How To: Instruct A CopywriterUsing Your Words... And Whatever Else Helps “Just make it funky you know? Spice it up a bit – think Google, but with a hint of Jamie Oliver.” Cool, sure. One spicy Google Essex chef slappin’ da bass coming right up. Have you ever tried to explain your vision to a copywriter or any other creative type? It’s difficult, but it can be fun and is absolutely necessary to get right. Here are a couple of crucial bits of advice to ensure you achieve your goals, and create a useful rapport. Sometimes a simple miscommunication can really affect both the final product, and your opinion of someone’s work. Take steps to ensure you both get the most from the process. A copywriter seen here very confused about what you want. 1 – Reflect Out Loud A lot of the time when it comes to content we feel as though the picture in our minds is strong and clear. Yet, when we try to articulate it – it falls apart. Can you explain out loud what is that you want? It’s no problem if it’s harder than you think, this is the process and exactly what you’ve hired a writer for. However, just reflect on that for a moment, and realise you’re building a picture together. Get used to explaining your ideas by fleshing them out through conversation – and give clear examples if you can. You don’t have to nail it and it be concise straight away; this is just about understanding that a copywriter is trying to interpret and express your vision. If your vision isn’t clear, you’ll be disappointed with the content that comes back. Start formulating it gradually, and appreciate there can be a process of going back and forth to start with, which will be worth it. It’s also OK to use other types of sources and media to express your point too. If pictures help, or videos, or other examples then use those; whatever aids you in getting your point across. It is a writer’s job to then articulate the message in the right way. One of our biggest assets at OK Yeah is listening skills. We work with you to express yourself in your own terms and develop a unique “Voice” for online audiences. 2 – Check In About Meaning Unfortunately, we all have very different ideas about what the same words mean. One person’s “trendy” is another person’s “vacuous”. If you want a “cool” blog, are you thinking about millennial woke or 80s mod? Best thing to do is check in with your copywriter. Ask for an example, or expect them to ask you to elaborate. If possible have an extended conversation to make sure you’re on the same page. It’s ok to go back and forth. If you ask an architect to design you a ‘chic’ house, or a musician for a ‘raw’ sound you could be saying almost anything. A writer has to help you articulate, even to them! It’s more hands on than you think. 3 – Don’t Be Afraid To Give Feedback The best work is as a result of interplay between you and your copywriter. Think of it like a sculpture, where you refine and chip away. We’re not saying this takes excessive time but it is the most important part of the whole process. You must be honest – this will be pay huge dividends as work begins to speed up and take shape. Practically no business can improve without feedback from its customers. This is even truer when creating subjective, creative content. This is about achieving your vision. Once you’ve put in the groundwork, you can reach a level of understanding where output becomes quicker and more efficient. If you don’t communicate your criticism, there is no room way to improve. Expect more on this in our next ‘How To’ guide. Thanks Cheers for reading this far. If you like, you can head back to the Blog by clicking here. If you’d like to reach out and see how we could best work together, why not get in touch?