Knowing what makes your copywriters tick—versus what ticks them off—can mean all the difference between a healthy work environment and a dysfunctional one.
Without even knowing it, you may be hindering project success and timelines.
In the nearly two decades that I've been writing copy, nine faux pas have remained constant despite the evolution of marketing; help yourself and your copywriter by steering clear of the following common blunders.
1. The Dreaded Incomplete Creative Brief
Fill it out—completely. We loathe incomplete and shoddy creative briefs. You want the job in the queue fast, but it's not going anywhere without detailed information. Sometimes we don't have the technical or product knowledge needed to write about your requested subject matter, so filling out a creative brief entirely and thoughtfully—as well as attaching product sheets, presentations, or other relevant background information—will aid in our understanding and speed up your project request.
2. No Time to Research
Rome wasn't built in a day. Your requested content may not be, either. Have you ever tried to write about something you know little about? Well, copywriters do it all the time. We know a little about a lot... because we have to. But, before we can write intelligently, especially product-focused copy (product sheets, whitepapers, case studies, presentations, etc.), we need to become an expert—which sometimes doesn't happen in a day.
3. Lack of Distinct Differentiators