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When hiring a copywriter, what exactly does the client provide?

by Mynt
9 replies
When hiring a copywriter, do I provide the benefit?

Example:
With the offline niche, I know my service will provide more leads.

What I don't know is what benefit will give my service the highest value.

Is it the dentist feeling a sense of entrepreneurial success by having his waiting room filled?
The attorney less worried and spending more time with family now with less stress and time-consumption managing multiple ad campaigns?
The day spa that can finally afford to hire more experienced, high-end stylist to provide better value to their clients, now that they've drastically cut their ad budget.

I simply don't know what it is.
I analyze this to the point where I continue spinning my wheels, ditch the project, and get nowhere.

I read Paul Myers 'Need to Know' and liked the way he explains it: A 'rose' and an 'aspirin' sale.
In the previous page, he states: "If your product solves a problem that 100% of the people in the world have, and 0% of the people in the world care about, it's not providing value."

The ONLY facts I'm basing my assumption that my service solves a problem that my prospect would care about is:

1) Their direct mail ads. (I'm passionate with the idea that paying that money for web development instead, provides a permanent/continuous lead generating asset, as opposed to a temporary week-long ad.). Why wouldn't they care if they can increase ROI, efficiency, and save costs with a different approach.

2) As I've personally learned, we all have unique talents. I've always been the creative/artist, but my salesmanship sucks. Finding creative solutions to skills we lack and focusing on our strengths--I think--is key to success. I've been reading/studying copywriting books and feel competent enough to spot a crappy website/ad of a dentist/attorney/etc. Why wouldn't they care that I've networked here with some of the best direct response copywriters, and along with my design talent and SEO expertise/resources, provide an ultra leveraged marketing solution.


I can finally afford a competent copywriter. A warrior here of course So my question: is it the job of the copywriter to research, select and communicate the "why-they-would-care"?

Or do I continue studying copywriting so I can more effectively communicate with copywriter my exact marketing needs? (Which I feel, with regards to communicating benefits, is a huge unknown.)

I'm also asking because I have two other projects I'm very excited to launch. Only reason they're in the backburner is for the same reason: I know it fixes a problem, but spinning my wheels on WHY the intended prospect would care. If that $2k.. $3k.. $10k copy answers the why, then I've truly comprehended the incredible value of a copywriter's talent.
#client #copywriter #hiring #provide
  • Profile picture of the author CDarklock
    Originally Posted by Mynt View Post

    is it the job of the copywriter to research, select and communicate the "why-they-would-care"?
    I would say it's their job to ask the right questions, and your job to answer them. A good copywriter can dig around in the available information and say "there, that's it, that's why they care" - then write awesome copy to communicate that to new prospects. But the single best source of the information he needs is you.
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    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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    • Profile picture of the author Kevin Lam
      Originally Posted by CDarklock View Post

      I would say it's their job to ask the right questions, and your job to answer them. A good copywriter can dig around in the available information and say "there, that's it, that's why they care" - then write awesome copy to communicate that to new prospects. But the single best source of the information he needs is you.
      Well, dang-o-dang. Great minds think alike, lol.
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    • Profile picture of the author Kyle Tully
      Originally Posted by CDarklock View Post

      But the single best source of the information he needs is you.
      I disagree.

      Sometimes the client can be the best source of information.

      But in most cases -- as we see here -- the client isn't really sure what he needs nor how to communicate it. And even worse... they often think they know but they're waaaay off.

      In most cases the best source of information is the market -- via what they buy, what they have responded to in the past, what hasn't worked in the past, what they say in intimate interviews etc.

      And it's the copywriters job to dig.
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      • Profile picture of the author CDarklock
        Originally Posted by Kyle Tully View Post

        But in most cases -- as we see here -- the client isn't really sure what he needs nor how to communicate it. And even worse... they often think they know but they're waaaay off.
        I think you're misreading me.

        When you need to know why people should care about your product...

        It's the copywriter who knows what questions to ask, so he can identify that and put it dead center of your marketing message.

        But it's the client who has to answer them. What does your product do? Why do your customers buy it? Who is your biggest competitor? Why would someone buy from you instead of them? How do you support your customers? Etc, etc, etc.

        The client does not know what his selling point is. He does not know why it is his selling point. But he knows about it. Going back to the Sugarman example, he knows the capsule is sealed with a laser - but he doesn't have the slightest clue that it's important. And without the client, the copywriter probably doesn't know about the things that might be the USP.
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        "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
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        • Profile picture of the author Kyle Tully
          Originally Posted by CDarklock View Post

          What does your product do? Why do your customers buy it? Who is your biggest competitor? Why would someone buy from you instead of them? How do you support your customers? Etc, etc, etc.
          You'd be surprised how many business owners don't have good answers to these questions

          Or again, they think they know... but are waaay off from what their customers/market says.

          More often than not, as a copywriter YOU have to... dig to find the USP, research their competitors and figure out their positioning, work out why their customers really buy from them, and uncover all the little differences and selling points that the business owner should know but doesn't.
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          • Profile picture of the author Nick Brighton
            I believe both Kyle AND CDarklock are right here...

