Copywriting FAQs

One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your clients don't know that... yet! In my own experiences as a freelancer, I've noticed that the most hesitant potential clients often ask the same questions. Following are answers to help allay their fears.

Copywriting FAQ's:

1. How do I know your writing style is the right one for my company?

I understand where this question comes from, because I ask it myself when I need to solicit the help of another writer. A good copywriter would never inject her own personality or opinion into the work she does for other people. Rather, she adopts the appropriate tone for their particular industry.

When it comes to writing, I consider myself something of a chameleon. If you take a look at the varied samples on my website, Wordfeeder.com, you'll see that I can change my colors to suit a purpose. Am I Cybil? No, I'm just good at imitating the way that people talk.

Professional copywriters will agree: language is a handy tool for manipulating emotions. If you choose your words carefully, you can make people respond in a certain way. If you know how your target audience thinks and speaks, you can communicate with them in a way that brings a favorable reaction. It's sort of like being emotionally multilingual!

How is a copywriter able to write a whimsical children's story one day and a hard-hitting marketing brochure the next? Acute awareness of the audience, and the ability to switch the "voice" that comes out through the words. You do this all the time without even thinking about it!

Let's say you're a lawyer by day, and a family man by night. Imagine yourself having a phone conversation with a client. What words do you choose to convey your message? What tone do you take? Later on, after you've hung up, you're tucking your little boy in for the night. He asks for a bedtime story. Do you speak to him in the same manner you used earlier on the phone? Of course not! You instinctively change your tone, from cool and professional to tender and fatherly. This is the same strategy that copywriters use to make their living. It's our job to represent YOUR company, by mastering the language that your audience understands.

2. We just became acquainted. How can you write for someone you barely know?

Once you sign a writing contract with me, I make it my business to know who you are and what you stand for. If you're a corporation, then I take the time to familiarize myself with your company philosophy. If you're an individual, I learn your goals and personal style. It's incredibly important for a copywriter to know what makes his clients tick... so that he can embody this in his writing and effectively drawn in a responsive audience. The process happens in steps.

1. We'll have an initial phone conversation or email correspondence.
2. I'll send you a questionnaire that you can either fill out in detail, or we can discuss over the phone.
3. I research your company, industry, and target audience.

Every so often I use an icebreaker to get things flowing between me and my entrepreneur clients. This is great fun for me, and my clients really seem to enjoy it, too. I send them what I call Twenty Questions; an informal quiz that will help me get a flavor for who they are. Two sample question from the quiz:

- What's the thing that drives you get out of bed every morning, ready to face a new day?
- If you were a superhero, what would your special power be?

Sounds a bit off the wall when placed in this context, but let me stress that I only use the quiz on select clients (never for corporations). It works every time! Remember: my goal is to capture the essence of who you are and what you represent. We're going to keep on trying until we hit the nail on the head.

3. What do you know about branding?

People ask me this all the time. Branding is nothing more than a concept, but an unbelievably important one that should be the basis for all of your advertising messages. Branding is the gradual process by which you burn your name into the mind of the consumer. Some classic examples of branding at its finest? General Electric. McDonalds. Microsoft. You get an instant and distinct impression when you hear these names. That's some killer branding all right!

How did these brands come to be the households name that they are? Consistency. If you want to build a solid reputation for your company, you must stand firm in your philosophy. You must develop an actual physical image that people recognize (think of the Golden Arches). And above all, you must always speak to the same people in the same way. When people know that they can count on you for predictable behavior, they'll begin to trust you. Customers who trust in your brand always come back.

As a copywriter, I'm your Branding Watchdog. I'll make sure you never fall off the branding wagon and start talking like somebody you're not. You should never have to tell your writer, "Let's work on branding," because it's something that gets factored in automatically. Branding is part of the package, and you won't be a smashing success until the backbone of your brand is firmly in place.

4. What if I don't care for what you've written?

Clients with a tight budget usually ask me this question. The answer that always pops into my mind is this: "Do you walk into a restaurant and ask, 'What if I don't like the food?'" Of course not, because you understand that there's always a small amount of risk. "Let the Buyer Beware!" is the famous cliche that still rings true. Even so: if I want to keep you as a customer, I'm going to do the best job possible to ensure your satisfaction.

