right? Are either of them right? Is there another way of looking at this altogether?
- See things differently – The work of a copywriter tends to be varied – even when they’re working in-house, rather than agency-side. This gives them a slightly different perspective to technical SMEs – and this can be useful.
- Ask the daft questions no-one else wants to – Your copywriter – especially if they’re freelance or from an agency – has nothing to lose by asking senior people to explain fundamentals. These can be things that confuse everyone around a table, but because no-one wants to admit they don’t understand, no-one asks for clarification. Your copywriter will have no such qualms.
- Ask the difficult questions – So ESG is our main message… how does that square with the company’s investments in X?
- Bring an understanding of regulatory constraints – So you’re a start-up that wants to launch a competition for a financial services product in an energy market… Oh-kayyyy…
All of which means you’ll maybe add in a couple of hours at the beginning of a project – but you’ll have a clear brief and a shared understanding right from the off. And this means you won’t have to spend hours and hours providing clarity when you think the project is nearly finished. Or worse still, ending up with a fudged project that doesn’t really help your customers and has zero impact.
3. Respect the skillset – or use AI
If you just want words, get an AI to do it. ChatGPT will do “wordsmithing” for you in seconds. It may be inaccurate. It may not differentiate. And it may not help your audiences to buy in. But by Jiminy, it will hit your deadline and it will read better than the documents your SMEs have drafted.
Alternatively, think of your copywriter as being a constant presence in your project who represents your audience at every step.
Want to bring a copywriter in early? Drop us a line.