“Just one more question,” said no copywriter ever!
Why Ask so Many Questions?
A great copywriter is a “Nosy Parker”. They like to ask questions. They are usually naturally curious. Why? Because they love to find stuff out, It’s one of the reasons they write copy. And because it is in their best interest to know you almost as well you you know you.
Getting to Know You
They need to know your business inside and out. They are doing this so they can write about your business or your product as an authority. You wouldn’t want a doctor to start operating on you before asking a whole heap of questions and performing a whole lot of tests, so don’t think a copywriter can write about you or your business without the same probing.
A good copywriter will immerse themselves in your product or business. They will live and breath what you are selling or providing. If your copywriter wants to visit your premises, that is part of the “getting to know you” process they go through to enable them to get a “feel” for your product.
Creative Brief
What do they do with all the information they collect? They put it all together into a creative brief. This is usually a typed document that you may or may not be privy to. It is the working document that your copywriter will refer to constantly over the time they are your writer. The document is dynamic, any changes will be added or removed as appropriate.
Target Market
The document will help your copywriter to work out just who your “Target Market” is, what the features, and more importantly, what the benefits are, of your business or product. You will hear your copywriter utter the question, “which means that?” over and over until you think they no nothing at all. They do, they just need to hear you say it.
So, surrender to their questioning. You will most probably learn more about your own business or product than you thought you needed to know.
Oh, just one more question…
If you have any questions for me, you can contact me on Facebook or email: writer@lisabenjess.org
