Shaun Crowley (bio)

The first rule of outsourcing copy is not to expect your copywriter to summon hard-hitting copy within hours of a quick phone call. In reality the copy you receive is only as good as the brief you provide.

Briefing is not something you can skimp on when it comes to copy. Take the time to clarify the aims of the item and the messages that your client wants to communicate.

Because let’s be clear: the content of the copy will likely influence the look of the design. Make sure your copywriter is well-informed about your client’s product and target audience—otherwise you run the risk of both the copy and design being off-message.

So what’s the secret of briefing a copywriter?

In essence, it’s to provide your copywriter with ALL the hard facts. You need to really probe in that initial meeting with your client. Don't leave until you have got to the heart of the sales message. If anything your client tells you feels woolly or ambiguous, carry on asking questions.

Sure, you can ask the copywriter to contact the client directly. But if you intend on outsourcing copy regularly, your clients will expect to cover everything in just one meeting. They won’t have time for repeat explanations to separate vendors.

Over the next few weeks we'll look at the specific information a copywriter needs before he or she can start work, so you know the questions to ask your client.

This information can be broken down into four sections:

What is the product?
Who is the target customer?
Why is the promotional piece needed?
How should the product be communicated?

This week we’ll examine the facts you need about the product for your copywriter to really understand its selling points.

Next week we’ll examine the questions you need to ask your client to paint an accurate picture of the target audience. We’ll also discuss how to identify the aims of the promotional item, and how to agree the key product messages with your client.

Let’s start with:

Understanding the product

1. Collect any existing materials related to the product.
Your copywriter will find product samples and promotional hard copies to be extremely useful. When you meet with your client ask for anything that your client can hand over. This might include:

• The actual product or prototype (or illustrations and photos)
• Previous brochures, leaflets or catalogs (product proposals and blueprints for new products)
• Examples of marketing collateral from the competition
• A website address where the product is featured
• Articles and press releases related to the product
• Product presentations
• Market research reports
• Letters and comments from users of the product
• Back issues of customer newsletters

2. Question everything about the product.
Remember that you are not an expert on the product, so don’t be afraid of asking questions that may appear overly simple. You may stumble upon false assumptions or unique aspects of the product that your client has failed to recognize:

• What is the product?
• How does it work?
• What are its features and benefits?
• Which benefit will prospects find the most appealing?
• How does the product differ to the competition?
• How is the product positioned against the competition?
• What is new about the product?
• What problem does it solve?
• What market research is the product responding to?
• Can you guarantee it does something better than the competition?
• What alternative mediums or technologies does the product compete against?
• What components does the product have?
• What applications does it have?
• How reliable, efficient, economical, and cost-effective is it?
• How much does the product cost?
• How much is the competition?
• Where can you buy the product?
• When can you buy the product?
• Can it be delivered? If so, how fast?
• What after-sales support is available?
• Is it guaranteed?

3. Gather facts, statistics, interesting stories, and testimonials.
Factual information adds authority to copy, so your copywriter will want concrete examples. Ask your client for:

- Statistics to quantify all the features of the product
- Factual material that will help to demonstrate how the product benefits people.
- Sales figures to show how popular the product is.
- Case studies about interesting ways the product is used.
- Specific examples of product content and applications.
- Anecdotes about the product to help you lighten the tone of the copy.
- Testimonials from customers or critics to reinforce the points made in the copy.

Adapted from 100 Copywriting Tips for Designers and Other Freelance Artists

© Shaun Crowley 2007

Shaun Crowley has worked as a freelance copywriter and marketing consultant. He currently works as a communications manager for a major UK publishing company and is the author of The Freelance Designer's Self-Marketing Handbook and 100 Copywriting Tips for Designers and Other Freelance Artists.