            Originally Posted by Kyle Tully View Post

            I disagree.

            Sometimes the client can be the best source of information.

            But in most cases -- as we see here -- the client isn't really sure what he needs nor how to communicate it. And even worse... they often think they know but they're waaaay off.

            In most cases the best source of information is the market -- via what they buy, what they have responded to in the past, what hasn't worked in the past, what they say in intimate interviews etc.

            And it's the copywriters job to dig.
            Originally Posted by CDarklock View Post

            I think you're misreading me.

            When you need to know why people should care about your product...

            It's the copywriter who knows what questions to ask, so he can identify that and put it dead center of your marketing message.

            But it's the client who has to answer them. What does your product do? Why do your customers buy it? Who is your biggest competitor? Why would someone buy from you instead of them? How do you support your customers? Etc, etc, etc.

            The client does not know what his selling point is. He does not know why it is his selling point. But he knows about it. Going back to the Sugarman example, he knows the capsule is sealed with a laser - but he doesn't have the slightest clue that it's important. And without the client, the copywriter probably doesn't know about the things that might be the USP.
            Basically, the client will provide you with more "hooks" to pick up on, which can then be translated into benefits for the prospect.

            HOWEVER...the bottom line is, what the prospect deems important. This is the root of all good sales copy if you ask me...and the reason I'm really buying a lot of material to find more answers to this crucial stage of the research process.

            In the meantime, I find a good brainstorming process you can use before getting hard data from either of the above, is the old "so what" test...

            This feature does "x".

            (you then ask yourself "so what?")

            Well, that means it can finally achieve "y".

            (you then ask yourself "so what?")

            Well, that means that once you can achieve "y", you'll be able to gain "z".

            Eventuually, after asking "so what?" enough times, you'll come close to what is important for the prospect (ie. their biggest motivator/end benefit).

            This isn't perfect, but a good way to brainstorm - especially if you're consulting with your client.
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  • Profile picture of the author Kevin Lam
    You should go to Eric Graham's blog and watch his video. He covers this quite nicely.

    However, your question about whether it's up to the copywriter or you to come up with the compelling reason why prospects should do business with you is ultimately up to the copywriter. On the contrary, it is up to the client to provide as much information and details to help him portray that information to the buyer.

    Just as Joe Sugarman described in his story about writing an ad for the "Laser Beam Digital Watch." It took him 3 days to come up with it because with all the information he was provided, the ONE thing that stood out was when the scientist apathetically said "...without the laser, there is no way you could completely seal the capsule."

    So it's up to the client to provide as much information as possible, but it's up to the copywriter to ask questions, research and determine the proper approach for the sales copy.
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  • Profile picture of the author Kevin Lam
    That is correct. In MOST cases, the best source of information is the market because it's hard to sell a product with no market. However, I think you're taking what CDarkLock said out of context. He's saying the client is the best source of information if it was between the product details (ebook or software) and the client. In which case, the client would usually be the creator of the product and will have more info on it.
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  • Profile picture of the author Daniel Scott
    Mynt,

    Figuring out what the market wants is, IMHO, experience and intuition... with a hell of a lot of research thrown in.

    As a copywriter, I find my clients are generally experienced with the FEATURES of their products, but not the benefits.

    For example, no one cares that you provide an "ultra-leveraged marketing solution". They may not even care that you make them money... in the long run.

    What your market wants is, essentially, to feel good... to quote the adage, "people buy on emotion... and justify that with reason".

    So the dentist may not care whether his waiting room is full, or he's making money... except that he FEELS successful, good at his job, in demand, as though he's providing for his family, can live a life of luxury... whatever.

    A good copywriter ramps up that emotion like crazy... and puts the prospect in a state of mind that is conductive to them spending money.

    So when you say:

    "Why wouldn't they care if they can increase ROI, efficiency, and save costs with a different approach."

    Because they really only care about what that MEANS to them... maybe less work (meaning more free time to spend as they want). Maybe more money for the same work (they feel successful and can buy nice things... maybe show off a little).

    See what I mean?

    You also said:

    "I'm also asking because I have two other projects I'm very excited to launch. Only reason they're in the backburner is for the same reason: I know it fixes a problem, but spinning my wheels on WHY the intended prospect would care. If that $2k.. $3k.. $10k copy answers the why, then I've truly comprehended the incredible value of a copywriter's talent."

    That's part of what a copywriter does, for sure. It's not the only part, by any means... but it contributes to them SELLING YOUR STUFF... which is what we do.

    Learning to get inside your market's head is ALWAYS a good thing, as is learning copywriting... but I wouldn't wait until you reach some "magical point" where you feel "worthy" of conversing with a copywriter.

    It is, after all, our job to help you sell your stuff... and so long as you're cooperative and work WITH us (rather than thinking you know best) then we can do our job just fine.

    -Dan
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    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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