Copywriters produce thousands of words every day. Yet most copy doesn’t perform, despite being perfectly written.
Why?
There’s your answer. Because many won’t ask you the why behind the what. Why do you want to increase your newsletter subscribers? Why is this your target market? Why should I choose you over your competitors?
Frankly, loads of people can string a sentence together; it’s merely mechanics. But that’s the easy bit – and just about the last task on the list. It’s what happens before you start stringing the sentences together that matters most. Otherwise, save your money and get your mum to pen it.
My briefs are long, involved – and sometimes uncomfortable. They’re constantly evolving based on experience, people and results. Why? Because how am I to deliver exactly what you want to achieve if I don’t know the reason you’re doing it?
If the brief takes two weeks while you gather your thoughts and your answers, so be it. I don’t expect anyone to have all the answers immediately. I’d rather that than whip up something overnight, producing a piece of copy that may look flash – but doesn’t achieve what you need it to.
Watching someone think about and answer the why can also give you clues. This is the time to watch carefully and ask probing questions to help them uncover their true motives.
Do, however, be mindful about not stepping over the line. You most certainly don’t want to appear pushy and intrusive. I must admit I’ve found myself in hot water before! The line is awfully fine, but you do need to get damn close to reveal the most accurate details.
Really, this process applies to any type of consultancy. Whether you’re speaking with an architect, a gardener or a wedding dress designer, you’re speaking with a problem-solver.
And no-one can solve a problem without disclosing the why.
Thanks Amanda, this is so true. I have just had an experience with some one regarding a logo design. We had a quick chats and they came up with 5 designs – none of which were quite right. We had a nother chat and they came up with another 5 – again none quite right.
When I said I didn’t really like any of them they said this had “never happened before”. I think more time up would have helped; there was time pressure on the side of the designer.
We have worked together in the past and the work was Fantastic. On that occassion we met twice and discussed for some length of time about what I was trying to achieve.
This time the 2 quick chats just didn’t generate enough infoprmation – thus no usable designs
Nothing like upfront preparation.
Makes me think of the painting analagy – ALL the work is in how you prepare the wall
Absolutely Amanda. As a coach this is paramount if we are to get to the real story of the what – and to have someone who ‘gets’ you is worth the price of admission in just about any kind of service and whilst it seems obvious, sadly this isn’t commonplace.
Beautifully expressed, Amanda.
And so true. It takes time to understand what the client is wanting – often they don’t really know until we start asking questions. And I like to listen to how they speak and try to capture ‘them’ so that their readers can say ‘That sounds like you’.
Thanks for your inspiration and wisdom.