A professional copywriter can transform your vision or goal into effective messaging and real, measurable results. But without preparation and upfront communication, the resulting message can fail to meet the mark.

Crafting copy that is personalized to your brand and strategically designed to reach your goals requires partnership, clear expectations, and open communication at every step of the process.

By viewing your professional copywriter as a partner, rather than a service provider for hire, you’ll enjoy a mutually pleasant experience that leads to resonant results. 

Here are five ways to set yourself—and your scribe—up for success!

 

#1: Find the right fit

At any given moment, there are countless copywriters for hire—and some for very cheap. But how many understand the nuances of your industry? 

Niche copywriters, such as Rumpus Writing and Editing, specialize in a specific field, industry, or area of interest. Better yet, many have professional experience in their specialty. For example, the Rumpus Writing team includes veterinarians and credentialed veterinary technicians. In addition to obvious credibility, niche copywriters lend expertise to their writing—with insights that aren’t just clinical, but practical. This academic and real-world understanding means they’ll not only provide more accurate content that ranks higher in search results, but require less research time—resulting in a faster turnaround and fewer edits.

 

#2: Create a project brief

The project brief is your roadmap to copywriting success. This document is traditionally prepared by the client and shared with the copywriter, although in some situations it may be created collaboratively. Functions of the project brief include:

  • Establishing a quote/setting a price
  • Creating a timeline
  • Communicating project details 

 

Copywriters rely on the brief as a resource for key information, including:

  • Topic/title
  • Project goal (e.g., attract clients, promote an offer, introduce a new associate)
  • Deadline (including time for revisions)
  • Word count
  • SEO keywords and embedded links
  • Call to action (CTA)
  • Project summary
  • Recommended resources
  • Style notes (if a style guide isn’t provided)

 

Depending on the project, the brief may be simple or detailed. However, providing more information is always appreciated as it can help prevent costly miscommunication and misunderstanding for both parties.

 

#3: Provide samples

Samples of messaging you like, including past campaigns or assets from other businesses or industries, help your copywriter understand the desired style, voice, and tone of the requested asset. Sharing messaging that you don’t like is equally beneficial, so love it or hate it, bring it on.

 This simple step can eliminate confusion and misunderstanding that may arise from simply describing the project. After all, two people can have very different understandings of words like “professional,” “conversational,” or “familial.”

 

#4: Be honest, but realistic

Young woman holding and looking at two pages of a document created by a professional copywriter

When your first draft arrives, your feedback is crucial.

If the draft doesn’t meet your expectations, you may be tempted to censor or soften your initial reaction to spare the writer’s feelings, but remember—the copywriter’s goal is to write copy for you and your intended goals. Honesty is helpful; silence is not. 

That said, it’s important to remember that copywriting is a process and several rounds of revisions may be necessary before the project is polished and ready for publication. While we all strive to deliver spot-on results on the first try, this is rare. Approaching each draft as a modifiable work in progress can help you and your writer work collaboratively—even when things take longer than expected. 

 

#5: Tap into their expertise

Professional copywriters aren’t merely skilled writers; they’re also clever marketers who understand how messaging is received by its audience. This includes nuanced concepts like turn of phrase, brevity (short versus long-form copy), and even visual design. They can also provide practical guidance on selecting the right online format and publication cadence, as well as strategies to boost your search engine rankings, drive audience engagement, and increase website traffic.

When your professional copywriter makes recommendations on how to reach your audience, they’re not overstepping their role—they’re showing you how to take your message to the next level and make it stick in the heart and mind of the reader.

 

Prepare for results

A successful partnership with a professional copywriter isn’t simply a matter of ask and receive, but a dynamic relationship that requires preparation and effort from both parties. Through careful selection, expectation setting, and consistent, constructive communication, the client and copywriter can save time, reduce costs, and produce impactful messaging that truly fits the bill.

Ready to partner with a leading voice in veterinary copywriting and editing? Rumpus Writing and Editing delivers award-winning, head-turning, client-converting copy for all of your veterinary practice or business needs. Let us help you tell the right story—request a quote or meet with our team.