The 10 best things you can do to a copywriter

Hi,

After the last post, I was contacted by certiain parties who told me that you can replace the word 'copywriter' with the word 'consultant'.

Here is part 2:

.......


I have worked with some of the best clients in the advertising and marketing communications business, and some of the worst… And the best found their way to the top of the tree. (The worst wound up driving cabs...not that there's anything wrong with that....) These are 10 ways to help a copywriter make you successful.

1. Insist that the copywriter be given a complete induction to your operation, including exposure to your staff as individuals so they can absorb the corporate culture. (It proves that you understand that the copywriter will be the voice of your corporation in the marketplace.)

2. Brief the copywriter on your corporate strategy and your competitors. (It reveals that you understand that marketing communications are a key strategic activity.)
3. Spend time with your copywriter getting to know them and their capabilities. If you are not impressed, change them. (This shows that you respect the role and have high expectations.)

4. Engage the copywriter in conversations about strategy and ideas well before the time for campaigns and projects. (It reveals that you understand that the copywriter is like a barrister, trained to think strategically from your point of view.)

5. Make sure the copywriter is invited to your product releases and corporate presentations. (This says that you expect the copywriter to think without a brief, coming up with initiatives.)

6. Invite your copywriter to take part in brainstorming sessions held by staff. (This reveals your desire to extract maximum value from your copywriter.

7. When critiquing copy, identify problems under three headings: a. Factual mistakes.
b. Tone and manner. (It doesn’t sound right.) c. Personal dislikes. Address each as such. (This absolves the copywriter of responsibility for all the mistakes and proves you can be trusted not to shift the blame.)

8. Don’t suggest copy. Leave it to the copywriter to solve it. (This shows that you respect the copywriter’s professionalism and value their skills.)

9. Creative people are normally insecure. Make your copywriter feel that you trust them and like their ideas. You’ll get more effort and better ideas. They’ll work on your account in their spare time. For free. (This proves that you are one smart cookie.)

10. Give a copy of the last post on this blog to your marketing assistants and other staff who interact with the copywriter. (This proves that you get it.)