3 questions clients MUST answer before hiring a copywriter

Starting a business is exciting. And overwhelming.

Clients are often supercharged when they call because they’ve finally hit upon an idea that makes their brain buzz and their belly burn. They’ve picked a name and are imagining how their brand will take over the world.

Isn’t that how you felt when you started your business too?

It’s often at the point of making it all start to happen that clients realise they need some help with their words.

This is where it can all start to go pear-shaped. I know, because I’ve worked with a few business owners who were so excited about getting the ball rolling, they hadn’t actually defined what the ball looked like.

Excitement and passion are good. Great, in fact, but here are 3 questions clients MUST be able to answer before hiring a copywriter like you. 

What does their business do?

This might seem like an obvious one but clients need to know the details of what is being offered because that’s what the copywriter needs to write about.

If they offer catering services, what kind of food is made? Which dietary requirements are catered for? What packages can customers buy? What do the packages include and exclude? Do they travel? What times are they available? Do they do clean-up? Do they offer plates and cutlery?

Copywriters ask questions. Lots of questions. Dreaming of catering for someone’s party isn’t enough for a copywriter to work with.

If a client every says, “I don’t really know how it will work yet”, it’s too early to hire a copywriter.

Who is their customer?

When a business is starting out, any business, it needs customers. It’s hard not to want any customer who will say yes but it’s often not until our business is more established that we have the luxury of being choosy.

That said if a copywriter is going to write messages that really hit the mark the need to know the target. Clients need to be able to explain some basics about the kind of customer they want to attract. Like what challenges do they face that have them searching for a solution? What do they care about most in this world? What makes their blood boil and what makes them smile in delight?

These are big, important questions and they are worth spending time on because when you know the answers, or at least have a vague idea about the answers, your can create messages that push their buttons (in all the right ways).

If a client says, “I’m not really sure who they are just yet”, it’s too early to hire a copywriter.

How is their business unique?

This is another really important question. Not only for you as a copywriter, but also for the entire marketing strategy. Every business can be differentiated, even if you think there are a thousand others just like yours.

Your client might be lucky enough to have an idea or an angle that is absolutely unique – in which case it’s time to crack open the bubbly!

For me, once I’d decided to open my own business as a copywriter (the brain buzz and belly fire was all there), I realised I was entering a crowded and competitive marketplace. How could I possibly stand out?

If that sounds familiar to your client then it’s time to sit down and work out why this business is a different shade of awesome from everyone else’s. It could be the free coffee offered while clients wait, or the “never forgotten” follow-up done after delivery.

If your client says, “I’m just like everyone else”, it might too early to hire a copywriter. 

So when should clients hire a copywriter?

There are so many more questions clients need to answer before hiring a copywriter. You can read some of them in this blog about my briefing process. If a client can’t answer the big three I’ve just mentioned, it’s okay to push back. To gently suggest that it’s a little too early to work with a copywriter. That you can’t make their investment work as hard as possible just yet.

Give them your copywriting brief. Or mine. Tell them to get brainstorming and you’ll check back in a few weeks time. Then follow up!

Belinda