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Top tips for choosing a copywriter to copy write customer case
studies, case histories and business sales success stories:
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Drop your briefs - Some copywriters
will try and convince you that you need a 10 page brief before they can right a
single word of copy. Rubbish. The whole point of a good copy writer is to help
you find the right angle through which to promote your product of service! If
you can't say in a sentence of two what you are selling you are going to
struggle to sell it. So find someone that you can talk to about what you're
trying to achieve - and let them earn their money, rather than wasting yours on
writing a tiresome (and pointless) brief. |
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Beware the translator - Even a monkey
with a typewriter can write Shakespeare… eventually. But if you'd rather
not wait, pick a copy writer who has the commercial and marketing experience to
understand and get to grips with your business objectives quickly, so that they
can add real value to the process rather than simply translating what others
say. |
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Know what you're paying and when -
Believe it or not, some copywriters charge by the word, which must be a real
recipe for long, boring collateral! Some will ask for payment upfront or maybe
even a retainer. Why? Anyone who is experienced in writing case studies knows
exactly what is involved and should be able to provide a fixed price quotation,
with work being invoiced on completion. |
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Can you trust them with your clients? -
A key part of the case study copywriter's role is to liaise efficiently with
YOUR customers. This generally means they have to be well organised, well
presented and sensitive to the subtleties of the supplier/customer
relationship. They also have to be able to build a rapport very quickly, so
that they appear non-threatening and can elicit the best possible response from
the customer AND smooth the approval process (unfortunately, copywriters still
tend to get lumped together with that most ferocious of beasts - the
journalist!) So bear this is mind during your initial discussions with a
prospective copy writer - if you're not impressed it's unlikely that your
customers will be. |
Please note that these tips are not exhaustive, but may help you
get on the right track. However, if you would like to talk through your
approach to case studies please do
contact us for a free and
frank discussion!
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