I'm like the guy who runs a restaurant. He makes sure your food is prepared just the right way, so you'll enjoy it and return again. Likewise, I prepare your copy just the right way, in the hope that you'll absolutely love it and want to return to my website for some repeat business.

My sole purpose is to create writing materials that reflect your brand intelligently and professionally. You pay me to represent you, so I make your needs priority one. That means I provide rewrites until you're happy with the end result. Copywriters with a true passion for their work will welcome this challenge, and they won't stop until you're completely thrilled by what they've created for you. I truly feel this way, and I promise that once we work together, you'll "catch the creative fever," too.

5. How long will this project take to complete?

I'll be perfectly honest: to provide you with the most accurate assessment, I need your feedback. Give your copywriter a helping hand, and volunteer as much information as possible. How many words/pages? Will this be a kit that contains multiple elements, or a quick 500-word article? Will this project require in-depth research? All of this affects the time it will take to do a quality job. And while quantity is important, quality is more important. I refuse to hand in sloppy work because you wanted the job done yesterday.

Additionally: the less certain you are of what you want, the longer I'll spend doing "test drafts" that you'll read and give feedback on. This is quite all right by me, but I will warn you that it may lengthen the time it takes to finish the project. On the other hand, if you know exactly what you want and can express it in a detailed way, your website copy could take less than a week to create!

I hope I've been able to address your concerns as a potential copywriting client, as well as shed some light on the copywriting process itself. I truly love what I do, and nothing gives me greater pleasure than putting my creative skill to work helping you build an empire of wealth and success. If you're thinking of starting your own business, now's a great time. I wish you all the luck in the world! And if you ever need a copywriter... you know who to call. ;)

Copyright 2005 Dina Giolitto. All rights reserved.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.

---

How To Find Freelance Jobs - Writing About Food

Did you know that jobs writing about food are available?... Read More

Freelance Technical Writers - How Much Are You Worth?

Where can you find out about freelance technical writing pay?... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Writing Tips for Your Website

Now that your website is up and running, it's time... Read More

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a... Read More

Be That Copywriter Everyone Wants to Work With

So many copywriters think that it's enough to be a... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

3 Tips For Writing Better Headlines

The single most important element of your website's copy is... Read More

Write Hard-Hitting Headlines With Magic Words That Sell

Writing a killer headline for your copy is simple! You... Read More

3 Keys to Better Online Copywriting

Doing the copywriting for your own website without the proper... Read More

Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content

If you have done your homework then you are ready... Read More

Five Keys To Leaner and Meaner Copywriting

Grab 'em and don't lose 'em. Every marketer knows that... Read More

How You Can Find Freelance Children?s Writing Positions That Will Last

Freelance children's writing positions are always advertised. Rather, the schooling... Read More

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

How To Personalize Your Headlines For Increased Profits!

Personalizing your headlines to your target audience can significantly improve... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press... Read More

Working on the Internet: Role of Proofreading and Copy editing OnLine

When one is in a creative state, rarely can one... Read More

How to Start and Sustain a Career as a Freelance Writer

Have you wondered how you can make a career writing... Read More

Increase Freelance Sales With an Online Resume!

Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More

Some Copy Tips From An Old Hand

I have been in the ad game for a long,... Read More

5 Rules for Effective Written Sales Communications

Most salespeople have great ideas, but when it comes to... Read More

Fill Your Readers with Confidence

Site visitors generally stay with you for as long as... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers... Read More

Professional Copywriting Services - How to Provide Your Own

Just because you're running a small business doesn't mean you... Read More

How To Write Powerful Headlines

I want to tell you how I go about writing... Read More

The Truth About Negative Commands (Dont Read This!)

Everyday when I read promotional emails and advertisements, or listen... Read More

Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful

If your ad is not generating a lot of sales,... Read More

Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language...

In this article, I am going to reveal a dozen... Read More

What a Ghostwriter Can Do for You

Do you ever have brilliant ideas for articles, books or... Read More

Freelance Copywriting Advice #1: Take the Scary Jobs

From time to time you will be faced with an... Read More