The key to good copy is in relationships

Last week I travelled From Devon to London and met up with Simon to see a new client. Because of the complexity of the copywriting project, we felt that a face-to-face meeting would help us to understand fully the client’s objectives.

Yet there is not always the luxury of time for face-to-face meetings. Recently, another new client needed an article written in several days. I interviewed her over the phone, wrote the article and emailed it to her. She changed one word – out of 800.

The secret to success in copywriting is to establish a good working relationship between the copywriter and the client. Our approach is that we like to work with people we get on with and also to enjoy producing good copy. We also like to share a client’s enthusiasm for their subject matter. These are all important when building relationships.

Face-to-face meetings are very good for this, but where they are not possible contact by phone and email can be very effective in building an effective working relationship. This also enables copywriters to work with clients wherever they are based. The test is whether the copywriter produces good copy that meets the clients’ requirements.

As we invariably receive requests to write more copy, our approach appears to be succeeding.

Robert Zarywacz

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